findings from the data analysis received from the impact of breaking of the
gender stereotype in Indian television advertisements was further divided into
two studies, as post study and pre study. Post study refers to study done on
gender stereotype advertisements while pre study refers to study done on
breaking of gender stereotype advertisements. As a final step both post study
findings and pre study findings, where compared to find the end result to study
if there was an impact on the breaking of gender stereotype advertisement in
5.1 The sort of effects, that the gender stereotype
advertisements had on the audience.
post study, when asked the respondents about the gender stereotype advertisements.
Their responses were objectified according to the portrayal of gender in the advertisements
presented in the stereotypical way.
and women are observed as a noticeable division of activity versus appearance
or dynamic male versus suppressed female, consequently shows a distinct gender
display in the advertisements. At the point when the distinct component of
female portrayal is appearance, all the more frequently in suppressed and
submissive represent, the characterizing highlight of male portrayal is active
or action in commercials (Shields and Heinecken, 2002, p. 46).
prove that, in the post study. The perception of the respondents was similar to
the advertisements that portrayed women and men in a gender stereotypical way.
5.2 The effects caused by the breaking of
gender stereotype advertisements on the audience.
findings show that there is a change in the perception of the people. According
to Dominick and Rauch (1972), initially women were portrayed in such way that,
women are light hearted, less strong than men, women are the one who are
supposed to do the house works such as washing cleaning and cooking.
slowly the perception has changed and people started believing that women are
not anymore light hearted or not fit to do physical works like men. Though
women are still treated as delicate and soft, they are equally talented and
strong like men to go for work and take care of the family financially and mentally
like men (Ganahl, Prinsen and Netzley, 2003).
is also proven that the portrayal of men is also been changed in the Indian
television advertisements. During the time of gender stereotype advertisement,
men were always publicized as dominating and over powering over women and also
shown as the lead person in all the day to day activities (Thompson, 1996).
the revolution in the advertising industry, when breaking of gender stereotype
had resounded the market gradually the perception of people has changed from
how the advertisements have changed in featuring men and women (Ganahl, Prinsen
and Netzley, 2004). Men are now no more playing the lead character in the ads
as stronger and as the only responsible person towards family. It is shown that
men also do house hold works and help the family. The study by Clark (1969)
supports the findings of the study.
television advertisements had always portrayed women and men in a stereotypical
way. Thus, it had caused a great impact on the audience. To imagine women
always as dependable and weak when compared to men. Whereas men are always
shown independent, strong and also dominating women. As stated by Brett and
Cantore (1996) and ford and La Tou (1996).
time changed and the industry had taken a turn, by breaking the gender stereotype
advertisements. Advertisements started portraying men and women totally in a
whole new way. Where women were shown taking up financial stress and earnings
for the family. When men were becoming more supportive towards women by helping
them in the household works and also to take initiative towards family. Thus,
the findings from the study also proves that there is a drastic change in the
way how men and women were portrayed during gender stereotype and during the
breaking of gender stereotype. They study by Garu and (Zotos, 2016); (Pandya, 2008,
p.61) and (Wolin, 2003) supports our findings from the study.
interpretation towards the breaking of gender stereotype advertisements
is also proven that the breaking of gender stereotypical advertisements has
changed the buying behavior of the customers. When we asked the same question
to the respondents stating, whether these type of advertisements changed your
buying behavior in the post study and as well as the pre study. The responses
where accurate, respondents felt that gender stereotypical advertisements did
not have any influence on them to buy the product. Whereas, the breaking of
gender stereotype advertisements definitely influenced the respondents to buy
the product. Thus, hence proved that the breaking of gender stereotype had an
impact on the buying behavior of the respondent as supported by (Chu, Lee, and Kim 2016)
The findings also prove that the breaking of
gender stereotype is a new way of marketing in the industry. Whether its gender
stereotype or breaking of gender stereotype advertisements. the respondents
feel that these type of advertisements are a new way of appeal to hit the
market and gain more attention towards the product.
supported by Chaike, (1979), Hence, the findings prove that the breaking
of gender stereotype advertisements have more influence on the audience than
gender stereotype advertisements and it turns to be a new way of marketing in
the advertising industry.
major limitation was the demographic framework of the study. Since the study
only in Bangalore, the results are unique and specific to the area.
was also a lack of time in-between to conduct both the survey of post study and
pre study. Thus, it’s an impact study there is no possibility to come to a conclusion.