01856nam a22001697a 4500999001900000008004100019100002500060245010900085260002600194300003200220520117200252650010701424773002601531906001501557942000701572952010701579  c521669d521669230222b           ||||| |||| 00| 0 eng d  aSankar, Amal 937395  aDeciphering two-minute magic: Men, women and children in Maggi advertisements aired in Indian television  aSociological Bulletin  a71(3), Jul, 2022: p.352-370  aThis article discusses how men, women and children have been represented in Maggi television advertisements aired at different periods in India. The analysis attempts to interpret the similarities and differences in representation and symbolisation of different characters, elements and acts at different periods. As per the analysis, Maggi was hiding its industrial food characteristics behind some of the explicit representations rooted in Brahmanical patriarchy. Maggi started showing their noodles as food for happy and hungry children made by non-working upper-caste-class mothers. Men in Maggi advertisements never cooked. The advertisements included the symbolisation of ritualistic purification in many ways. These representations cover up Maggi’s industrial food characteristics such as reproduction of taste, simplicity to make and convenience. However, Maggi’s advertisements became realistic after India’s food regulator had banned Maggi in 2015. They started to show people from different classes and caste groups, men cook and Maggi being served on streets and started to claim itself as an industrial food through its advertisements.- Reproduced   aRepresentation, of food in media, Intersectionality, Content analysis, Brahmanical patriarchy. 935831  aSociological Bulletin  aMASS MEDIA  cAR  00102ddc40709396183aIIPAbIIPAd2023-02-22h71(3), Jul, 2022: p.352-370pAR128051r2023-02-22yAR