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Impact of Cultures on Advertisements: Comparative Study of India

& U.K.

A project

Presented to

University Business School

Panjab University

In partial fulfillment

of the requirement for the

Masters of Business Administration course

On April 4, 2012

Submitted By

Shubham Gupta

Roll No. - 27

MBA IB 4th

sem.



Impact of Cultures on Advertisements: Comparative Study of India & U.K.

CERTIFICATE

Shubham Gupta, student of MBA (INTERNATIONAL BUSINESS) has worked on the project

titled “Impact of Cultures on Advertisements: Comparative Study of India & U.K.” under

my supervision.

This project is original work done by Shubham Gupta

Dr. (Ms.) Purva Kansal

Professor, U.B.S.

Panjab University




Acknowledgement

The final project is a valuable opportunity for a Management student to learn, understand and

acquire knowledge on various fronts. Furthermore, it is really essential to implement and express

the same in such a way that it is easily understandable and comprehended by others. It would be

difficult to achieve all this without the proper guidance by various people. I would hence like to

acknowledge the efforts of the individuals who have guided me on this endeavor of mine.

I sincerely thank my project head Dr. Purva Kansal. Her dedicated efforts and guidance at each

phase of the project enabled the chance to work in a schematic manner and learn from what I was

doing. I express my gratitude for her support and motivation. The project report is a testimony tothe immense knowledge and experience that I have gained under her competent guidance.




Contents

1. INTRODUCTION .................................................................................................................................... 5

1.1 Consumer Decision Making Process and Role of Advertisements ......................................... 5

1.2 Cultural Challenges for Advertisements ............................................................................................. 8

1.3 Standardization V/S Adaptation........................................................................................................ 10

1.4 Need of Study....................................................................................................................................... 10

1.5 Review of Literature ........................................................................................................................... 11

2. Research Methodology ......................................................................................................................... 16

2.1 Study Design .................................................................................................................................... 16

2.2 Research Question .............................................................................................................................. 16

2.3 Research Objectives ............................................................................................................................ 16

2.4 Hypotheses ..................................................................................................................................... 17

2.5 Sampling Technique .................................................................................................................... 22

2.6 Sample Selection ......................................................................................................................... 23

280 .......................................................................................................................................................... 23

2.7 Variables...................................................................................................................................... 24

2.8 Data Collection & Coding........................................................................................................... 24

4. Conclusions..................................................................................................................................... 65

6.Bibliography ............................................................................................................................................ 67




1. INTRODUCTION

This research “Impact of Cultures on Advertisements: Comparative Study of India & U.K.” is

being conducted with the purpose of understanding the differences amongst cultures and these

differences are reflected in the advertisements of that company. Advertisement plays an

important media in consumer-company relationship. Advertisements play a major role in the

consumer’s decision making process. The objective of advertising is to inform, persuade and to

remind the customer about one’s product (Kotler, Armstrong, Agnihotri, & Haque, 2011).

Realizing the need for advertisements companies have considerably increased their expense on

the advertisement of their products. Countries like US, Japan have large amount of their

expenditure on advertisements. With the globalization trade is now not limited with physical

boundaries of the country. So if a company from India wants to promote its goods in the markets

of U.K. it needs to be well aware about the various factors that influence those markets. In this

study we will find if the cultures cast their impact on the advertisement or not. With the advent

of globalization it has been important to study different cultures before entering a foreign market.

Thereby it is quite essential to know if advertisements too are influenced by the culture or not.

1.1 Consumer Decision Making Process and Role of Advertisements

Consumers go through a complicated mental process when they make a decision about even thesimplest purchase. In addition, consumers learn from advertising by acquiring knowledge about

the products that are available to them and figuring out which products can satisfy their needs.

Due to the fact that advertising can influence a consumer's buying decision, a number of studies

have tried to describe what happens in the interaction between a consumer and a product

purchase and what the impact of the advertising message is during the process.

The following diagram (Hanjun, 2001) will show a model of the consumer's buying decision

process, considering the role of advertising in each stage.




Table 1. Consumer Decision-Making Process (Hanjun, 2001)

1.1.1 Previous influences

As a precondition of the motivation stage, certain factors should influence the consumers'

attitudes, beliefs, or preferences toward a product. Consumers can be motivated by their internal

influential factors, such as past experience, personality, and physiological desires.

On the other hand, external factors, such as consumers' social, family, or cultural backgrounds,

can also have an impact on consumers' motivation. In this stage, advertising can be one of the

cultural influences that lead consumers to the next stage.

1.1.2 Motivation

The actual purchasing process begins with motivation. Consumers recognize a need for a product

according to their previous influences. At this stage, advertising directly stimulates consumers to

get interested in or to gather more information about a certain product.

However, in the case of a low-involvement product, it is possible that consumers may

immediately move to the purchase stage.




1.1.3 Acquisition of knowledge

Once consumers are interested in a product, they want to obtain knowledge about the product

and its category. Therefore, they depend on information from various sources, such as

advertising, mass media, reference groups, or an opinion leader.

The more consumers learn about the product category, the better they can compare and evaluate

several brands in the category. As a result, consumers can select a brand based on their own

criteria provided by advertising in this stage.

1.1.4 Examination of the selected Brand

Even though a brand is preferred by consumers, it does not mean that the brand is eventually

purchased by consumers. Before the actual purchase, consumers, to a greater or lesser degree,

examine several aspects with respect to the purchase of the selected brand. In some cases,

consumers may go back to the previous stage or lose interest in the product. In this stage,

advertising plays a role of building conviction in consumers' minds to make them purchase.

In addition, the advertising strategy, accompanied by some sales promotion strategies, can

provide consumers certain incentives and thereby arouse them to an instant action.

1.1.5 Purchase/Post purchase

A consumer's evaluation of the purchased product is the most important basis for future

purchases. Whether consumers are satisfied or dissatisfied with their purchased products mainly

depends on the difference between the pre purchase and the post purchase evaluations.

After the evaluation, consumers decide to continuously purchase the same brand or to find other

brands. In this stage, advertising paves a way for the repurchase by reminding consumers about

the correctness of their decisions.




1.2 Cultural Challenges for Advertisements

With the globalization the advertisements too have to go global with their respective brands.

However with this process came the challenges to effectively communicate what the brands want

to reveal about their products. These cultural challenges can be broadly classified as diversity,

language, values & Attitudes, media, customs and manners, material culture and aesthetics

(Rugman & Hodgetts, 2003).

1.2.1 Cultural Diversity

The problem of communicating to people in diverse cultures is one of the great creative

challenges in advertising. Communications is more difficult because cultural factors largely

determine the way various phenomena are perceived. International marketers are becoming

accustomed to the problems of adapting from culture to culture. Knowledge of differing

symbolism of colors is a basic part of the international marketer’s encyclopedia. Color is a small

part of the communications package, but if the symbolism in each culture is understood, the

marketer has an educated choice of using or not using various colors. Knowledge of cultural

diversity must encompass the total advertising project.

1.2.2 Language Limitations

Language is one of the major barriers to effective communication through advertising. The

problem involves the different languages of different countries, different languages or dialects

within one country, and the subtler problems of linguistic nuance and vernacular.

1.2.3 Media Limitations

It is mentioned that limitations on creative strategy imposed by media may diminish the role of

advertising in the promotional program and may force marketers to emphasize other elements of

the marketing mix. Creative advertisers in some countries have even developed their own media

for overcoming media limitations. In some African countries, advertisers run boats up and down

the rivers playing popular music and broadcasting commercials into the bush as they travel.




1.2.4 Values and Attitudes

Values are basic convictions that people have regarding what is right and wrong, good and bad,

important and unimportant. A value considered good in one country may or may not be

considered the same in another country.

1.2.5 Customs and Manners

Customs and manners play a major role in the advertising process. Differences in customs and

manners can create different uses of same product in different cultures. For example Milk is a

beverage in Belgium and taken with meals but is treated as a child food in India (Craig &

Douglas, 2010). So the advertisement content may differ for the same product in different

countries.

1.2.6 Material Culture

Material culture consists of objects that people make. Technology of the society is an important

aspect in determining the choice of marketing. Education of the country too plays an important

role in the consumer decision making process. In a lesser educated place an advertisement with

lots of informative content won’t solve the purpose as would have been in a educated society.

1.2.7 Aesthetics

Aesthetics relate to the artistic taste of a society/culture. These values differ across cultures.

Advertisements which a company can use in one nation might not be acceptable as per the

aesthetics of the other nation. In the U.S., sex is not used in advertising as much as in Europe

(Rugman & Hodgetts, 2003). In many countries colour black is used for mourning while white

for joy, while in many countries including India white is the colour of mourning (Craig &

Douglas, 2010). Aesthetic values do influence the societal behavior.




1.3 Standardization V/S Adaptation

The debate of standardization versus localization is a long discussed topic. Proponents of the

“ONE WORLD, ONE VOICE” approach to global advertising believe that the era of the global

village is fast approaching, and tastes and preferences are converging worldwide (Keegan &

Bhargava, 2011). According to them as the people worldwide want the same product and for the

same reason, companies can decrease their expenditure by having the same advertisements

throughout. However those who are in the favor of the localized approach are skeptical of the

idea of global village. They believe that most blunders in international business have taken place

because the advertisers had failed to understand and adapt accordingly with the foreign culture.

Advertisements completely adapting the local themes have been a great success (Ono, PepsiCO's

Pitch in Japan Has New Twist, 1997). Many previous researches have shown that advertisements

can only be standardized to a certain extent and a blend of standardization and adaption needs to

be there to make successful advertisements (Ono, Japan Warms to McDonald's Dotting Dad Ads,

1997).

1.4 Need of Study

Advertisements play a major role in the consumer’s decision making process. The objective of

advertising is to inform, persuade and to remind the customer about one’s product (Kotler,

Armstrong, Agnihotri, & Haque, 2011). Realizing the need for advertisements companies have

considerably increased their expense on the advertisement of their products. Countries like US,

Japan have large amount of their expenditure on advertisements. Advertisement and consumer

behavior are two different aspects and cannot be directly compared. Culture is one aspect that

can relate the two and can partially help understand the standardization versus the adaptation

argument. In this study we will find if the cultures cast their impact on the advertisement or not.If that is not the case then why don’t we have standardized advertisements across the globe?

This study will try to answer these questions.




1.5 Review of Literature

As discussed in introduction, advertising plays a major role in the consumer decision making

process. To provide a personal touch to the consumer, an advertisement must be able to relate

itself with the customer. This is possible when the advertisement has traits of cultural and

societal values (Pollay, Measuring the Cultural Values Manifest in Advertising, 1983)

manifested in it. Many previous researchers have shown how the culture is reflected in the

advertisements. Various research scholars have revealed that when values of different cultures

are compared the value orientations are quite different across cultures (Hall, 1976; Hofstede,

1980, 1991; Trompennars & Hampden-Turner, 1977).

