Volltext herunterladen
(externe Quelle)
Zitationshinweis
Bitte beziehen Sie sich beim Zitieren dieses Dokumentes immer auf folgenden Persistent Identifier (PID):
https://doi.org/10.15655/mw/2017/v8i1/49147
Export für Ihre Literaturverwaltung
Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements
[Zeitschriftenartikel]
Abstract The purpose of this article was to examine the perception of the audience regarding the portrayal of women in Indian TV advertisements and the perception difference among them on the basis of their gender. 125 young adults comprising of 63 males and 62 females were selected randomly as the sample fo... mehr
The purpose of this article was to examine the perception of the audience regarding the portrayal of women in Indian TV advertisements and the perception difference among them on the basis of their gender. 125 young adults comprising of 63 males and 62 females were selected randomly as the sample for the study. Primary data was collected through the survey method with the help of structured questionnaire. The study explored that majority of the respondents agreed that women in Indian TV advertisements are mostly depicted as young and beautiful, and rarely shown enjoying equal status with men and as professionals. They were not feeling much uncomfortable towards the sexual portrayal of women in advertisements. The study further revealed that gender has a great influence on the perception of the audience regarding the portrayal of women in Indian TV advertisements. Female in comparison to male were found to be more critical about the portrayal of women in Indian TV advertisements.... weniger
Klassifikation
Werbung, Public Relations, Öffentlichkeitsarbeit
Wirkungsforschung, Rezipientenforschung
Freie Schlagwörter
TV advertisements; portrayal of women; perception; young adult; gender
Sprache Dokument
Englisch
Publikationsjahr
2017
Seitenangabe
S. 339-354
Zeitschriftentitel
Media Watch, 8 (2017) 3
ISSN
0976-0911
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0