International Scientific Journal of Engineering and Management

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A PUBLIC PRECEPTION ON GENDER PORTRAYAL IN TV ADVERTISEMENT OF BEVERAGES WITH REFERENCE TO PESICO AND COCA COLA COMPANY

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A PUBLIC PRECEPTION ON GENDER PORTRAYAL IN TV ADVERTISEMENT OF BEVERAGES WITH REFERENCE TO PESICO AND COCA COLA COMPANY

Aradhya Raj1 and Dr. Jitendra Singh2

1Student (M.A. Journalism & Mass Communication), School Of Liberal and Creative Arts (Journalism and Mass Communication), Lovely Professional University, Phagwara, India

2Assistant Professor, School Of Liberal & Creative Arts (Journalism and Mass Communication), Lovely Professional University, Phagwara, Punjab

Abstract

This study explores at how the general public views how women are portrayed in beverage television commercials, with a particular emphasis on PepsiCo and Coca-Cola. The possible impact of gender portrayal in advertising on consumer behaviour and society standards has made it a topic of attention for a long time. This study attempts to offer light on how gender roles are portrayed in these advertisements and how they affect viewers' impressions of the brands by examining public attitudes. Surveys given to a wide range of consumers are used to collect quantitative data. An essential communication tool in today's market-driven culture is the advertisement. Advertising takes a tremendous amount of resources, including time, money, and space, and it can be done on TV, radio, newspapers, magazines, internet platforms, etc. However, it has been discovered from a feminist standpoint that the bulk of TV commercials frequently perpetuate gender stereotypes.. They are frequently portrayed in scenes from the house, including the kitchen or grocery stores, which perpetuates the notion that they are homemakers. They are frequently depicted sipping drinks to unwind or revive themselves following home tasks.

Keywords: Advertisement, Beverages, Stereotype, Gender Portrayal, TV commercial


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