A Study on the Dimensions of Cultural Values in Contemporary Indian Advertising:A Consumer Perspective

Studies have indicated that culture is reflected in advertising. This study surveys how consumers perceive the cultural dimensions as per Hofstede reflected in Indian advertising. Primary research was undertaken amongst males and females aged 18 - 30 years of age, by exposing them to both print and television advertising, and then studying their perceptions of the culture reflected in the advertising. This was researched for selected and popular advertising of products having high consumer involvement and low consumer involvement. Consumer opinion was also sought regarding whether cultural stimuli is perceived ethically as positive or negative in the advertising. The research gauged consumer opinion on the likeability of the cultural dimensions used in the print and television advertising. The study attempts at recommending to advertising professionals the use of cultural dimensions in advertising, and gives scope for further research in the area of effectiveness of using cultural stimuli in advertising.