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Gender Relation In Advertisement

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Kritish Kumar H2017WS006 M.A in Women 's Studies 1st Semester Batch- 2017 to 2019 Introduction to Women 's studies Course code- CoR 1 Assessment Number 1

READING GENDER

Introduction

Women are displayed in various roles …show more content…

According to their biological group they are also assigned into their specific gender. “Gender is a Cultural construct. Each culture impose certain norms on the behaviour of men and women. These are prescriptions for appropriate behaviour. Like in most cultures ideally men are expected to be aggressive, assertive and brave among many other things and women are expected to be passive, receptive and caring” (Moitra, 2002: 106).

“Research has argued that advertising media has rendered a distorted body image ideal as valid and satisfactory, contributing to gender inequality and the promotion of "sexism." Sexism refers to the portrayal of women in an inferior way relative to their capabilities and potential, and is manifested in the depiction of women in cliched traditional and decorative roles in advertising” (Lysonski, 1985; PoUay,

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