Thirteenth Global Studies Conference

Abstract

Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has the deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage and therefore the advertisers get opportunities to project cultural values in different ways. The use of emotional appeals in the advertisements enables the advertisers to reach the heart of the target audience. There are deluge of advertisements targeting the young consumer which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion, etc. The historical perspective will enable to gauge the change that has taken place over the period of time. The analysis of 100 TV commercial during the prime time and 200 print media advertisements will be done to identify significant cultural values being transmitted to consumers and see their impact on the recall value.