Male preference in television advertisements for financial services: a content analysis (2011 vs. 2018) Online publication date: Mon, 11-Sep-2023
by Namrata Sandhu
International Journal of Business and Globalisation (IJBG), Vol. 34, No. 3, 2023
Abstract: This study utilises the expectancy theory framework to examine the distribution of gender roles in Indian television advertisements for financial services. The study also uses a short-term longitudinal framework (2011 vs. 2018) to assess changes in gender role portrayals in television advertisements for financial services. Content analysis of taped television commercials for financial services across four content analytic measures: gender of voice-over, gender of dominant product user, gender of dominant character, and gender of decision-maker revealed male preference in advertisements for financial services. The study also revealed that the incidence of male gender roles in advertisements for financial services has declined from 2011 to 2018. Implications are discussed. This study is one of the few studies that examine gender stereotypy in advertisements for financial services in a country that is culturally distant from other countries in which most of the studies on advertising/marketing of financial services have been previously conducted.
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