International Journal For Multidisciplinary Research

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Unveiling Gender-specific Narratives: An Investigation of Women's the Depiction in Targeted Advertising

Author(s) Anwesa Karmakar, Abhirup Bhadra
Country India
Abstract Targeted advertising's complex and multidimensional representation of women reflects and impacts society views, values, and gender perceptions. The present study delves into the multifaceted aspects of the subject matter, utilizing theoretical frameworks such as feminist theory, social cognitive theory, and cultivation theory to offer valuable insights into the processes involved in the creation, transmission, and interpretation of media portrayals of women. This study explores how the advertising business is changing and how advertisers are targeting women consumers through an analysis of academic research, industry reports, and expert interviews. It also draws attention to the opportunities and problems that come with encouraging more inclusive and powerful portrayals of women in targeted advertising, as well as the influence that these representations have on people's attitudes, actions, and social standards. This abstract provides a thorough review of the subject and its consequences for media literacy, gender equality, and social change by combining a variety of viewpoints and actual data.
Keywords Targeted advertising, Women portrayal, Feminist theory, Media literacy, Gender equality
Field Sociology > Journalism / Media
Published In Volume 6, Issue 2, March-April 2024
Published On 2024-04-30
Cite This Unveiling Gender-specific Narratives: An Investigation of Women's the Depiction in Targeted Advertising - Anwesa Karmakar, Abhirup Bhadra - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.19309
DOI https://doi.org/10.36948/ijfmr.2024.v06i02.19309
Short DOI https://doi.org/gts4n7
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