As per Miller & Gelb (Albers-Miller & Gelb, 1996), who used Hofstede’s cultural model

(Hofstede, 1980) advertisement appeals of Pollay (Pollay, Measuring the Cultural Values

Manifest in Advertising, 1983), culture reflecting quantity of advertisement was supported by

hypothesized relationship. They coded advertisements in business publications from 11 countries

for the appeals employed. Coefficients of correlation were computed relating the propotional use

of each appeal and Hofstede’s cultural dimensions. Initially the culture reflecting quality was

supported by 10 of 30 relationships, but later 8 more supported on removal of outliers from the

data.

Ciprian S. Begu (Begu, 2008) conducted a similar research but with advertisements of non-

business magazines. The study was based on U.S. and France and 3 of 8 hypothesized

relationships successfully replicated the impact of country’s culture on the content of magazines’

advertisements.

Another research on context dependent and context independent thinking (Liang, Runyan, & Fu,

2011) found out that Chinese magazine advertisements have more context as compared to

western magazine advertisements. East Asians have context dependent mode of thinking while

westerns have context independent mode of thinking has been validated by the study. However

findings suggest that effect of culture may be moderated by advertisement involvement.

Niaz Ahmed’s study (Ahmed, May 1996) on cross cultural content analysis from US and India

using Hofstede Index (Hofstede, 1980) found that there were significant differences in the way

the advertisement message is produced in both the countries. He found that cultural values were




directly expressed by the advertisements. US advertisements revealed direct rhetorical styles

while Indian advertisements had an indirect rhetorical style.

A research on Cultural Themes in Brazilian and U.S. Auto Ads (Hyman, Tansey, & Zinkhan,

1990) was conducted to see if advertisers employ different themes in print advertisements or not.

The study was conducted on automobile advertisements and it was concluded the companies

should research carefully each national market before standardizing the advertisements. The

differences are due to cross cultural differences in value. The study concluded that there was

difference in the culture of the two countries and that of business values. This was led by the

findings of the study which stated the differences in presence of various themes in the two

countries.

A study on television commercials (Cho, Kwon, Gentry, Jun, & Kropp, 1999) comparing U.S.

and Korea was conducted to study if the cultural values were reflected in themes and execution

of commercials. The researchers used Hofstede Indexes (Hofstede, 1980) for the development of

a structure that would have allowed direct knowledge of the cultural issues that lead to the

differences. The samples were selected as U.S. and Korea as both represented North American

Advertisements and East Asian Advertisements respectively. The study found that U.S.

advertisements follow direct approaches while the Korean focuses on “Oneness-with-nature”.

A study on cross-cultural content analysis of advertising (Niaz Ahmed,1996) found that there

were significant differences in the way the two cultures produced advertising messages and that

differential cultural values were reflected in their advertising expressions. The findings revealed

that the U.S. advertisements utilized direct rhetorical styles, individualistic visual stances, sexual

portrayals of women and comparative approaches more often than their Indian counterparts. The

Indian ads utilized indirect rhetorical styles, collective visual stances and stereotypical portrayals

of women more frequently than did the U.S. ads.

An Information Content Comparison of Magazine Ads Across a Response Continuum from

Direct Response to Institutional Advertising by E. Lincoln James Bruce G. Vanden Bergh

suggest that Compared to past investigations, the present study tended to find higher levels of

information content in magazine ads and direct response ads probably tend to employ more

Information cues, as well as more different kinds of information, than the product/store image




and institutional ads because direct response must perform many more sales functions. Finally,

this study suggests that there is no such thing as one type of advertising. The information value

of advertising seems to be associated with its function on a time or response continuum.

A research on Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of

Eleven Countries (Nancy Nancy D. Albers-Miller and Betsy D. Gelb ,1996) sugest that despite

the fact that advertising content is affected by many variables, at least one model provides insight

into cultural correlates. Even with a relatively homogeneous audience of business and

professional readers, variation in advertising across cultures is observable. Studying ads will in

many ways tell us something about values. Studying values will in many ways tell us what to

expect as advertising appeals. Second conclusion w.r.t the method used in this study, counting

appeals as well as classifying them, makes clear that some countries simply have more appeals of

all kinds. If such a country's ads are compared with those of a country where fewer appeals in

general are used, absolute differences may appear but proportionate differences might not.

Findings on the research China Compared with the US: Cultural Differences and the Impacts on

Advertising Appeals (Charles Emery & Kelly R. Tian , 2010) indicate that heuristics such as

Hofstede’s cultural dimensions may be too broad to capture the detailed differences required in

launching an effective advertising campaign. A possible explanation is that cultural values

change much more slowly than consumer values and therefore cannot be used to effectively

predict consumer behaviour. While the continued development of advertising heuristics is

important, marketing personnel must continue to use the tried and true method of the focus

group. This prevents the mistake of assuming that you know what the consumer thinks is

important.

A study by Simon P. Anderson, Federico Ciliberto, Jura Liaukonyte on Information Content of

Advertising: Theory and Empirical Evidence found that stronger vertical differentiation is

positively associated with the delivery of more product information in a brand’s advertisements:Brands with higher levels of quality (on each of the quality dimensions for which we have data)

will include more information cues in their advertisements. I was also emphasised that

comparative advertisements contain significantly more product information relative to non

comparative advertisements. Brands with higher market shares and brands competing against

generic substitutes with higher market shares have less information content in their advertising.




The proposed method of measuring and analyzing information content of advertising extends and

improves upon existing techniques for measuring advertising information.

1.5.1 Geert Hofstede

Hofstede identified five dimensions of national cultures, such as power distance, uncertainty

avoidance, individualism vs. collectivism, masculinity vs. femininity and long-term vs. short-

term orientation.

According to Hofstede, the dimensions reflect the basic problems which all societies face with

but the ways how they cope with those difficulties are diverse that vary cultures. Hofstede

believes that cultural differences cannot disappear from national traditions even of the facts of

globalization and its influence. I can agree with it because cultures have been formed during

many years while globalization is influencing on them only several years. However it doesn’ tmean that cultures aren’t changing now. I believe they are changing (e.g. compare

communication between children and their parents today and a century ago) but these

contemporary changes will strike roots into cultures after many years of existence. We can speak

about this only if we conceder cultures in broader sense, e.g. cultures by its geographical

location, as this study does.

Power distance (measured by PDI index) which reflects human inequality within a society, in

which degree (more or less) it exist. Power and inequality are basic principles of any society for

building relationships and communications on different levels; they cause values about

exercising power. High-power distance cultures tend to look on the power as a natural; inequality

is allowed to be and grow within the society and express itself with status system. Low-power

distance indicates the society de-emphasizes the differences between people's power and wealth,

equality and opportunity for everyone is stressed.

The next dimension, uncertainty avoidance (UAI), is related to level of stress in the society in

respect of how it faces of unknown future. Cultures differentiate in their managing with

uncertainty and ambiguity, how they adapt to changes. Uncertainty avoiding cultures try to avoid

or reduce the possibility of unstructured situations by rules, different rituals, having values about

formality and punctuality. People in high uncertainty avoiding cultures tend to be more

expressive and energetic in contrast with low uncertainty avoiding cultures that are more

phlegmatic and contemplative.




Individualism versus Collectivism (IDV index) refers to how individuals integrated into groups,

people’s attitude to social groups they belong to. Also this dimension focuses on the degree the

society reinforces individual or collective and achievements. Individualistic cultures value

personal freedom, time and space. Collectivistic cultures rate family harmony, socioeconomic

interests over the individual.

Masculinity versus femininity (MAS) applies to division of roles between man and woman in the

society. In masculine countries traditional distinction in gender roles are maintained whereas

feminine cultures tend to overlap emotional roles. Due to orientation on the traditional male

(assertiveness, competition, toughness, etc.) and female (tenderness, modesty, concern with both

quality of life and material success, etc.) roles cultures acquire some features which influence on

their perception of the life and purposes not only concerning division of gender roles. Long-term

versus short-term orientation dimension (LTO) is about the choice of people’s focus: to the

present or the future. This play an important role in Asian cultures which development was

influenced by Confucian philosophy. So in compare with Western countries this dimension is

really obvious in patterns of communication. Asian cultures are oriented to practice while

Western cultures are more oriented to searching of truth.

1.5.2 Edward T. Hall

Edward T. Hall in his work concerning the relationship between communication and culture took

for the starting point the amount of information implied by the context of communication (Lustig

and Koester, 1999). The main components that produce meaning – context and events, depend

on culture in different proportions which lead to diversities in communication. Hall compared

cultures on a scale from high to low context. In high-context cultures most of the meaning in a

message implied implicitly by person or physical context, very little is provided in a message,

much is taken for granted. Low-context cultures are just opposite: here explicitly coded messages

use, very little is taken for granted, more explanation is needed. Hall also described other

characteristics of the high-context and low-context cultures that, as I mention below, can be

reflected in web design such as the use of covert or overt messages, the importance of in groups

and outgroups, and orientation to time.




2. Research Methodology

Research methodology is a manner in which a business research is carried on. It is a systematic

and objective process of gathering, recording and analyzing data for aid in making business

decisions. Research methodology for this particular project can be examined under the following

heads:

2.1 Study Design

A research design is a master plan specifying the methods and procedures for collecting and

analyzing the needed information. It is a framework or blueprint that plans the action for the

research project. The objectives of the study determined during the early stages of the research

are included in the design to ensure that the information collected is appropriate for solving the

problem. The purpose of this research is to observe and analyze the impacts of culture on the

advertisements of that particular country and on the perception of the advertisers about different

countries. To examine these changes in appeals from country to country Content Analysis

(Descriptive Research design) (Malhotra & Dash, 2010) is the method used.

2.2 Research Question

On basis of the review of literature the research question which determines the scope of the study

will be “Does country culture influence content of all advertisements?”

2.3 Research Objectives

As far as this research is concerned the major objectives are

1) To study the impact of culture of a country on the advertisements of that country.

2) To study the differences between the content of the advertisements across India and U.K.

3) To study the appeals present in external influences (advertisements) that cast their effect

on consumer decision making process in India and U.K. respectively.




2.4 Hypotheses

1. Appeals

Using the results of Albert-Miller and Gelb’s study as a reference (Albers-Miller & Gelb, 1996),

this research will examine the hypotheses relating to power distance and uncertainty avoidance

behavior of cultures.

H1: Independence Appeals, Distinctive Appeals, Security Appeals, Freedom Appeals, Popular Appeals,

Affiliation Appeals, Family Appeals, Succorance Appeals and Community Appeals are associated with

the IDV Index of Geert Hofstede.

H1.1: U.K. advertisements are more likely to show higher frequencies of Independence Appeal

than India.

H1.2: U.K. advertisements are more likely to show higher frequencies of Distinctive Appeal than

India.

H1.3: U.K. advertisements are more likely to show higher frequencies of Security Appeals than

India.

H1.4: U.K. advertisements are more likely to show higher frequencies of Freedom Appeals than

India.

