Gender Advertising in the US and India: Exporting Cultural Stereotypes

By Michael Griffin, K. Viswanath, Dona Schwartz. 1994

Subfields: Social Sciences & Humanities

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In Social Sciences & Humanities

1. Shachi Dave
2. Partha P. Talukdar
3. Vinodkumar Prabhakaran
4. Sunipa Dev
5. Shaily Bhatt

Citations in the corpus

• Re-contextualizing Fairness in NLP: The Case of India (2022, background): “…65% compared to 85% for men, and 21% labor force participation compared to 76% for men.8 Gender roles and stereotypes in India vary from the West (Sethi and Allen, 1984; Leingpibul and Mehta, 2006) and so do their potrayal in media (Griffin et al., 1994; Khairullah and Khairullah, 2009; Das, 2011).”
• Gender Issues in Advertising (2003, background): “Griffin, Viswanath, and Schwartz (1994) Print content analysis 3 year sample of Indian and U.S. magazines Indian advertisements exhibit many of the same gender role portrayal patterns as U.S. advertisements.”