Durriya Z. Khairullah

Dominant Cultural Values

SUMMARY This study expands on previous work in exploring dominant cultural values portrayed in print magazine advertisements in the United States of America (U.S.) and India across and within product categories. A modified version of Cheng and Schweitzers (1996) coding framework is used for the study. The differences and similarities in the observed frequencies of the dominant cultural values portrayed in the print magazine advertisements are discussed. The analysis shows a commonality of the dominant values frequently portrayed in the magazine advertisements of both countries although statistically significant differences in their frequency of occurrence are also present for several of the observed values both across and within product categories. The results are consistent with those of researchers advocating a middle-of-the-road approach in the standardization versus adaptation debate of advertising messages. Advertising campaigns in each country should be assessed carefully in terms of target market, cultural and environmental factors, and also upon the nature of the product.

Behavioural acculturation and demographic characteristics of Asian‐Indian immigrants in the United States of America

Tests the reliability of an empirical model designed by Szapocznik et al to measure acculturation levels of first‐generation immigrants. Applies model to a demographically diverse sample group of first‐generation Asian‐Indian immigrants in three cities near New York (USA) to establish levels of cultural and behavioural acculturation, and the relevance of demographic variables, such as gender, marital status, religion and occupation. Establishes a series of statistically significant correlations between the variables examined; compares these results with findings of other studies involving different immigrant groups. Asserts that the model provides a reliable basis for assessing acculturation characteristics of immigrants; concludes that the findings of this study provide an objective basis for the development of social and public policy aimed at accommodating acculturation needs of this particular immigrant group.

Cross‐cultural analysis of gender roles: Indian and US advertisements

Purpose – The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined.Design/methodology/approach – Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed.Findings – The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international adver...

A study of the extent of Westernisation in Indian magazine advertisements

India gained her political independence in 1947 from British rule. The new democracy chose non‐alignment, installed a large national government and legislated protectionist policies, which kept out most foreign products that almost led to economic isolation. The political leaders believed that protectionism would make India self‐reliant and eventually improve the standard of living especially for the poorer Indians. While other Asian countries were encouraging foreign capital and multinationals, India was doing its best to keep them out (Business Asia, 2000). Although India moved towards self‐reliance, the lack of competition hindered the country’s own economic and technological developments. As a result the market was forced to accept local products that were often inferior or old‐fashioned. For example, until recently the leading car on India’s road was “Ambassador”, a reproduction of a British design from the early 1950s that was bulky and a gas‐guzzler.

Cultural Values in Indian Television Advertising

The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands. The study concludes that Indian and Western marketers are stressing the following cultural values: modern, symbolic, tradition, and utilitarian, and are blending Eastern and Western values. Results of the study indicate the importance of considering cultural values associated with different product types in the development of successful advertising campaigns.

Importance of Characteristics of Graduating Seniors with Respect to Positions in Public Accounting

The study uses a multiple criteria technique for investigating the perceived importance of Student Characteristics from the viewpoint of securing a position in public accounting. Subjects are asked to choose between candidates with varying profiles. Then salience weights are estimated for the characteristics presented in the profiles.