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Available. Open Access. Open Access
Article
Publication date: 17 December 2024

Pavleen Soni, Jyoti Vohra, Mandeep Kaur Ghuman and Pia Polsa

Growing concern about sustainability, which focuses on the triple bottom line, namely people, planet and profits, must integrate with local culture to ensure inclusive growth…

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Abstract

Purpose

Growing concern about sustainability, which focuses on the triple bottom line, namely people, planet and profits, must integrate with local culture to ensure inclusive growth. Localized advertising themes adapted to suit a country’s culture borrow from that country’s culture. Global advertising themes, on the other side, influence and modify the existing culture of a nation. The present study looks at the potential of using traditional Indian sustainable themes to promote sustainability as a way of life, which can be used to craft advertising messages that contribute to the achievement of sustainable development goals (SDGs).

Design/methodology/approach

A content analysis of 395 advertisements displayed on Indian television during primetime has been done. Data have been analyzed using descriptive statistics.

Findings

The findings reveal that 4 SDGs (achieve gender equality, ensure affordable and clean energy, ensure good health and well-being and promote industry, innovation and infrastructure) out of a total of 17 SDGs find a place in 395 advertisements. They mostly appear for beauty and personal care products and automotive. Depictions of a frugal lifestyle, natural/green surroundings and women empowerment in advertisements “together” exemplify opportunities to use culture creatively in crafting advertising messages.

Research limitations/implications

As the multinational companies embrace the trends towards globalization in advertising, they can also extend the traditional cultural values and lifestyle from a country like India, which tremendously and conspicuously contribute to sustainability to appeal “differently” to buyers. It would offer an opportunity to synergize the growth outcomes in a thoughtful manner.

Originality/value

This is an original piece of research, as no such study has already been conducted in India (to the best of researchers' knowledge).

Details

Business Analyst Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0973-211X

Keywords

Available. Content available
Book part
Publication date: 15 April 2024

Abstract

Details

Contemporary Challenges in Social Science Management: Skills Gaps and Shortages in the Labour Market
Type: Book
ISBN: 978-1-83753-170-7

Available. Content available

Abstract

Details

Qualitative Market Research: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1352-2752

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