Gender Contamination in Indian Automobile Advertisements

Abstract

Datsun Go surely and boldly disturbed the prevailing gender order in automobile advertisements by airing a series of ‘women only’ automobile advertisements on Indian television channels. This study uncovers the phenomenological response of men to this supposed gender contamination of a male-gendered product. The study captures the change in participants’ construction of gender identity meanings of the car and its purchase probability in response to exposure to differently gendered advertisements of the car. Results indicate the significant impact of gender signals in advertisements on the viewers’ perception of the gender identity meanings of the car. The study also provides evidence of male acceptance of gender bending in automobiles. Managerial implications and theoretical contributions are discussed.

Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

“…This explains men's acceptance of dual gender use of their brands. It may be noted here that this acceptance is limited to men who do not potently identify with traditional masculinity or men distanced from sexist ideals (Kates, 2002), and to brands not typically symbolic of masculinity (Sandhu & Singh, 2016).…”

“…Third, recent research has provided evidence of male acceptance of female infiltration into brands of male-gendered products that do not particularly derive their brand equity from their gendered identity (Sandhu & Singh, 2016). The existing male users are likely to be amenable to gender bending of their brands, if the gendered meanings of the brands are not integral to the brand identity (Sandhu & Singh, 2016). Such brands are increasingly coming up with unisex derivatives and positioning them as suitable for both genders.…”

“…Since gendered brands appeal to the gender of consumers (Sandhu & Singh, 2016), they are suitable for either men or women, but not for both. As such, gendered brands create distinct gender cultures populated with gender specific brands (Wallendorf & Arnould, 1991).…”

Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements

“…The findings of these studies are consistent with existing literature and establish the overrepresentation of men and the stereotypical portrayal of women in automotive advertising. A contemporary study reports gender moderation in the launch advertisements of "Datsun Go" aired on Indian television channels (Sandhu & Singh, 2017). The study reports this gender moderation as a bold departure from prevailing gender norms in automobile advertisements.…”

“…It may be apt to mention here that despite the very interesting evolution that automobile advertisements have undergone, automobile advertisements have always been oriented toward men (Sandhu & Singh, 2017). From being extremely informative in the 1950s and 1960s, automobile advertisements took the shape of entertaining short movies in the 1980s (Perch, 2015).…”