A Comparative Analysis of the Roles Portrayed by Women in Indian Television Advertisements: 1980-2009
Bibliographic record
Abstract
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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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".