Vol. 2, Issue 8 (2015)
Representation of Women in Television Advertisements
Author(s): Sarmistha Kabi
Abstract: Issues such as gender stereotyping, devaluation, marginalization, silencing of women perpetuated by television advertisements, the impact of male gaze on the visuals and the audiences are discussed scientifically in this paper. Hence the paper is about the portrayal of women in advertisements in television by looking into various issues of women like gender stereotyping, devaluation and marginalization perpetrated though the constructed depiction of women in the Television advertisements. The purpose of this study is to assess the portrayal of women in advertisements in the television. This paper centers on the current scenario with regard to the perpetuation of stereotypes in images and representation solidifies women’s traditional roles and unequal gender relations in multiple ways in the advertisements of television in terms of male gaze.