• Rural Women Psychology and Emotional Contents in Indian Television Advertisements, India

    Author(s):
    SANJAY JERATH MRINALINI PANDEY
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2015
    Group(s):
    Communication Studies, Cultural Studies, Feminist Humanities, Film-Philosophy, Television Studies
    Subject(s):
    Television studies, Advertising, Advertising art, Women’s culture, Journalism
    Item Type:
    Article
    Tag(s):
    cognitive behaviour, emotional contents, emotional outcome
    Permanent URL:
    http://dx.doi.org/10.17613/4zh1-8t56
    Abstract:
    The current study examines the effect of emotional contents in television advertising on the rural women and how they understand and react towards these advertisements. The study further leads us to the issues of cognitive behaviour of rural women after the advertisement has influenced their emotional corridor. For this study 167 women are selected from rural districts of Maharashtra and cluster sampling approach is used. 5 point Likert scale with the range from strongly disagree to strongly agree is used along with structured questionnaire. Contents of the advertisement are broken down it to defined parts like model, slogan, jingle etc for the easy understanding and correct answering from the respondents and it helps us in understanding the role played by each variable in the emotional outcome of the respondent after viewing the advertisement. This study provides the insights to the marketers and advertisers about the factors which actually influences the rural women and persuades them and further provides a direction in developing an effective communication approach towards this particular market segment.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 months ago
    License:
    All Rights Reserved
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