Do Advertisements Dictate Culture - A Case on Indian Advertisements*

Do Advertisements Dictate Culture – A Case on Indian Advertisements

India as a country enjoys its diversity. Every nook and corner of the country has its own diverse features like language, religion, dance, music, etc. The Indian culture often labeled as an amalgamation of several cultures, spans across the Indian subcontinent and has been influenced by a history that is several millennia old. The consumption behavior of an Indian consumer is often entwined with the dynamic culture prevailing in the country. Culture includes all aspects of the society. The impact of culture is so natural and ingrained that its influence on behavior is rarely noted. For example, the IT boom in India has brought in a natural cultural transformation in Bengaluru, which was not noticed initially. Now there is a public outcry on the ill-effects of this transformation. Beliefs of past slowly are being replaced by the newer ones, which reminds us of a metaphor that says, if you want to enter a new life, you must die in another. The so-called revolution in technology coupled with globalization has brought a radical change in mentalities of people and ways of conceiving world.

A country, which had a history of successful cross-cultural interactions in the past is now under the threat of extremism. The superficial understanding of other culture fostered through the virtual world of internet, television and electronic media compels people to behave differently. This has also reduced the rural-urban cultural divide in the country. An AC Nielsen survey has found that the sale of noodles, sanitary napkins and shampoos in the rural India surpassed the urban India. Young girls from rural India wearing jeans are not a rare sight in India today. They watch channels like MTV and visit McDonalds and KFC regularly.

The biggest irony in the Indian culture is that despite the advent of modernization religious bent has witnessed an increase. The public outrages happening now in connection with the meat ban is an example of this. Some festivals like the Rakshabandhan, Karva Chouth, etc., which were regional once is celebrated throughout India. Indians still wait for auspicious time for important purchases and also rely on advices of astrologers on major decisions in life. Consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration.......................

Exhibits

Exhibit I: Camlin Permanent Marker Commercial

Exhibit II: Luna Commercial

Exhibit III: Hamara Bajaj TV Commercial

Exhibit IV: Surf Excel Lalitaji TV Commercial

Exhibit V: Dairy Milk Commercial

Exhibit VI: Pepsi TV Commercial

Exhibit VII: Coke TV Commercial

Exhibit VIII: Whirlpool Ice Ice Baby TV Commercial

Exhibit IX: Hero Pleasure TV Commercial

Exhibit X: Shaadi.com TV Commercial

Exhibit XI: Bharat Matrimony TV Commercial

Exhibit XII: Fair & Handsome TV Commercial

Exhibit XIII: Havells Fans TV Commercial

Exhibit XIV: McDonalds TV Commercial

Exhibit XV: Maruti Alto TV Commercial

Exhibit XVI: Havells Wires TV Commercial

Exhibit XVII: Complan TV Commercial

Exhibit XVIII: Fair & Lovely TV Commercial

Exhibit XIX: Vicco Turmeric TV Commercial

Exhibit XX: Tanishq TV Commercial

Exhibit XXI: Airtel My Boss TV Commercial

Exhibit XXII: Havells Fans Mother-Daughter TV Commercial

Exhibit XXIII: Wildstone Commercial

Exhibit XXIV: Zatak Deo Commercial

Exhibit XXV: Zatak Deo “Bhabhi” Commercial

Exhibit XXVI: Anouk – Bold and Beautiful

Exhibit XXVII: SHAZE Perfumes Commercial

Exhibit XXVIII: Raymonds TV Commercial

Do Advertisements Dictate Culture – A Case on Indian Advertisements

Synopsis

Advertisements always have a role in influencing the consumer behavior. They provide needed information as well as perceive the consumers towards the product. They evidently portray the culture of the country. Any cultural transformation leads to a change in consumer behavior. Many a time consumer gets skeptical about the  advertisements as they show a different cultural representation. The confused consumer always do harm to the company.

This case study discusses the role of advertisement in two dimensions. Whether its role is to reflect culture or dictate culture. This has been discussed with the help of 28 Indian commercials over the years.

Expected Learning Outcomes

• • Understand culture and discuss the role of three levels of subjective culture (Supranational culture, National culture and Group culture)
• • How culture (enculturation and acculturation) is learned through rituals, customs and beliefs and examine how the enculturation and acculturation are done by advertisements
• • Understand ethical dimension in advertisements

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for Consumer Behavior Course as well as Advertising Course:

• • Consumer Behavior Course: “Influence of Culture on Consumer Behavior” – To sensitize the participants regarding the cultural transformations in the country
• • Advertisement Course: 5 Ms of advertising, giving importance to developing advertisements and the role of culture in development of an advertising campaigns

Assignment Questions

• I. In your opinion, do advertisements dictate culture?
• II. Substantiate your opinions with relevant arguments. (Individual submission through learning management software like Moodle- to be answered in 500 words maximum.). Theoretical concepts of acculturation and enculturation can be used for explaining the question.
• III. .....................

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