An Empirical Study on Impact of Masculinity on Indian Youth with Reference to Indian Television Commercials.

This research investigates the cross-cultural western advertisements and its impact on Indian Youth also; the investigation refers to ‘Masculinity’, one of the cultural dimensions of Geert Hofstede. Advertisement considered for this study depicts the cross-cultural aspect and examines the impact on Indian Youth. The purpose of this study is to find out impact of cross-cultural western advertisement which specifically implies advertisement manifesting western culture and depicting the ‘Masculinity’ dimension of Geert Hofstede and its impact on Indian Youth. This study would provide better understanding of ‘Masculinity’ dimension of Geert Hofstede and help the advertisers in formulating the optimum promotional mix in regard with this dimension.