International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 4 (July-August 2026) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
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Volume 8 Issue 4
July-August 2026

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Satire As Social Critique: A Social Psychological Analysis Of Gender Representation In Havells’ #Herespect Campaign

Author(s) Ms. Aakriti Sharma
Country India
Abstract This paper analyses the advertisement “Every Sexist Commercial You’ve Ever Seen Ft. Vir Das” from Havells’ #HERespect campaign through the lens of social psychology. Using concepts such as the Elaboration Likelihood Model, cognitive dissonance, source credibility, stereotype activation, and social norms theory, the study examines how satire functions as a persuasive mechanism in challenging normalized gender stereotypes in Indian advertising. The advertisement employs humour, irony, and celebrity endorsement to simultaneously engage viewers through peripheral processing while encouraging deeper critical reflection through central processing. Additionally, the paper explores the role of audience characteristics, implicit bias, and attitude change in shaping the advertisement’s effectiveness. Findings suggest that the campaign succeeds in exposing and destabilizing sexist portrayals by transforming familiar advertising conventions into objects of critique. However, its reliance on satire may limit accessibility for audiences less familiar with ironic communication. The study concludes that socially conscious advertising can act as an important cultural intervention in reshaping public perceptions of gender representation in media.
Keywords Satire, Gender Stereotyping, Advertising, Persuasion, Social Psychology, Cognitive Dissonance, Sexism in Media, Vir Das, Indian Advertising.
Field Arts > Movies / Music / TV
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-05
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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