© Media Watch 6 (2) 188-192, 2015
ISSN 0976-0911 e-ISSN 2249-8818
Rural Women Psychology and Emotional Contents in Indian Television Advertisements
SANJAY JERATH & MRINALINI PANDEY
Indian School of Mines, Dhanbad, India
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.
Keywords: Advertising, cognitive behaviour, emotional contents, emotional outcome, rural women
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Sanjay Jerath is a research scholar at Indian School of Mines, Dhanbad. He is also working as an associate professor in Department of Management Sudies, GNIET, Nagpur. His area of interest is marketing communication through media and digital marketing.
Dr. Mrinalini Pandey is working an assistant professor at Indian School of Mines, Dhanbad. Her areas of research interest are celebrity endorsement, consumer perceptions of advertisement.