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Authors
Affiliations
1 Symbiosis Institute of Business Management, Symbiosis International University (SIU), Pune, IN
2 Symbiosis Institute of Business Management, Pune, IN
Source
SAMVAD: International Journal of Management, Vol 9 (2015), Pagination: 59-64
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.
Full Text
References
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