Abstract
Advertising plays a crucial role in shaping perceptions of gender roles and can either reinforce stereotypes or drive social change. In India, despite its economic potential, significant gender-based disparities and stereotypes persist. While current regulations address these biases, there is a pressing need to emphasize inclusive representation and for designers to effectively integrate these guidelines. This study investigates the perspectives, objectives, and challenges of advertising designers in tackling gender stereotypes through social marketing campaigns, aiming to identify effective strategies for creating culturally empathetic and bias-free advertisements. We developed an open-ended questionnaire after reviewing global advertising regulations on harmful gender stereotyping to conduct semi-structured interviews with Indian stakeholders with at least ten years of experience, selected through purposive sampling. Each interview lasted 30-45 minutes and included fourteen questions on advertising practices. Thematic analysis revealed nine key themes, exploring the historical roots and contemporary persistence of gender stereotypes while showcasing successful advertisements that challenge these norms. The findings underscore the need for culturally sensitive, bias-free advertisements and continuous oversight by experienced professionals. The study identifies the regulatory gaps and emphasizes the urgency of re-evaluating existing frameworks, advocating for improvements to the Advertising Standards Council of India’s regulations to promote inclusive representation, including visibility for the third gender. This research contributes academically and practically by providing actionable recommendations for advertising designers to adopt more inclusive advertising practices. It encourages scholars and industry stakeholders to pursue socially responsible marketing strategies, continuous regulation revision, and improved advertising practices to empower consumers to make informed choices.
Presenters
Akanksha BhardwajStudent, Ph.D., Indian Institute of Technology Guwahati, Assam, India Pratul Chandra Kalita
Assistant Professor, Design, Indian Institute of Technology. Guwahati
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Advertising Design, Gender Stereotypes, Advertising Practices, Social Marketing Strategies
