AD CAMPAIGNS FOR CHANGE: GEN Z’S ATTITUDINAL RESPONSES TO PRO-FEMALE ADVERTISEMENTS
Journal: SHODHKOSH: JOURNAL OF VISUAL AND PERFORMING ARTS (Vol.5, No. 1)Publication Date: 2024-01-09
Authors : Manash P Goswami; Shiny Angel;
Page : 1247-1261
Keywords : Femvertising; Empowerment; Attitudes; ABC Model; Consumer Behaviour;
Abstract
Advertising is a potent tool for shaping societal perspectives. India has witnessed a significant transition from traditional gender stereotypes to pro-female approach in advertising in recent years. These advertisements advocating gender equality possess the potential to capture consumers by emphasising the vital role of women across diverse life domains. While television commercials are primarily meant to promote products, they increasingly portray progressive images of women and convey messages that foster liberal perceptions and acceptance of gender equality. Such representations can influence social and psychological perceptions and consumers' brand preferences. This growing affinity for gender equality, reflected in these advertisements, contributes to the broader acceptance of these principles within society. Employing the snowball sampling technique for data collection, this study was initiated with a small group of participants in select capital cities of South Indian states, who then recruited additional individuals from their social networks to take part in the survey The research investigates the evolving attitudes of Generation Z towards pro-female advertising across the capital cities of five southern Indian states: Amaravati, Bengaluru, Chennai, Hyderabad, and Thiruvananthapuram. It evaluates shifts in attitudes and purchase intentions by employing Ostrom's ABC Model of Attitude (1969) to examine emotional, behavioural and cognitive changes resulting from exposure to pro-female advertising.
Other Latest Articles
- EXPLORING THE INTERSECTION OF CHROMOTHERAPY AND FASHION-FORWARD THINKING
- THE ETYMOLOGY OF PUBLIC SPACE- EXPLORING CRAFTING COMMUNITY SPACES
- POTENTIAL OF METAVERSE TECHNOLOGY FOR THE ARTISTS OF PERFORMING ARTS IN INDIA
- ANALYZING INTENTIONAL PATINATION ON INDIAN SCULPTURES IN THE CONTEXT OF AGE, IMPERFECTION AND MATERIAL HIERARCHY
- MALAYALAM CINEMA DURING THE COVID-19 PANDEMIC: EXPLORING THE SEMIOTICS OF NARRATIVE TRENDS
Last modified: 2024-07-11 14:17:06