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Book Excerpt: The Blatant Stereotyping and Subordination of Women in Indian TV Ads
A micro data analysis of ads within certain brand categories reveals two dominant indicators of objectification emerge: the ritualisation of subordination and patriarchy.
Homi adjania
Deepika padukone
Jaishri jethwaney
Beauty paradigm
Gender discourse
Indian advertising
Beatuy paradigm
Family scene
License withdrawal
Parametric evaluation
Beauty products
Parametric weightages across
Five sub
Gender norms
Gender stereotypes
Patriarchy in indian ads
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