25, April 2026

“A Comparative Representation Analysis of Girls’ Education Advertising Campaigns in India”

VOLUME-10; ISSUE-4; APR-2026

Author(s): 1 D. Valarmathi, 2 Dr P. Veeramani

Authors Affiliations:

1Research Scholar, Department of Women’s Studies, Alagappa University, India

2Head in charge, Department of Women’s Studies, Alagappa University, India.

DOIs:10.2017/IJRCS/202604009     |     Paper ID: IJRCS202604009


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Abstract

This study finds that girls' education is represented in selected Advertising campaigns in India. Advertising campaigns play a vital role in promoting social change. It focuses on two advertisements: Mahindra Rise and Nanhi Kali, to understand how the media constructs and emphasises future-oriented, independent, and empowered girls in society. This current research aims to understand the social issue of girls' education in the context of socio-cultural factors and patriarchal ideology in India. An analysis of the role of advertising campaigns is also done to understand their impact on shaping social perceptions and change. A comparative representation analysis of two girls' education campaigns in India is conducted. A mixed-methods research design is followed to understand the representation of the girl child in terms of role, agency, education framing, and social context. It is concluded that representation plays a significant role in shaping perceptions and attitudes towards girls' education. Empowerment content in the advertisement narrative fosters aspirations for girls' education within society.

Empowerment, Campaign, Aspiration, Patriarchal, Societal perceptions, Representation, Inequality

D. Valarmathi,  Dr P. Veeramani (2026); A Comparative Representation Analysis of Girls’ Education Advertising Campaigns in India, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 10,   Issue –  4,  Available on – https://ijrcs.org/

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Web References

  1. www.nanhikali.org
  2. www.kcmet.org/what-we-do-Girl-Child-Education.aspx
  3. www.youtube.com/watch?v=J1XCNr1cSqo
  4. #LadkiHaathSeNikalJaayegi – Mahindra & Nanhi Kali | Empowering the Girl Child | Mahindra Rise
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