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बुधवार, 21 जून 2017

In India, “femvertising” is putting men in the kitchen at last, even if it's just on TV

In India, “femvertising” is putting men in the kitchen at last, even if it's just on TV
- To illustrate how this is happening, we selected for this article three emblematic advertisements that not only challenge but also reverse the traditionally dominant roles that Indian fathers, sons, and husbands assume with the women in their lives.

Role inversion highlights men acting “out of script” to improvise a new way of assuming inherited, highly codified familial roles. In these ads, Indian men, like their western counterparts, appear to have grown weary of the limiting script and role that’s been passed down to them.