1. – Asst. Prof, Symbiosis Inst Of Media & Comm., Symbiosis Int. Univ., Pune, Maharashtra, India.
| Received
23-Jun-2014 |
Accepted
- |
Published
23-Jun-2014 |
Abstract
This paper explores the gender stereotyping of women in the contemporary space of Indian television commercials. The paper endeavors a discourse analysis of one ad campaign Fair & Lovely over the last many years. The study deconstructs the discourse built by the brand
through propagating a myth of womens beauty as only one kind of beauty i.e., fair skin – which becomes imperative to attain anything in life. Such a discourse mainstreams a racist version of beauty on one hand and trivializes the essence of a woman by representing her as a
dependent on body image to attain success and approval.
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