ABSTRACT
In India children aged 6–11 spend 28 hours weekly watching television and encountered 20,000 ads annually. Children, due to developmental vulnerabilities, are a prime target for advertisers. While prior studies address the behavioural and attitudinal effects of ads and gender stereotypes, but limited focus exists on the bidirectional relationship between societal norms and advertising in shaping gender perceptions in Indian children. The present study aims to review 39 published articles (of Indian authors) extracted from the Scopus database (after applying many filters) and analyse bibliographic parameters with the help of the VOS viewer. The study also investigates the representation of the female gender in Indian advertisements and its impact on children's gender conditioning through priming. Adopting a quasi-experimental method, this qualitative study involved pre- and post-test interviews with 150 children. Findings were compared with literature to reach conclusions.
