Abstract

Advertising is a key component of marketing and print media is an important mode for communicating advertising messages. Magazine advertisements of products and services are widespread in countries across the world. Research within the field of marketing has looked at advertising, its effects and responses to different media and advertising aimed at different ethnic groups. This chapter reviews the results of our research in advertising related to ethnic minority consumers and the impact of acculturation on responses towards advertising. In particular the focus is on perceptions and effects of acculturation at different levels among Asian Indian immigrants especially in the United States (US). The chapter includes: conceptual background; description of our research studies and findings; followed by a discussion of theoretical and practical implications of our research.