Mass media are essential not only in promotion and propagation of innovative ideas but also in transformation of the society. It has been observed that with rapid growth of online users in the world, Internet has become one of the fastest growing mediums. India is world’s third largest Internet user having 31 per cent increase over March 2012, (Hindu, 2013). The evolution of YouTube from a non-advertising supported to an advertising supported online media shows the impact of advertising on media content sites in today’s world. This increasing dependency on online advertising can also alter the nature of online media from a non-commercial interest to social networks based on commercial interest (Ha, 2008). As a result the study focuses on YouTube’s top ten most viewed advertisements of 2013 while trying to establish its relation to and portrayal of women as well as also raising questions about the nature of these advertising regarding social causes and welfare.
Women in online advertisements: a study of youtube
114 Views
55 Downloads
Published 2015-12-30
Pages 1-8
Abstract
References
- Pandey G.P., Globalisation and Commodification of Indian Women: The case of Media
- Pandey G.P., Globalisation and Commodification of Indian Women: The case of Media Advertising, Paper presented XXIX, All India Sociological Conference,Udaipur, Rajasthan, organized by, Indian Sociological Society, New Delhi.
- Singh Y., (2000) Cultural Change in India: Identity and Globalisation, New Delhi, Rawat Publication
- Yadav Anubhuti, (2009), Advertisements and its impact on children, Communication Today, Jaipur
- Joshi, C. (2012), Television Advertisements and Women Empowerment: A study of middle-class women in Silchar town of Assam, Ph.d. thesis, Assam University, Silchar
- The Economic Times, 8th January 2010 and 6th December, 2011
- Ha, L. (2008), Online Advertising Research in Advertising Journals: A Review, Journal of Current Issues and Research in Advertising, Volume 30, Number 1, Spring, retrieved from, http://adclubtoledo.org/wp-content/uploads/2010/02/jcira.spring2008.onlinereview. pdf, retrieved on 20th April, 2014
- A. Rani (2007), Women and Advertising, theeconomictimes.com, 29th December.
- India is now world’s third largest Internet user after U.S., China, retrieved fromhttp://www.thehindu.com/sci-tech/technology/internet/india-is-now-worlds-third-largest-internet-user-after-us-china/article5053115.ece, on 24thApril, 2014.
- Internet Research from a Gender Perspective, Searching for Differentiated Use Patterns, Gabriele Winker, Hamburg University of Technology, Germany, retrieved from http://www.tuhh.de/agentec/winker/pdf/InternetResearch.pdf retrieved on 25th April, 2014
- Sultana, W. (1999), Advertisements and Women, Some Reflections, Third Concept, February
- http://www.bellbajao.org/portrayals-of-women-in-indian-advertising-part-1-introduction/, retrieved on 20th April, 2014
- http://www.afaqs.com/interviews/index.html?id=388_Every-brand-needs-a-social-proposition:-S-Subramanyeswar---Lowe-Lintas, retrieved on 24th April, 2014
- http://ibnlive.in.com/news/2013-10-mostviewed-youtube-ads-in-india/438813-11.html, retrieved on 20th April, 2014
- http://www.afaqs.com/perl/digital/news/story.html?sid=25966, retrieved on 21st April, 2014
- http://www.businessdictionary.com/definition/branding.html, retrieved on 15th April, 2014
- http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_coverage.cfm, retrieved on 17th April, 2014
✓ Citation copied to clipboard