Abstract

This chapter discusses the role of Indian culture in advertisements (ads) in India. First, it summarizes the sparse extant literature in this area. Then, this chapter dwells on key aspects of Indian culture that is reflected in Indian ads (e.g. respect for one’s elders, family relations and celebrating key festivals). Subsequently, it dwells on ads hurting cultural sensitivities and negative aspects of Indian culture and advertising. All these issues are embellished and substantiated with real ads from India. This chapter also provides directions for future research in this important domain. Specifically, authors develop propositions revolving around content analysis and Hofstede’s cultural dimensions in Indian ads, types of products and culture in Indian ads, Indian culture and hi tech/hi touch products in ads, products conspicuous by their consumption, culture and Indian ads, services, culture and Indian ads, and finally, public policy and culture in Indian ads. This chapter is useful in that it not just encapsulates the use of culture in Indian ads, but also offers specific propositions that can be empirically tested by researchers in future.KeywordsIndian cultureAdsHofstede dimensionsPropositions

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