Abstract

Maqsudul Anam Khan1* and Tahmima Ali Jalil2

Content analysis of Indian television durable goods was conducted using qualitative and quantitative approach to identify the dominant cultural values. Content analysis established the dominant as well as subsidiary or secondary cultural values in the advertisements. Some of the dominant cultural values identified were: ‘technology’, ‘family’, ‘enjoyment’ and ‘economy’. Apart from being the dominant cultural values, ‘technology’, ‘family’ and ‘enjoyment’ also had high presence as the subsidiary values. ‘Youth’ though was low in its dominant appearance, it had high presence as a subsidiary value. Certain cultural values like ‘individualism’ and ‘sexuality’ which were earlier seen less frequently in Indian advertisements now appear more frequently in the durable goods advertisements