A study on the dimensions of cultural values in contemporary Indian advertising. A consumer perspective.

Swaminathan, Freda ; Zameer, Asif

Introduction

Miller, a noted academician in Media and Communications has succinctly noted that "Once a culture becomes entirely advertising friendly, it seizes to be a culture at all". However many studies have indicated that indeed, culture of modern society is reflected in the advertising that is released. This study is the third phase of the research on this subject. The first phase was a content study of contemporary Indian advertising, where the appeals in the advertising were studied in the context of cultural dimensions. It was seen that the primary appeal of Indian advertising was that of 'Value', and 'Distinctive' (Swaminathan et al, 2014). All aspects of culture was reflected in Indian advertising (Swaminathan et al, 2015). The second phase was a practitioners study, where five waves of change were identified of Indian culture, focusing on 'change' (Swaminathan et al, 2015).

This is the third phase of the research, where the study looks at a consumer perspective of how culture is reflected in advertising for high involvement and low involvement products, where the role of price and the risk-taking ability in consumer decision making are the key differentiators. The research further categorizes these two types of products into those with a rational influence in consumer decision-making and those with emotional.

The dimensions of culture used for this paper is as per Hofstede (1980). While there have been many descriptions of advertising appeals like that defined by Kotler and Armstrong (1991), Okasaki (2010), Um Nam Hyn (2008), Singh et al (2008) this paper uses Pollay's 42 appeals (1983). That is because of Pollay's advertising appeals have been correlated with Hofstede's cultural dimensions in the findings of Albers-Miller et al.(1996) and the appeals were reduced from forty-two to thirty.

The paper also explores whether consumers liking for advertising and perceptions of ethics in advertising varies according to consumer involvement and decision making of products.

Literature Review

Advertising's unintended consequences were outlined by Pollay (1986) as contributing to consumers being materialistic, cynical, irrational, selfish and sometimes anxious. Advertising also unintentionally causes consumers to conform. With most advertising being aimed at the young, advertising tends to reduce family authority and respect for age. Further, advertising causes social competitiveness, sexual preoccupation and feelings of powerlessness.

The cultural dimensions of Hofstede have been applied to studies in advertising to find that in individualistic cultures, advertising tends to play a persuasive role while in collectivist societies, relationship marketing is key as suggested by Mooij and Hofstede (2010). Chang et al (2006) in a study found that cultural masculinity/femininity appears to be an important factor to consider when formulating advertising appeals. The research findings indicated that in a 'masculine' dominated culture like the USA, utilitarian appeals work much better that image appeals. However, in an 'androgynous' culture, both image and utilitarian appeals worked.

Brumbaugh (2002) found that cues used in advertising that were of the dominant culture were effective for all segments of consumers including those not belonging to a dominant culture. That is because there is "shared knowledge" of the dominant culture in both these groups. These cues therefore add value to the persuasiveness of the advertising. Kelly et al (2005) have looked at the creative encoding of advertising and how advertising plays almost a colonization role in today's consumer culture. Advertising in fact is influenced by multinational corporate ideologies and becomes a social expression.

In the case of India however, Mahapatra (2013) has researched Indian consumers to find that emotional appeals are more effective than rational appeals and in many cases a combination of the two work well. Panda et al (2013) explored how emotional appeals in advertising are effective. The emotional appeals in advertisements tend to create more positive feelings towards the brand , feelings of interest, cheerfulness and minimizes feelings of irritation. Brand positioning becomes more focused and attitude towards the advertisement and product tends to become positive. Cultural specific social emotions also tend to build a positive attitude towards brands. Piyush Pandey (2005), well known Creative Director in Ogilvy's (O&M) elaborates that advertising is effective when there is simplicity and when it reflects Indian culture. Joshi K and Gupta V (2012) in the study on how culture influences the Indian consumer's buying behavior, identified different aspects of culture. Culture is invented, learned, shared, satisfies need and is not static. Indian culture may be evaluated in terms of youthfulness, competitiveness, cooperative divers, uniform environment, cleanliness oriented, risk taking, security, problem solving, time orientation and cross cultural influences.

