This PPT is based on sem 4 presentation on Dissertation, presented at the Department of English, MKBU on 4th April 2024.

3. Chapter List

4. ● Cultural Studies & Communication- Media Studies
● What is Advertisement?
● Gender Based Stereotypes
● What is Feminist Study?
● Deconstructive Reading
● Media Studies and Feminist Studies
Chapter 1: Introduction

5. Chapter 2: Literature Review
● Media Studies
● Advertisements and the Portrayal of Gender Stereotypes
● Literature Review of Indian Advertisements
Hypothesis
● To critically examine the gender roles portrayed in advertisements through a feminist lens
● To Explore relevance of feminism in contemporary Indian society and people's understanding of the
feminist discourse. To investigate how women are portrayed in today's Indian society and the role of
the entertainment industry and social media in shaping these depictions.
● To examine the influence of social media on perceptions of gender roles, identifying specific trends
that emerge.
● To deconstruct the language and visual portrayal of women in advertisements that may invite or
perpetuate subtle forms of gender bias, despite outward appearances of progress.
● To analyze how advertisements affect societal notions of masculinity and femininity, scrutinizing
potential patterns, roles, and codes governing the representation of women's behavior in advertising.

6. Chapter 3: Analysis of Indian Advertisements:
Examining the Portrayal of Women
● Advertisements
● Representation of Women in Advertisements
● Domestic Sphere, Beauty Standards, Sensuality
● Progressive Portrayal of Women In Advertisements
● The Concept of Femvertising

7. Chapter 4: A Feminist Deconstruction of
Indian Advertisements
● The Indecent Representation of Women (Prohibition)
● Act, 1986
● Portrayal of Women in Advertisements
● Progressive and Regressive Portrayals
● Binary Oppositions
● Progressive but regressive portrayal

8. ● Feminist Deconstruction
● Beauty Standards
● Language
● Gesture and Body Postures

9. Chapter 5: Conclusion
● Advertisements perpetuate traditional gender stereotypes and
objectify women despite feminist progress.
● Women are depicted in narrow roles conforming to unrealistic
beauty standards and domestic spheres.
● Contradictions exist between progressive ad campaigns
advocating gender equality and actual product/brand messaging.
● Nuanced, deconstructive analysis unveils subtle reinforcement
of gender biases through language, visuals, and context.
● Feminist critique remains crucial to challenge harmful
representations and drive meaningful societal change.

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