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Cross‐cultural analysis of gender roles: Indian and US advertisements

Cross‐cultural analysis of gender roles: Indian and US advertisements Purpose – The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined. Design/methodology/approach – Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed. Findings – The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business. Research limitations/implications – It is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products. Originality/value – There are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Cross‐cultural analysis of gender roles: Indian and US advertisements

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850910926245
Publisher site
See Article on Publisher Site

Abstract

Purpose – The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined. Design/methodology/approach – Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed. Findings – The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business. Research limitations/implications – It is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products. Originality/value – There are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Jan 9, 2009

Keywords: Advertising; Cross‐cultural studies; Gender; Role play; Magazines; India; United States of America

References

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