Constructing Myths Through Coding: A Study on Idealized Body Images and Indian Women

Abstract

When the world is a global market, advertisements rule the psyche of modern man. The immense power of advertisements over the masses has made them important tools of persuasion and manipulation by the hegemonic class. Advertisements appear everywhere and the images creep into the lives of men, often unknowingly. These images exist in our consciousness, appealing to man at a deeper level. Reading these texts help us understand the manipulative power of these messages and its impact in reinforcing the power structure in society.