Investigating gender stereotypes in Indian YouTube advertisements from 2015 to 2021

Åkestam, N. (2017). Understanding Advertising Stereotypes: Social and Brand-Related Effects of Stereotyped Versus Non-Stereotyped Portrayals in Advertising. Unpublished Doctoral Dissertation, Stockholm School of Economics.‏ www.ProQuest Dissertations and Theses Global.

Arima, A.N. (2003). “Gender stereotypes in Japanese television advertisements”. Sex Roles. 49(1/2): 81-90. https://doi.org/10.1023/a:1023965704387.

Bal, M. (1994). “Semiotics for beginners; On meaning-making: https://www.kinoppete.org/PDFs/Mieke%20Bal,%20Semiotics%20for%20Beginners.pdf.

Barthes, R. (1967). The Fashion System. Translated by Ward, M. & Howard, R. University of California Press. https://www.ucpress.edu/book/9780520206213/the-fashion-system.

Bell, P. & Milic, M. (2002). “Goffman’s gender advertisements revisited: combining content analysis with semiotic analysis”. Visual Communication. 1(2): 203-222. https://doi.org/10.1177/147035720200100205.

Cerrato, J. & Cifre, E. (2018). “Gender inequality in household chores and work-family conflict”. Frontiers in Psychology. 9(1330). https://doi.org/10.3389/fpsyg.2018.01330.

Ciochetto, L. (2004). “Advertising and globalization in India”. Media Asia. 31(3): 157-169. https://doi.org/10.1080/01296612.2004.11726750.

Copenhaver, B.B. (2002). A Portrayal of Gender and a Description of Gender Roles in Selected American Modern and Postmodern Plays. Electronic Theses and Dissertations. Tennessee State University. https://dc.etsu.edu/cgi/viewcontent.cgi?article=1789&context=etd.

Del Boca, D.; Martino, E.M.; Meroni, E.C. & Piazzalunga, D. (2019). “Early education and gender differences”. IZA Discussion Paper No. 12484. Institute of Labor Economics (IZA). https://ssrn.com/abstract=3427623.

Dwivedi, Y.K.; Ismagilova, E.; Hughes, D.L.; Carlson, J.; Filieri, R.; Jacobson, J.; Jain, V.; Karjaluoto, H.; Kefi, H.; Krishen, A.S.; Kumar, V.; Rahman, M.M.; Raman, R.; Rauschnabel, P.A.; Rowley, J.; Salo, J.; Tran, G.A. & Wang, Y. (2020). “Setting the future of digital and social media marketing research: Perspectives and research propositions”. International Journal of Information Management. 59, August: 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168.

Džanić, M. (2013). “The semiotics of contemporary advertising messages: Decoding visuals”. JEZIKOSLOVLJE. 14(2-3): 475-485. https://hrcak.srce.hr/file/165534.

Ebrahimian Jolodar, S.Y. & Ansari, M. (2011). “An investigation of TV advertisement effects on customers’ purchasing and their satisfaction”. International Journal of Marketing Studies. 3(4). https://doi.org/10.5539/ijms.v3n4p175.

ElSafty, M. (2005). Gender Inequalities in The Arab World. https://www.juragentium.org/topics/islam/mw/en/elsafty.htm.

Furnham, A. & Paltzer, S. (2010). “The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000”. Scandinavian Journal of Psychology. 51(3): 216-236.‏ https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1467-9450.2009.00772.x?casa_token=zSf2DfIfTeIAAAAA:4Lz_MaIMRgJ2U1a426mfN6bKx88onFYt8rPlS_KBmAYK3Oo-IaRZjDT6u1PMCpO0HcHdQX_6PMhpMO0Wmg.

Geena Davis Institute. (2019). “Gender bias and inclusion in advertising in India”. https://geenadavisinstitute.org/research/gender-bias-and-inclusion-in-advertising-in-india.

Goffman, E. (1979). Gender Advertisements. In Google Books. Macmillan International Higher Education. https://books.google.com/books?id=Vj5dDwAAQBAJ.  

---------------. (1956). The Presentation of Self in Everyday Life. Anchor Books. https://monoskop.org/images/1/19/Goffman_Erving_The_Presentation_of_Self_in_Everyday_Life.pdf.

Heriwati, S.H. (2017). Semiotics in Advertising as a Way to Play Effective Communications. https://openlibrarypublications.telkomuniversity.ac.id/index.php/bcm/article/download/5927/5909.

Iember Anweh, G. (2019). “Gender roles representation in television advertisements: Implications for the Nigerian girl-child and role modelling”. Athens Journal of Mass Media and Communications. 6(1): 43-64. https://doi.org/10.30958/ajmmc.6-1-3.

Jaffe, C. (2015). “How advertising has become an agent of social change”. https://medium.com/@moonstorming/how-advertising-has-become-an-agent-of-social-change-148aa0ef303a.

Lajnef, K. (2023). “The effect of social media influencers’ on teenagers Behavior: An empirical study using cognitive map technique”. Current Psychology. https://doi.org/10.1007/s12144-023-04273-1.

Lin, Q.; Pang, N. & Hong, Z. (2021). “Automated multi-modal video editing for ads video”. In Proceedings of the 29th ACM International Conference on Multimedia (pp. 4823-4827). https://pure.au.dk/ws/files/52113417/Camera_Movement_0910.pdf.