Okasaki (2010) has distinguished between hard- sell and soft-sell appeals in advertising. The former uses a rational appeal while the latter an emotional. The three aspects that were considered were the extent the appeal induces feeling and thinking, how implicit and explicit are the appeals and the extent to which the appeals us image versus fact. Okazaki et al (2013), in a further study recognized that Global Consumer-Culture positioning (GLCP) has advocated a soft-sell approach to global advertising of multi-nationals. Eastern cultures like Japan tends to have a holistic, cognitive style of thinking, while western countries tend to have a more analytical style.

Nan Hyun Um (2008) researched that emotional and rational appeals used in both high involvement and low involvement products have different advertising appeals, depending on the type of product advertised. Drumwright and Murphy (2004) studied advertising practitioners across 8 countries to assess how practitioners view ethics in advertising. The findings indicated a "moral myopia" amongst practitioners who tended to rationalize that consumers are smart to judge the ethical issues in advertising. They therefore develop 'the ostrich syndrome' of hiding from the ethical issues in advertising. Precourt, G(2011) referred to the many papers published in the Journal of Advertising Research regarding advertising ethics, and yet concluded that there is a crisis of marketing conscience.

Research Objectives

The objectives of the study are as follows:

1. To assess how consumers perceive the cultural dimensions as per Hofstede, reflected in Indian advertising.

2. To assess whether the perceptions of the cultural dimensions in Indian advertising are different for high involvement and low involvement products, where consumer decision making is rational or emotional.

3. To study consumer responses to the cultural stimuli and get consumer opinion regarding which cultural stimuli is perceived ethically as positive and which is negative (in other words, the good, the bad and the ugly) for various product categories.

4. To gauge consumer opinion on the likeability of Indian advertising.

Methodology

150 males and females, who were graduates, aged 18 to 30 years from affluent income groups were exposed to print and television advertising in four work-shop sessions and administered a structured questionnaire. The hypothesis being tested were:

[H.sub.0]: There is no difference in the perception of cultural dimensions reflected in advertising of low involvement and high involvement products, with rational and emotional decision making.

[H.sub.1]: The dimensions of culture depicted in advertising will vary according to the advertising of high involvement and low involvement products, with rational and emotional decision making.

[H.sub.2]: Consumer opinion regarding the ethics of advertising will vary according to the advertising of high involvement and low involvement products, with rational and emotional decision making.

[H.sub.3]: Consumer likeability of advertising will vary according to the advertising of high involvement and low involvement products, with rational and emotional decision making.

A selection of popular television and print advertisements were selected for each product category. This was based on a qualitative assessment of three advertising experts. Respondents perception on advertising of each product category was separately assessed. The brands for each category included:

High Involvement Emotional Advertising: Titan, Lufthansa, Tanishq, Sheraton, Raymond's, Royal Stag, Asian Paints.

High Involvement Rational Advertising: Blackberry, Samsung, Sony, Voltas, Canon, Chevrolet, Havell's, Sony Vaio.

Low Involvement Emotional Advertising: Mountain Dew, Cadbury's Perk, Cinthol, Amul, Maggi, Dettol, Coke, Kit Kat

Low Involvement Rational Advertising: Nescafe, Garnier, Bournvita, Surf Excel, Garnier, Head & Shoulders, KFC.

To check the validity of the questionnaire, a pilot study was conducted amongst 34 respondents to check on validity of questionnaire and consistency of the information. Reliability was confirmed using Cronbach's alpha method. The study was conducted with three workshops. The findings were later verified with an exploratory study.

The data was analyzed through SPSS with the following tests:

* One sample T-test was performed for testing the mean value of the distribution. The test value was taken as 3.

* A Factor analysis was undertaken to identify the underlying factors for each type of product category and products in general. KMO and Bartlett's Test were undertaken, where KMO of over 0.6 indicated that the sample was adequate, and Barlett of less than 0.05 indicated significance.

* Transform function was used to combine Rational and Emotional aspects and get two variables- High Involvement (HI) and Low Involvement (LI).

* Paired T-test was performed on High Involvement (HI) and Low Involvement (LI) to understand the variation of responses depending on the level of involvement of the product.

