Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1536
Title: Cultural Values as Advertisement Themes in International and Indian Advertising
Authors: Sunil Barthwal, N. L. Gupta
Keywords: Cultural Values
Advertisement Themes
Advertising
Issue Date: 2012
Publisher: Indian Journal of Marketing
Abstract: The present review paper discusses the importance of cultural themes that are manifested in International and Indian advertisements. The review highlights if the advertisements have been influenced by the indigenous cultural background of the nation or not. Furthermore, the paper states through various advertisement examples across nations, the fact that culture is not immune to change, and that the advertisers are always faced with a challenge to embed the right cultural themes in advertisements with changing culture over the years. The review reiterates that standardization of advertisements across nations is not an advisable strategy. The review also explores the scope of identifying certain cultural values with respect to India, which can be probable values open to Modernism and change.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1536
Appears in Collections:Article Archives

Files in This Item:
File Description SizeFormat 
Cultural Values As Advertisement Themes.pdf
  Restricted Access
Cultural Values As Advertisement Themes2.2 MBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.