A Comparative Analysis of the Roles Portrayed by Women in Indian Television Advertisements: 1980-2009
Notice bibliographique
Résumé
The role of woman has been changing over the years in all fields. Many studies (Belakaou and Belakaou, 1976) observe that the advertisements don’t portray the role of woman as it is in the social reality. This has been the keen area of interest for both academicians (Das, 2000, Siu and Au, 1997) and practitioners. There has been a socio-cultural change in society over the decades indicated by the increasing number of women pursuing careers, changing family role structure, and unfavorable female attitudes toward traditional sex-role stereotypes.The earliest study of women’s role portrayals was done by Courtney and Lockeretz (1971). They studied 112 ads in magazines and concluded that the ads reflected stereotypical roles like “women’s place is in the home, women don’t make important decisions or do important things, and women are dependent and need men’s protection, men regard women as sex objects and are interested in women as people.” Like Courtney and Walker (1971), many studies still believe that sex-role stereotyping occurs in television commercials and the same is been a trend for years. (Siu and Au, 1997). Russell and Lane, (1993) state that advertising is effective only when it is relevant to its target audience. There is a strong similarity in sex role advertising around the world but there have been a few studies which have focused on the effect of culture on advertising (Siu and Au, 1997, Milner and Collins, 2000).Role portrayals in advertising is different in Asia, as compared to the rest of the world (Cutler et al., 1995) Hofstede (1980) also identifies that the cultural values of Asian nations are significantly different from those of countries like the United States, Canada, and Britain. Therefore we can say that the role of woman will also be different in Asia when compared to the United States or United Kingdom. There have been very limited studies on gender role portrayal in India. The studies are Matthew (1990), Munshi (2000) and Das (2000). All these studies have focused their study on the print advertising. Matthew (1990) studied the segmentation of men and the advertisements preferred by various segments. Munshi (2000) examined the role of House wives in advertisement. These two studies are limited in their scope. However, Das (2000) conducted a study on the role of both men and woman in Indian magazines over three years 1987, 1990 and 1994 and also compared these to the ads from other countries. A review of extensive literature has helped to identify that there has been no study in the Indian context on the role of woman in television advertising. This study aims to fulfill this gap by analyzing the role of woman in Indian television over three decades from 1980.
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Comment cette classification a été obtenuedéplier
Prédiction distillée sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Apprise à partir de 10 348 étiquettes directes de Codex et de 10 348 étiquettes directes de Gemma. Le mode candidate est l'union des têtes enseignantes seuillées; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont ni des étiquettes humaines ni des étiquettes directes de modèles de pointe.
Scores Codex et Gemma par catégorie
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,003 | 0,000 |
| Méta-épidémiologie (sens strict) | 0,000 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,000 |
| Bibliométrie | 0,000 | 0,001 |
| Études des sciences et des technologies | 0,000 | 0,000 |
| Communication savante | 0,000 | 0,000 |
| Science ouverte | 0,000 | 0,000 |
| Intégrité de la recherche | 0,000 | 0,001 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,000 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule tête enseignante, pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».