Abstract: The projection of women's image in media is quite degrading and leaves lot to be desired. Most of the information available puts women under same stereotype image which exists down the years. For decades, media representation of men and women has posed common concerns among researchers Worldwide. A wide variety of debates have been running about its negative and positive depictions. With the advertising being one of the major option that have bought advantages as well as challenges. This paper has analyses the similar context of women in advertisements in specific to Kannada daily Newspapers. For this study, the researchers examined advertisements of two leading newspapers of Kannada language namely Vijayavani and Vijaya Karnataka. The researcher collected three months.......
KEY WORDS: Gender, Masculinity, Newspaper advertisement, Gendered Media, Portrayal, Stereotypes, Female images.
[1]. Clatterbaugh, K. (1997). Contemporary Perspectives on Masculinity: Men, Women and Politics in Modern Society, 2nd ed. Westview Press, Boulder, CO.
[2]. Das, Ajay (2009), Media, Gender and Identity: An Introduction. New Delhi: OmegaPublications. Pp 93-239.
[3]. Elasmar, M., Hasegawa, K., & Brain, M. (1999). The portrayal of women in U.S. prime-time television. Journal of Broadcasting & Electronic Media, 43, 20-35. Ellen, DiSalvatore/ (2010). The portrayal of Women in Advertising
[4]. Fairclough, N. (1989). Language and Power. New York: Longman Inc.
[5]. Geis, F.L., Brown, V., Jennings, J., & Porter, N. (1984). TV commercials as achievement scripts for women. Sex Roles, 10(7,8), pp 513-525.