Media Watch
Year : 2015, Volume : 6, Issue : 2
First page : ( 188) Last page : ( 192)
Print ISSN : 0976-0911. Online ISSN : 2249-8818.
Article DOI : 10.15655/mw/2015/v6i2/65662

Rural Women Psychology and Emotional Contents in Indian Television Advertisements

Jerath Sanjay*, Pandey Mrinalini

Indian School of Mines, Dhanbad, India

*Correspondence to: Sanjay Jerath, Department of Management Studies, Indian School of Mines Dhanbad-826 004, India. E-mail: sanjujerath@gmail.com

Online published on 12 September, 2016.

Abstract

The current study examines the effect of emotional contents in television advertising on the rural women and how they understand and react towards these advertisements. The study further leads us to the issues of cognitive behaviour of rural women after the advertisement has influenced their emotional corridor. For this study 167 women are selected from rural districts of Maharashtra and cluster sampling approach is used. 5 point Likert scale with the range from strongly disagree to strongly agree is used along with structured questionnaire. Contents of the advertisement are broken down it to defined parts like model, slogan, jingle etc for the easy understanding and correct answering from the respondents and it helps us in understanding the role played by each variable in the emotional outcome of the respondent after viewing the advertisement. This study provides the insights to the marketers and advertisers about the factors which actually influences the rural women and persuades them and further provides a direction in developing an effective communication approach towards this particular market segment.

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Keywords

Advertising, cognitive behaviour, emotional contents, emotional outcome, rural women.

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