Findings

The findings reinforce that culture is reflected in Indian advertising in terms of the four cultural dimensions. One sample T-test was performed for testing the mean value of the distribution. The test value was taken as 3. When respondents were asked their general views on the different aspects of Power Distance reflected in Indian advertising the aspect they felt was dominant in Indian advertising was that elders are respected. The ratings on each statement of this dimension showed general polarization. The responses where the ratings were not polarized were:

* In High Involvement Rational (HIR) and Low Involvement Emotional (LIE) product advertising, characters used in advertising show respect for hierarchy (average of 3.03 and 3.02 respectively).

* In Low Involvement Rational (LIR) product advertising elders are portrayed as being respected and the powerful are shown as having privileges. (average of 3.11 and 3.03).

The perceptions on men being shown physically macho and manly while women being shown as slim, fair and lovely, was dominant. This in fact got an average rating of 4.03 by respondents when they were asked their views of advertising in general. Most of the rating showed polarization except in the following:

* Advertising messages imply that men should behave assertively and women should care showed an overall disagreement, except when respondents were asked about their general views.

* Except for men in advertising being shown as 'macho' and women as 'fair and lovely', most of the statements had an average of less than 2 mean, indicating that perceptions of Indian advertising is that it is not male-centric and stereotypes the male.

On the dimension of Individualism and Collectivism, perceptions of respondents were averaging close to 3 (mildly agree) on most of the statements. The greatest polarization was on the statement on group ambitions in advertising seeming to be more than individual ambitions (except in Low Involvement Rational product advertising). This polarization in ratings were also seen (except in the case of High Involvement Rational product advertising) that advertising projects the social life of the characters rather than their private life. This seems to indicate that there is an overall mild agreement that Indian advertising projects collectivism.

The fourth dimension of culture as per Hofstede is being risk averse. Does Indian advertising project the characters used in the advertising as risk averse. Respondents tended to disagree with this and gave ratings of less than 3. Here too, in all most all the statements, there was polarization in the ratings. It may be observed that this is the phenomenon of the young Indian, who is more confident and willing to take risks and is positive about the future.

Underlying Factors in Each Cultural Dimension

A Factor analysis undertaken indicated that in all cultural dimensions for each product category, there was indeed eight to ten factors that contributed towards the reflection of culture in the advertising. The research at one level identified factors contributing to each product category and advertising in general, and at another level looked to see whether there was any significant differences between the perceptions of culture between the different product categories. These findings may be seen at a glance as follows for consumer responses of Advertising in General (where respondents were not exposed to any print or TV advertising, and responses for advertising of High Involvement Rational Products (HIR), High Involvement Emotional Products (HIE), Low Involvement Rational Products (LIR), and Low Involvement Emotional Products (LIE).

The Factor analysis indicated that Power Distance is a phenomenon in Indian advertising. On one hand, advertising shows those with power as being more powerful, and yet projects a society where everyone is treated with respect. It would therefore not be considered proper for advertising to show class differences in a negative manner. Male and Female roles are very clearly defined and men are generally shown to have more power. Respect for elders and hierarchy is clear in the advertising, and yet there is an individualistic desire to succeed and aspire for a better life style. Uncertainty avoidance was another phenomenon that was reflected across all product categories of advertising. Fear of failure, pessimism and worrying about the future are all aspects of Indian living. India is a developing nation that has been liberalized only since 1990. Indian consumers are now exposed to a materialistic market place, where all kinds of products are available at all kinds of prices. However, since it has not even been twenty years since liberalization, Indian consumers are still risk averse, and sense this in advertising of all product categories.

Another phenomenon that emerged in the factor analysis was that advertising is generally liked by consumers and found to be entertaining. Advertising plays an important role in the life of a consumer and this has been termed as Ad Salience. Advertising is informative, promotes a social lifestyle and in factors puts across a pretty picture of life. A world that is like a heaven is therefore projected in advertising. This can be seen in the table given below.

The hypothesis that there are differences can be accepted in the case of the dimensions of appeal, ethical advertising and Power Distance. The null hypothesis however is accepted in the case of the cultural dimensions of uncertainty avoidance, depiction of individualism/collectivism and masculinity/femininity. The study indicated that only in the dimension of Power Distance, there was a significant difference between high involvement and low involvement product advertising, and on the overall opinion on the likeability of advertising. In fact high involvement product advertising were seen as more likeable. Advertising in general reflects conformity in a society where there are ethical values, group decision making and harmony between the powerful and the powerless. In HIR, possessing products are seen as a privilege for those who are more powerful. This is an interesting aspect of advertising where a society is projected as class-free, and yet the powerful have privileges of products. This is reflected in both HIE, LIE and LIR products.

