ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
-A A +A
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.



Subscribers please login to access full text of the article.

New 3 Month Subscription
to Digital Archives at

826for India

$50for overseas users

Get instant access to the complete EPW archives

Subscribe now

Updated On : 31st Jan, 2019

Comments

(-) Hide

EPW looks forward to your comments. Please note that comments are moderated as per our comments policy. They may take some time to appear. A comment, if suitable, may be selected for publication in the Letters pages of EPW.

Back to Top