Gender Bias, Sexual Objectification and Balanced Coverage- Advertising and Gender Roles

Abstract

In the contemporary times and recent years advertising and marketing have led to the boom in market playing a powerful role in the economy of a nation and world. At the same time they have also showcased ads featuring gender biases and stereotypical roles which have been resisted through counter ads on gender socialization, women and girl empowerment. Various research projects conducted by UNICEF through an analysis of most viewed advertisements on Television and You Tube have accessed the role of advertising media in reinforcing and challenging harmful gender roles shaping the life of young girls and women in order to drive more gender sensitive advertising. With an aim to support and achieve the Sustainable Development Goal for gender equality and women empowerment the paper analyzes promotion of gender roles in marketing and advertising as presented in social media.