Advertising despite acting as a representation of a modern society which has the potential to erase social difference with is democratic spirit actually perpetuates hierarchies of gender, class and complexion. This paper will explore the growing bourgeois class and its ushering in of a huge advertising industry. It will portray through print and television examples how advertisements perpetuate classic gender roles, class differences, and beauty norms. It will finally examine the trickle down effect to lower class audiences and the responsibility advertising and mass media holds.
[...] Bibliography: Indian Advertising: Perpetuating Systems of Gender, Class, and Color 1. Parameswaran, Radhika, Cardoza, Kavitha. “Fairness/Lightness/Whiteness in Advertising: The Mobility of Beauty in Globalizing India.” Conference Papers International Communication Association; 2007 Annual Meeting, p1-1, 1p http://proxy.seattleu.edu:2048/login?url=http://search.ebscohost.com/log in.aspx?direct=true&db=ufh&AN=2695180&site=ehost-live (Radhika) 2. Iyer, Savita. “Vogue Hits Indian Newsstands.” Business Week Online; 9/19/2007, p22-22, 1p http://proxy.seattleu.edu:2048/login?url=http://search.ebscohost.com/log in.aspx?direct=true&db=a9h&AN=26672630&site=ehost-live (Iyer) 3. Kripalani, Coonoor. “Trendsetting and product placement in Bollywood film: Consumerism through consumption.” New Cinemas: Journal of Contemporary Film; 2006, Vol Issue p197-215 http://proxy.seattleu.edu:2048/login?url=http://search.ebscohost.com/log in.aspx?direct=true&db=ufh&AN=24279418&site=ehost-live (Kripalani) 4. [...]
[...] Another fair and lovely commercial portrayed two women at the temple they greeted a boy coming out of it he acknowledged the first lighter girl in greeting but when he was introduced to the darker girl he looked at his watch and hurried off. The girl looked back at him longingly, later at home she starred sadly at her face in the mirror, until her fair friend came up to her with some Fair and Lovely face cream. The next time she was at the temple in her pink Punjabi suit, her scarf blowing in the breeze, the man she had formerly pined after saw her new fair face and came running after her.[13] The mens counterpart to the female fair and lovely commercial is “Fair and Lovely, Men's Active,” These commercials portrayed men becoming more masculine and attractive as a result but did not dwell on the same career based if then scenarios that characterized the majority of the women's advertisements[14]. [...]
[...] Khan, Tabassum. “Role of Visual Design Elements in Bridging Commercial and Development Agendas: A Case Study from India.” Conference Papers International Communication Association; 2006 Annual Meeting, p1-4 http://proxy.seattleu.edu:2048/login?url=http://search.ebscohost.com/lo gin.aspx?direct=true&db=ufh&AN=27204522&site=ehost-live (Khan) 5. Gupta, Renu. “BILINGUAL ADVERTISING IN A MULTILINGUAL COUNTRY.” Language in India; Apr2007, Vol Issue p8-9, 2p http://proxy.seattleu.edu:2048/login?url=http://search.ebscohost.com/lo gin.aspx?direct=true&db=ufh&AN=24960351&site=ehost-live (Gupta) 6. Fernandes, Naresh. “Uncomfortable Truth: P. Sainath reminds us that India is still a poor country”Columbia Journalism Review; Jan/Feb 2008; 46, [...]
[...] However “advertising is a narrative genre whose persuasive rhetoric does not merely sell goods, but also educates citizens in emerging markets to embrace consumerism's aspirational space of upward mobility.”[9] While many Indian ad campaigns contain examples in which gender, upward mobility, and class are all presented in a linear, limiting, and detrimental ways The ad campaigns for beauty products such as fairness creams are the ultimate personification of this gross regressive format. Fairness creams certainly fill up a large amount of prominent space in both print media and television. [...]
[...] Even luxury brands such as Gucci and Louis Vuitton have set up shop in India.” [5]“According to a recent study by consulting firm PricewaterhouseCoopers and the Federation of Indian Chambers of Commerce & Industry, print media in the country are global investors' favorite sector. Timmy Kandhari, executive director and leader of PwC's Indian entertainment and media practice in New Delhi, says the industry is slated to grow at an annual rate of about 13% over the next five years.”[6] “India is reaping the long-term benefits of moving away from central planning and is unleashing the forces of competition and enterprise. [...]
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