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Indian advertising: Perpetuating systems of gender, class and color

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  1. Introduction.
  2. India's print media industry.
  3. India: Sold on more things then ever before.
  4. Advertisements placed intravenously throughout the content of magazines.
  5. The power of advertising and mass media.
  6. Conclusion.
  7. Bibliography.

Advertising despite acting as a representation of a modern society which has the potential to erase social difference with is democratic spirit actually perpetuates hierarchies of gender, class and complexion. This paper will explore the growing bourgeois class and its ushering in of a huge advertising industry. It will portray through print and television examples how advertisements perpetuate classic gender roles, class differences, and beauty norms. It will finally examine the trickle down effect to lower class audiences and the responsibility advertising and mass media holds.

[...] Bibliography: Indian Advertising: Perpetuating Systems of Gender, Class, and Color 1. Parameswaran, Radhika, Cardoza, Kavitha. ?Fairness/Lightness/Whiteness in Advertising: The Mobility of Beauty in Globalizing India.? Conference Papers International Communication Association; 2007 Annual Meeting, p1-1, 1p in.aspx?direct=true&db=ufh&AN=2695180&site=ehost-live (Radhika) 2. Iyer, Savita. ?Vogue Hits Indian Newsstands.? Business Week Online; 9/19/2007, p22-22, 1p in.aspx?direct=true&db=a9h&AN=26672630&site=ehost-live (Iyer) 3. Kripalani, Coonoor. ?Trendsetting and product placement in Bollywood film: Consumerism through consumption.? New Cinemas: Journal of Contemporary Film; 2006, Vol Issue p197-215 in.aspx?direct=true&db=ufh&AN=24279418&site=ehost-live (Kripalani) 4. [...]

[...] Another fair and lovely commercial portrayed two women at the temple they greeted a boy coming out of it he acknowledged the first lighter girl in greeting but when he was introduced to the darker girl he looked at his watch and hurried off. The girl looked back at him longingly, later at home she starred sadly at her face in the mirror, until her fair friend came up to her with some Fair and Lovely face cream. The next time she was at the temple in her pink Punjabi suit, her scarf blowing in the breeze, the man she had formerly pined after saw her new fair face and came running after her.[13] The mens counterpart to the female fair and lovely commercial is ?Fair and Lovely, Men's Active,? These commercials portrayed men becoming more masculine and attractive as a result but did not dwell on the same career based if then scenarios that characterized the majority of the women's advertisements[14]. [...]

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