CHAPTERVDISCUSSIONAND CONCLUSION Thefindings from the data analysis received from the impact of breaking of thegender stereotype in Indian television advertisements was further divided intotwo studies, as post study and pre study. Post study refers to study done ongender stereotype advertisements while pre study refers to study done onbreaking of gender stereotype advertisements. As a final step both post studyfindings and pre study findings, where compared to find the end result to studyif there was an impact on the breaking of gender stereotype advertisement inIndian television.
5.1 The sort of effects, that the gender stereotypeadvertisements had on the audience.In thepost study, when asked the respondents about the gender stereotype advertisements.Their responses were objectified according to the portrayal of gender in the advertisementspresented in the stereotypical way. So menand women are observed as a noticeable division of activity versus appearanceor dynamic male versus suppressed female, consequently shows a distinct genderdisplay in the advertisements. At the point when the distinct component offemale portrayal is appearance, all the more frequently in suppressed andsubmissive represent, the characterizing highlight of male portrayal is activeor action in commercials (Shields and Heinecken, 2002, p. 46).The findingsprove that, in the post study.
The perception of the respondents was similar tothe advertisements that portrayed women and men in a gender stereotypical way.5.2 The effects caused by the breaking ofgender stereotype advertisements on the audience.Thefindings show that there is a change in the perception of the people. Accordingto Dominick and Rauch (1972), initially women were portrayed in such way that,women are light hearted, less strong than men, women are the one who aresupposed to do the house works such as washing cleaning and cooking.
Butslowly the perception has changed and people started believing that women arenot anymore light hearted or not fit to do physical works like men. Thoughwomen are still treated as delicate and soft, they are equally talented andstrong like men to go for work and take care of the family financially and mentallylike men (Ganahl, Prinsen and Netzley, 2003). Itis also proven that the portrayal of men is also been changed in the Indiantelevision advertisements.
During the time of gender stereotype advertisement,men were always publicized as dominating and over powering over women and alsoshown as the lead person in all the day to day activities (Thompson, 1996). Afterthe revolution in the advertising industry, when breaking of gender stereotypehad resounded the market gradually the perception of people has changed fromhow the advertisements have changed in featuring men and women (Ganahl, Prinsenand Netzley, 2004). Men are now no more playing the lead character in the adsas stronger and as the only responsible person towards family. It is shown thatmen also do house hold works and help the family.
The study by Clark (1969)supports the findings of the study. Indiantelevision advertisements had always portrayed women and men in a stereotypicalway. Thus, it had caused a great impact on the audience. To imagine womenalways as dependable and weak when compared to men. Whereas men are alwaysshown independent, strong and also dominating women. As stated by Brett andCantore (1996) and ford and La Tou (1996). Astime changed and the industry had taken a turn, by breaking the gender stereotypeadvertisements.
Advertisements started portraying men and women totally in awhole new way. Where women were shown taking up financial stress and earningsfor the family. When men were becoming more supportive towards women by helpingthem in the household works and also to take initiative towards family. Thus,the findings from the study also proves that there is a drastic change in theway how men and women were portrayed during gender stereotype and during thebreaking of gender stereotype. They study by Garu and (Zotos, 2016); (Pandya, 2008,p.61) and (Wolin, 2003) supports our findings from the study. 5.
3. Audienceinterpretation towards the breaking of gender stereotype advertisements Itis also proven that the breaking of gender stereotypical advertisements haschanged the buying behavior of the customers. When we asked the same questionto the respondents stating, whether these type of advertisements changed yourbuying behavior in the post study and as well as the pre study. The responseswhere accurate, respondents felt that gender stereotypical advertisements didnot have any influence on them to buy the product. Whereas, the breaking ofgender stereotype advertisements definitely influenced the respondents to buythe product. Thus, hence proved that the breaking of gender stereotype had animpact on the buying behavior of the respondent as supported by (Chu, Lee, and Kim 2016) The findings also prove that the breaking ofgender stereotype is a new way of marketing in the industry. Whether its genderstereotype or breaking of gender stereotype advertisements.
the respondentsfeel that these type of advertisements are a new way of appeal to hit themarket and gain more attention towards the product. Assupported by Chaike, (1979), Hence, the findings prove that the breakingof gender stereotype advertisements have more influence on the audience thangender stereotype advertisements and it turns to be a new way of marketing inthe advertising industry. Limitations Themajor limitation was the demographic framework of the study. Since the studywasconductedonly in Bangalore, the results are unique and specific to the area. Therewas also a lack of time in-between to conduct both the survey of post study andpre study. Thus, it’s an impact study there is no possibility to come to a conclusion.
