Gendered Marketing in Children: A Study on Colour and Graphics in Advertisements
Priyanka B1, Gopika P Binu2, Krishnakumar M A3
1Priyanka B, MJMC Post Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
2Gopika P Binu, MJMC Post Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
3Krishnakumar M A, MJMC Post Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
Manuscript received on 15 May 2019 | Revised Manuscript received on 22 May 2019 | Manuscript Published on 02 June 2019 | PP: 278-282 | Volume-8 Issue-7S2 May 2019 | Retrieval Number: G10480587S219/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Television advertisement has become a part of kids’ daily lives. Advertising is the most influential and powerful medium in the present society. It shapes the attitude and beliefs of the children and it encompass every aspect of their life. Children are exposed to the field of advertising. The research paper examines the effective use of colour and graphics in branding. The paper also highlights the historical context of gender stereotypes in advertising. The paper uses both qualitative and quantitative form of analysis. Qualitative method encompasses a detailed analysis of advertisements and products with variables from colour, graphic designs and gendered marketing towards the influence on children, this study get more support with in-depth interview with experts in the field of Advertising, psychologist deals with children habit and consuming products.
Keywords: Advertisements, Children, Stereotypes, Focus and Attitude.
Scope of the Article: Communication