Content Analysis of Print Advertisements of Sports Utility Vehicles (Suvs) In India

Jinal Parikh 1 *
More Detail
1 Ahmedabad University, India
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 6, Issue 3, pp. 45-68.
OPEN ACCESS   2121 Views   2574 Downloads   Published online: 26 Jul 2016
Download Full Text (PDF)


This paper attempts to do a content analysis of print advertisements of the top five1 Sports Utility Vehicle (SUV) brands in today’s highly competitive Indian automobile market. Specifically, Resnik and Stern’s (1977) classification system has been used to infer a pattern of advertising practices followed by the SUV advertisers and to analyse the informational cues and creative strategies used by these advertisers. The analysis suggested the presence of informational cues in all the advertisements analysed. Quality, shape and performance emerged as the most extensively used informational cuesfor the selected SUV advertisements as compared to others. The analysis of creative strategies of the selected SUV advertisements revealed that information; reasoning and psychological appeals are used more over any other creative strategies by advertisers.This result is unlike the common notion that the target market of SUVs is brand-conscious.The results complement the fact that, in India in general, the SUVs are preferred for safety, as four of the five brands have used safety as an informational cue in their advertisement.


Parikh, J. (2016). Content Analysis of Print Advertisements of Sports Utility Vehicles (Suvs) In India. Online Journal of Communication and Media Technologies, 6(3), 45-68.


  • Aaker D. A., Norris D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
  • Aaker, D. A. &Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17.
  • Abernethy, A. M. & Franke, G. R. (1996). The information content of advertising: a metaanalysis. Journal of Advertising, 25(2), 1-17.
  • Aifadatzis, D. A. (1992).A Comparative Content Analysis of Greek, American and British Magazine Advertising. Unpublished Thesis, Oklahoma State University
  • Beane, K. (2013). Appealing to Women: An Analysis of Print Advertisements in Three Women’s Interest Magazines. The Elon Journal of Undergraduate Research in Communications, 4(2), 91-101
  • Chan, K. (1996). Chinese viewers’ perception of informative and emotional television commercials. International Journal of Advertising , 15(2), 152/166
  • Chou, L., Franke, G. R. & Wilcox, G. B. (1987).The Information Content of Comparative Magazine Ads: A Longitudinal Analysis. Journalism Quarterly, 64, 119-124.
  • De Mooij, Marieke (1994). Advertising worldwide 2nd Ed. London: Prentice Hall International (UK) Ltd.
  • De Mooij, Marieke (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA: Sage.
  • Dowling, G. R. (1980). Information Content in U.S. and Australian Television Advertising. Journal of Marketing, 44, 34-37.
  • Frazer, C. F. (1983). Creative strategy: A Management Perspective. Journal of advertising, 12(4), 36.
  • Harmon, R. R., Razzouk, N. Y. & Stern, B. L. (1983).The Information Content of Comparative Magazine Advertisements. Journal of Advertising, 12, 10-19
  • Healey J. S., Kassarjian H. H. (1983). Advertising substantiation and advertising response: A content analysis of magazine advertisements. Journal of Marketing,42(1), 107-16.
  • Kim, Y. (2007). Cross-Cultural Comparisons of Executional Factors, Information Cues, Creative Strategies and Cultural Values on Korean and U.S. Banner Ads. Unpublished Thesis in Mass Communcations, University of Florida
  • Krippendorff, K. (1980). Content analysis: an introduction to its methodology. Beverly Hills: Sage Publications.
  • Kroeber-Riel, Werner (1984). Emotional Product Differentiation by Classical Conditioning (with Consequences for the ‘Low-Involvement Hierarchy’), in Kinnear, T.C. (Ed.), Advances in Consumer Research, 11, Association for Consumer Research, Ann Arbor, MI, 538-43.
  • Laczniak, G. R. (1979). Information content in print advertising. Journalism Quarterly, 56(2), 324-337.
  • Laskey, Henry A. (1988). Television Commercial Effectiveness as a Function of Main Message and Commercial Structure, unpublished Ph.D. dissertation, University of Georgia.
  • Leiss, William, Stephen Kline, and SutJhally (1997). Social Communication in Advertising: Persons, Products and Images of Well-being, Brooklyn, NY.
  • Madden, C.S., Cabellero, M.J. veMasukubo, S. (1986). Analysis of Information Content in US and Japanese Magazine Advertising. Journal of Advertising, 15 (3), 38-45.
  • Olga V. Kazantseva, B.S. (1997). Fine Print in Television Advertising, Unpublished Thesis in Mass Communications.Texas Tech University.
  • Pollay, R. W.,Zaichkowski J., Fryer C. (1980). Regulation Hasn't Changed TV Ads Much! Journalism Quarterly, 52(3), 438-46.
  • Prasanna Mohan Raj, M., Sasikumar, J. and Sriram, S. (2013). A Study of Customers Brand Preference in SUVs and MUVs: Effect on Marketing Mix Variables. International Referred Research Journal, Vol. 4 (1), pp. 48 - 58
  • Puto, Christopher R., and Wells, William D. (1984). Informational and Transformational Advertising: The Differential Effects of Time. Advances in Consumer Research, 11 (1), 638-43,
  • Rajaratnam, D., Hunt, J. B., & Madden, C. S. (1995). Content analysis of U.S. and Indian magazine advertising. Journal of International Consumer Marketing, 8(1), 93-110.
  • Ramaprasad, Jyotika, and Kazumi Hasegawa (1992).Creative Strategies in American and Japanese TV Commercials: A Comparison.Journal of Advertising Research, 32, 59- 67.
  • Resnik, A., & Stern, B. L. (1977).An analysis of information content in television advertising, The Journal of Marketing, 41(1), 50-53.
  • Rice, Marshall D. and Lu, Ziaiming.(1988). A Content Analysis of Chinese Magazine Advertisements. Journal of Advertising, Vol. 17, No. 4, 1988, pp. 43-48.
  • Runyan, K. (2013). A Content Analysis of Advertisements in the Fra and Craftsman Magazines, 1908-1916, Thesis, Rochester Institute of Technology
  • Shende, V. (2014).Analysis of Research in Consumer Behaviour of Automobile Passenger Car Customer.International Journal of Scientific and Research Publications.International Journal of Scientific and Research Publications, Vol. 4, No. 2, pp.
  • Simon, Julian L. (1971), The Management of Advertising, Englewood Cliffs, NJ.: Prentice Hall, Inc.
  • Stern, B. L., Krugman, D. M. and Resnik, A. J. (1981). Magazine advertising: An analysis of its information content. Journal of Advertising Research, 21(2), 39-44.
  • Taylor, D. B. (1983).The Information Content of Women's Magazine Advertising in the UK. European Journal of Marketing, 17 (5), pp. 28 - 32
  • Zandpour F., Chang C , Catalano J. (1992). Stories, symbols, and straight talk: A comparative analysis of French, Taiwanese, and U.S. TV commercials. Journal of Advertising Research, 32(1), 25-38.