A Study of Changing Gender Roles in Advertising in India Thesis submitted to Devi Ahilya Vishwavidyalaya, Indore for fulfilment of the award of Degree of Doctor of Philosophy in Management October 2014 Supervised by Submitted by Dr. Anand Sapre Vivek Sapru Professor and Director International Institute of Professional Studies Devi Ahilya Vishwavidyalaya Indore INTERNATIONAL INSTITUTE OF PROFESSIONAL STUDIES Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India
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A Study of Changing Gender Roles in
Advertising in India
Thesis submitted to
Devi Ahilya Vishwavidyalaya, Indore
for fulfilment of the award of Degree of
Doctor of Philosophy
in Management
October 2014
Supervised by Submitted by
Dr. Anand Sapre Vivek Sapru
Professor and Director
International Institute of Professional Studies
Devi Ahilya Vishwavidyalaya
Indore
INTERNATIONAL INSTITUTE OF PROFESSIONAL STUDIES
Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh, India
Dedication
To my father late Shri Anand Kumar Sapru
His subject insight, knowledge, his
words of inspiration and encouragement
in pursuit of excellence, still linger on.
i
ii
iii
ACKNOWLEDGEMENT
Pursuing Ph.D. tested my endurance and my determination. The
experience though pleasant was arduous too. It was not an easy climb; a
compound of bitter-sweet experiences. The journey included hardship
and frustration coupled with encouragement and trust and help by my kith
and kin. When I found myself at the top enjoying the beautiful scenery, I
realised that it was, in fact team-work that got me through.
Completion of any study depends upon the guidance, co-operation and
efforts of the several factors and various sources of knowledge, energy
and time. Exchange of ideas generates energy and will work to in a better
way whenever it is helped and co-operated by others, and one’s heart is
bound to feel the gratitude and obligations towards them; though it will
not be enough to express my thanks in words to all the ones who helped
me.
Therefore, I approach this important matter of acknowledgement through
these lines trying my best to give full credit where it deserves.
Acknowledgement is not a mere formality but an expression of deep
gratitude. I dedicate this page to all those who have actively or silently
left an indelible mark on my research project endeavour so that they may
be brought into limelight and given their credit which they richly deserve.
My first debt of gratitude must go to my advisor, Dr. Anand Sapre. He
patiently provided the vision, encouragement and advice necessary for me
to go further through the doctorial program and complete my dissertation.
I, hereby thank him for his continuous help, encouragement, invaluable
guidance and personal interest shown at every step of my project work
without which the completion of this project would not have been
possible.
iv
My special thanks to Dr. Rajeev Samuel and Dr. Vishal Soni for their
support. This special thanks is extended to all my colleagues at AGBS
Indore who gave me all their support without which it would had been
very difficult to finish this thesis.
I would also acknowledge the role played by all my respondents; if not
for the altruism and insights of these 750 people who participated in this
there would be no results to share.
I would like to recognise the important role played by online open
sources like youtube.com, tasveerghar.com, pinkvilla.com, kamat.com,
etc. from where I could collect old advertisements which made my data
collection a little easier.
I would also like to extend my thanks to all those researchers whose
works I have citied in my study. I have tried to duly acknowledge all of
them but in case someone has not been acknowledge, I would take this
opportunity here to acknowledge them.
Above all, I would like to express thank my wife Rupashree for her
personal support and great patience at all times. My parents, Smt. Pushpa
Sapru and Late Shri Anand Kumar Sapru, and my sons Aniruddha and
Ankit have given me their unambiguous support throughout, as always,
for which my mere expression of thanks likewise does not suffice. Their
loves provided my inspiration and were my driving force providing me
enough moral support and encouraged me in seeing through this project.
Last but not the least my sincere thanks are also due to all those whom I
am not naming here but who have directly or indirectly facilitated me at
different stages of this project.