H1.5: Indian advertisements are more likely to show higher frequencies of Popular Appeals than

U.K.

H1.6: Indian advertisements are more likely to show higher frequencies of Affiliation Appeals

than U.K.

H1.7: Indian advertisements are more likely to show higher frequencies of Family Appeals than

U.K.

H1.8: Indian advertisements are more likely to show higher frequencies of Succorance Appeals

than U.K.

H1.9: Indian advertisements are more likely to show higher frequencies of Community Appeals

than U.K.

H2: Ornamental Appeals, Vain Appeals, Dear Appeals, Status Appeals, Cheap Appeals, Plain Appeals,

Humility Appeals and Nurturance Appeals are associated with the PDI Index of Geert Hofstede.

H2.1: Indian advertisements are more likely to show higher frequencies of Ornamental Appeals

than U.K.




H2.2: Indian advertisements are more likely to show higher frequencies of Vain Appeals than

U.K.

H2.3: Indian advertisements are more likely to show higher frequencies of Dear Appeals than

U.K.

H2.4: Indian advertisements are more likely to show higher frequencies of Status Appeals than

U.K.

H2.5: U.K. advertisements are more likely to show higher frequencies of Cheap Appeal than

India.

H2.6: U.K. advertisements are more likely to show higher frequencies of Humility Appeal than

India.

H2.7: U.K. advertisements are more likely to show higher frequencies of Nurturance Appeal than

India.

H2.8: U.K. advertisements are more likely to show higher frequencies of Plain Appeal than

India.

H3: Safety Appeals, Tamed Appeals, Durable Appeals, Adventure Appeals, Untamed Appeals, Magic

Appeals, Youth Appeals, Casual Appeals, Relaxation Appeals and Enjoyment Appeals are associated

with the UAI Index of Geert Hofstede.

H3.1: Indian advertisements are more likely to show higher frequencies of Safety Appeals than

U.K.

H3.2: Indian advertisements are more likely to show higher frequencies of Tamed Appeals than

U.K.

H3.3: Indian advertisements are more likely to show higher frequencies of Durable Appeals than

U.K.

H3.4: U.K. advertisements are more likely to show higher frequencies of Adventure Appeal than

India.

H3.5: U.K. advertisements are more likely to show higher frequencies of Untamed Appeal than

India.

H3.6: U.K. advertisements are more likely to show higher frequencies of Magic Appeal than

India.

H3.7: U.K. advertisements are more likely to show higher frequencies of Youth Appeal than

India.




H3.8: U.K. advertisements are more likely to show higher frequencies of Casual Appeal than

India.

H3.9: U.K. advertisements are more likely to show higher frequencies of Relaxation Appeal than

India.

H3.10: U.K. advertisements are more likely to show higher frequencies of Enjoyment Appeal

than India.

H4: Effective Appeals, Convenient Appeals, Technological Appeals, Productivity Appeals, Wisdom

Appeals, Maturity Appeals, Natural Appeals, Frail Appeals, Modesty Appeals, Morality Appeals,

Sexuality Appeals, Healthy Appeals and Neat Appeals are associated with the MAS Index of Geert

Hofstede.

H4.1: U.K. advertisements are more likely to show higher frequencies of Effective Appeal than

India.H4.2: U.K. advertisements are more likely to show higher frequencies of Convenient Appeal

than India.

H4.3: U.K. advertisements are more likely to show higher frequencies of Technological Appeal

than India.

H4.4: U.K. advertisements are more likely to show higher frequencies of Productivity Appeal

than India.

H4.5: U.K. advertisements are more likely to show higher frequencies of Wisdom Appeal than

India.

H4.6: U.K. advertisements are more likely to show higher frequencies of Maturity Appeal than

India.

H4.7: Indian advertisements are more likely to show higher frequencies of Natural Appeals than

U.K.

H4.8: Indian advertisements are more likely to show higher frequencies of Frail Appeals than

U.K.

H4.9: Indian advertisements are more likely to show higher frequencies of Modest Appeals than

U.K.

H4.10: Indian advertisements are more likely to show higher frequencies of Morality Appeals

than U.K.




H4.11: Indian advertisements are more likely to show higher frequencies of Sexuality Appeals

than U.K.

H4.12: U.K. advertisements are more likely to show higher frequencies of Healthy Appeal than

India.

H4.13: U.K. advertisements are more likely to show higher frequencies of Neat Appeals than

India.

H5: Traditional Appeals and Modern Appeals are associated with the LTO Index of Geert Hofstede.

H5.1: U.K. advertisements are more likely to show higher frequencies of Traditional Appeal than

India.

H5.2: Indian advertisements are more likely to show higher frequencies of Modern Appeals than

U.K.

2. Product:

H6: In LCC (U.K.) Advertisements will have more visual description of products than in LCC

(India).

H7: In LCC (U.K.) Advertisements will have more visual demonstration of products than in

HCC (India).

3. People:

H8: In HCC (India) Advertisements will have more visuals of individuals than those in LCC

(U.K.).

H9: In HCC (India) Advertisements will have more visuals of celebrity models than those in

LCC

4. Hofstede:

1. PDI: H10: India advertisements are more likely to show a higher frequency of high power

distance Advertisements features than those of U.K.




Features:

Table 2

HPDI LPDI

Advertisement contains pride of ownership appeal Advertisement focus on users and their needs

Vision statement given in the Advertisement Advertisement emphasizes value

Advertisement provide access to highly structured

information

Advertisement provide access to less-highly

structured information

IDV: H11: U.K. advertisements are more likely to show a higher frequency of individualist

Advertisements features than those of India.

Features:

Table 3

IDV Collectivism

Does the Advertisement provide a wide range of choices

and not presume to select default (high-IDV)

symbol of national identity present

Social responsibility newsletter given in the ad.

links to advertisements present (low-IDV)

message related to national identity symbol given

MFI: H12: U.K. advertisements are more likely to show a higher frequency of masculine

Advertisements features than those of India.

Features:




Table 4

Masculinity Femininity

financial information given in the advertisement Advertisement provide information related to gender role

advertisement contains realism themes Advertisement provides attention to poetry and visual

aesthetics

Advertisement contains information related to

product effectiveness (high-MAS)

Advertisement indicate social responsibility

UAI: H13: India advertisements are more likely to show a higher frequency of uncertainty

avoidance Advertisements features than those of U.K.

Features:

Table 5

High UA Low UA

customer service present in the advertisements (high-

UA)

advertisements complex with maximal content and

choices

advertisements contains toll free numbers

advertisements make use of local terminology

2.5 Sampling Technique

Sampling involves any procedure that uses a portion of the population to make a conclusion

about the whole population. In other words, a sample is a subset from a large population. The




sampling for this analysis requires samples based on the relevant contents of the advertisement.

To select such sample Judgmental sampling is used in this research.

2.6 Sample Selection

The samples have been selected from the issues of last 1 year of non-business magazines of U.K.

and India. Two magazines (Vogue U.K., The Times Magazine from U.K., Vogue India and India

Today from India) each of different genres had been selected on the basis of their readership base

and their current ratings. A total of 542 advertisements were selected from both the countries of

which 280 are from U.K. and 262 From India. A description of the distribution over the issues is

given in table 6 below.

Table 6

Indian

Magazines

No. of

Advertisements

Issue U.K.

Magazines

No. of

Advertisements

Issue

Vogue 42 March 2011 Vogue 18 Jan 2011

Vogue 47 June 2011 Vogue 49 June 2011

Vogue 81 Dec. 2011 Vogue 83 Sep 2011

India Today 15 7 Feb 2011 The Times 22 21 Feb 2011

India Today 20 6 June 2011 The Times 32 23 April 2011

India Today 9 1 Aug 2011 The Times 14 25 June 2011

India Today 27 17 Oct 2011 The Times 20 10 Sept 2011

India Today 8 14 Nov 2011 The Times 30 3 Dec 2011

India Today 13 20 Feb 2012 The Times 12 28 Jan 2012

Total 262 Total 280

Three issues each of Vogue India and Vogue U.K. and 6 issues each of The Times magazine and

India Today were randomly chosen for the advertisements. Advertisements with not less than

half a page would be selected for the study. It has been considered that the selected magazines

did have diverse readership on the basis of gender and age. In cases where more than one

advertisement was found for the same brand, one was randomly chosen in order to reduce the

effect of brand-specific advertising expression (Wong, Muderrisoglu, & Zinkhan, 1987)




India and the United Kingdom are the two countries from which the magazines are selected.

From the Geert Hofstede’s Index (Hofstede, 1980) it is clear that there is a great cultural

difference between India and U.K. Table 7 shows the values of the indexes.

Table 7Country PDI IDV MAS UAI LTO

India 77 48 56 40 61

U.K. 35 89 66 35 25

Both the countries do spend substantially on the advertisements.

2.7 Variables

The variables for this study are will be based on the 42 advertising appeals of Pollay (Pollay,

Measuring the Cultural Values Manifest in Advertising, 1983). These would include ornamental,

status, dear, cheap, magic, unwanted, youth and the vain appeals etc.

2.8 Data Collection & Coding

A code sheet was prepared for the purpose of the collection of data. The code sheet contained a

total of 39 questions. Questions nos. 26-39 were picked from the study of (Resnik & Stern, 1981)

which cater to the information content of the advertisements. Magazines were selected randomly

from issues of over a year. Advertisements of half or more than half page were chosen (Harmon,

Razzouk, & Stern, 1983). In cases where more than one advertisement was found for the same

brand of similar appeals and theme, one was randomly chosen in order to reduce the effect of

brand-specific advertising expression (Hong, Muderrisoglu, & Zinkhan, 1987). Code Book was

prepared to decode the Pollay’s appeals in the advertisements. Data was then entered into theSPSS software for the analysis purpose. Data was analyzed using different tools and Hypotheses

were tested. Table 8 shows which questions were used to test which hypotheses.




Table 8

Hypotheses Questions In Content Analysis Form

H1-H5 Appeals in Q 24

H6 21, 26, 27, 28, 29, 32, 34

H7 5, 16, 18, 18a, 18b, 21

H8 11H9 11b

H10 27, 28

H11 19, 20, 22

H12 26, 36, 37

H13 8, 17, 17a, 30, 31, 35, 36

The following tables 9 and 10 show the SPSS variable and data view.

Table 9: Data entry variable view




Table 10: Data entry data view




3. Results

3.1 Descriptive Statistics

The Data collected was analyzed using the SPSS Software. Before analyzing the hypotheses of

the research a descriptive analysis of the various essential factors of the code sheet which have asymbolic importance in every research was conducted. Section 3.1 of the report will study the

compositions of these variables present in the code sheet.

3.1.a) Sample Distribution by country & magazines The sample consisted of 542 advertisements from both U.K. and India Table 1 illustrates the

distribution of the sample. 280 advertisements were taken from U.K. and a total of 262 from

India. From U.K. we had Vogue & The Times magazines from which 150 & 130 advertisements

were selected respectively. In case of India 170 advertisements were from Vogue magazinewhich resulted in the maximum number of advertisements from a single magazine while 92 were

from India Today.

