Animal Representation in Advertising – A Cross-Cultural Analysis of Indian and Global Trends

Abstract

Advertising is a powerful tool that shapes consumer behavior, influences public perception, and reflects societal values. Animals have been a common motif in advertising campaigns for decades, playing various roles from mascots to symbols of different brands and products. However, the use of animals in advertising raises ethical questions and concerns about the treatment and portrayal of animals. This paper aims to provide a comprehensive comparative analysis of the use of animals in advertising, focusing on Indian and global trends. It explores the historical context, ethical considerations, legal regulations, cultural influences, and recent shifts in the use of animals in advertising. The analysis offers insights into the evolving relationship between animals and advertising in India and its alignment with or deviation from global practices.