Differences in Perceptions Between High Involvement and Low Involvement Groups--Emotional and Rational Appeals

In order to study the variance between the 4 groups of product categories, a one-way ANOVA test was conducted. In this analysis the following options were taken: under Post Hoc, equal variances assumed was taken as Tukey, equal variances not assumed was taken as Tamhane's T2 and significance level was 0.05. This analysis tested the H1: The dimensions of culture depicted in advertising will vary according to the type of product advertised. The analysis of the thirty statements indicated whether there is a difference in the four groups.

The ANOVA results indicated on some dimensions, there are significant differences between each group. The hypothesis can be accepted in the case of the dimensions of appeal, ethical advertising and Power Distance. The null hypothesis however is accepted in the case of the cultural dimensions of uncertainty avoidance, depiction of individualism/collectivism and masculinity/femininity. The depiction of Power Distance in advertising is therefore perceived as different in each category of product advertising.

Research Update

Because of the dynamic nature of advertising, a qualitative research was undertaken to reinforce that advertising reflects the culture of a society and also creates culture. 50 respondents were asked to write on this subject and also give examples of advertisements that reflect this. The respondents were management students who had undertaken a course in Advertising Management and were therefore exposed to the analysis of advertising. Respondents were asked to write on how Advertising reflects the culture of a society and also creates culture and were asked to explain both these aspects in the context of Hofstede's 4 dimensions of culture, viz. Power Distance, Individualism/Collectivism, Masculinity/Femininity and Uncertainty Avoidance.

All respondents answered that culture is reflected in Indian advertising and that advertising also influences the culture of a society. The advertising that respondents could refer to as examples were primarily Airtel (47 references). Other advertising campaigns referred to by 6-8 respondents were, Cadbury's, Naukri.com's television film on 'Hari Sadu', Raymond's, the complete man campaign, Fair and Lovely, Idea, ICICI and Ceat and insurance company advertising. These brands seem to be seen as reflecting Indian culture and influencing Indian culture, whether it is the Power Distance of Hari Sadu and ICICI or the collectivism of Cadbury's and Airtel or the gender bias of Fair and Lovely or Raymond's and the uncertainty avoidance of Ceat or advertising of insurance companies. Some of the examples are given below, for each cultural dimension.

Power Distance

India is a country where high levels of Power Distance are maintained. This was reflected in the popular advertisement of Naukri.com, where humor is made of an obnoxious boss called Hari Sadu. Levels of hierarchy are maintained in Indian culture, where bosses often are known to be bossy and over-demanding. On the other hand, Raymond's advertising lovingly depicts this dimension with the story of a principal of a school being invited by an alumni for a party, and is shown respect by the student touching his feet and by him being welcomed by family members. The Titan advertisement also shows affection to a Professor by showing a class of college students sitting in class and studying, and suddenly they start singing and dancing and presenting a gift to their Professor. 'What an Idea, Sirji' was the popular advertising campaign of Idea cellular provider, where the head of the village decides how things will work in a village. Rajnigandha Pan Masala advertising campaign is also based on power distance, where the line,'Oonch Log, Oonchi Pasand' became very popular. Another advertisement of this same brand has a seemingly Board, imitating the head of the organization. Advertising recognizes the benefits that the rich and wealthy get in India and also makes interesting stories of this. An Axis Band advertisement has the superstar, Deepika Padukone having a meal with her college friends, who expect that she being the superstar she will pay the bill. She laughs in a friendly manner and tells then that how she is just like them, carrying no money, with just an Axis bank card.