3.1.b) Sample Distribution by Target Audience of the advertisement

Table 2 shows the target audience of these advertisements taken from the magazines of the two

countries. In U.K. 54.285% of the advertisements were targeted at a unisex group. 40.357% had

a target audience of females and rest 5.357% advertisements had males as target audience. As

compared to this in India 58.01% advertisements had a unisex audience target, 34.35 specifically

targeting females and 7.6% targeting males.

Table 11

Distribution by country & magazines

country Frequency Percent

Valid

Percent

Cumulative

Percent

U.K. Valid vogue uk 150 53.57 53.57 53.57

the times 130 46.43 46.43 100Total 280 100 100

India Valid vogue india 170 64.8855 64.88549618 64.88549618

india today 92 35.1145 35.11450382 100

Total 262 100 100




Table 12

Target Audience of the advertisement

country Frequency Percent Valid PercentCumulative

Percent

U.K. Valid Males 15 5.357143 5.357142857 5.357142857

Females 113 40.35714 40.35714286 45.71428571Unisex 152 54.28571 54.28571429 100

Total 280 100 100

India Valid Males 20 7.633588 7.633587786 7.633587786

Females 90 34.35115 34.35114504 41.98473282

Unisex 152 58.01527 58.01526718 100

Total 262 100 100

3.1.c) Sample Distribution by Age Group of the Target audience

The selected advertisements in U.K. were mostly targeted at all age groups which had a share of 76.07% out of the total 280 magazines, while 14.29% had a target age group of 18-30. Out of the

remaining 5% were for 30-45 years and 2.86% for 45years and above. In Indian advertisements

too majority of advertisements were targeted at all age group segment with 86.26% of them

focusing on this group. Another 10.30% accounted for the age group between 18-30 years.

Table 13

Age Group of the Target audience

Country Frequency Percent Valid Percent

Cumulative

PercentU.K. Valid 18-30 years 40 14.28571 14.28571429 14.28571429

30-45 years 14 5 5 19.28571429

45 years and above 8 2.857143 2.857142857 22.14285714

can't determine 5 1.785714 1.785714286 23.92857143

all ages 213 76.07143 76.07142857 100

Total 280 100 100

India Valid under 18 1 0.381679 0.381679389 0.381679389

18-30 years 27 10.30534 10.30534351 10.6870229

30-45 years 6 2.290076 2.290076336 12.97709924

45 years and above 2 0.763359 0.763358779 13.74045802

all ages 226 86.25954 86.25954198 100

Total 262 100 100




3.1.d)Sample Distribution by Ad Production

The type of advertisement production used in advertisements is given in Table 4. In U.K. 96.76%

i.e. 271/280 advertisements were coloured, 7 were black & white and 2 advertisements in the

group of 280 advertisements. While in India only 3/262 advertisements were black and white,

none was a combination and 98.85% i.e. 259 out of 262 advertisements had colours used for

them.

Table 14

Ad Production

Country Frequency Percent Valid PercentCumulativePercent

U.K. Valid colour used 271 96.78571 96.78571429 96.78571429

black & white 7 2.5 2.5 99.28571429

combination 2 0.714286 0.714285714 100

Total 280 100 100India Valid colour used 259 98.85496 98.85496183 98.85496183

black & white 3 1.145038 1.145038168 100

Total 262 100 100

3.1.e.1) Sample Distribution by Ad Size

Table 5 A shows the advertisement sizes of the sample. In U.K. of the total 280 advertisements

used as a sample 184 were full page advertisements which consisted 65.71% of the total. 82 ads

i.e. 29.29% were more than 1 page advertisements and 14 were half page advertisements. India

the number of full page advertisements was 204 and that accounted for 77.862%. 57 ads were

more than full page ads and 1 ad was of half page in the Indian sample.

Table 15 A

Ad Size


Cumulative

Percent

U.K. Valid 1/2 page 14 5 5 5

full page 184 65.71429 65.71428571 70.71428571more than one page 82 29.28571 29.28571429 100

Total 280 100 100

India Valid 1/2 page 1 0.381679 0.381679389 0.381679389

full page 204 77.8626 77.86259542 78.24427481

more than one page 57 21.75573 21.75572519 100

Total 262 100 100




3.1.e.2) Sample Distribution by Ad Placement (for half page ads)

The half page advertisements’ placement is illustrated by table 5 B. Out of the 14 half page

advertisements in U.K. 5 were placed on the top of the page, 6 at the bottom of the page, 20 on

the left and 1 on the right side of the page. The single half page ad from India was placed on the

right side of the page.

3.1.f) Sample Distribution by Language of the ad

Next frequency table i.e. table 6 shows the frequencies of the language of the advertisements. In

India 256 out of 262 ads i.e. 97.71 % were in English while in U.K. 99.64% i.e. 279 ads were in

the English language. One each of the Indian and U.K. ads was in French. In India 5

advertisements contained a mix of English and Hindi termed as Hinglish.

Table 15 B

Ad Placement (for half page ads)


Cumulative

Percent

U.K. Valid Na 266 95 95 95

top of the page 5 1.785714 1.785714286 96.78571429

bottom of the page 6 2.142857 2.142857143 98.92857143

left side of the page 2 0.714286 0.714285714 99.64285714

right side of the page 1 0.357143 0.357142857 100

Total 280 100 100

India Valid Na 261 99.61832 99.61832061 99.61832061

right side of the page 1 0.381679 0.381679389 100

Total 262 100 100

Table 16

Language of the ad

Country Language Frequency Percent Valid Percent Cumulative Percent

U.K. Valid english 279 99.64286 99.64285714 99.64285714

other 1 0.357143 0.357142857 100

Total 280 100 100

India Valid english 256 97.70992 97.70992366 97.70992366

hinglish 5 1.908397 1.908396947 99.61832061

other 1 0.381679 0.381679389 100

Total 262 100 100




3.1.g) Sample Distribution by Ad Illustrations

Table 7 talks about the kind ad illustrations were of. In U.K. 270 out of 280 ads i.e. 96.43% had

photos while in India 94.66% i.e. 248 ads had photos. 9 ads in U.K. had art work, in India it was

8. 1 advertisement from India had a combination of artwork and photos. One advertisement in

U.K. sample and 5 from India had no illustrations in the advertisement.

3.1.h) Sample Distribution by Industry Category

The maximum number of advertisements in U.K. & India were from the Apparels Industry

which accounted for 18.21% of the sample i.e. 51 ads for U.K. and 39 ads for India making

14.89% of the total. Other industries having a large number of advertisements in the sample of

U.K. were Cosmetic (12.86%), Accessories (9.64%), Hospitality (7.14%), Toiletries (6.42%),

Automobiles (6.42%) and Home furnishers/furniture (6.42%). In India major advertisements

were from Accessories (11.83%), Jewellery (11.45%), Hospitality (8.79%), Home

furnishers/furniture (7.63%) and Automobile Industry (6.87%).

Table 17

Ad Illustrations


Cumulative

Percent

U.K. Valid Photos 270 96.42857 96.42857143 96.42857143

art work 9 3.214286 3.214285714 99.64285714

None 1 0.357143 0.357142857 100

Total 280 100 100

India Valid Photos 248 94.65649 94.65648855 94.65648855

art work 8 3.053435 3.053435115 97.70992366

combination of artwork & photos 1 0.381679 0.381679389 98.09160305

None 5 1.908397 1.908396947 100

Total 262 100 100




Table 18

Industry Category

Country U.K. India

Industry Frequency Percent frequency Percent

Cosmetics 36 12.85714 14 5.343511

Healthcare 5 1.785714 5 1.908397Pharmaceuticals 1 0.357143 1 0.381679

food & beverages 15 5.357143 3 1.145038

Apparels 51 18.21429 39 14.8855

Accessories 27 9.642857 31 11.83206

Toiletries 18 6.428571 11 4.198473

Automobile 18 6.428571 18 6.870229

Footwear 7 2.5 4 1.526718

Hospitality 20 7.142857 23 8.778626

mobile phones 7 2.5 4 1.526718

sports equipment 3 1.071429 2 0.763359

electrical appliances 12 4.285714 5 1.908397 banking & insurance 5 1.785714 9 3.435115

computers/laptops/cameras 6 2.142857 2 0.763359

furniture/home furnishers 18 6.428571 20 7.633588

Jewellery 13 4.642857 30 11.45038

Other 6 2.142857 12 4.580153

Education 0 0 11 4.198473

entertainment & media 6 2.142857 7 2.671756

real estate 6 2.142857 11 4.198473

Total 280 100 262 100

3.1.i) Sample Distribution by Brands

The sample of advertisements is collected for a large number of diverse brands. 459 brands have

their advertisements in the sample of 542 ads. Brands having a large share in sample are Air

Mauritius, Clinique, Rolex, Estee Lauder and Volkswagen having 4 advertisements each. Other

brands having 3 advertisements each include Rado, Louis Vuitton, Land Rover, Issey Miyake,

Dior and Clarins. The remaining sample had less than 2 advertisements.




3.2 Hypotheses Analysis

3.2.1 Analysis for H1-H5

H1-H5 were tested by relating the Hofstede Indexes and the Pollay’s Appeals. The Appeals were

related to the Hofstede’s dimensions (Albers-Miller & Gelb, 1996). Table 19 shows the

relationship of the appeals with the indexes.

Table 19

Hofstede Index Relationships of Appeals to Hofstede's Dimensions

Positive Negative

IDV Independence Appeals Popular Appeals

Distinctive Appeals Affiliation Appeals

Security Appeals Family Appeals

Freedom Appeals Succorance Appeals

Community Appeals

PDI Ornamental Appeals Cheap Appeals

Vain Appeals Plain Appeals

Dear Appeals Humility Appeals

Status Appeals Nurturance Appeals

Ornamental Appeals

UAI Safety Appeals Adventure Appeals

Tamed Appeals Untamed Appeals

Durable Appeals Magic AppealsYouth Appeals

Casual Appeals

Relaxation Appeals

Enjoyment Appeals

MAS Effective Appeals Natural Appeals

Convenient Appeals Frail Appeals

Technological Appeals Modesty Appeals

Productivity Appeals Morality Apppeals

Wisdom Appeals Sexuality Appeals

Maturity AppealsHealthy Appeals

Neat Appeals

LTO Modern Appeals Traditional Appeals




H1 stated that Independence Appeals, Distinctive Appeals, Security Appeals, Freedom Appeals, Popular

Appeals, Affiliation Appeals, Family Appeals, Succorance Appeals and Community Appeals are

associated with the IDV Index of Geert Hofstede. Chi square Test for significance of association

between the appeals and Hofstede’s Cultural Index of Individuality is mentioned in the Table 20.

