The Uncommon Sense of Advertising - Understanding Contemporary Advertising Appeals in Print of Top Advertisers in India

Abstract

This paper reviews the advertising appeals of India's top advertisers and relates them to the nature of products advertised. The role of advertising in formulating culture is reviewed with special emphasis on Hofstede's cultural dimensions. The findings of a content study of 200 advertisements, using Pollay's 42 advertising appeals, are reported. The study covers both high involvement and low involvement products where decision making is rational or emotional. The appeals used in each element of advertising were classified using Pollay's 42 advertising appeals. By relating these finding to the cultural dimensions developed by Hofstede, the paper presents a framework that can help advertisers to determine the role that both culture and advertising appeals play in the effectiveness of advertising campaigns.