Gender Sensitization through Advertisements and Short Films

Abstract

Gender sensitisation is a critical aspect of promoting equality and challenging stereotypes in contemporary society. By examining the portrayal of gender roles, identities, and relationships in ads and short films, and by the virtue of relevant ted talks, the research illustrates both progressive and problematic patterns in their depiction. The study analyses popular TV advertisements and depicts how they are either indifferent towards gender sensitisation or they take undue advantage of gender portrayal to increase viewership. Furthermore, the study looks at the portrayal of gender through character development and cinematography of those short films which have dared to go beyond the conventional portrayal and created a new identity of empowered women. Ultimately, this study underscores the potential of short films and ads to drive social change and foster a more inclusive and equitable society by becoming gender sensitive. The scope of the study is limited to popular Indian advertisements on television and award- winning short films. In the current sociocultural context, gender sensitization has emerged as a major concern that intersects with larger movements that support inclusivity and equality, making this research particularly pertinent. This study emphasizes how public perceptions and societal dynamics are affected by gender representation in the media, and it is the duty of media producers to generate information that promotes gender sensitivity. It promotes a more thoughtful and intentional approach to the creation of media, one that opposes objectification and stereotyping and advances the current conversation on gender equality.