Volume-XII, Issue-III, May 2026 |
Projection Of Single Mothers in Indian Advertisements Doyel Dutta, Assistant Professor, D Y Patil International University, Maharashtra, India |
Received: 28.05.2026 | Accepted: 29.05.2026 | Published Online: 31.05.2026 | Page No: 121-127 | ||||
DOI: 10.29032/ijhsss.vol.12.issue.03W.328 | |||||||
ABSTRACT | ||
Single mother is an almost untouched topic in Indian media. Seldom do they find any space in the mainstream popular media. Only a few parallel movies dealt with the topic. In Indian advertisement, it has always remained an alien topic. But, in twenty first century, with the rise in popularity of single parenting, some commercials have started depicted single mothers to make an attempt to destigmatise the society. Various aspects of the lives of a single mother have been projected on screen with great details. The difficulties and challenges faced by them have been addressed very directly. Bold messages have been delivered by popular brands in an attempt to change the society. This paper is an attempt to understand how is the woman of a single mother is painted on screen by Indian advertisements. | ||
Keywords: Single mother, Indian advertisement, Patriarchy, Society, Challenges |