Tata Tea Jaago Re TVC

Advertisements are a powerful medium for societal communication, often reinforcing patriarchal norms through carefully crafted verbal and visual elements. From a feminist critical perspective, women are frequently depicted in ways that uphold patriarchal values. The TATA Tea advertisement, created for Women’s Day to promote women’s empowerment, paradoxically perpetuates patriarchal ideologies. Cloaked in the guise of feminism, it subtly disrespects women and reinforces male superiority. This study aims to: (1) identify verbal and non-verbal signs in TATA Tea advertisements and (2) analyze how these signs reinforce patriarchal power structures and undermine women’s empowerment. Using Saussure’s Semiotic Theory and modern radical feminism as frameworks, this research employs qualitative analysis of primary data from the advertisement. Findings reveal that verbal signs propagate patriarchal norms, while non-verbal cues support these messages, portraying women as dependent and inferior, and men as authoritative and superior. This study highlights the media’s role in perpetuating male dominance under the pretense of empowerment and calls for a deeper examination of such portrayals to foster genuine gender equality.