India is a patriarchal society and males are considered to be providers of their family. This is reflected in the ICICI Prudential advertisement. The logo of the brand has a red sindhoor indicative of a married woman's sindhoor. The earlier campaign also was very patriarchal where the son and daughter-in-law were shown as under the protection of the father-in-law, who was the head of the family. The current campaign also has the line 'Bande Ache Hai', where the male is projected as the protector who takes care of the woman and child. He tests a plank that goes over water before allowing his family to cross the plank and is highly protective of his wife and child. The family members are shown as highly dependent on him. The advertising is highly provincial, in a society where women are actually becoming more independent. The sense of power enjoyed by males and the patriarchal culture in India is also reflected indirectly in Indian advertising. Men are usually shown driving cars and taking important decisions for the family. Masculine traits of being rough and tough are associated with products like tires and success.

Collectivism and Individualism

Indian advertising shows collectivism through family images and that of friends. Airtel television ad on 'Har Ek Friend, Zaroori Hota Hai' promotes friendship and a culture of collectivism was referred to by almost all respondents. The familiarity of friends and 'dosti' or the affection shown to communities one belongs to. The use of 'pet names' also depicts familiarity.

The Raymond's television advertisement shows how a son gets a job in Singapore and surprises his mother with not only this good news but also a passport and ticket for her to accompany him. In western cultures, like that of the United States of America, this would be quite ridiculed by young people, where the son would be made fun of as a 'Mama's boy'. In Indian culture, there is an appreciation and understanding of the parent's role in the life of a grown up child. An Airtel advertising says, 'Dad Kush to Aap Khush'. Family indeed is a creative plank for many campaigns. Maruti Suzuki's SUV 'Ertiga' advertising focuses on the large space inside the vehicle to fit a large family. Hyundai Santro was launched in India with the tag line,' the family car', with the actor Shahrukh Khan going for a family picnic. A family car, a family insurance, family tour packages, and as an ICICI advertisement says, 'Bande ache hain'.

Indian advertising strangely shows Individualism as a dimension, in terms of success and fulfilment of aspirations. New brands like Hot Star for video streaming use advertising lines like, 'Go Solo'. Kurkure shows each family member's characteristic reflected in a flavor. For example, 'Teekhi College Girl, Dolly' and 'Masaledar Bhaiya'.

Masculinity/ Feminity

Indian advertising reinforces male and female stereotypes. Thumbs Up advertising using Akshay Khanna as the macho personality, reinforces a culture of masculinity. Though the Raymonds advertising depicts men in an interesting manner in which the 'not being typically masculine' makes one a 'complete man' it in fact reconfirms that Indian society has a culture where the male is very dominant. That is what makes the Raymond's advertising so successful and able to be relevant since over three decades. Reference was made to the Axe Effect advertising campaign. Some respondents felt that it depicts women in a degrading manner and in a way shapes thoughts and beliefs about women amongst young men. Mahindra Scorpio also reflects the role of a macho man with beautiful women who accompany the male, even after.

Many advertising campaigns of today also reflect the changing position of women in Indian society. OLXs advertisement shows a woman driving an SUV/Jeep and goes to purchase a used car. While jewelry advertising tends to project a traditional and beautiful woman, be it an actress or any model, Indian women are these days not only being projected in a dainty and delicate manner, but also as bold and beautiful. One of the Titan Raga television commercials has a story of where a woman (played by celebrity, Katrina Kaif) is denied a vacation by her husband, independently calls her mother and goes for a vacation by road. When advertising projects such behavior, it tends to encourage women who possess financial resources to behave in an independent manner.

Uncertainty Avoidance / Risk Aversion

Insurance companies tend to use the element of uncertainty avoidance prevalent in Indian culture to sell insurance policies through 'negative motivation' in some ways. Kotak life Insurance ad shows that if the bread winner of the family is absent, the family would be strongly impacted. HDFC Standard Life Insurance focuses on safety of the family, with the line, 'Jindagi ke Saath bhi, Jindagi ke baad bhi'. Even an Airtel advertisement says, 'Bas Papa ko khush karo. Who tumhe bahut khush kar sakte hain'. Another advertisement of Harpic shows that in India we do not take risks in case things are not available, and therefore shop at a time for a whole month. Vodafone realizes that customers like to keep only a sufficient balance. Therefore they promote a texting service where they could provide immediate credit for the same.

