The Cult of Beauty (Hardcover, Jaishri Jethwaney)

Be the first to Review this product

₹1,255

₹1,295

3% off

Available offers

Bank Offer5% cashback on Axis Bank Flipkart Debit Card up to ₹750

T&C

Bank Offer5% cashback on Flipkart SBI Credit Card upto ₹4,000 per calendar quarter

T&C

Bank OfferFlat ₹50 off on Flipkart Bajaj Finserv Insta EMI Card. Min Booking Amount: ₹2,500

T&C

Bank Offer5% cashback on Flipkart Axis Bank Credit Card upto ₹4,000 per statement quarter

T&C

Delivery

Check

Enter pincode

Delivery by1 Dec, Monday

View Details

Author

Highlights

Services

Seller

BOOKCENTRE

4.2

Specifications

Publication Year

Table of Contents

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.

Manufacturing, Packaging and Import Info

Be the first to ask about this product

Safe and Secure Payments.Easy returns.100% Authentic products.