Consumer Advertising in India: An Analysis of the Information and Thematic Content
This study explores the information and thematic content of consumer advertising in India. The findings reveal that most consumer-oriented advertising contains some information. However, the typical ad has relatively few informational cues and is likely emotional as opposed to rational. Country-of-origin of the product did not influence the nature of the advertising themes used.
KeywordsThematic Content Cultural Theme Alcohol Advertising Indian Corporation Consumer Advertising
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