These appeals related to IDV were cross-tabbed with IDV index and the following results are

obtained to see the influence of culture on the content of advertisements as stated by the research

question. The results for the significant p value i.e. <.05 are present for 2 appeals out of the 9

appeals tested for IDV. Security and Freedom Appeals have values .018 and .015 respectively.

These are significant values and support the research question. The other appeals have a p value

greater than .05 and hence are insignificant. Therefore H1 was partially supported.

Table 20

Chi Square Test relationship of appeals to IDV IndexPearson Chi-Square Value df Asymp. Sig. (2-sided)

Independence Appeals .113a 1 0.73663016

Distinctive Appeals 2.921a 1 0.087429924

Security Appeals 5.562a 1 0.018358362

Freedom Appeals 5.587a 1 .015

Popular Appeals 1.586a 1 0.207851925

Affiliation Appeals .007a 1 0.933663031

Family Appeals 2.478a 1 0.115455779

Succorance Appeals .056a 1 0.813590007

Community Appeals .350a 1 0.554293684

H1.1 stated that the number of independence appeals will be higher in UK than in India. After

comparison of the total sample it was found that the independence appeals were slightly more in

UK magazines as compared to Indian magazines as far as the number is considered. Table 21

shows that in Indian Magazines 8 ads had this appeal compared to 10 in UK. To compare the

frequencies proportions were calculated manually by dividing the presence of particular appeal

by all used appeals in that country. The proportional measure for India was .0044 (8/1817) while

for UK it was .0050 (10/1997). Therefore, H1.1 was supported.




H1.2 mentioned that higher frequencies of distinctive appeals will be present in UK

advertisements than in India. As per Table 22 it is seen that 175 ads out of 280 for UK had

distinctive appeals while in India 182 had distinctive appeals out of 262 ads. Proportional

measure shows that India had a measure of .1001 (182/1817) while for UK it was .0876

(175/1997). Therefore H1.2 was rejected.

Table 22

Distinctive Appeals

India U.K. Total

Is distinctive appeal present No 80 105 185

Yes 182 175 357

Total 262 280 542

H1.3 said that security appeals would be more in UK as compared to Indian advertisements.

Table 23 shows that in India 13 ads have security appeal while in UK the no. is only 4. After the

test of proportions UK ads had a measure of .0020 (4/1997) while India had .0071 (13/1817). So,

H1.3 was rejected.

Table 23

Security Appeals

India U.K. Total

Is security appeal present No 249 276 525

Yes 13 4 177

Total 262 280 542

H1.4 stated that freedom appeals would be more likely higher in UK than in India. As per Table

24 the measure of proportion for freedom appeal for UK is .0075 (15/1997). For India the

measure was .0022 (4/1817). Therefore the hypothesis 1.4 is accepted.

Table 21

Independence Appeals

India U.K. Total

Is independence appeal present No 254 270 524

Yes 8 10 18

Total 262 280 542




Table 24

Freedom Appeals

India UK Total

Is freedom appeal present No 258 265 523

yes 4 15 19

Total 262 280 542

H1.5 said that the popular appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 25 it is clearly seen that popular appeals have a higher

frequency for Indian advertisements i.e. 52 and it has a measure of .0286 (52/1817) while UK

advertisements have a frequency of 44 and a proportional measure of .022 (44/1997). The results

were according to the hypotheses so H1.5 is accepted.

Table 25Popular Appeals

India UK Total

Is popular appeal present No 210 236 446

Yes 52 44 96

Total 262 280 542

H1.6 stated that affiliation appeals would be more likely higher in India than in UK. As per

Table 26 the measure of proportion for affiliation appeal for UK is .0225 (51/1997). For India the

measure was .0259 (47/1817). Therefore the hypothesis 1.6 is accepted.

Table 26Affiliation Appeals

India UK Total

Is affiliation appeal present No 215 229 444

Yes 47 51 98

Total 262 280 542

H1.7 stated that the family appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 27 it is clearly seen that family appeals have a higher


advertisements have a frequency of 21 and a proportional measure of .011 (21/1997). The results





Table 27

Family Appeals

India UK Total

Is family appeal present No 232 259 491

Yes 30 21 51

Total 262 280 542

H1.8 states that in Indian Advertisements succorance appeals would be higher than those present

in advertisements of UK. This Appeal was found in 4 advertisements of India while In UK there

were 5 advertisements (table28). The results of proportions weren’t good enough to make a

significant conclusion. Measures for India were .0022 (4/1817) and UK were .0025 (5/1997).

Hence, H1.8 was rejected.

Table 28Succorance Appeals

India UK Total

Is succorance appeal present No 258 275 533

Yes 4 5 9

Total 262 280 542

H1.9 mentioned that higher frequencies of community appeals will be present in Indian

advertisements than in UK. As per Table 29 it is seen that 23 ads out of 280 for UK had

community appeals while in India 18 had community appeals out of 262 ads. Proportional



Table 29

Community Appeals

India U.K. Total

Is community appeal present no 244 257 501

yes 18 23 41

Total 262 280 542

Conclusion: The Hypotheses H1 was partially accepted with two appeals i.e. Security and

Freedom Appeals have significant value for Chi Square Test that shows their association with the

cultural index. 5 out of 9 appeals related to IDV had their hypotheses accepted. These appeals




contained Independence, Security, Freedom, Affiliation and Family Appeals. Both Security and

Freedom appeals also had significant values for Chi Square Test.

H2 stated that Ornamental Appeals, Vain Appeals, Dear Appeals, Status Appeals, Cheap Appeals, Plain

Appeals, Humility Appeals and Nurturance Appeals are associated with the PDI Index of Geert Hofstede.

Chi square Test for significance of association between the appeals and Hofstede’s Cultural

Index of Power Distance Index is mentioned in the Table 30. These appeals related to PDI were

cross-tabbed with PDI index and the following results are obtained to see the influence of culture

on the content of advertisements as stated by the research question. The results for the significant

p value i.e. <.05 are present for 2 appeals out of the 8 appeals tested for PDI. Vain and Cheap

Appeals have values .0007 and .0038 respectively. These are significant values and support the

research question. The other appeals have a p value greater than .05 and hence are insignificant.

H2 was partially accepted.

Table 30

Chi Square Test relationship of appeals to PDI Index

Pearson Chi-Square Value Df Asymp. Sig. (2-sided)

Ornamental Appeals 1.356a 1 0.244316063

Vain Appeals 11.327a 1 0.00076407

Dear Appeals .020a 1 0.88857939

Status Appeals .002a 1 0.96881729

Cheap Appeals 8.371a 1 0.003812453

Plain Appeals 3.493a 1 0.061634062

Humility Appeals .937a 1 0.332936077

Nurturance Appeals .016a 1 0.899757413

H2.1 points out Indian advertisements will have higher frequencies of ornamental appeals

present in their content as compared to those in UK ads. Table 31 shows that the same number of

frequencies is found in both Indian and UK advertisements. But using the proportional measures

it is seen that in India the measure values .1035 (188/1817) and in UK it is .0941 (188/1997). So

using proportional measures it is seen that the Indian advertisements have higher frequencies of

ornamental appeals and hence H2.1 is accepted.




Table 31

Ornamental appeals

UK India Total

Is ornamental appeal present No 92 74 166

Yes 188 188 376

Total 280 262 542

H2.2 states that Indian advertisements will show higher vain appeals than the ones in UK.

However Table 32 shows that vain appeals are present in UK advertisements in a much larger

number as compared to India. The proportional analysis shows that the measure for Indian ads is

.049 (89/1817) while it is .0676 (135/1997) for UK ads. Therefore H2.2 is rejected.

Table 32

Vain Appeals UK India Total

Is vain appeal present No 145 173 318

Yes 135 89 224

Total 280 262 542

H2.3 stated that the dear appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 33 it is clearly seen that dear appeals have a higher

frequency for U.K. advertisements i.e. 50 and it has a measure of .025 (50/1997) while Indian

advertisements have a frequency of 48 but a proportional measure of 0.02641 (48/1817). The

results were according to the hypotheses so H2.3 is accepted.

Table 33

Dear Appeals

UK India Total

Is dear appeal present No 230 214 444

Yes 50 48 98

Total 280 262 542

H2.4 points that the status appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 34 it is clearly seen that status appeals have a higher

frequency for U.K. advertisements i.e. 87 and it has a measure of .0436 (87/1997) while Indian

advertisements have a frequency of 81 but a proportional measure of 0.0446 (81/1817). The





Table 34

Status Appeals

UK India Total

Is status appeal present No 193 181 374

Yes 87 81 168

Total 280 262 542

H2.5 mentioned that higher frequencies of cheap appeals will be present in UK advertisements

than in India. As per Table 35 it is seen that 55 ads out of 280 for UK had cheap appeals while in

India 28 had cheap appeals out of 262 ads. Proportional measure shows that India had a measure

of .0154 (28/1817) while for UK it was .0275 (55/1997). Therefore H2.5 was accepted.

Table 35

Cheap Appeals UK India Total

Is cheap appeal present No 225 234 459

Yes 55 28 83

Total 280 262 542

H2.6 states that humility appeals would be more in UK. Table 36 shows only one advertisement had

humility appeals and that too from UK so H2.6 is accepted.

Table 36

Humility Appeals

UK India Total

Is humility appeal present No 279 262 541

Yes 1 0 1

Total 280 262 542

H2.7 points out UK advertisements will have higher frequencies of nurturance appeals present in

their content as compared to those in Indian ads. Table 37 shows that the same number of


it is seen that in India the measure values .0039 (7/1817) and in UK it is .0035 (7/1997). So using

proportional measures it is seen that the Indian advertisements have a higher frequency of

nurturance appeals and hence H2.7 is rejected.




Table 37

Nurturance Appeals

UK India Total

Is nurturance appeal present No 273 255 528

Yes 7 7 14

Total 280 262 542

H2.8 said that plain appeals would be more in UK as compared to Indian advertisements. Table

38 shows that in India 9 ads have plain appeal while in UK the no. is only 3. After the test of

proportions UK ads had a measure of .0015 (3/1997) while India had .005 (9/1817). So, H2.8

was rejected.

Table 38

Plain AppealsUK India Total

Is plain appeal present No 277 253 530

Yes 3 9 12

Total 280 262 542

Conclusion: The Hypotheses H2 was partially accepted with two appeals i.e. Vain and Cheap

Appeals have significant value for Chi Square Test that shows their association with the cultural

index. 5 out of 8 appeals related to PDI had their hypotheses accepted. These appeals contained

Ornamental, Dear, Status, Cheap and Humility Appeals. Cheap appeal also had significant values

for Chi Square Test.

H3 stated that Safety Appeals, Tamed Appeals, Durable Appeals, Adventure Appeals, Untamed

Appeals, Magic Appeals, Youth Appeals, Casual Appeals, Relaxation Appeals and Enjoyment Appeals

are associated with the UAI Index of Geert Hofstede. Chi square Test for significance of association

between the appeals and Hofstede’s Cultural Index of Uncertainty Avoidance Index is mentioned

in the Table 39. These appeals related to UAI were cross-tabbed with UAI index and the

following results are obtained to see the influence of culture on the content of advertisements as

stated by the research question. The results for the significant p value i.e. <.05 are present for 2

appeals out of the 10 appeals tested for UAI. Durable and Youth Appeals have values .022 and

.025 respectively. These are significant values and support the research question. The other




appeals have a p value greater than .05 and hence are insignificant. Therefore H3 is partially

accepted.

