Abstract
Every day as viewer we come across myriad images and commercials for various products. This excessive amount of media in our day to day lives cannot be side lined and impacts all those surrounded by it. It is an expression of the society of which we are a part, its mirror-image for all practical purposes and has a far reaching influence on the social, cultural and moral values on its viewers. Gender images in television commercials provide an especially intriguing field of study. The image of men and women is being reflected the way society accepts it, not, in a way it ought to be, just to win the confidence of the respective buyers. The present paper is an attempt to examine the gender images portrayed in advertisements on Indian popular channels like Zee TV, Star Plus, Colors etc. through content analysis with reference to certain categories including-sex of the central character, product type, portrayed roles, voiceover etc. It also tries to highlight how the gendered images of men and women are used by the advertisers and companies to increase their sales and make the consumers prospective buyers. The study also attempts to understand whether the images contained in the television advertisements can be seen as a reflection of prevailing cultural values which are drawn from society at large.
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