The current study examines the effect of emotional contents in television advertising on the rural
women and how they understand and react towards these advertisements. The study further leads
us to the issues of cognitive behaviour of rural women after the advertisement has influenced their
emotional corridor. For this study 167 women are selected from rural districts of Maharashtra and
cluster sampling approach is used. 5 point Likert scale with the range from strongly disagree to strongly
agree is used along with structured questionnaire. Contents of the advertisement are broken down it
to defined parts like model, slogan, jingle etc for the easy understanding and correct answering from
the respondents and it helps us in understanding the role played by each variable in the emotional
outcome of the respondent after viewing the advertisement. This study provides the insights to the
marketers and advertisers about the factors which actually influences the rural women and persuades
them and further provides a direction in developing an effective communication approach towards
this particular market segment.