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Gender Role Portrayals in Indian Television Ads

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Abstract

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.

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  1. Department of Business & Tourism, Mount Saint Vincent University, Halifax, NS, Canada, B3M 2J6

    Mallika Das

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Das, M. Gender Role Portrayals in Indian Television Ads. Sex Roles 64, 208–222 (2011). https://doi.org/10.1007/s11199-010-9750-1

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