Gendered Representations: Power, Privilege, and Stereotyping in Indian Advertising by Sharada J. Schaffter

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About the Book

In her perceptive and critical analysis of more than 2500 advertisements, Sharada Schaffter focuses on some of the techniques used by advertisers to demonstrate her observation that media treatment of women works to the advantage of men at the expense of the well-being and dignity of women.About The Author :A graduate of University of Madras, Sharada Schaffter, whose vocation was mathematics, gave up teaching for her avocation of social activism, to work as a volunteer with the Women’s Forum for Social Action, at the Institute for Development Education, Chennai. Haivng been trained in Development and Group Communication and in Management in Rural Reconstruction, at international institutes in the Philipines, she worked with women in villages near Chennai.

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