ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Contradictions in and of Emergency Contraceptive Advertisements in Contemporary India

‘Get Back to Life’

From the nationalistic “Hum Do, Hamare Do” (we two, our two) family planning advertising campaign, to the tantalising consumer-focused Kama Sutra condom advertisements, Indian media images have been instrumental in understanding the nation’s anxieties around sex, gender, population control measures and citizens’ reproductive lives. Drawing on this critically rich site of analysis, the tensions made visible in the advertising campaign for one particular emergency contraceptive—i-pill—are analysed by looking at three key elements: the photographic image, the tag line, and the health-related information text. It is posited that messages in contraceptive pharmaceutical advertisements are contradictory in their avowed message and intended aim.

Your daughter needs your morning cuddle to begin her day. Your office colleagues eagerly wait for your sunshine smile. But today, everyone has been disappointed. You are just not yourself. Is it because you are worried you might get pregnant after last night? You can put your mind at ease now. There’s i-pill from Cipla, an emergency contraceptive pill. It is created especially for times when you could be facing the risk of an unplanned pregnancy.

(i-pill advertisement)

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Updated On : 31st Jan, 2019

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