Evolving Portrayals: An Analysis of Indian Tea and Coffee brand advertisements from 2012-2023

Abstract

Abstract

This research studies the evolution of advertising in Indian tea and coffee brands from 2012 to 2023, with a focus on gender roles and societal perceptions. Analysing 40 advertisements through qualitative content analysis and assessing sentiments using YouTube comments, the study highlights a notable shift from traditional gender stereotypes to more progressive and inclusive portrayals of gender. It also explores how these advertisements reflect broader societal changes and influence consumer behaviour. Sentiment analysis reveals mixed public reactions to these evolving portrayals. This study deepens the understanding of advertising’s impact on social norms and provides strategic insights for advertisers seeking to connect with contemporary cultural dynamics.

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