AD CAMPAIGNS FOR CHANGE: GEN Z’S ATTITUDINAL RESPONSES TO PRO-FEMALE ADVERTISEMENTS

Abstract

Advertising is a potent tool for shaping societal perspectives. India has witnessed a significant transition from traditional gender stereotypes to pro-female approach in advertising in recent years. These advertisements advocating gender equality possess the potential to capture consumers by emphasising the vital role of women across diverse life domains.While television commercials are primarily meant to promote products, they increasingly portray progressive images of women and convey messages that foster liberal perceptions and acceptance of gender equality. Such representations can influence social and psychological perceptions and consumers' brand preferences. This growing affinity for gender equality, reflected in these advertisements, contributes to the broader acceptance of these principles within society.Employing the snowball sampling technique for data collection, this study was initiated with a small group of participants in select capital cities of South Indian states, who then recruited additional individuals from their social networks to take part in the survey The research investigates the evolving attitudes of Generation Z towards pro-female advertising across the capital cities of five southern Indian states: Amaravati, Bengaluru, Chennai, Hyderabad, and Thiruvananthapuram. It evaluates shifts in attitudes and purchase intentions by employing Ostrom's ABC Model of Attitude (1969) to examine emotional, behavioural and cognitive changes resulting from exposure to pro-female advertising.