1. bookVolume 4 (2018): Issue 1 (June 2018)
Journal Details
First Published
16 Apr 2015
Publication timeframe
2 times per year
access type Open Access

Cultural Taboo in Advertising. Differences in the Transmissions of Audiovisual Advertising in American and Hindu Market

Published Online: 19 Jul 2018
Volume & Issue: Volume 4 (2018) - Issue 1 (June 2018)
Page range: 88 - 100
Journal Details
First Published
16 Apr 2015
Publication timeframe
2 times per year

The aim of this article is to examine differences between the transmissions of advertising content in the low and high context culture where the content contains subjects that are widely recognized as taboo. In order to do this, the analysis of audiovisual advertisements broadcast in the USA and India was used. These adverts introduce the problem of gender discrimination (particularly important in Hindu society) and different approach to gender stereotypes in both cultures (in American culture this subject is not suppressed). There are contrasting ways of presenting these difficult subjects in American and Hindu cultures. The things that are taboo in one culture become a stereotype in the other. And so, the question arises: do the cultural differences determining transmission of advertising content in the countries with cultural taboo of a product on sale still exist?


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