Content Analysis of U.S. and Indian Magazine Advertising

Abstract

A comparative content analysis of U.S. and Indian magazine ads was conducted to determine the extent to which they were informative, the amount and types of information cues used, the types of products/services advertised, and the size of the ads. It was found that Indian magazine ads were more similar than different from U.S. magazine ads in the number of information cues per ad, the types of information cues utilized, the mix of products advertised, and the size of the magazine ads.