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Submitted by jtr14 on March 13, 2008
Category: Miscellaneous
Words: 1219 | Pages: 5
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When examining the differences in global advertising I thought it would be best to begin with the obvious. This would be the portrayal of American men and women to Indian men and women in advertising campaigns. I also wanted to look into their commonalities.
Both in the United States and in India women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures.
Although the portrayals of women and men in Indian magazine ads have changed over time, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. In this paper the similarities and differences between role portrayals in Indian magazine ads will be discussed.
The past shows that both men and women are portrayed in stereotypical ways in magazine advertisements in most parts of the world. Men and women appear in different roles, in different settings, and for different types of products.
Although strong similarities in gender-role portrayals in ads have been shown across cultures especially in India, this is also the case for the United States although in different ways. The cultural values of India are significantly different from those of the United States. Thus, it is likely that portrayals of men and women in Indian ads may differ from that found in western countries.
Indian men seem to be classified mostly as career-driven and self-seekers while Indian women are seen in some cases as housewives. Magazines are the primary vehicles for advertising in India followed then by television, radio or newspaper. Role portrayals in advertising differ by product.
In the United States women in magazine ads are portrayed as being dependent on and needing the protection of men, not making important decisions, homemakers and sex objects. Gender identity for men is often associated with...
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