Gendered Advertisements: A Narrative Review of the Representation of Women in Masculine Product Advertisements

Abstract

Many discussions and arguments have been focused on the subjectification of issues relating to women in India. Talking about rural India and the issues of women encircling it, we could hardly reach a conclusive finding that a new issue would be jolting to join the puzzle of intertwined issues that prevail. Putting a step back and not venturing into the realm of rural India, women, and its issues, this paper will focus on urban India glaring at the issue of women and their objectification under the purview of media in the country. Media is a vast umbrella under which the studies could be undertaken. Be it in journalism, films, or advertisements, the presentation of women in the mediums and the understanding that has been created in the minds of the audiences leading to the further proliferation of a redundant narrative of viewing women as a sexual commodity had been constructed effectively. Lots of studies on the narrative have been accepted and further research has been made to understand the effects, causes, and possible solutions to end the unfortunate narratives that have been set. Yet, a detailed review of whether the situation remains the same today or certain developments in the regard have been made remains to be of particular interest. Hence, this paper seeks to evaluate the advertisement narratives through the lenses of perfume advertisements for men, taking into view the subjects of masculinity and the pacification of the male gaze and seeks to review whether changes have truly been made or remain in talks taking into account the development standards set by an urban society given attitudinal and behavioral development of the outlook towards women.