Table 39

Chi Square Test relationship of appeals to UAI Index

Pearson Chi-Square Value df Asymp. Sig. (2-sided)

Safety Appeals .046a 1 0.830011332

Tamed Appeals 1.052a 1 0.305032055

Durable Appeals 5.193a 1 0.022678903

Adventure Appeals 2.996a 1 0.08348398

Untamed Appeals .406a 1 0.524132674

Magic Appeals .135a 1 0.712902589

Youth Appeals 4.972a 1 0.025764363

Casual Appeals 2.437a 1 0.118484502

Relaxation Appeals 2.798a

1 .094

Enjoyment Appeals .051a 1 .822

H3.1 states that Indian advertisements will show higher safety appeals than the ones in UK.

However Table 40 shows that safety appeals are present in UK advertisements in a larger


.0182 (33/1817) while it is .0185 (37/1997) for UK ads. Therefore H3.1 is rejected.

Table 40Safety Appeals

UK India Total

Is safety appeal present

No 243 229 472

Yes 37 33 70

Total 280 262 542

H3.2 points that the Tamed appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 41 it is clearly seen that Tamed appeals have a higher

frequency for Indian advertisements i.e. 7 and it has a measure of .0038 (7/1817) while UK advertisements have a frequency of 4 and a proportional measure of 0.002 (4/1997). The results

were according to the hypotheses so H3.2 is accepted




Table 41

Tamed Appeals

UK India Total

Is tamed appeal present No 276 255 531

Yes 4 7 11

Total 280 262 542

H3.3 states that Indian advertisements will show higher durable appeals than the ones in UK.

However Table 42 shows that durable appeals are present in UK advertisements in a larger


.0258 (47/1817) while it is .0365 (73/1997) for UK ads. Therefore H3.3 was rejected.

Table 42

Durable Appeals

UK India TotalIs durable appeal present No 207 215 422

Yes 73 47 120

Total 280 262 542

H3.4 states that UK advertisements will show higher adventure appeals than the ones in India.

Table 43 shows that more adventure appeals are present in UK advertisements as compared to

India. The proportional analysis shows that the measure for Indian ads is .0132 (24/1817) while

it is .0195 (39/1997) for UK ads. Therefore H3.4 was accepted.

Table 43

Adventure Appeals

UK India Total

Is adventure appeal present No 241 238 479

Yes 39 24 63

Total 280 262 542

.

H3.5 states that untamed appeals would be more in UK. Table 44 shows only one advertisement had

untamed appeal from UK and had 2 of them in Indian Advertisements so H3.5 was rejected.

Table 44

Untamed Appeals

UK India Total

Is untamed appeal present No 279 260 539

Yes 1 2 3

Total 280 262 542




H3.6 points out UK advertisements will have higher frequencies of magic appeals present in

their content as compared to those in Indian ads. Table 45 shows that the same number of


it is seen that in India the measure values .0275 (50/1817) and in UK it is .0250 (50/1997). So

using proportional measures it is seen that the Indian advertisements have higher frequencies of

magic appeals and hence H3.6 was rejected.

Table 45Magic Appeals

UK India Total

Is magic appeal present No 230 212 442

Yes 50 50 100

Total 280 262 542

H3.7 states that UK advertisements will show higher youth appeals than the ones in India. Table

46 shows that more youth appeals are present in UK advertisements as compared to India. The

proportional analysis shows that the measure for Indian ads is .0143 (26/1817) while it is .0230

(46/1997) for UK ads. Therefore H3.7 was accepted.

Table 46Youth Appeals

UK India Total

Is youth appeal present No 234 236 470Yes 46 26 72

Total 280 262 542

H3.8 states that UK advertisements will show higher casual appeals than the ones in India. Table

47 shows that more casual appeals are present in UK advertisements as compared to India. The



Table 47

Casual Appeals

UK India Total

Is casual appeal present No 275 261 536

Yes 5 1 6

Total 280 262 542




H3.9 points out UK advertisements will have higher frequencies of relaxation appeals present in

their content as compared to those in Indian ads. Table 48 shows that higher frequencies are

found in Indian advertisements. Using the proportional measures it is seen that in India the

measure values .0336 (61/1817) and in UK it is .0250 (50/1997). So using proportional measures

it is seen that the Indian advertisements have higher frequencies of magic appeals and hence

H3.9 was rejected.

Table 48

Relaxation Appeals

UK India Total

Is relaxation appeal present No 231 201 432

Yes 49 61 110

Total 280 262 542

H3.10 states that in advertisements from UK there would be more of enjoyment appeals as

compared to Indian advertisements. The Table 49 shows that frequency of enjoyment appeals in

UK (88) advertisements are certainly higher than Indian (80) ads. Using the proportional

measures it is seen that both UK and India have equal proportions i.e. .440. Therefore H3.10 is

rejected.

Table 49

Enjoyment Appeals UK India Total

Is enjoyment appeal present No 192 182 374

Yes 88 80 168

Total 280 262 542

Conclusion: The Hypotheses H3 was partially accepted with two appeals i.e. Durable and Youth

Appeals have significant value for Chi Square Test that shows their association with the cultural

index. 4 out of 10 appeals related to UAI had their hypotheses accepted. These appeals contained

Tamed, Adventure, Youth and Casual Appeals. Youth appeal also had significant values for Chi

Square Test.




H4 said that Effective Appeals, Convenient Appeals, Technological Appeals, Productivity Appeals,

Wisdom Appeals, Maturity Appeals, Natural Appeals, Frail Appeals, Modesty Appeals, Morality

Appeals, Sexuality Appeals, Healthy Appeals and Neat Appeals are associated with the MAS Index of

Geert Hofstede. Chi square Test for significance of association between the appeals and

Hofstede’s Cultural Index of Masculinity v/s Feminity Index is mentioned in the Table 50. These

appeals related to MAS were cross-tabbed with MAS index and the following results are

obtained to see the influence of culture on the content of advertisements as stated by the research

question. The results for the significant p value i.e. <.05 are present for 4 appeals out of the 13

appeals tested for MAS. The Appeals are Productivity Appeal (.001), Wisdom Appeal (.004),

Frail Appeal (.001) and Neat Appeal (.029). These are significant values and support the research

question. The other appeals have a p value greater than .05 and hence are insignificant. H4 was

partially accepted.

Table 50

Chi Square Test relationship of appeals to MAS Index


Effective Appeals .414a 1 0.519967724

Convenient Appeals 1.285a 1 0.257061686

Technological Appeals 1.092a 1 .296

Productivity Appeals 10.650a 1 0.001100667

Wisdom Appeals 8.279a 1 .004

Maturity Appeals .173

a

1 .677 Natural Appeals 1.092a 1 0.295984644

Frail Appeals 10.740a 1 0.001048645

Modesty Appeals .547a 1 0.459506686

Morality Appeals .191a 1 .662

Sexuality Appeals .000a 1 .994

Healthy Appeals .690a

1 .406

Neat Appeals 4.740a

1 .029

H4.1 points out those advertisements which are from UK will show more effective appeals thanthe Indian advertisements. It has been seen in Table 51 that UK magazines have a larger number

of effective appeals i.e. 158 as compared to India’s 155. Calculating pr oportions we found that

India .0853 (155/1817) has a larger measure as compared to UK .0791 (158/1997). Thereby H4.1

is rejected.




Table 51

Effective Appeals

India UK Total

Is effective appeal present no 107 122 229

yes 155 158 313

Total 262 280 542

H4.2 states that UK advertisements will show higher convenient appeals than the ones in India.

Table 52 shows that more convenient appeals are present in UK advertisements as compared to


it is .034 (68/1997) for UK ads. Therefore H4.2 was accepted.

Table 52

Convenient Appeals

India UK TotalIs convenient appeal present no 209 212 421

yes 53 68 121

Total 262 280 542

H4.3 states that UK advertisements will show higher technological appeals than the ones in

India. Table 53 shows that more technological appeals are present in UK advertisements as

compared to India. The proportional analysis shows that the measure for Indian ads is .033

(60/1817) while it is .0376 (75/1997) for UK ads. Therefore H4.3 was accepted.

Table 53

Technological Appeals

India UK Total

Is technological appeal present

No 202 205 407

yes 60 75 135

Total 262 280 542

H4.4 mentioned that higher frequencies of productivity appeals will be present in UK

advertisements than in India. As per Table 54 it is seen that 50 ads out of 280 for UK had

productivity appeals while in India 78 had productivity appeals out of 262 ads. Proportional






Table 54

Productivity Appeals

India UK Total

Is productivity appeal present No 184 230 414

Yes 78 50 128

Total 262 280 542

H4.5 stated that higher frequencies of wisdom appeals will be present in UK advertisements than

in India. As per Table 55 it is seen that 29 ads out of 280 for UK had wisdom appeals while in

India 50 had wisdom appeals out of 262 ads. Proportional measure shows that India had a

measure of .0275 (50/1817) while for UK it was .0145 (29/1997). Therefore H4.5 was rejected.

Table 55

Wisdom Appeals

India UK Total

Is wisdom appeal present

No 212 251 463

yes 50 29 79

Total 262 280 542

H4.6 states that UK advertisements will show higher maturity appeals than the ones in India.

Table 56 shows that more maturity appeals are present in UK advertisements as compared to

India. The proportional analysis shows that the measure for Indian ads is .0033 (6/1817) while it

is .0042 (8/1997) for UK ads. Therefore H4.6 was accepted.

Table 56Maturity Appeals

India UK Total

Is maturity appeal present

No 256 272 528

Yes 6 8 14

Total 262 280 542

H4.7 states that Indian advertisements will show higher natural appeals than the ones in UK.

However Table 57 shows that natural appeals are present in UK advertisements in a larger


.033 (60/1817) while it is .0376 (75/1997) for UK ads. Therefore H4.7 was rejected.




Table 57

Natural Appeals

India UK Total

Is natural appeal present No 202 205 407

Yes 60 75 135

Total 262 280 542

H4.8 mentions that Indian advertisements will show higher frail appeals than the ones in UK.

However Table 58 shows that frail appeals are present in UK advertisements in a larger number

as compared to India. The proportional analysis shows that the measure for Indian ads is .005

(9/1817) while it is .015 (30/1997) for UK ads. Therefore H4.8 was rejected.

Table 58

Frail Appeals

India UK Total

Is frail appeal present No 253 250 503

Yes 9 30 39

Total 262 280 542

H4.9 mentions that Indian advertisements will show higher modesty appeals than the ones in

UK. However Table 59 shows that modesty appeals are present in UK advertisements in a larger


.0011 (4/1817) while it is .0020(2/1997) for UK ads. Therefore H59 was rejected.

