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Heteroscedasticity in perception of viewers of television advertisements: A comparative study on different age groups

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Original Article

Author Details : Saurabh Grover*

Volume : 5, Issue : 3, Year : 2018

Article Page : 336-341

https://doi.org/10.18231/2394-2770.2018.0053

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Abstract

Purpose: To analyze the portrayal of women in the advertisements and how respondents of different age react differently towards positive portrayal vs. Nudity in television advertisements.
Design/Methodology/Approach: The sample size of 1210 was taken for the study. The factors affecting attitudes of respondents below the age of 40 and above the age of 40 were found with the help of factor analysis and respondents were classified and distinguished with the help of cluster analysis and discriminant analysis.
Findings: Women in advertisements have been represented in illicit portrayal. She has not been shown in roles which represent her status and power. Men in commercials have been shown in roles superior to women. This leads to the lack of confidence among women. Major factors affecting attitude of people towards positive portrayal of women vs. nudity in advertisements were found out and listed as “Models over Products”, “Feeling of Inferiority”, “opposite attracts” etc. The respondents were classified as “Indifferent” and “Leveraged”. These respondents were also differentiated using discriminant analysis. The study reveals the attitudes of the respondents on the basis of age towards the positive portrayal vs. Nudity in television advertisements and how women have been suffered due to the sensuous portrayal in the advertisements.

Keywords: Perception, Viewers, Television, Advertisements, Comparison, Age.

How to cite : Grover S, Heteroscedasticity in perception of viewers of television advertisements: A comparative study on different age groups. J Manag Res Anal 2018;5(3):336-341

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