 Cultural appeals in Indian TV commercialsAmarendra Kumar Dash International Journal of Indian Culture and Business Management, 2021, vol. 24, issue 3, 386-403 Abstract: TV advertisers propel the advertisements with various psychological triggers called 'appeals' to persuade the audiences and consumers. When such consumption appeals are put in sync with the cultural values of the consumers, they are called 'cultural appeals'. The appeals are embedded in the discursive structure of the commercials. This study undertakes a content analysis of the values, visuals, and auditory corpus of 538 Indian TV commercials to find out the variations in the use of global, local, and glocal cultural appeals in them. It is found that glocal cultural appeals are used more frequently followed by global cultural appeals whereas the use of local cultural appeals is very negligible. Across commercials from foreign, Indian, and joint-venture companies, the most prominent feature in the sample commercials is Glocal 1, i.e., glocalisation with dominant global cultural elements. The study reveals the global face of the global-local fusion in India by deciphering the asymmetrical cultural blend that characterises contemporary Indian TVCs. Keywords: glocalisation; cultural appeals; Indian TV commercials; brand origin; product categories; asymmetrical blend. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:24:y:2021:i:3:p:386-403 Access Statistics for this article More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd |
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