Table 59

Modesty Appeals

India UK Total

Is modesty appeal present No 260 276 536

Yes 2 4 6

Total 262 280 542

H4.10 points that the morality appeals would have higher frequencies in Indian Ads as compared

to advertisements from UK. As per table 60 it is clearly seen that morality appeals have a higher


advertisements have a frequency of 4 and a proportional measure of 0.002 (4/1997). The results





Table 60

Morality Appeals

India UK Total

Is morality appeal present

No 257 276 533

yes 5 4 9

Total 262 280 542

H4.11 states that Indian advertisements will have more frequencies of sexuality appeals than UK

advertisements. Table 61 shows that the frequency is higher in case of UK (15) than in India

(14). But using proportional measure the value of UK is .0075 (15/1997) and India is .0077

(14/1817). Therefore, H4.11 is accepted on the basis of proportion.

Table 61

Sexuality Appeals

India UK Total

Is sexuality appeal present

No 248 265 513

yes 14 15 29

Total 262 280 542

H4.12 states that UK advertisements will show higher healthy appeals than the ones in India.

Table 62 shows that more healthy appeals are present in UK advertisements as compared to

India. The proportional analysis shows that the measure for Indian ads is .011 (20/1817) while it

is .0141 (27/1997) for UK ads. Therefore H4.12 was accepted.

Table 62

Healthy Appeals

India UK Total

Is healthy appeal present

No 242 253 495

yes 20 27 47

Total 262 280 542

H4.13 states that UK advertisements will show higher neat appeals than the ones in India. Table

63 shows that more neat appeals are present in UK advertisements as compared to India. The






Table 63

Neat Appeals

India UK Total

Is neat appeal present

No 231 228 459

yes 31 52 83

Total 262 280 542

Conclusion: The Hypotheses H4 was partially accepted with four appeals i.e. Productivity,

Wisdom, Frail and Neat Appeals have significant value for Chi Square Test that shows their

association with the cultural index. 7 out of 13 appeals related to MAS had their hypotheses

accepted. These appeals contained Convenient, Technological, Maturity, Morality, Sexuality,

Healthy and Neat Appeals. Neat appeal also had significant values for Chi Square Test.

H5 mentioned that Traditional Appeals and Modern Appeals are associated with the LTO Index of

Geert Hofstede. Chi square Test for significance of association between the appeals and

Hofstede’s Cultural Index of Long Term Orientation is mentioned in the Table 64. These appeals

related to LTO were cross-tabbed with LTO index and the following results are obtained to see

the influence of culture on the content of advertisements as stated by the research question. The

results for the significant p value i.e. <.05 are present for 0 appeals out of the 2 appeals tested for

LTO. These appeals have a p value greater than .05 and hence are insignificant. H5 was hence

rejected

Table 64

Chi Square Test relationship of appeals to LTO Index


Traditional Appeals .005a 1 .942

Modern Appeals .442a

1 .506

H5.1 states that UK advertisements will show higher traditional appeals than the ones in India.

Table 65 shows that more traditional appeals are present in UK advertisements as compared to


it is .0200 (40/1997) for UK ads. Therefore H5.1 was rejected.




Table 65

Traditional Appeals

India UK Total

Is traditional appeal present

No 240 224 464

yes 40 38 78

Total 280 262 542

H5.2 points that the modern appeals would have higher frequencies in Indian Ads as compared to

advertisements from UK. As per table 66 it is clearly seen that modern appeals have a higher


advertisements have a frequency of 96 and a proportional measure of 0.048 (96/1997). The


Table 66

Modern Appeals

India UK Total

Is modern appeal present

No 184 165 349

Yes 96 97 193

Total 280 262 542

Conclusion: The Hypotheses H5 was rejected with no appeals having significant value for Chi

Square Test that shows their association with the cultural index. 1 out of 2 i.e. Modern appeal

related to LTO had its hypotheses accepted.




3.2.2 Tables with explanation for Hypotheses 6-13

Q5 which talks about the size of the advertisement is shown in table 67. India has more full page

ads as compared to UK but UK has a higher percentage of more than 1 page advertisements.

Therefore if seen cumulatively India has a higher cumulative percentage of single page and more

than 1 page ads.

Table 67

Ad Size

Country Frequency Percent Valid Percent Cumulative Percent

U.K. Valid

1/2 page 14 5.0 5.0 5.0

full page 184 65.7 65.7 70.7

more than one page 82 29.3 29.3 100.0

Total 280 100.0 100.0

India Valid

1/2 page 1 .4 .4 .4

full page 204 77.9 77.9 78.2

more than one page 57 21.8 21.8 100.0

Total 262 100.0 100.0

Q8 talks about the language of advertisements. In UK more percentage of advertisements are

seen in a vernacular language as compared to advertisements in Indian magazines where the

maximum advertisements are in English as shown in table 68.

Table 68

Language of the ad


U.K. Valid English 279 99.6 99.6 99.6

Other 1 .4 .4 100.0

Total 280 100.0 100.0

India Valid english 256 97.7 97.7 97.7

hinglish 5 1.9 1.9 99.6

other 1 .4 .4 100.0

Total 262 100.0 100.0

Q11 discusses the presence of human model in advertisements. T 69 shows that the percentage of

human models in Indian advertisements is more as compared to advertisements from UK.




Table 69

Human Model Present


U.K. Valid no 124 44.3 44.3 44.3

yes 156 55.7 55.7 100.0Total 280 100.0 100.0

India Valid no 105 40.1 40.1 40.1

yes 157 59.9 59.9 100.0

Total 262 100.0 100.0

Q11b is about the recognition of the human model. It is clear from table 70 that UK

advertisements had a larger number of recognized people depicted in ads.

Table 70IF YES, Was it a recognized figure


U.K. Valid na 125 44.6 44.6 44.6

actor 78 27.9 27.9 72.5

sportsperson 5 1.8 1.8 74.3

any other 72 25.7 25.7 100.0

Total 280 100.0 100.0

India Valid na 105 40.1 40.1 40.1

actor 53 20.2 20.2 60.3sportsperson 1 .4 .4 60.7

any other 103 39.3 39.3 100.0

Total 262 100.0 100.0

Q16 discusses about the focus of advertisement. It is shown in table 71 that the focus on product

is more in the advertisements from India as compared to UK.




Table 71Focus of Advertisement


U.K. Valid

0 1 .4 .4 .4

placement of product 167 59.6 59.6 60.0

placement of model 26 9.3 9.3 69.3

both equally 82 29.3 29.3 98.6

none 4 1.4 1.4 100.0

Total 280 100.0 100.0

India Valid

0 1 .4 .4 .4

placement of product 200 76.3 76.3 76.7

placement of model 7 2.7 2.7 79.4

both equally 54 20.6 20.6 100.0

Total 262 100.0 100.0

Q17 deals with the presence of a response mechanism in the advertisement. It is depicted by the

output table 72 that there are more percentage of response mechanisms present in Indian

advertisements as compared to the UK advertisements. In Indian Ads response mechanism

consisted of telephone numbers, toll free numbers, address, websites and facebook pages while

in advertisements of UK major response mechanism techniques were websites and emails.

Table 72

Is there a Response Mechanism(s) is/are included in the ad?


U.K. Valid

no 43 15.4 15.4 15.4

yes 237 84.6 84.6 100.0

Total 280 100.0 100.0

India Valid

no 22 8.4 8.4 8.4

yes 240 91.6 91.6 100.0

Total 262 100.0 100.0

Q18 deals with the mention of the parent brand in the advertisement. It is seen that both in India

and UK advertisements the presence of the brand name is almost the same as is shown by table73. Q 18a is regarding the presence of a brand logo and it is clearly seen that more brand logos

are found in Indian advertisements as compared to UK ads. Table 74 depicts the percentages.

Q18b talks about the prominence of the brand logo. Table 75 shows that Logos are more

prominent in India.




Table 73

Does the ad mention about the Parent Brand of the product?


U.K. Valid no 5 1.8 1.8 1.8

yes 275 98.2 98.2 100.0

Total 280 100.0 100.0

India Valid no 4 1.5 1.5 1.5

yes 258 98.5 98.5 100.0

Total 262 100.0 100.0

Table 74

IF YES, Presence of Parent Brand Logo


U.K. Valid na 7 2.5 2.5 2.5

yes 210 75.0 75.0 77.5

no 63 22.5 22.5 100.0

Total 280 100.0 100.0

India Valid na 3 1.1 1.1 1.1

yes 217 82.8 82.8 84.0

no 42 16.0 16.0 100.0

Total 262 100.0 100.0

Table 75

IF YES, Prominence of Parent Brand Logo


U.K. Valid na 70 25.0 25.0 25.0

prominent 208 74.3 74.3 99.3

not prominent 2 .7 .7 100.0

Total 280 100.0 100.0

India Valid na 45 17.2 17.2 17.2

Prominent 217 82.8 82.8 100.0

Total 262 100.0 100.0

Q19 of the code sheet discusses the reference of personal affiliations in advertisements. Table 76

shows that in UK advertisements a higher percentage of affiliations are present (17.9%) as

compared to Indian advertisements (13.4%).




Table 76

Reference to Professional Affiliations?


U.K. Valid no 230 82.1 82.1 82.1

yes 50 17.9 17.9 100.0

Total 280 100.0 100.0

India Valid no 227 86.6 86.6 86.6

yes 35 13.4 13.4 100.0

Total 262 100.0 100.0

Q 20 talks about if there is a mention of another media in the advertisements. Table 77 shows

that a small number of advertisements only have the presence of information presented in other

media. UK advertisements have more of a share in this context as compared to the little share of

India.

Table 77

Does the ad refer to information presented in Other Media (print/electronic)?


U.K. Valid no 271 96.8 96.8 96.8

yes 9 3.2 3.2 100.0

Total 280 100.0 100.0

India Valid no 256 97.7 97.7 97.7

yes 6 2.3 2.3 100.0

Total 262 100.0 100.0

Q21 is about the depiction of product in the advertisement. It is seen that more display of product

is seen in UK advertisements as compared to Indian advertisements. Table 78 shows that in India

product depiction is in 92.7% of advertisements while in UK it is in 93.6 % of the

advertisements.

Table 78

Is the Product depicted in the ad?

Country Frequency Percent Valid Percent Cumulative PercentU.K. Valid No 18 6.4 6.4 6.4

Yes 262 93.6 93.6 100.0

Total 280 100.0 100.0

India Valid No 19 7.3 7.3 7.3

Yes 243 92.7 92.7 100.0

Total 262 100.0 100.0




Q 22 is about the claim of superiority to other products. The findings in table 79 show that much

higher claim of superiority is made in Indian advertisements (61.1%) as compared to the

advertisements from UK (45.7%).

Table 79

Is there a Claim about Superiority to other products?


