GENDER PORTRAYALS IN INDIAN TV ADVERTISEMENTS: UNDERSTANDINGTHE PERCEPTION OF YOUTH IN ROHTAK

Abstract

In today's dynamic environment, mass media, especially advertisements, significantly shape perceptions about product appeal and societal norms, notably gender roles. Gender distinctions, vital in defining societal roles, also perpetuate entrenched stereotypes (Dominelli, 2007, p. 29). A study at Maharishi Dayanand University, Rohtak, titled “Gender Portrayals in Indian TV Advertisements: Understanding the Perception of Youth in Rohtak,”
examined young adults' perspectives (20-25 years) on these portrayals. The findings highlighted a mix of traditional and evolving gender representations. While many ads upheld traditional roles, others showcased diverse female roles. Respondents favored conventional roles but stressed ads should be convincing, brief, informative, and respectful. The study underscores a need for more authentic and inclusive advertising, aligning with modern
perspectives on gender equality