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Title: BABY IN THE CORNER: REINFORCING GENDER STEREOTYPES THROUGH BRAND POSITIONING IN INDIA
Authors: Arjun Madan
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Arjun Madan The Shri Ram School- Moulsari, New Delhi, India
MLA 8 Madan, Arjun. "BABY IN THE CORNER: REINFORCING GENDER STEREOTYPES THROUGH BRAND POSITIONING IN INDIA." Int. j. of Social Science and Economic Research, vol. 3, no. 9, Sept. 2018, pp. 4569-4577, ijsser.org/more2018.php?id=323. Accessed Sept. 2018. APA Madan, A. (2018, September). BABY IN THE CORNER: REINFORCING GENDER STEREOTYPES THROUGH BRAND POSITIONING IN INDIA. Int. j. of Social Science and Economic Research, 3(9), 4569-4577. Retrieved from ijsser.org/more2018.php?id=323 Chicago Madan, Arjun. "BABY IN THE CORNER: REINFORCING GENDER STEREOTYPES THROUGH BRAND POSITIONING IN INDIA." Int. j. of Social Science and Economic Research 3, no. 9 (September 2018), 4569-4577. Accessed September, 2018. ijsser.org/more2018.php?id=323.
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Abstract: It has been widely accepted that advertising - as a means of communication - is also a purveyor of sociological and psychological connotations; it mirrors society's body of values, beliefs, and aspirations. Thus, it is fair to say that advertisements help in promoting and re-enforcing the norms that any society holds. The production and distribution of these norms, either explicit or subtle, is quite rampant in the modern world, and concern an array of social problems such as gender, caste, class, race, and sexual orientation. This paper focuses on how advertisements code and disseminate gender norms, be it socially progressive messages around gender or stereotypes. It will also study contemporary Indian advertising industry's relation to the feminist movement, and draw wider connections with the success or failure of 'femvertising' by engaging in textual and market-level analyses of products that brand themselves under the banner of women empowerment.

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