A STUDY ON THE PARADIGM SHIFT OF ADVERTISEMENTS FROM THE CLOSET TO THE LIMELIGHT THROUGH CONTENT ANALYSIS

Celebrity endorsements and women as a subliminal stimulus thus far, in recent times many advertisements are using concepts that are challenging. The purpose of this paper is to study the effects of advertisements which have redefined Indian cultural norms in the closet, such as homosexual relationship, women remarriage, breaking superstitious beliefs and customs. To understand this, a descriptive and a critical analysis of different advertisements were studied using the dimension of qualitative method and applying content analysis to advertisements which were inclusive in nature. The study is based on Cognitive Dissonance Theory. The data collected is reviewed for language, design and core message. The study tries to understand if the consumers are ready to break the norms and accept the new cultural forms