Cultural values depicted in Indian television advertising

Bibliographic Data

ID9849028
AuthorsSivaram Srikandath (Ohio University, corresponding author)
Year1991
Volume48
Issue3
Pages165-176
Publication date1991-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueGazette (Leiden Netherlands (JOURNAL)
Journal identifiersISSN: 0016-5492 • E-ISSN: 1460-3594
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/001654929104800302
OpenAlexW2074863150
LanguageEN
Citations received11
References cited7

During the last decade, television has diffused rapidly through Indian society. While this television boom has provided ample opportunities for the Indian government to propagate development communication messages, there has also been some concern regarding the impact of television, especially television advertising, on traditional cultural values. The purpose of the present paper is to examine Indian television advertising, focusing on the portrayal of cultural values. A brief historical perspective on the evolution of Indian television and Indian television advertising is provided. We then apply a modified version of Pollay's coding framework to analyse a sample of 200 Indian television commer cials to identify the predominant cultural values that are being transmitted through Indian television advertising. Results of the study indicate that Indian television advertising is to a large extent, if not predominantly, promoting the values of high-technology and moderniza tion, as well as consumerism

Advertising · Boom · Business · Consumerism · Cultural values · Government (linguistics · Media studies · Perspective (graphical · Political science · Social science · Sociology · Television advertising · Computer Science · Consumer Behavior in Brand Consumption and Identification · Engineering · Law · Marketing and Advertising Strategies · Media, Gender, and Advertising

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