Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements

Das, Madhusmita; Sangeeta, Sharma

[journal article]

dc.contributor.author	Das, Madhusmita	de
dc.contributor.author	Sangeeta, Sharma	de
dc.date.accessioned	2021-09-10T08:21:48Z
dc.date.available	2021-09-10T08:21:48Z
dc.date.issued	2017	de
dc.identifier.issn	0976-0911	de
dc.identifier.uri	https://www.ssoar.info/ssoar/handle/document/74774
dc.description.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 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.	de
dc.language	en	de
dc.subject.ddc	Publizistische Medien, Journalismus,Verlagswesen	de
dc.subject.ddc	News media, journalism, publishing	en
dc.subject.other	TV advertisements; portrayal of women; perception; young adult; gender	de
dc.title	Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements	de
dc.description.review	begutachtet (peer reviewed)	de
dc.description.review	peer reviewed	en
dc.source.journal	Media Watch
dc.source.volume	8	de
dc.publisher.country	MISC	de
dc.source.issue	3	de
dc.subject.classoz	Werbung, Public Relations, Öffentlichkeitsarbeit	de
dc.subject.classoz	Advertising, Public Relations	en
dc.subject.classoz	Wirkungsforschung, Rezipientenforschung	de
dc.subject.classoz	Impact Research, Recipient Research	en
dc.rights.licence	Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0	de
dc.rights.licence	Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0	en
internal.status	formal und inhaltlich fertig erschlossen	de
dc.type.stock	article	de
dc.type.document	Zeitschriftenartikel	de
dc.type.document	journal article	en
dc.source.pageinfo	339-354	de
internal.identifier.classoz	1080409
internal.identifier.classoz	1080407
internal.identifier.journal	2041
internal.identifier.document	32
internal.identifier.ddc	070
dc.identifier.doi	https://doi.org/10.15655/mw/2017/v8i1/49147	de
dc.description.pubstatus	Veröffentlichungsversion	de
dc.description.pubstatus	Published Version	en
internal.identifier.licence	20
internal.identifier.pubstatus	1
internal.identifier.review	1
dc.subject.classhort	10800	de
internal.pdf.wellformed	true
internal.pdf.encrypted	false
ssoar.urn.registration	false	de

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Wirkungsforschung, Rezipientenforschung
Impact Research, Recipient Research
Werbung, Public Relations, Öffentlichkeitsarbeit
Advertising, Public Relations

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