The Modern Indian Middle Class Housewife and Her washing powder: Deconstructing symbolic ideology in contemporary communication strategy in advertising: The case of Nirma and Wheel

Abstract

The paper reviews the conceptual applications of the use of semioethics-responsible use of symbols-in advertising messages. We adopt an interdisciplinary approach to derive multiple meanings invested in seemingly simple persuasive strategies adopted in advertisements, which in turn can act as complex potent forces shaping the psychological contours of a gendered society. We attempt a discourse analysis of two specific television advertisements, Wheel and Nirma, as prototypes of contemporary advertising communication. We deconstruct the paradox embedded in their symbolic representations that repudiate the explicit social agenda valorised by these commercials to promote their product ideologies. © 2014 Indian Institute of Management Bangalore.