The Cult of Beauty: Gender Discourse in Indian Advertising

By Jaishri Jethwaney

This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women's portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects.

Drawing insights from a seminal research study and Erving Goffman's classic book 'Gender Advertisements', it traces the journey of three decades, beginning the 1990s - the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB.

This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas.

• Format: Paperback
• Language: English
• ISBN: 1032613599
• ISBN13: 9781032613598
• Release Date: July 2025
• Publisher: Routledge India
• Length: 148 Pages
• Weight: 0.50 lbs.
• Dimensions: 0.3" x 6.1" x 9.2"