Although the primary function of advertising is to inform consumers about product attributes and benefits, advertising also functions as a vehicle of socio-cultural communication (Courtney and Whipple 1983). Advertisements link the functional benefits of a product to emotional and social benefits thus creating cultural meaning in the course of communication (Aaker, Batra and Myers 1992)...
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The potential of advertising to reflect cultural roles and norms has been recognized by marketing professionals, who have described advertising metaphorically as a ??mirror?¦ of social values (Holbrook 1987; Pollay and Gallagher 1990) or the ??looking glass of masses' (Lantos 1987). Researchers who have analyzed gender portrayals in advertising have found that a society?¦s gender roles and cultural norms are manifested in its advertisements (e...
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