On the other hand, advertising also creates dreams and aspirations in the consumer to not give up and live in fear. Mountain Dew advertising says, 'Darr ke Aage Jeet Hai', to encourage consumers to be fearless. Or the Thumbs Up advertising, where the protagonist is seen jumping from high rise buildings doing stunts in the air and the tagline is, 'Aaj Kuch Toofani Karte Hain'. Such advertising encourages Indian consumers who would typically have a high degree of Uncertainty Avoidance to be adventurous and take risks. Another advertisement encourages a son to refuse a Government job and take a job with a multi-national that is more risky. Respondents felt that the Indian values of abstinence was giving way to hedonism and materialism, and there is a tendency to promote a westernized culture of materialism and consumerism, along with a sense of independence and openness to new ways of thinking. Advertising therefore brings about a degree of value reorientation and duality in Indian culture, with the mix of traditions and modernity.

Advertising Brings About Change

There is a view that advertising helps make a difference to society. Advertising tries to project a class-free society and encourages women's empowerment. Havell's advertising was mentioned, where the maid servant was asked to sit at the table and share a meal with the employer's family with a theme, 'Hawa Badlegi'. Brands leverage social movements that happen in society. For example, Tata Tea's campaign against corruption raises social issues. Or the advertising showing a politician at an airport who refuses to wait in the line, by mocking the privileges given to politicians. In this way, advertising reinforces and showcases the culture of a society and also brings about change. 'Why should Boys have all the fun?' is the headline of TVS scooter ad. Or in the case of the Fewikwik advertisement that shows collaboration between two countries at the border, thereby promoting harmony.

Indians are also raising their voice in today's times. The advertising of Tata tea's 'Jaago Re' reinforced a culture of democracy and being active as a citizen of India by going and voting. Health awareness is also reinforced with advertising be it the communications of Tata salt for iodised salt or Saffola for a healthy heart. A campaign created by Pepsi, 'Change the Game' encourages Indians to change from conventional thinking and promoting football besides cricket. The 'Oh Yes, Abhi' campaign reflects the change in attitude of young people towards wanting things right now rather than having a laid back attitude. Advertising therefore takes this cultural phenomenon of aversion of risk and change and creates a campaign idea in it. Tide's advertisement calls for a change in traditional male-female roles and emphasizes that both men and women should share the household work and that this work is not only for women. In fact in the television commercial, a mother-in-law brags to her friend that her daughter-in-law earns more than her son. Another Renault Duster television advertisement shows a working mother visibily upset to leave her baby alone when she has to leave for work. Her husband is projected as an enlightened man who realizes how upset his wife is and therefore decides to take leave for the day and look after the baby. These kind of role depictions of a husband and wife of a household would never take place in earlier Indian advertising. Idea cellular service provider with the advertising of IIN, also reflects the current stresses in Indian society where a young students who does not get admission in a desired engineering institution can learn from the internet and in fact make a drone. The use of a transgender, who cannot get admission in any college and therefore studies through mobile internet and gets educated and lives a dignified like also brings dignity to a segment of people who in the past have been categorized as 'hijras' who are feared with superstition. Here advertising plays a role that is positive in liberal thinking. Advertising today also sometimes emulates an irreverent attitude with a touch of humor, common in western television serials (like Friends, Modern Family, etc).

Advertising also creates lifestyle changes in the Indian consumer. McDonald's, Pizza Hut, Dominos and other such brands have promoted fast-food eating in India. Television programs have been promoted in advertising. Use of western clothing like jeans, dresses and casual clothing. Valentine's day is heavily advertised as a day when young people can show their love for each other. Gifting, red roses, dining out, all are cultural norms gaining acceptance in our country because of advertising portraying such life styles. Car advertising promotes families driving out to the countryside or into the city. Starbucks, Cafe Coffee Day and Barista coffee chains promote going out for coffee with friends and family.

Irreverence to romantic relationships is also projected in the Fast Track--Move On advertising, where the communication is that if a relationship does not work out, then just move on in life. Breaking traditional norms are also projected positively. For example the Kinley advertisement where a girl lies to her parents to have an outing with her friends, and feels bad having told lies. In this advertisement, the sense of hierarchy is evident between father and daughter, and also a social message of how it is good to tell the truth. Humor and irreverence is now becoming part of Indian culture.

