Ethno Consumerism in India
THE AXE EFFECT
AN ETHNOCUNSUMERIST REPORT PRESENTED BY: D’COSTA MEGHA FLORENCE STUDENT ID 20120547 MSC IN INTERNATIONAL LUXURY AND BRAND MANAGEMENT MODULE MK501E INTERNATIONAL CONSUMER BEHAVIOUR PROFESSOR - MARC PORTER
INTRODUCTION The trend that I have chosen for the ethnconsumerist report is emerging maturialism, with regards to the Indian market. My country of comparison is United States of America, which is an already emerged market for the said trend. According to trendwatching.com emerging maturialism is essentially the trend where brands are pushing the boundaries of communication and becoming bolder, frank, and more tongue-in-cheek in their communication strategy. This is seen especially in an emerging market like India where advertising in the last ten years has progressed in leaps and bounds with the influence of the western culture especially United States of America. With the introduction of satellite television in India (1991) and the availability of MTV in 1996, the youth population have had resurgence in their outlook and ideals. Hence the advertising and the communication targeted to the 16-25 segment has been evolving. Brands such as AXE, Diesel, and Durex are known to be controversial in their advertising approach in a culturally diverse and generally conservative country like India. Many ads have faced the brunt of the elder segment of the population, information and broadcasting ministry of India, political leaders, social activists and orthodox fanatics. However, education levels have changed, from the earlier instructional structure it has moved towards a more thought provocative structure. The youth of India have learnt the importance of expressing themselves, being vocal about the choices they make, relating to tradition but also accepting and bringing about change. The study will look into the differences in advertising of AXE in India and America. The comparison and the emerging Indian informed youth. Therefore the stress has been
AN ETHNOCUNSUMERIST REPORT PRESENTED BY: D’COSTA MEGHA FLORENCE STUDENT ID 20120547 MSC IN INTERNATIONAL LUXURY AND BRAND MANAGEMENT MODULE MK501E INTERNATIONAL CONSUMER BEHAVIOUR PROFESSOR - MARC PORTER
INTRODUCTION The trend that I have chosen for the ethnconsumerist report is emerging maturialism, with regards to the Indian market. My country of comparison is United States of America, which is an already emerged market for the said trend. According to trendwatching.com emerging maturialism is essentially the trend where brands are pushing the boundaries of communication and becoming bolder, frank, and more tongue-in-cheek in their communication strategy. This is seen especially in an emerging market like India where advertising in the last ten years has progressed in leaps and bounds with the influence of the western culture especially United States of America. With the introduction of satellite television in India (1991) and the availability of MTV in 1996, the youth population have had resurgence in their outlook and ideals. Hence the advertising and the communication targeted to the 16-25 segment has been evolving. Brands such as AXE, Diesel, and Durex are known to be controversial in their advertising approach in a culturally diverse and generally conservative country like India. Many ads have faced the brunt of the elder segment of the population, information and broadcasting ministry of India, political leaders, social activists and orthodox fanatics. However, education levels have changed, from the earlier instructional structure it has moved towards a more thought provocative structure. The youth of India have learnt the importance of expressing themselves, being vocal about the choices they make, relating to tradition but also accepting and bringing about change. The study will look into the differences in advertising of AXE in India and America. The comparison and the emerging Indian informed youth. Therefore the stress has been
