This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives.

Jaishri Jethwaney did her Doctorate from the School of International Studies, JNU, her Masters in Political Science from Hindu College, Delhi University; and professional education in mass communication and journalism both in India and abroad. In an academic career spanning over 25 years, she was Professor & Program Director at the coveted Indian Institute of Mass Communication, followed by two-year stint as Project Director in the ICSSR research project on Gender Discourse in Indian Advertising which was followed by her extensively reviewed book, The Beauty Paradigm: Gender Discourse in Indian Advertising (2022) Currently Dr Jethwaney is the Senior Advisor in Public Health Communication with the Ministry of Health & Family Welfare in its Immunology Technical Support Unit (ITSU) since December 2022.

Prof. Jethwaney has been a lead communication expert for many national and international consultancies in the social sector arena. She is on the board of studies of several central and state universities.

A widely read author, Prof. Jethwaney's books on Advertising, Corporate Communication and Social Sector Communication are very popular among academics, professionals, and scholars not only in India but also many countries.

1. Is Advertising as Guilty as It Is Made Out to Be? 2. What Women Want? The Long and Arduous Journey of Struggle for Gender Equity 3. Gender Insensitivity in Advertising is not a Myth! 4. Some Hope, some Despair! A Medley of Ads 5. From Horse's Mouth- Straight from the source! 6. The Arrival of Metrosexual Man in the Indian Ad Narrative: Creating New Archetypes 7. Gender mainstreaming in media schools and workplaces 8. Gender Insensitive Laws - A Global Concern 9. Do self-regulation codes in advertising have enough teeth? Critiquing professional codes of self-regulation 10. Current Discourse on Gender and its Implications 11. Wake-up call for the ad sector - The New Consumer Protection Act, 2019 12. What next? The Agenda for Tomorrow