Volume IV Special Issue IV April 2024

Name of Author : Dr Kirti Bala, Ms. Poonam Sharma

Title of the paper : Unveiling the Role of Advertisements in Cultural Dynamics

Abstract: Advertisement plays a significant role in the formation of societal customs and it impacts how people perceive themselves and others. They play a major role in establishing beauty standards, gender roles, and lifestyle choices. The present research paper attempts to explore the complex phenomena of culture as reflected in advertising. The objective of the paper is to highlight the signs, references and cues that found its base in the narratives of these advertisements. As advertisements imitate and underwrite to the cultural landscape of any nation, the paper studies their role in reflecting the standards, opinions, and ambitions of societies as depicted through these advertisements. The paper explores the influence of globalization on the cultural trends in advertising, while examining how brands acclimatize their messages for audiences while maintaining a compassionate approach towards local contexts. The paper also talks about the possible drawbacks and challenges related with cultural assumption, emphasizing the importance of unwavering portrayal in advertising.

Keywords : Societal Customs, References, Standards. Assumptions, portrayal

DOI :

Page Number : 30-34