Cross‐cultural analysis of gender roles: Indian and US advertisements

Abstract

PurposeThe objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined.Design/methodology/approachAdvertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed.FindingsThe study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business.Research limitations/implicationsIt is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products.Originality/valueThere are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns.