Women's Advertising in Developing Nations: An Analysis of the Thematic and Information Content of Indian Magazine Advertisements

ABSTRACT

India has experienced both economic growth and growth in advertising since opening its doors to multinational corporations. This growth has also given rise to questions regarding the appropriateness of using western advertising themes in a culture with significantly different values. An area of particular concern pertains to gender stereotyping in advertising. This study examines issues surrounding gender stereotyping in women's advertising within the broader context of advertising in developing nations. Results suggest that advertising directed at women in India is generally less informative than that which is directed at a broader audience. Furthermore, women's advertising tends to be more stereotypical in terms of the themes and appeals used as well as the products advertised

KEYWORDS:

• Advertising
• India
• content analysis