Beyond the Gender Stereotype New Age Advertising in India

Advertising in India is seeing a slow but noticeable change in the way women are depicted. The stereotyping of women in roles of homemaker and caregiver are being overridden in favour of more dynamic personalities. Women are shown having agency both over their body and mind, as persons who are able to take decisions about life choices and career, without being subservient to social or familial expectations. This change is being reflected in new age advertisements for many brands, thereby strengthening the gender inclusivity emerging in present day society. Abhijit Gupta "Beyond the Gender Stereotype - New Age Advertising in India" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-7 | Issue-1 , February 2023, URL: https://www.ijtsrd.com/papers/ijtsrd52672.pdf Paper URL: https://www.ijtsrd.com/management/marketing/52672/beyond-the-gender-stereotype--new-age-advertising-in-india/abhijit-gupta