Gender Based Study on Sexism and Immoral Themes Used in the Advertisements
Keywords:
Sexism, immoral advertisement themes, gender based issue, triangulation approach, mixed research methodAbstract
Sexism and immoral themes used in the advertisements would hurt the minds of the viewers and has a very strong impact on the cognitive ability, hence certain constructs cannot be quantified, and hence there is a strong need to use qualitative approach to generalize the discussion and to conclude with a meaningful solution. Associations of ideas have to stem from the main root and hence for this research paper Mind Maps has been used. To have a vast knowledge on the theme, 29 articles were deeply analysed to know how to use a qualitative approach to study the insolence of the youth community towards the immoral advertisements. Thus, diagrammatic relationship, complex variables can be better understood using mind mapping and hence this research work is a pure qualitative approach. As a concluding remark, it has been mentioned that, marketers should first know what content has to be advertised and what not to be advertised. It would be useful to the customer community if advertisements hold information on products and services rather than showing unwanted content. The variables extracted during the focus group discussion matched the analysed data using student’s t-test and the analysed data proves the triangulation approach in a positive way.
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