Brands Explore Human Relationships for Consumer Engagement : A Critical Analysis of Television Advertising in India
DOI:
https://doi.org/10.17010/ijom/2015/v45/i12/84010Keywords:
Homogenization
, Attachment, Interpersonal Relationship, Mutuality, Legitimation Ads, Collectivistic Appeals, PufferyPaper Submission Date
, March 15, 2015, Paper sent back for Revision, May 19, Paper Acceptance Date, October 15, 2015.Abstract
Within the critical codes of advertising executions, human relations (personal and social) in television ads were examined to know the recurring relationship projections in the present day Indian advertising. It was found that the individuals' relationship with self is emerging as a preferred one, with romantic love and family relations often used either as site or subject to position the brand as integral, at times intimate, and more often, identifiable in the product category. Evidence pointed out at the homogenization of product-consumer relation as well as existing character- character and character - consumer relations across durables, non-durables, or other identified sponsors. From the purposive sample, it was noted that television ads used collectivistic appeals to use or create moments in life driven by the need to love and belong. Products are seldom directly talked at us but are artfully woven in relationship slices in seamless communication and persuasion.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Ahmed, M. M. (2012). Sexual content in Indian TV commercials. Media Asia , 39 (4),198- 199.
Arens, W. F. (2008). Contemporary advertising. New Delhi: Tata McGraw Hill.
Avasthi, A. (2011, November 23).Why India is still hooked to marriage? India Today. Retrieved from http://indiatoday.intoday.in/story/marriages-matrimony-downfall-of-marriage-sex-and-relationships/1/161244.html
Brown, J. D. et al. (2013) . Love is all you need: A content analysis of romantic scenes in Chinese entertainment television. Asian Journal of Communication, 23 (3), 229-247.
Chunawalla, S. A., & Sethia, K. C. (2008). Foundations of advertising-theory and practice. Mumbai : Himalaya Publishing House.
Dixit, Y. (2005). Indian award winning advertisements: A content analysis (Unpublished Thesis.). University of Florida, Florida, USA.
Dyer, G. (1982). Advertising as communication. London: Routledge.
Gilly, M. C. (1988). Sex roles in advertising: A comparison of television advertisements in Australia, Mexico, and the United States. Journal of Marketing, 52 (2), 75-85.
FICCI-KPMG. (2011). FICCI-KPMG Indian media and entertainment industry report 2011. Retrieved from http://www.kpmg.com/IN/en/IssuesAndInsights/ThoughtLeadership/FICCI-KPMG-Report-2011.pdf
GEC Watch: Star Plus clocks highest ratings ever on Hindi GECs. (2014, February 14). Retrieved from http://www.afaqs.com/news/story/39971_GEC-Watch-Star-Plus-clocks-highest-ratings-ever-on-Hindi-GECs
Goldman, R. (1992). Reading ads socially. London: Routledge.
Greco, A. J. (1993) The incidence and portrayal of the elderly in television advertising. Journal of Marketing Theory and Practice, 2 (1), 140 - 155.
Huang , M. - H. (2004). Romantic love and sex their relationship and impacts on ad attitudes. Psychology & Marketing, 21(1), 53-73.
Jethwaney, J., & Jain, S. (2006). Advertising management. New Delhi: Oxford University Press.
Josselson, R. (1996). The space between us : Exploring the dimensions of human relationships . CA: Sage.
Jossselson, R. (2003). The space between in group psychotherapy: Application of a multidimensional model of relationship. Eastern Group Psychotherapy Society, 27 (4), 203-219.
Lepkowska-White, E. (2004). Polish and American print ads : Functional, individualistic, collectivistic and experiential appeals. Journal of Global Marketing, 17(4), 75-92.
Manstead, A. S. R., & Mccullogh, C. (1981). Sex roles in British advertising. British Journal of Social Advertising, 2 (3), 171-180.
Mazumdar, R. (2010). Consumer behaviour . Insights from the Indian market. India : PHI.
McArthur, L. Z., & Resko, B. G. (1975). Portrayal of men and women in American television commercials. Journal of Social Psychology, 97(2), 209-220.
Nestor, M. (1974). Human relations in literature. National Council of Teachers of English Stable, 63 (2), 66-68.
Pollay, R. W. (1986). The distorted mirror: Reflections of the unintended consequences of advertising. Journal of Marketing, 50 (2) 18-36.
Schneider, K. C., & Schneider, S. B. (1979). Trends in sex roles in TV commercials. Journal of Marketing, 43, 79-84.
Shah, K., & D'Souza, A. (2008). Advertising promotion : An IMC perspective. New Delhi: Tata Mc Graw Hill Companies.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26 (3), 61-76.
Williams, R. ( 1980). Problems in materialism and culture. Selected Essays. Verso : London .
Xue, F., & Ellzey, M. (2009). What do couples do? A content analysis of couple images in consumer magazine advertising. Journal of Magazine and New Media Research, 10 (2), 1- 17.
Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture : The influence of product use conditions . Journal of Advertising, 25(3), 29-46.
