Investigating Gender-Based Stereotypes in Advertisement Landscape: A Multimodal Analysis of an Indian Town

Abstract

This study examines the prevalence of gender stereotypes in outdoor advertising within an Indian satellite town, focusing on the portrayal of women and men in stereotypical gender roles. Images of outdoor advertisements were collected from the busy streets and subjected to purposive sampling for analysis. The analysis was done with critical discourse analysis and multimodal discourse analysis. The results reveal a clear endorsement of men in powerful and high-status positions, while women are consistently depicted as objects and confined to traditional roles as homemakers. The purpose of this study is to emphasize the importance of addressing gender issues, not only for cultural understanding but also for recognizing the pervasive influence of gender-based social conditioning, which undermines the foundation of an equitable society.