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Challenging Stereotypes: A Semiotic Analysis of Indian Advertisements Lakshmi C., Dr. Selvam Veena Department of English, Anna University, Chennai, India Online published on 9 November, 2016. Abstract India has become one of the biggest economies of the world with more consumers and purchasing power, and its advertisement industry too has grown and evolved with it. Advertising is controlled by its market interests; is often accused of stereotyping and avoidance of controversial subjects, but it also reflects the popular culture and society through its language and visuals. The signs of change in urban India of the 21st century are visible in the advertising industry also, as some brands are making conscious efforts to break stereotypes and move away from trodden paths. The paper looks at the concept of stereotyping of gender roles and representation of minorities from a critical perspective through discourse analysis of selected Indian television advertisements telecast countrywide and uploaded on YouTube Ad Leaderboards. It analyses ads that conform to stereotyping as well as ones that attempt to challenge it through their portrayal of unconventional and extraordinary people and stories. The study highlights changes among the urban middle class due to financial independence of women and the influence of internet, showing how advertising that caters to them has reflected these changes. Top Keywords Stereotype, Television, Gender Roles, Discourse Analysis, Urban Middle Class, YouTube, Ad Leaderboard. Top | |
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