The Dynamic Role of Advertisements in Creating Appearance Culture in India

Abstract

Advertisements are potentially outreaching and highly persuasive forms of social influence. Not only it is an important tool of marketing and brand recognition, but also a very strong cultivator of ideas, concepts, trends and stereotypes. It is therefore imperative, that the content broadcasted by media is positive, holistic and pragmatic. This paper focuses on analysing the role played by advertisements in setting appearance culture and the dynamic and evolving nature of modern advertisements against appearance stereotypes. The paper intends to make use of information derived from secondary data.