“Sneaky Sexism” in Indian TV Commercials: A Study of Gender Representation in Selected Ads

TV advertisements are a powerful medium of influence in building audience perceptions. Despite significant strides toward gender parity in Indian TV advertising, especially in terms of presence and voice, a deeper examination reveals that the quality of representation for women and girls, and their portrayal often reinforces traditional gender and occupational roles roles and stereotypes. Although there has been progress, with some brands adopting more empowering messages, subtle forms of sexism, coined “sneaky sexism,” persist. These subtler and nuanced biases, while less overt, continue to influence perceptions of gender roles negatively. Advertising plays a pivotal role in gender socialization and current practices frequently perpetuate outdated stereotypes, such as women being predominantly depicted in domestic and beauty-related roles with floral decorations and softer pastel color palettes, and mostly not in paid employment, Around 87% of Indian respondents to a recent survey said that women are typically portrayed in traditional roles in their country’s media, and 86% said the same of the portrayals of men (UN Women). This study aims to evaluate selected Indian TV advertisements to validate the hypothesis using content and discourse analysis, and thematic analysis analysis of recurring patterns/motifs and underlying message/s. The findings of the study will have a potential impact on positively influencing societal attitudes, looking at specific instances of sexist tropes and how these cause equality/inequality. This will help the media to actively understand and look at subtle sexism and revisit the content in the light of their moral responsibility toward society. The study underscores the need for the advertising industry to move beyond mere representation and address these entrenched stereotypes. By embracing gender-sensitive advertising, brands can contribute positively to gender equality and enhance their market appeal, as consumer attitudes increasingly reject stereotypical portrayals.