8/13/2019 Review of Literature for advertisement
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Review of Literature:
The Indian advertising industry, with an estimated value of INR
13,200 crore, has shown an
astonishing growth and creativity in the recent times (Indian
Advertising Industry, 2010). The
industry is growing at an average rate of 10-12 per cent per
annum. Some of the commonly usedmedia for advertising are TV,
radio, websites, newspapers, magazines, and out of- home (OOH).
Advertisement:
Advertisements were chosen as the tool for analysis for many
reasons. Pollay (1985) states that
advertisements, particularly print ads, are important because
they are visual records of behaviors,values, lifestyles and roles
of objects of culture at that time.
Kassarjian (1977) also states that the analysis of historical
documents, such as advertisements,could lead to conclusions about
public opinion, consumer values, or buyer beliefs in an earlier
era.
Many researchers have recognized the strength of using ads;
Goffman's Gender Advertisements,(1979) pays particular attention to
the way in which men and women are pictured together in
advertisements.
Gornick (1979) states that ads are highly manipulated
representations of recognizable scenes
from real life, and that Goffman uses ads to speculate on what
those ads tell us about
ourselves.
Content Analysis:
The chosen method of study is content analysis. Analyzing the
content of an ad is to study the
message itself and not the communicator or audience (Kassarjian
1977).
Berelson (1952) defines content analysis as a research technique
for the objective, systematic,
and quantitative description of the manifest content of
communication (p 55).
Kolbe (1991) lists the benefits of using content analysis;
first, it allows for an unobtrusiveappraisal of communications (p
244). Secondly, content analysis can assess the effects of
environmental variables and source characteristics on message
content, in addition to the effects
of different kinds of message content on receiver responses (p
244). Finally, content analysis
provides an empirical starting point for generating new research
evidence about the nature andeffect of specific communications (p
244).
Despite the effectiveness of content analysis, there are some
limitations connected to this methodof analysis. Kolbe (1991) warns
that this method of analysis is susceptible to the bias of the
