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This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.

Subverting Gender Stereotypes : An Analysis of Mynthra’s ‘Bold is Beautiful’ Advertising Campaign  

Lavanya M.

Assistant Professor

Dept. of English (SFS)

Madras Christian College

Chennai

Tamil Nadu

e-mail: mlavanyamcc2015@gmail.com

Phone: 8056893085

 

 

Abstract

Advertisements play a vital role in shaping and setting novel trends in society. The advent of New Media helped to have a different perspective on socio-cultural issues which goes against the mainstream thought process. Advertisements in television and newspapers generally depict women as submissive and emotional. The tendency of traditional media to objectify women as commodities is overthrown in Mynthra’s Anouk brand advertising campaign ‘Bold is Beautiful,’ which is a shift in focus from physical to inner strength of women. The series has five advertisements which deal with five different women-oriented themes that are current in today’s Indian socio-cultural context – privacy of women in public space, lesbianism, single parenting, termination from work during pregnancy and career aspirations of women. The paper tries to attempt a feministic analysis of these themes with the present socio-cultural scenario of India as its backdrop.

journal of english

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2017-12-01T05:53:26+00:00
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