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Beyond the Gender Stereotype - New Age Advertising in India

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Beyond the Gender Stereotype - New Age Advertising in India


Abhijit Gupta



Abhijit Gupta "Beyond the Gender Stereotype - New Age Advertising in India" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-1, February 2023, pp.410-413, URL: https://www.ijtsrd.com/papers/ijtsrd52672.pdf

Advertising in India is seeing a slow but noticeable change in the way women are depicted. The stereotyping of women in roles of homemaker and caregiver are being overridden in favour of more dynamic personalities. Women are shown having agency both over their body and mind, as persons who are able to take decisions about life choices and career, without being subservient to social or familial expectations. This change is being reflected in new age advertisements for many brands, thereby strengthening the gender inclusivity emerging in present day society.

Advertisements – stereotypes – women - representation - occupation – decision making area - inclusive


IJTSRD52672
Volume-7 | Issue-1, February 2023
410-413
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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