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India gained her political independence in 1947 from British rule. The new democracy chose non‐alignment, installed a large national government and legislated protectionist policies, which kept out most foreign products that almost led to economic isolation. The political leaders believed that protectionism would make India self‐reliant and eventually improve the standard of living especially for the poorer Indians. While other Asian countries were encouraging foreign capital and multinationals, India was doing its best to keep them out (Business Asia, 2000). Although India moved towards self‐reliance, the lack of competition hindered the country’s own economic and technological developments. As a result the market was forced to accept local products that were often inferior or old‐fashioned. For example, until recently the leading car on India’s road was “Ambassador”, a reproduction of a British design from the early 1950s that was bulky and a gas‐guzzler.

The paper examines relationships between acculturation, affective attitude toward the advertisement (Aad), and purchase intention (PI) of Asian‐Indian immigrants. Our results indicate that (i) Aad as well as PI of Asian‐Indian immigrants for the Indian versus the American advertisements vary within and across the stages of acculturation: low, moderate, and high, and (ii) there is a strong positive relationship between Aad and PI. Our results imply that the degree of acculturation (DA) should be considered in advertising. Low and moderate acculturated Asian‐Indians would be more effectively reached by developing Indian advertisements depicting Indian cultural themes rather than American advertisements showing mainstream American culture. High acculturated Asian‐Indian immigrants should be reached by American advertisements rather than Indian advertisements. Our findings also confirm that the more consumers like an advertisement the more likely they are to indicate an intention to purchase the advertised product.

Tests the reliability of an empirical model designed by Szapocznik et al to measure acculturation levels of first‐generation immigrants. Applies model to a demographically diverse sample group of first‐generation Asian‐Indian immigrants in three cities near New York (USA) to establish levels of cultural and behavioural acculturation, and the relevance of demographic variables, such as gender, marital status, religion and occupation. Establishes a series of statistically significant correlations between the variables examined; compares these results with findings of other studies involving different immigrant groups. Asserts that the model provides a reliable basis for assessing acculturation characteristics of immigrants; concludes that the findings of this study provide an objective basis for the development of social and public policy aimed at accommodating acculturation needs of this particular immigrant group.

The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined.

Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed.

The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business.

It is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products.

There are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns.