Study on semiotics and gender biased advertising

Abstract

The purpose of this project is to identify and study symbols that are used to convey meaning in contemporary Indian advertising with special reference to their perceived gender and meaning and finally, to test the theory of configuring between an individual’s general scheme and his preference for gender biased advertisements. The project first identifies common symbols used in contemporary Indian advertising. These symbols are then tested for perception as male or female as well as meaning attached to these symbols by the respondents. A masculine and a feminine advertisement are than created for two personal products one, masculine (shaving cream) and another natural (toothpaste). These advertisement are than tested for preference with the male sample and analyzed in relation to the gender scheme to test the theory of congruence. The symbols analyzed for gender and a meaning indicated that there was a high degree of stereotyping in the way in which these symbols perceived. For the products concerned conserved there was no significant relation between the individual’s gender scheme under his preference for the gender biased advertisement all brand tested. For the neutral product this could perhaps be attributed to the low involvement level of the product. However the brand preference for the male product indicated that this variable was more likely related to the sex-role standards of masculinity than the individual’s gender schema.