• Advertising is a “distorted mirror”

• Reflects only certain underlying values &

lifestyles
• Also, it strengthens those values by
providing reinforcement
• Cultural evolution can be expected toward
the values seen in commercial
communication” - Polly 1987
 Importance-Cross cultural
advertising
• Integration of world economy increased
• Recent developments in several regions of
world
• Debates over globalization of markets
• Cultural Imperialism
• Target Audience
 Need for analysis
• Reveal similarities/differences in cultures
• Cultural Imperialism
• Finding gender role portrayals
 Basis of analysis
• Linguistic Codification (informational,
directive, poetic, expressive)
• Visual codification (iconic stance of
characters, indexical value transfer, iconic
image of women)
• Combined verbal/visual codification (direct
& indirect comparative approach)
 Contd..
• Individualism vs conformity
• Conservatism vs desire for change
• Social mobility vs social stability
• Suspicion vs credibility
 Comparison
• US
• Utilizes direct rhetorical
styles
• Individualistic visual
stances
• Sexual portrayal of
women
• Comparative approach
• Rational in nature
• Low content
• Entertaining but less
persuasive
• India
• Indirect rhetorical styles
• Collective visual
approach
• Stereotypical portrayal of
women
• Emotional appeal
• Localized approach
• High content
• Persuasive and
convincing
 Facts about US media
• High level of information
• Magazine ads portray characters in more
individualistic stance
• Focus on individualism & materialism
• Product merit & status appeal emphasized
• High number of ads portray women in
traditional poses in magazines rather than
men