Ad Campaigns for Change
Gen Z’s Attitudinal Responses to Pro-Female Advertisements
Bibliographic Data
| ID | 22196753 |
|---|---|
| Authors | Manash Pratim Goswami (0000-0002-1661-2015, North Eastern Hill University), Shiny Angel (Central University of Tamil Nadu) |
| Year | 2024 |
| Volume | 5 |
| Issue | 1 |
| Publication date | 2024-06-30 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v5.i1.2024.893 |
| OpenAlex | W4400170142 |
| Language | EN |
| Citations received | 1 |
| References cited | 30 |
Advertising is a potent tool for shaping societal perspectives. India has witnessed a significant transition from traditional gender stereotypes to pro-female approach in advertising in recent years. These advertisements advocating gender equality possess the potential to capture consumers by emphasising the vital role of women across diverse life domains.While television commercials are primarily meant to promote products, they increasingly portray progressive images of women and convey messages that foster liberal perceptions and acceptance of gender equality. Such representations can influence social and psychological perceptions and consumers' brand preferences. This growing affinity for gender equality, reflected in these advertisements, contributes to the broader acceptance of these principles within society.Employing the snowball sampling technique for data collection, this study was initiated with a small group of participants in select capital cities of South Indian states, who then recruited additional individuals from their social networks to take part in the survey The research investigates the evolving attitudes of Generation Z towards pro-female advertising across the capital cities of five southern Indian states: Amaravati, Bengaluru, Chennai, Hyderabad, and Thiruvananthapuram. It evaluates shifts in attitudes and purchase intentions by employing Ostrom's ABC Model of Attitude (1969) to examine emotional, behavioural and cognitive changes resulting from exposure to pro-female advertising
Advertising · Business · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Media, Gender, and Advertising · Psychology · Social Psychology
An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness
Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects
Gender stereotypes in advertising
The principle of congruity in the prediction of attitude change.
Attitude as a Scientific Concept
Attitude-behavior relations
Men and Women in Indian Magazine Advertisements
Images of Men and Women in Mobile Phone Advertisements
Attitudes versus Actions
The relationship between the affective, behavioral, and cognitive components of attitude
Self-Referencing and Persuasion
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |