‘Many years ago, as a senior copywriter in one of New York’s largest ad agencies, I presented a concept for a beauty brand. And yes, it actually had an idea attached to it, which was rare for beauty ads in those days. But I’ll never forget my male creative director’s response. He said straight-faced without a touch of irony, “I don’t buy it; women don’t think like that.” So I applaud Professor Jethwaney on her book exploring how and why women are depicted so one-dimensionally in advertising. Whether it’s Mumbai or New York, it needs to change.
‘Excellent and well researched, your book looks at advertising through a gendered lens. Without being prescriptive, it brings to the fore many problems inherent in the portrayal of women in advertising. The book is a timely reminder of the need to start a serious discourse around the subject of stereotyping women in advertisement and the risks this may have, by subliminally influencing mindsets of people. It forces the readers to re-examine their response to women’s portrayal in advertising and to ask the question “why”.
‘A monumentally path-breaking book which, on the one hand, raises consciousness of women in slumber and, on the other, challenges conscience of the advertising world by linking a mirror of reality with a window of opportunity for enlightened choices. Each chapter is provocative and fascinating with contemporary debates and scholarship of ideas.
‘A highly informative and beautifully written book on advertising nuances and gender by one of the most knowledgeable minds on the subject that I had the fortune to meet. An easy, worthwhile read for those engaged in the advertising industry and in general for everyone to take a peek into the evolving landscape of advertising.’
‘Professor Jaishri Jethwaney’s new book is a major contribution to gender studies in India. Jaishri has been the leading light and principal coordinator of the media research project of the South Asia Women’s Network (SWAN) on the Status of Women in Media in South Asia. She led the segment on gender in advertising among all eight participating South Asian countries. The constant objectification and stereotyping of women through advertising immensely influences societal mindsets, especially among the young.