Redefining gender stereotypes in Indian English TV advertising

Abstract

The aim of this study was to examine glocalization in Hinglish TV commercials, specifically those that break and redefine gender stereotypes. It examines how Hindi and English in these commercials modulate sociocultural identities, representing Hindi as old and English as new. Two questions which are addressed in this article are whether Hinglish reflects the hybrid culture of the new urban Indian, and whether there is an emergence of new modern values associated with liberalism in place of the older traditional values of family, marriage and propriety.