U.K. Valid no 152 54.3 54.3 54.3

yes 128 45.7 45.7 100.0

Total 280 100.0 100.0

India Valid no 102 38.9 38.9 38.9

yes 160 61.1 61.1 100.0

Total 262 100.0 100.0

Q26 is divided in three parts questioning the price information, relative value to cost and how

well does the product holds to its value. These are all under the head Price or value. From tables

80, 81 and 82 it can be clearly seen that for all the three components of price or value UK

advertisements have a larger percentage of presence as compared to the Indian advertisements.

Table 80

Is product price information present?


U.K. Valid yes 43 15.4 15.4 15.4

no 237 84.6 84.6 100.0Total 280 100.0 100.0

India Valid yes 23 8.8 8.8 8.8

no 239 91.2 91.2 100.0

Total 262 100.0 100.0

Table 81

Is its value relative to its cost mentioned?


U.K. Valid yes 12 4.3 4.3 4.3

no 268 95.7 95.7 100.0

Total 280 100.0 100.0


no 254 96.9 96.9 100.0

Total 262 100.0 100.0




Table 82

Does the ad mention how well it holds its value?


U.K. Valid yes 48 17.1 17.1 17.1

no 232 82.9 82.9 100.0

Total 280 100.0 100.0

India Valid yes 29 11.1 11.1 11.1

no 233 88.9 88.9 100.0

Total 262 100.0 100.0

Q27 talks about the mention of product’s categories that distinguish it from competing products.

Table 83 shows that the mention of such distinguishing characteristics is more in the UK

advertisements as compared to those in Indian advertisements. 26.4% of the total magazines of

UK had this information mentioned.

Table 83

Are the product's characteristics that distinguish it from competing products mentioned?


U.K. Valid yes 74 26.4 26.4 26.4

no 206 73.6 73.6 100.0

Total 280 100.0 100.0


no 237 90.5 90.5 99.6

can't say 1 .4 .4 100.0Total 262 100.0 100.0

Q28 mentions the mention of performance of the product. The presence of these variables is

more in India as compared to the advertisements of UK. From Table 84 and 85 it is clearly seen

that this information content is more in India

Table 84

Is it mentioned what the product does?


U.K. Valid yes 162 57.9 57.9 57.9

no 118 42.1 42.1 100.0Total 280 100.0 100.0

India Valid yes 158 60.3 60.3 60.3

no 103 39.3 39.3 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0




Table 85

Is there a mention of how well does it do what it is designed to do in comparison with alternative

purchases?


U.K. Valid

yes 7 2.5 2.5 2.5no 273 97.5 97.5 100.0

Total 280 100.0 100.0

India Valid

yes 21 8.0 8.0 8.0

no 240 91.6 91.6 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q29 speaks about the mention of components/contents information in the advertisement. Table

86 shows that the mention of components in Indian advertisements (59.2%) is more than in UK (45.7%).

Table 86

Are the components, ingredients & ancillary items included with the product mentioned?


U.K. Valid yes 128 45.7 45.7 45.7

no 152 54.3 54.3 100.0

Total 280 100.0 100.0

India Valid yes 155 59.2 59.2 59.2

No 106 40.5 40.5 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q 30 speaks about the mention of availability information in the advertisement. Table 87 and 88

show that the mention of availability in Indian advertisements (70.6% and 48.1%) are more than

in UK (37.1% and 18.6%).




Table 87

Is there a mention where can the product be obtained?


U.K. Valid Yes 104 37.1 37.1 37.1

No 176 62.9 62.9 100.0

Total 280 100.0 100.0India Valid Yes 185 70.6 70.6 70.6

No 77 29.4 29.4 100.0

Total 262 100.0 100.0

Table 88

Is it mentioned when will the product be available for purchase?


U.K. Valid yes 52 18.6 18.6 18.6

no 228 81.4 81.4 100.0Total 280 100.0 100.0

India Valid yes 126 48.1 48.1 48.1

no 136 51.9 51.9 100.0

Total 262 100.0 100.0

Q31 talks about the mention of the special offers information in the advertisements. From tables

89 and 90 it is seen that this information is present more in UK advertisements as compared to

Indian Advertisements.

Table 89

Are limited-time non-price deals available with a particular purchase mentioned?


U.K. Valid Yes 31 11.1 11.1 11.1

No 249 88.9 88.9 100.0

Total 280 100.0 100.0

India Valid Yes 17 6.5 6.5 6.5

No 244 93.1 93.1 99.6

can't say 1 .4 .4 100.0Total 262 100.0 100.0




Table 90

Are sales promotion incentives being offered to stimulate sales mentioned?


U.K. Valid Yes 35 12.5 12.5 12.5

No 245 87.5 87.5 100.0

Total 280 100.0 100.0


No 250 95.4 95.4 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q32 mentions the information regarding taste information. Table 91 shows that this information

content is slightly more in UK (2.5%) advertisements as compared to Indian Advertisements(2.3%).

Table 91

Is evidence presented that the taste of a particular product is perceived as superior by a sample of potential customers?


U.K. Valid Yes 7 2.5 2.5 2.5

No 273 97.5 97.5 100.0

Total 280 100.0 100.0

India Valid Yes 6 2.3 2.3 2.3 No 255 97.3 97.3 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q34 discusses the presence of packaging information in the advertisements. This information is

slightly more in UK advertisements as seen in Tables 92 and 93. In one advertisement from India

there is a can’t say opinion.




Table 92

Does the ad provide information about the Packaging of the products?


U.K. Valid yes 3 1.1 1.1 1.1

no 277 98.9 98.9 100.0

Total 280 100.0 100.0

India Valid yes 1 .4 .4 .4

no 260 99.2 99.2 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Table 93

Does the package in which the product is available make it more desirable than alternatives?

Country Frequency Percent Valid Percent Cumulative PercentU.K. Valid no 280 100.0 100.0 100.0

India Valid no 261 99.6 99.6 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q35 mentions the information regarding warranty information. Table 94 shows that this

warranties content is slightly more in UK (4.6%) advertisements as compared to Indian

Advertisements (3.1%).

Table 94

Do post-purchase assurances accompany the product?


U.K. Valid Yes 13 4.6 4.6 4.6

No 267 95.4 95.4 100.0

Total 280 100.0 100.0


No 253 96.6 96.6 99.6

can't say 1 .4 .4 100.0Total 262 100.0 100.0




Q36 mentions the safety regarding information. Table 95 shows that this safety content is

slightly more in UK (4.3%) advertisements as compared to Indian Advertisements (2.3%).

Table 95

Are safety features available on a particular product mentioned or compared with alternatives?


U.K. Valid Yes 12 4.3 4.3 4.3

No 268 95.7 95.7 100.0

Total 280 100.0 100.0


No 255 97.3 97.3 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

Q37 mentions the safety regarding information. Table 96 shows that this safety content is

slightly more in UK (4.3%) advertisements as compared to Indian Advertisements (2.3%).

Table 96

Are results of research gathered by an "independent" research firm presented?


U.K. Valid Yes 14 5.0 5.0 5.0

No 266 95.0 95.0 100.0

Total 280 100.0 100.0

India Valid Yes 12 4.6 4.6 4.6 No 249 95.0 95.0 99.6

can't say 1 .4 .4 100.0

Total 262 100.0 100.0

H6 states that advertisements will have more visual descriptions of products in UK than in India.

From information generated from Questions 21, 26, 27, 28, 29 32 and 34 it is seen that

description in Indian advertisements is almost equal to those in UK. However the H6 can be partially accepted as visual descriptions in half the questions was is favor of the hypotheses.

H7 states that UK advertisements will have more visual demonstrations of products. Questions 5,

16, 18, 18a, 18b and 21 were used. H7 was rejected as more visual demonstrations




4. Conclusions

The sample consisted of 542 advertisements from both U.K. and India Table 1 illustrates the

distribution of the sample. 280 advertisements were taken from U.K. and a total of 262 from

India. From U.K. we had Vogue & The Times magazines from which 150 & 130 advertisements

were selected respectively. In case of India 170 advertisements were from Vogue magazine

which resulted in the maximum number of advertisements from a single magazine while 92 were

from India Today.

Hypotheses:

The Hypotheses H1 was partially accepted with two appeals i.e. Security and Freedom Appeals

have significant value for Chi Square Test that shows their association with the cultural index. 5

out of 9 appeals related to IDV had their hypotheses accepted. These appeals contained

Independence, Security, Freedom, Affiliation and Family Appeals. Both Security and Freedom

appeals also had significant values for Chi Square Test.

The Hypotheses H2 was partially accepted with two appeals i.e. Vain and Cheap Appeals have

significant value for Chi Square Test that shows their association with the cultural index. 5 out of

8 appeals related to IDV had their hypotheses accepted. These appeals contained Ornamental,

Dear, Status, Cheap and Humility Appeals. Cheap appeal also had significant values for Chi

Square Test.

The Hypotheses H3 was partially accepted with two appeals i.e. Durable and Youth Appeals

have significant value for Chi Square Test that shows their association with the cultural index. 4

out of 10 appeals related to IDV had their hypotheses accepted. These appeals contained Tamed,

Adventure, Youth and Casual Appeals. Youth appeal also had significant values for Chi Square

Test.

The Hypotheses H4 was partially accepted with four appeals i.e. Productivity, Wisdom, Frail and

Neat Appeals have significant value for Chi Square Test that shows their association with the

cultural index. 7 out of 13 appeals related to MAS had their hypotheses accepted. These appeals




contained Convenient, Technological, Maturity, Morality, Sexuality, Healthy and Neat Appeals.

Neat appeal also had significant values for Chi Square Test.

The Hypotheses H5 was rejected with no appeals having significant value for Chi Square Test

that shows their association with the cultural index. 1 out of 2 i.e. Modern appeal related to LTO

had its hypotheses accepted.

42 Hypotheses were created for the Appeals of Pollay that were to be tested on the basis of their

proportions. 22 of the 42 hypotheses were accepted while the remaining 20 were rejected.

For the Research question “Does Country Culture Influence content of all Advertisements?”

these appeals of Pollay were associated with the Hofstede Indexes of the two nations. Out of the

42 appeals only 10 gave a significant result of their association with the culture. Remaining 32

appeals had a non-significant p Value for the Chi-Square test that was applied to check the

association. Appeals that gave a significant result of association with culture were Freedom

Appeal, Security Appeal, Vain Appeal, Cheap Appeal, Durable Appeal, Youth Appeal,

Productivity Appeal, Wisdom Appeal, Frail Appeal and Neat Appeal.

5. Limitations

The study has the following limitations:

1. The number was of magazines taken from both countries was limited to a category and

moreover the time period was small of which the magazines were selected.

2. The sample size was small for both the countries to widely study the content.

3. Advertisements of more than a half page were taken and the remaining advertisements

were ignored.




4. The magazine like Vogue India had an influence of the UK parent magazine with respect

to the advertisement content.

5. The magazines did not have target population from all sections of the society equally.

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