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Gender Stereotyping in Advertising and its Consequences & Effects on its Audience


Affiliations
1 Symbiosis Institute of Business Management, Symbiosis International University (SIU), Pune, India
2 Symbiosis Institute of Business Management, Pune, India
 

Recently, there has been a lot of marketing research done to gauge the various differences between the way males and females perceive advertising, be it in print advertising or in mass media ads. In the following paper, we attempt to understand how gender stereotyping in advertising affects its intended audience in terms of gender. Also, we will tap into ads that use humor against those which are of a more serious nature and differentiate between the way the communication is perceived and accepted by males and females, and how they respond to it, and ultimately, whether a change in this cycle can help the advertising industry and provide for a better means of communication between companies and consumers today.

Keywords

Stereotypes, Humor, Advertising, Indian Consumer.
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  • Gender Stereotyping in Advertising and its Consequences & Effects on its Audience

Abstract Views: 212  |  PDF Views: 109

Authors

Preetha Menon
Symbiosis Institute of Business Management, Symbiosis International University (SIU), Pune, India
Shreya Punkambekar
Symbiosis Institute of Business Management, Pune, India
Sadhika Bhatia
Symbiosis Institute of Business Management, Pune, India

Abstract


Recently, there has been a lot of marketing research done to gauge the various differences between the way males and females perceive advertising, be it in print advertising or in mass media ads. In the following paper, we attempt to understand how gender stereotyping in advertising affects its intended audience in terms of gender. Also, we will tap into ads that use humor against those which are of a more serious nature and differentiate between the way the communication is perceived and accepted by males and females, and how they respond to it, and ultimately, whether a change in this cycle can help the advertising industry and provide for a better means of communication between companies and consumers today.

Keywords


Stereotypes, Humor, Advertising, Indian Consumer.

References