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.......................
Advertisement and Culture
Culture in a society is usually learned formally, informally or technically. Formal learning happens at home while technical learning happens in schools. Advertisement influences informal learning by providing models to imitate. The repetition of advertising messages creates and reinforces cultural beliefs and values. The signature tunes of Britannia or the age old “I Love You Rasna” still are in the minds of the consumer. Some of the cultural cues are always included in the advertisements. Cultural meaning moves from the culturally constituted world to consumer goods and from there to the individual consumer by means of various consumption-related vehicles (for example, advertising or observing or imitating others’ behavior.)..............
Reflect or Dictate
Many marketers and advertisers share the view that advertising mirrors the values and needs of society, and therefore the claims and/or appeal contained in ads reflect the behavior or aspirations of potential customers. Do they reflect the culture or dictate culture.
Indian advertisements usually hold a legacy of portraying Indian culture to deliver messages, which touch the hearts of people. The Luna ad (Exhibit II) of the yesteryear, for example, came with a typical middle class ambition. The ad shows a clerk in a public office and his family, symbolic of the middle-class of the 80s in India. The whole family travels happily on it. The aesthetics of the ad replicates the middle-class -the hairstyle, the sari, the lunch box, all are typical examples.
When it comes to the 1989 campaign of Bajaj (Exhibit III) “Hamara Bajaj” which travels through all parts of India, the diversity in culture is reflected. These two ads revolve around the aspirations of typical tightfisted Indian middle class.
Then came, “Lalitaji” of Surf (Exhibit IV), who searches for pure white dress, deals, etc. She is another reflection an Indian homemaker suffering from acceptance anxiety. This is reflected in her choice of dress, mannerisms and even language. The large bindi, hairstyle, dull sari reflects the middle-class of India in the 80s. She never wanted to venture beyond her safe zone and strived to keep her family happy and well fed. A minimalist, no-frills existence was something she thought was her fate, and she had reconciled to it........
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
