Reflection of cultural values in animated TV and viral advertisements from India

Abstract

The purpose of this thesis is to analyze TV and viral advertisements in India for their reflection of traditional and contemporary cultures. In order to reach this purpose, an exhaustive list of literature on culture and cultural values in advertisements are consulted. Using guidelines from previous research and literatures on content analysis, advertising appeals and netnography, qualitative analyses of the contents of four animated advertising videos from India and consumer comments on the same are conducted. Based on the researcher’s observations and interpretations, the study reveals that advertisements in both media reflect cultural values, but in surprisingly different ways. TV advertisements reflect new and modern values in India, whereas the supposedly radical viral advertisements tend to stick to traditional culture.