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GENDER ADVERTISING Introduction This article is about advertisements and gender images, and hinges on the argument that they can be fruitfully understood as the rhetoric of India's project of globalisation. It rests on the assumption that the shift in the Indian state's economic policy in favour of globalisation has accompanied a shift in public discourse as evidenced in the media. My focus is on advertisements in the English print media-a media whose hegemonic significance cannot be wished away by its apparently inconsequential numerical strength. Because the focus is on "shift," I make frequent forays into the past for purposes of comparison. By the past I refer to the decades preceding the Indian state's far-reaching economic reforms in the latter part of the 1980s-a process commonly termed "liberalization," referring to the process of opening up the Indian market and integrating it into the global economy. This process, I argue, marks a break with...

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