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- W4252307515 abstract "This paper explores the gender stereotyping of women in the contemporary space of Indian television commercials. The paper endeavors a discourse analysis of one ad campaign ‘Fair & Lovely’ over the last many years. The study deconstructs the discourse built by the brand through propagating a myth of ‘women’s beauty’ as only one kind of beauty i.e., fair skin – which becomes imperative to attain anything in life. Such a discourse mainstreams a racist version of beauty on one hand and trivializes the essence of a woman by representing her as a dependent on body image to attain success and approval." @default.
- W4252307515 created "2022-05-12" @default.
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- W4252307515 date "2015-09-15" @default.
- W4252307515 modified "2023-09-25" @default.
- W4252307515 title "Women in Indian T.V. Advertising: The ‘Discourse’ in the ‘Fair & Lovely Ad Campaign’" @default.
- W4252307515 doi "https://doi.org/10.18701/imsmanthan.v8i2.5141" @default.
- W4252307515 hasPublicationYear "2015" @default.
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