Men and Women in Indian Magazine Advertisements: A Preliminary Report

Men and Women in Indian Magazine Advertisements: A Preliminary Report Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed. Sex Roles Springer Journals

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Sex Roles , Volume 43 (10) – Oct 16, 2004

Loading next page...
Kluwer Academic Publishers-Plenum Publishers
Copyright © 2000 by Plenum Publishing Corporation
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
Publisher site
See Article on Publisher Site


You’re reading a free preview. Subscribe to read the entire article.

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches


Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.



billed annually
Start Free Trial

14-day Free Trial