Advertising reflects a society's culture. The Cadbury's advertising shows the importance of celebration and sharing during festivals. The influence that celebrities have in fashion and aspirations is reflected in the number of advertisements having stars like Amitabh Bachhan, Aamir Khan, Shahrukh Khan, Priyanka Chopra and so many others. Love for cricket is reflected in the popularity of using stars like Dhoni and Sachin Tendulkar.

Food is part of a society's culture. India has a culture of food that is wheat based in the North zone an rice based in most of the other zones. The 'dal-chawal'sabzi' culture is part of most Indian meal plans. Vegetarianism is part of Indian culture. In international flights, the term, 'non-vegetarian' is typical of flights from or to India. Navratra meals become advertised during the Navratra season in the north. India has however many cuisines--what with noodles and momos from the North-East, dosa-idli from the south, bhel puri from the west and rassogulla from the east. Within all these regional foods, one brand has cut through India's diversity of cultures, in terms of food. One whole generation has developed a 'comfort food' in Maggi Masala. Maggi noodles are popular all over India, especially the 'masala' flavor. Maggi advertising and its 'two minute' formula has created a culture in Indian homes where convenience of cooking a processed food overpowers the problems of health.

Of course, Maggi noodles has come with different ranges that speak health like Maggi Atta noodles. We see how advertising has not only developed a taste for noodles (quite alien to the traditional Indian palatte) and endorsed the concept of 'just two minutes'.

Significance of Study

It is possible to summarize that culture is indeed an interesting phenomenon of Indian advertising. Advertisers can use cultural dimensions to create unique brand positioning and build differentiation. This can be seen by looking at the research findings of the three phases and the attempt to update the findings through qualitative and contemporary views. The study looks at how culture can be assessed for advertising so that Indian advertising practitioners can use these dimensions to create more creative and interesting advertising.

The findings suggest that advertisers can be reassured that advertising is generally liked by target audiences. This means that advertisers have an opportunity to create communications that are creative and stimulate the imagination of the consumer. Advertising is important to consumers and not only plays a role in informing consumers about new products or services, but also creates consumer aspirations and ideas for lifestyle and social life. Advertising also makes consumers more conscious of ethical issues like that of the environment and sustainability. The joy of life and positivity of life is reinforced by advertising messages.

Across all product types whether it is high involvement or low involvement, or whether decision-making is rational or emotional, advertising tends to depict a culture where male-female roles are well defined, shows a collectivist society with individualistic aspirations, and portrays the uncertainty avoidance prevalent in Indian consumers. Power Distance across all segments tend to be perceived differently. Advertisers can study these aspects of culture in order to develop advertising that make the difference.

Limitations

The study gives insights regarding the cultural dimensions of Indian advertising but has its limitations. The study is limited to a sample size of homogeneous urban adults and can include different segments of consumers, both national and rural. The same study could include many more advertising campaigns and markets to give a more realistic picture.

Conclusion

Advertising practitioners need to remember that Indian advertising reflects cultural dimensions, perceptually for advertising in general, and also for the advertising of high and low involvement products. Some common cultural characteristics that emerge are:

* Male Power is prevalent in all categories, where men are depicted as powerful and very much in control. In fact, even in a campaign like Raymonds, where the 'complete man' has softer characteristics, the success of the campaign lies in its contrast.

* Ad Salience of the importance of advertising in the life of the consumer is evident, whether it is the information about new products got through advertising, or the entertainment value of the advertising.

* Ethical behavior is promoted in advertising through concepts like social responsibility, good morals, being a good citizen or being environmentally conscious.

* The Group behavior or collectivist nature of Indians is reflected in advertising. The values and behavior of groups influences consumer aspirations, ambitions and lifestyle.

* In all categories, advertising is seen as projecting Indians as risk averse. Uncertainty avoidance is a strong characteristic.

Advertising seem to reflect and build culture of a society. That is because good advertising, in the words of Leo Burnett (founder of leading advertising agency, Leo Burnett Co.), "It penetrates the public mind with desires and belief".

Freda Swaminathan

Professor, FORE School of Management, New Delhi.

Asif Zameer

Professor, FORE School of Management, New Delhi.

Paper received on June 15, 2016

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