Discursive Representation of Gender and Culture in Select Advertisements Featuring Chatha Puja

Abstract

This study analyzes gender dynamics and cultural representation in advertisements portraying Chatha Puja, using an integrated approach combining discourse analysis and thematic analysis. By examining advertisements from Kalyan Jewellers, Tata Tea, and Chyawanprash, the study explores ritual representation, emotional nostalgia, intergenerational tradition, and the intersection of modernity and heritage. Findings reveal that women remain central as ritual performers, although some narratives depict men’s supportive roles, signaling shifts in gender expectations. Advertisements use nostalgia and familial bonds to reinforce cultural continuity, while also addressing the tension between ritual preservation and contemporary lifestyles. Brands strategically integrate themselves into these cultural narratives, positioning products as extensions of ritualistic and emotional experiences. By codifying these representations, the research highlights how advertising reinforces, negotiates, or transforms gender norms within Chatha Puja. The study contributes to discussions on gender, tradition, and commercialization in Indian media, emphasizing how cultural heritage is reshaped in advertising. © 2025 Common Ground Research Networks. All rights reserved.