Vivek Sapru
v
Chapter Title Page
Declaration by the Candidate i
Certificate ii
Acknowledgement iii
List of Tables ix
List of Charts xiii
List of Figures xvii
List of Advertisements xviii
List of Videos xxi
1. Introduction 1-39
1.1 Thesis Structure 1
1.2 Conceptual Framework 2
1.2.1 Introduction 2
1.2.2 History of Global Advertising 5
1.2.2.1 Pre-Printing Period - Before 15th century 6
1.2.2.2 Early Printing Period - From the
15th century to about 1840 7
1.2.2.3 Period of Expansion - From 1840 to 1900 8
1.2.2.4 Period of Consolidation - From 1900 to
1925 (Introduction of Radio) 9
1.2.2.5 Period of Scientific Development -
From 1925 to 1945 11
1.2.2.6 Period of Business and Social Integration
- From 1945 to the present (Introduction
of Television) 12
1.2.3 The History of Indian Advertising 13
1.2.3.1 Pre-Independence Era (Till 1947) 13
vi
1.2.3.2 Post-Independence Era (Between 1947
and 1991) 18
1.2.3.3 Post-Liberalisation Era (After 1991) 20
1.2.4 An Introduction to Gender Role in Advertising 21
1.2.5 Gender Identity and Gender Stereotype 24
1.2.6 The Indian View on Gender Roles 34
1.2.7 Gender Roles in Advertising with Indian Perspective 36
2. Review of Literature 40-71
2.1 Sex and Gender 41
2.1.1 Sex 41
2.2.2 Gender 41
2.2 The Gender Identity 44
2.3 Gender Personality Traits Dimension 51
2.4 Gender Salience 58
2.5 Gender Roles and Advertising in Marketing 61
2.6 Gender Roles in Indian Advertising in Marketing 66
3. Rationale of the Study 72-76
4. Objectives of the Study and Research Hypotheses 77-87
4.1 Objectives of the Study 77
4.2 Formulation of Research Hypotheses 77
5. Research Methodology and Design 88-106
5.1 The Research Design 88
5.1.1 Questionnaire A - Expert Respondents 90
5.1.2 Questionnaire B - Audience Respondents 91
5.1.3 Content Analysis of Advertisements 92
5.2 The Sampling Plan 95
vii
5.3 The Tools 99
5.3.1 Data Collection 99
5.3.1.1 Secondary Data Collection 99
5.3.1.2 Primary Data Collection 99
5.3.1.3 Collection of Advertisements 100
5.3.2 Data Analysis 100
5.4 Quality Standards 101
5.4.1 Validity 101
5.4.2 Reliability 102
5.4.2.1 Questionnaire A - Expert Respondents 102
5.4.2.2 Questionnaire B - Audience Respondents 104
5.5 Report Writing Stage 105
5.6 Ethical Issues in the Study 106
6. Data Analyses 107-198
6.1 The Expert Respondents 108
6.2 The Audience Respondents 146
6.3 Content Analyses of Advertisements 163
6.3.1 Pre-Independence Era 163
6.3.2 Post-Independence Era (Till 1991) 175
6.3.3 Post-Liberalisation Era (After 1991) 187
7. Results and Findings 199-214
7.1 Objective 1 - Content analyses of Advertisement 199
7.2 Objective 2 - The Expert Respondents 205
7.3 Objective 3 - The Audience Respondents 211
7.4 Objective 4 - The Audience Respondents 213
viii
8. Conclusion and Implications, Limitations of the Study
and Suggestions for Future Research 215-221
8.1 Conclusion and Implications 215
8.1.1 Marketing Implication of Objective Two:
To study the factors responsible for change
in this exemplar shift in the gender traits. 217
8.1.2 Marketing Implication of Objective Three:
To study how the two genders comprehend
these advertisements as marketing messages
targeted towards them. 218
8.1.3 Marketing Implication of Objective Four: To study
the comparative approach between the male and
the female genders react to these advertisements 219
8.1.4 Marketing Implication of Objective One: To study
the shift in the role of genders in advertising in
marketing. 220
8.2 Limitations of the Study 221
8.3 Suggestions for Future Studies 223
References, Bibliography and Webliography 225-253
Annexure 254-248
1. Questionnaire A 254
2. Questionnaire B 256
3. CD containing Video Advertisements
ix
LIST OF TABLES
Table No. Title of the Table Page No.
