Qualitative Marketing Research
The article talks about the recent Ford Ads which were termed as
by a large section of the media and which had to be withdrawn owing to social outrage. These Ads were dismissed by Ford themselves which put the blame for the Ads on the Advertising Agency. The Advertising Agency also apologised for the Ads saying that these Ads had not passed the proper screening process and were released because of oversight.
Conceptualisation of Research Problem
The Ford Ads and the ensuing public outrage bring forward the question of sexist advertisements and objectification of women in advertisements. However, this is not the case with Ford alone. Increasingly, we see advertisements in India being sexist and showing women in a disrespectful way. Through this study, we try to analyse the various reasons for such sexist advertisements increasing across the various media channels.
To analyse the
behind the increasing instances of Indian advertisements showing the sexual objectification of women At a time, when the crime against women are at an alarming level, such advertisements may act as an reinforcing agent for viewing women as only physical objects. In such a scenario, there needs to be a line drawn between creative freedom of advertisers and what is acceptable. There are several underlying social reasons which have led to such advertisements cropping up. Banning such advertisements won
t help; we need to go to the depth of the problem. We need to analyse the underlying reasons; because only when we attack these reasons will we able to stop such stereotyping of women.
Qualitative Techniques Used
For carrying out this study, we will try to use several qualitative data collection techniques. Based on the target group and the data required, we would administer the various techniques. Some of the Data Collection Methods which we will be using are: 1. Focussed Group Discussion 2. Observation 3. In-Depth Interviews
Profiling of the respondents for the proposed study
We will try to have a broad perspective of responses so as to be able to analyse the issue for various view-points and also to get various reasons. To understand the issue from the advertising agency point of view, we will include the agency employees to be a part of the study. This would include people from both the commercial side (Account Managers) as well as the creative side (Copy writers). We will try to have the respondents from at least 5 advertising agencies. Through these advertising