UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 8 Issue 10
October-2021
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR2110340


Registration ID:
316171

Page Number

d322-d329

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Title

Why Gender Stereotype Persist in Advertisements

Authors

Abstract

This paper attempts to understand the reasons why certain gender representation in advertisements continue to be stereotypical even when many advertisers have shifted to more equitable representation. Findings from the UNICEF report, published on April 2021 under the title ‘Gender Bias and Inclusion in Advertising in India’ has been used to study the cause behind the findings. Whether all gender representations were harmful stereotypes was investigated after synthesizing findings from the field of psychology and anthropology on gender differences. The biological and personality differences are real and transfers into the portrayal of male and female roles in advertisements. The differences are large in studies on sexuality and somewhat small in personality. These differences explain gender roles in family, choice of profession, purchase behaviour and other social activities. The paper does not support the regressive messages that harms efforts for emancipation of women but only but only seeks to answer why certain gender roles continue in ads and that these are based on the evidence available from the field of cognitive science and evolutionary psychology.

Key Words

Gender-representation, stereotypes, evolution, advertisement

Cite This Article

"Why Gender Stereotype Persist in Advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.d322-d329, October-2021, Available :http://www.jetir.org/papers/JETIR2110340.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Why Gender Stereotype Persist in Advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppd322-d329, October-2021, Available at : http://www.jetir.org/papers/JETIR2110340.pdf

Publication Details

Published Paper ID: JETIR2110340
Registration ID: 316171
Published In: Volume 8 | Issue 10 | Year October-2021
DOI (Digital Object Identifier):
Page No: d322-d329
Country: Bangalore, Karnataka, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication


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