Department of Humanities and Social Sciences

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Author: search.filters.author.Sharma, SangeetaSubject: search.filters.subject.Gender

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    Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements
    (Sage, 2017-09) Sharma, Sangeeta
    The purpose of this article was to examine the perception of the audience regarding the portrayal of women in Indian TV advertisements and the perception difference among them on the basis of their gender. 125 young adults comprising of 63 males and 62 females were selected randomly as the sample for the study. Primary data was collected through the survey method with the help of structured questionnaire. The study explored that majority of the respondents agreed that women in Indian TV advertisements are mostly depicted as young and beautiful, and rarely shown enjoying equal status with men and as professionals. They were not feeling much uncomfortable towards the sexual portrayal of women in advertisements. The study further revealed that gender has a great influence on the perception of the audience regarding the portrayal of women in Indian TV advertisements. Female in comparison to male were found to be more critical about the portrayal of women in Indian TV advertisements.
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    Role Portrayal of Women in Advertising: An Empirical Study
    (Bepress, 2021-09) Sharma, Sangeeta
    One of the sensitive areas in the world of advertising and marketing is the portrayal of women. Women are an indispensable part of Indian society as they constitute half of the population and play critical roles. However, the depiction of women as sex symbols, objects of desire, and as having subservient behaviours has presented a great concern to feminist scholars, activists, and researchers. The objective of this research paper is to study how women’s role portrayal impacts consumers’ willingness to buy and to identify the difference in views of Indian men and women when it comes to the stereotypical role portrayal of women in advertisements. The study uses MANOVA statistics to identify whether significant differences exist between the men and women when it comes to willingness to buy. Exploratory and confirmatory factor analysis are used to identify the latent variables. The impact on purchase intent is determined by validating the proposed hypotheses through structural equational modelling statistics.
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    Femluencing: integration of femvertising and influencer marketing on social media
    (Taylor & Francis, 2022-04) Sharma, Sangeeta
    The multifold increase in influencer marketing has sparked debates about the mechanism of influencer marketing on social media. Although the research on influencer marketing is escalating, its integration with other forms of advertising to facilitate positive outcomes is unexplored. This article introduces the new research concept of femluencing, which is influencer marketing coupled with femvertising. This article attempts to integrate influencing with femvertising and provides an outline of femluencing by integrating the aspects of femvertising and influencer marketing. In addition to laying the foundation of femluencing, 25 social media influencers (SMIs) were interviewed to identify their perceptions about utilizing femluencing. The study develops a model from the past literature and responses from our interviews with SMIs.