Marinova, J. (2003). “Gender stereotypes and the socialization process”. http://un.org/womenwatch/daw/egm/men-boys2003/EP3-Marinova.pdf.

Middleton, K. & Turnbull, S. (2021). “How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices”. Marketing Theory. 21(4). https://doi.org/10.1177/14705931211035163.

Ministry of Women and Child Development. (2016). “Draft National Policy for Women 2016”. May. https://wcd.nic.in/acts/draft-national-policy-women-2016.

Mirza, Z.K. (2016). Male gander stereotypes in Pakistan advertisements”. People: International Journal of Social Sciences. 2: 1716- 1732. https://doi.org/10.20319/pijss.2016.s21.17161732.

Nesvadba, N. (2017). “The presentation of self in the digital world: Goffman and the study of women’s self portrayal on Instagram through selfies”. https://www.academia.edu/36582334/The_Presentation_of_Self_in_the_Digital_World_Goffman_and_the_Study_of_Womens_Self_Portrayal_on_Instagram_through_Selfies.

Nolan, P. & Lenski, G. (1996). “Technology, ideology, and societal development”. Sociological Perspectives. 39(1): 23-38. https://doi.org/10.2307/1389341.

Padavic, I.; Ely, R.J. & Reid, E.M. (2019). “Explaining the persistence of gender inequality: The work–family narrative as a social defense against the 24/7 work culture”. Administrative Science Quarterly. 65(1): 61-111. https://doi.org/10.1177/0001839219832310

Prieler, M. & Centeno, D. (2013). “Gender representation in Philippine television advertisements”. Sex Roles. 69(5): 276-288.‏ https://idp.springer.com/authorize/casa?redirect_uri=https://link.springer.com/article/10.1007/s11199-013-0301-4&casa_token=1eppvCKcnEAAAAAA:sOdmiY-_o5RvFxrxoyDysKsb-6Box-qIkrlciSfvHwBW0YE8MB3-YVSZnXm0aFSeR6Ec-NeFSlt10LPs.

Ramaccia, J. (2010.). “Portrayal of women and clothing in domestic housework commercials”. eCommons. University of Dayton. https://ecommons.udayton.edu/cgi/viewcontent.cgi?article=1014&context=wgs_essay.

Ross, S. & Studer, N. (2019). Women Sell Mascara, Men Sell Machines? A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements Master’s Programme in Media and Communication Studies. https://www.divaportal.org/smash/get/diva2:1331663/FULLTEXT01.pdf.

Schwalbe, M.; Godwin, S.; Holden, D.; Schrock, D.; Thompson, S. & Wolkomir, M. (2000). “Generic processes in the reproduction of inequality: An interactionist analysis”. Social Forces. 79(2): 419-452. https://doi.org/10.2307/2675505.

Sharma, P. & Gupta, P. (2015). “Semiotic analysis of Indian television advertisements and its impact on consumers: an exploratory study”. ESSACHESS-Journal for Communication Studies. 8(1(15)): 71-90. https://www.essachess.com/index.php/jcs/article/view/266.

Sheehan, K. (2004). Controversies in Contemporary Advertising. SAGE Knowledge; SAGE Publications, Inc.  https://sk.sagepub.com/books/controversies-in-contemporary-advertising/n6.xml.

Siddiqui, K.A. & Alahmadi, M.A. (2021). “Gender preferences for men and women advertising models in Saudi Arabia”. Asian Journal for Public Opinion Research. 9(4): 30076. https://www.ajpor.org/article/30076-gender-preferences-for-men-and-women-advertising-models-in-saudi-arabia.

Sovič, A. & Hus, V. (2015). “Gender stereotype analysis of the textbooks for young learners”. Procedia - Social and Behavioral Sciences. 186: 495-501. https://doi.org/10.1016/j.sbspro.2015.04.080.

Statista. (2016.). “Statisa India: Advertising spending share by category 2016”. https://www.statista.com/statistics/302574/india-advertising-spending-by-category/.

Suggett, P. (2020). “The different type of advertising methods available to you”. LiveAbout dotcom. October 26. https://www.liveabout.com/different-types-of-advertising-methods-38548.

Sumano, K. (2017). “How gender stereotypes impact behavior”.One Love Foundation. https://www.joinonelove.org/learn/gender-stereotypes-impact-behavior/.

3 Dots Design. (2020). “History of advertising in India”. https://www.3dotsdesign.in/blog/history-of-advertising-in-india.

Tognoli, J. (1979). “The flight from domestic space: Men’s roles in the household”. The Family Coordinator. 28(4): 599. https://doi.org/10.2307/583524.

Tuchman, G. (2000). “The symbolic annihilation of women by the mass media: Originally published as the introduction to Hearth and Home: Images of women in the mass media, 1978” (pp. 150-174). Culture and Politics. Palgrave Macmillan US.‏ https://link.springer.com/chapter/10.1007/978-1-349-62965-7_9.

Vadehra, S. (2022). “Gender bias in Indian advertisements”. Lexology. March 16. https://www.lexology.com/library/detail.aspx?g=e0f4840e-0a79-422b-93c2-dec4760fa1d2.

Zhang, Y. & Gelb, B.D. (1996). “Matching advertising appeals to culture: The influence of products’ use conditions”. Journal of Advertising. 25(3): 29-46. https://www.jstor.org/stable/4189010.