Adamas University
Bachelor of Business Administration
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the... more
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the issues or contents related to advertisements across cultures. When it comes to cultural depiction through advertisements, most of the advertisements take refuge in the celebration that signifies and glories the culture to a mass number of people. The study has taken audio-video commercials from several brands from both international and Indian perspectives to understand the cultural depiction that has been portrayed through the ad content. Those commercials were also been screened during focus group discussions to understand the perception of the viewers on the cultural differences displayed through the advertisements from the same brands but with different cultural perspectives. The understanding of culture for people turned out to be highlighting three major key areas „belief‟, „passed on for generation‟, and „action‟ that represents culture. The participants of focused group discussions also suggest factors like „the depiction is less realistic‟, „less practical‟, „missing essence‟ etc., while incorporating these could finally mend the gap between the expectation from the audience and portrayals of the message through advertisement.
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the... more
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the issues or contents related to advertisements across cultures. When it comes to cultural depiction through advertisements, most of the advertisements take refuge in the celebration that signifies and glories the culture to a mass number of people. The study has taken audio-video commercials from several brands from both international and Indian perspectives to understand the cultural depiction that has been portrayed through the ad content. Those commercials were also been screened during focus group discussions to understand the perception of the viewers on the cultural differences displayed through the advertisements from the same brands but with different cultural perspectives. The understanding of culture for people turned out to be highlighting t...
- by Sayak Pal and +1
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- Perception, Advertising, Advertisement, Indian Advertisement
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the... more
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the issues or contents related to advertisements across cultures. When it comes to cultural depiction through advertisements, most of the advertisements take refuge in the celebration that signifies and glories the culture to a mass number of people. The study has taken audio-video commercials from several brands from both international and Indian perspectives to understand the cultural depiction that has been portrayed through the ad content. Those commercials were also been screened during focus group discussions to understand the perception of the viewers on the cultural differences displayed through the advertisements from the same brands but with different cultural perspectives. The understanding of culture for people turned out to be highlighting three major key areas "belief", "passed on for generation", and "action" that represents culture. The participants of focused group discussions also suggest factors like "the depiction is less realistic", "less practical", "missing essence" etc., while incorporating these could finally mend the gap between the expectation from the audience and portrayals of the message through advertisement.
- by SATYARUP CHAKRABORTY and +2
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The term “Fan” was first time coined by Haast in his work about Canterbury Plains on 1864. He consider that these plains were fan shaped developed by the depositional work from the Pleistocene Glaciers. After a century (1964) Carryer put... more
The term “Fan” was first time coined by Haast in his work about Canterbury Plains on 1864. He consider that these plains were fan shaped developed by the depositional work from the Pleistocene Glaciers. After a century (1964) Carryer put out the concept that the Alluvial fans are formed in the foothill zone produced by the depositional work by river or water. “Alluvial fans and Cones due accumulation of materials are always famed at the base of foothills where there is abrupt drop (decrease) in the channel gradient.” (Savindar Singh). “An alluvial fan is a body of sediment whose surface form approximates to the segments of a cone which radiates down slope from a point on a mountain front, usally where a stream emerges.” (Michael A Summerfie
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the... more
Advertising has always been used as a mass media tool to reach out to heterogeneous consumers with their varied choices. Cross-cultural advertising research on the other hand includes the branch of advertising research that explores the issues or contents related to advertisements across cultures. When it comes to cultural depiction through advertisements, most of the advertisements take refuge in the celebration that signifies and glories the culture to a mass number of people. The study has taken audio-video commercials from several brands from both international and Indian perspectives to understand the cultural depiction that has been portrayed through the ad content. Those commercials were also been screened during focus group discussions to understand the perception of the viewers on the cultural differences displayed through the advertisements from the same brands but with different cultural perspectives. The understanding of culture for people turned out to be highlighting t...