Bibliography: Consumer Behaviour Leon G. Schiffman & Leslie Lazar Kannuk Ninth Edition, Pearson Prentice Hall Chapter 12: The Influence of Culture on Consumer Behavior Chapter 13: Subcultures and Consimer Behaviour Chapter 14: Cross-Cultural Consumer Behaviour: An International Perspective Advertising and globalisation in India Lynne Ciochetto Massey University Wellington, New Zealand 14th June, 2004 04-06-29Macintosh HD:Users:larseklund:Administration:Lundakonferensen 2004:Papers to publish:7LynneCiochetto.docYouth, Culture, and Identity: Ethnographic Reviewed by Nadine Dolby Assistant Professor, Northern Illinois University ndolby@niu.edu Journal of Business Anthropology: Studying Consumption Behaviour through Multiple Lenses: An Overview of Consumer Culture Theory Annamma Joy & Eric P. H. Li Annamma.Joy@ubc.ca / eric.li@ubc.ca ASCI code pdf: ascionline.org Emerging Youth Cultures in the Era of Globalization: TechnoCulture & Terror Culture Sam George Global Marketing and Advertising, Chapter 7 – Communication and Culture SAGE May 2009 ed. Beyond Culture Clash: Theory Into Practice, 47:4–11, 2008 Copyright © The College of Education and Human Ecology, The Ohio State University ISSN: 0040-5841 print/1543-0421 online DOI: 10.1080/00405840701764656 Routledge: Taylor and Francis Group Cross-Cultural Consumer Psychology Sharon Shavitt University of Illinois – Urbana-Champaign Angela Y. Lee Northwestern University Timothy P. Johnson University of Illinois – Chicago Youth and Cultural Practise Mary Bucholtz Department of Linguistics, 3607 South Hall, University of California, Santa Barbara, California 93106; email: bucholtz@linguistics.ucsb.edu Annu. Rev. Anthropol. 2002. 31:525–52 doi: 10.1146/annurev.anthro.31.040402.085443 Copyright°c 2002 by Annual Reviews. All rights reserved First published online as a Review in Advance on June 14, 2002 Music Television and the Invention of Youth Culture in India Vamsee Juluri University of San Francisco Television & New Media / November 2002 The Psychology of Globalization Jeffrey Jensen Arnett University Park, Maryland October 2002 ● American Psychologist Branding fragrance for the modern man: a multimodal analysis of persuasive strategies in Axe and Old-spice marketing campaigns Tomas Jankauskis, 402872 Supervisor: Carmen Daniela Maier Department of Language and Business Communication Aarhus School of Business 3rd of May 2012 Global TV and Local Realities: Constructing narratives of the self Sunandini Pande, MEDIA@LSE Electronic MSc Dissertation Series Compiled by Professor Robin Mansell and Dr. Bart Cammaerts MSc in Media and Communications Dissertation submitted to the Department of Media and Communications, London School of Economics and Political Science, September 2007, in partial fulfilment of the requirements for the MSc in Media and Communications. Supervised by Prof. Sonia Livingstone. Published by Media@lse, London School of Economics and Political Science ("LSE"), Houghton Street, London WC2A 2AE. The LSE is a School of the University of London. It is a Charity and is incorporated in England as a company limited by guarantee under the Companies Act (Reg number 70527). Copyright in editorial matter, LSE © 2007 Copyright, Sunandini Pande © 2007. The authors have asserted their moral rights INTERNET Professor Emeritus - Geert Hofstede http://www.scribd.com/doc/13893242/The-Axe-Effect http://www.scribd.com/doc/27164264/AXE-Report http://www.bartleboglehegarty.com/#!/global/work/axe http://thisisnotadvertising.wordpress.com/2011/11/07/15-years-of-axe-effect-the-worldsmost-sexist-advertising-campaign/ http://www.indianexpress.com/news/new-axe-ad-featuring-headless-breasts-branded--sexist/993109 http://marketingpractice.blogspot.fr/2007/07/axe-axe-effect.html http://www.business-standard.com/india/news/can-axe-retain-its-effect/415654/ http://www.unilever.com/brands-in-action/detail/Axe/292063/ http://www.unileverusa.com/brands-in-action/detail/AXE-/298199/ http://www.hul.co.in/brands-in-action/detail/AXE/303676/ http://nicheiima.wordpress.com/2012/03/10/hello-world/ http://www.theaxeeffect.com/#/axe-campaigns/showerpooling http://theaxeeffect.co.in/ http://drypen.in/case-studies/axe-deodorants-axe-call-me-campaign-and-strategiccommunication-challenges.html http://business.outlookindia.com/article.aspx?281429 Indian Advertising, Media, Marketing, Digital, Advertising Agencies - afaqs! afaqs! > search >Creative Showcase >Axe-2 Axe: Susan Glenn | Ads of the World™ Mind Rocks Youth Summit 2012 - India Today INGENE INGENE: youth subcultures INGENE: Discussion about India and contemporary youth culture INGENE: Indian Youth Lifestyle & other report 10 Consumer Behavior Differences between Developed and Developing Countries « Business Development Strategies The Advertising Standards Council of India - INDUSTRY Axe offers women a dark temptation > afaqs! news & features ANNEXES