Chapter One
Table 1.1 Summary of Conventional Stereotypical Male and Female
Traits 29
Chapter Two
Table 2.1 Decade wise Gender Role Portrayal Assessment in
Advertising 71
Chapter Five
Table 5.1 Role portrayals in Advertisements 94
Table 5.2 Socio-Demographic Distribution of the Corporate
(Creator and Sender of the message) 97
Table 5.3 Socio-Demographic Distribution of the Consumers
(Receiver of the message) 98
Table 5.4 Reliability Statistics of Expert-Respondent’s Questionnaire 103
Table 5.5 The Item-Total Statistics (Expert-Questionnaire) 103
Table 5.6 Reliability Statistics of Audience-Respondent’s
Questionnaire 104
Table 5.7 The Item-Total Statistics (Audience-Questionnaire) 105
Chapter Six
Table 6.1 Ranking of attributes-Total Respondents’ Mean and
Ranking 116
Table 6.2 Ranking of attributes-Male-Respondents’ Mean and
Ranking 118
Table 6.3 Ranking of attributes-Female-Respondents’ Mean and
Ranking 119
Table 6.4 Development of Transportation Facilities Hypothesis 120
Table 6.5 Urban Growth Hypothesis 122
Table 6.6 Economic Hardship Hypothesis 124
Table 6.7 Rural Unemployment Hypothesis 125
x
Table No. Title of the Table Page No.
Chapter Six contd.
Table 6.8 Migration for Livelihood by Men to Bigger Cities
Hypothesis 127
Table 6.9 Shift from Joint Family to Nuclear Family Structure
Hypothesis 129
Table 6.10 Women in Employment Hypothesis 130
Table 6.11 Dual Income Family Structure Hypothesis 132
Table 6.12 The shift of Role of Women as Decision Maker in
Purchasing Process Hypothesis 135
Table 6.13 Financial Independence of Women Hypothesis 136
Table 6.14 Single Child Family Hypothesis 138
Table 6.15 Reach of Education Hypothesis 139
Table 6.16 Development of Communication Hypothesis 141
Table 6.17 Reach of Communication Hypothesis 142
Table 6.18 Exposure to Different Cultures Hypothesis 144
Table 6.19 Exposure to Western Cultures Hypothesis 145
Table 6.20 First function of Advertising is to catch the attention
of the Target Audience Hypothesis 147
Table 6.21 Visual in Advertising plays more important role than
Text Hypothesis 149
Table 6.22 Use of Human in Advertisement is to make them
more noticeable Hypothesis 150
Table 6.23 Using Humans makes Advertisements more attractive
Hypothesis 151
Table 6.24 Use of Gender in Advertisements to make Advertisements
more Appealing Hypothesis 152
Table 6.25 Advertisements with Human Models have more
relatedness with Audience Hypothesis 154
xi
Table No. Title of the Table Page No.
Chapter Six contd.
Table 6.26 Use of Humans in Advertisements is based on the Nature
of the Product Hypothesis 155
Table 6.27 Using Humans in Advertisements Gender Portrayal plays
a Significant Role Hypothesis 156
Table 6.28 Use of Gender Roles in Advertising is done Rationally
Hypothesis 157
Table 6.29 Use of Gender is based on the Accepted Roles of
Individual Gender Hypothesis 159
Table 6.30 The Roles of Genders are changing between Males and
Females Hypothesis 160
Table 6.31 The Females are breaking and coming out of their
Conventional Gender Traits and vice-versa Hypothesis 161
Table 6.32 Summary of Content Analyses of Ads of Pre-Independence
Era (Till 1947) 163
Table 6.33 Summary of Content Analyses of Ads of Post-Independence
Era (Till 1991) 175
Table 6.34 Summary of Content Analyses of Ads of Post-Liberalisation
Era (After 1991) 187
Chapter Seven
Table 7.1 Summary of Content Analyses of Pre-Independence Era
Advertisements 200
Table 7.2 Summary of Content Analyses of Post-Independence Era
Advertisements 201
Table 7.3 Summary of Content Analyses of Post-Liberalisation Era