Intro --
Publisher Note --
ADVANCE PRAISE --
Half Title --
Publisher Note --
Title Page --
Copyright Page --
Acknowledgements --
Acknowledgements --
CONTENTS --
Abbreviations List --
PREFACE --
CREATIVE CONCEPT --
ACKNOWLEDGEMENTS --
CHAPTER 1 IS ADVERTISING AS GUILTY AS IT IS MADE OUT TO BE? --
CHAPTER 2 WHAT WOMEN WANT? --
CHAPTER 3 GENDER INSENSITIVITY IN INDIAN ADS-NUMBERS DON'T LIE! --
CHAPTER 4 SOME HOPE, SOME DESPAIR! A MEDLEY OF ADS --
CHAPTER 5 STRAIGHT FROM THE SOURCE! --
CHAPTER 6 THE ARRIVAL OF METROSEXUAL MAN IN THE INDIAN AD NARRATIVE CHAPTER 7 GENDER MAINSTREAMING IN MEDIA SCHOOLS AND WORKPLACES --
CHAPTER 8 GENDER SENSITIVE LAWS: A GLOBAL CONCERN --
CHAPTER 9 DO SELF-REGULATION CODES IN ADVERTISING HAVE ENOUGH TEETH? --
CHAPTER 10 CURRENT DISCOURSE ON GENDER IN THE ECOSYSTEM AND ITS IMPLICATIONS --
CHAPTER 11 WAKE-UP CALL FOR THE AD SECTOR --
CHAPTER 12 WHAT NEXT? THE AGENDA FOR TOMORROW --
Contributors --
Publisher Note

"Advertising is a multi-billion-dollar industry globally and a powerful communication tool, believed to move the markets and the minds. As an important ingredient in the marketing mix, advertising plays a decisive role in persuading the potential consumer in buying the brand thus advertised. Advertising creates aspirations for a better life, especially among the young. Advertising thus works at a subliminal level, making deep inroads into people's psyche. For attracting the attention of the discerning media consumer, who often watches the ads in between entertainment or news programs and news stories in newspapers, advertisers invariably use both appropriate and inappropriate tactics and strategies, provocative imagery being one of them, to make ads stand out in the clutter. Irrespective of the fact that women may not necessarily be the consumers of some products or services, they are shown in the advertisements, many a time as sex objects. Critics of advertising suggest a correlation between the portrayals of women in media, including advertising, and how they are likely to be treated in society"--