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A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male

A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male

Neha Chirag Patel, Supriya Rahul Bhutiani
Copyright: © 2018 |Pages: 25
ISBN13: 9781522527275|ISBN10: 1522527273|EISBN13: 9781522527282
DOI: 10.4018/978-1-5225-2727-5.ch010
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MLA

Patel, Neha Chirag, and Supriya Rahul Bhutiani. "A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male." Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, IGI Global, 2018, pp. 146-170. https://doi.org/10.4018/978-1-5225-2727-5.ch010

APA

Patel, N. C. & Bhutiani, S. R. (2018). A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male. In S. Sarma (Ed.), Global Observations of the Influence of Culture on Consumer Buying Behavior (pp. 146-170). IGI Global. https://doi.org/10.4018/978-1-5225-2727-5.ch010

Chicago

Patel, Neha Chirag, and Supriya Rahul Bhutiani. "A Semiotic Approach Through Print Advertisements: The Changing Indian Urban Male." In Global Observations of the Influence of Culture on Consumer Buying Behavior, edited by Sarmistha Sarma, 146-170. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2727-5.ch010

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Abstract

The advent of globalization has brought about innumerable changes in the Indian society. Advertisements reflect the changing society. In the said context, the authors have studied the print advertisements related to male grooming products in India over a twenty-five-year period by using the Multimodal Discourse Analysis and the framework of Roland Barthes semiotics study. The current study encompassed two prime purposes – the first being that of identifying and understanding the important codes of visual image in the male grooming sector; and the second being to discern the changes (if any) hitherto in the Indian culture. The findings from the present study reinforced the view that advertisements do mirror the changes in the society and hence the emergence of the Indian metrosexual men.

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