Gender Storytelling in Advertising

In contemporary society, advertising is an effective medium for spreading social norms and values in addition to being a platform for product promotion. This thesis explores the complex world of gender storytelling in advertising narratives with the intention of revealing the underlying messages and analysing how they affect social perceptions and behaviours. This study investigates the construction, reinforcement, and challenge of gender norms, stereotypes, and identities through an analysis of numerous advertising across a range of media and industries. Drawing from theories of gender roles, gender stereotypes and feminist theory, it investigates the mechanisms through which advertisers employ storytelling techniques to shape audience perceptions and influence consumer behavior. Ultimately, this study aims to shed light on the multifaceted dynamics of gender storytelling in advertising and its broader implications for cultural discourse, consumer culture, and the pursuit of gender equality.