Advertisements :Relation with Indian society Mentor : Dr. Munmun Jha Ankit Karwa Y9096 Lakshya Khurana Y9305 Raghav Gaur Y9447
Introduction An advertisement is a message that promotes a productor a service or gives information to the public.Various forms :• Print media• Television & Radio• Mail, Fax, Text message etc.
Introduction contd… Growth witnessed in advertisements:Television - 18%Print Media - 16%Total TV airtime - 1,27,256 hours with a 18% hike.in the first half of 2011 compared to the corresponding period of 2010.According to media market research by Adex India
Introduction contd… According to media market research by Adex India,Growth witnessed in the first half of 2011 :TV Advertising - 18%Print Advertising - 16%Total TV airtime - 127,256 hours with 18% hike
Introduction contd… Social Function of advertisements :• Advertising affects the core cultural values and subsidiary cultural values.• Advertising is a mirror to the society in which it operates, it reflects the cultural values of the society.• Advertising can also transfer some cultural values of one society to other.• Advertising has improved our standard of living.
How Advertisements affect people? Advertisers generally use various aspects of ads to connect to people.Celebrities : The X factor"A sign of a celebrity is that his name is often worth more than his services.‖- Daniel J Boorstin• Lux Soap was the first ad to cash on star power when they cast Aishwarya Rai, as a result of which the brand has been among the top 3 brands .• S Kumars used Hrithik Roshan, they reckoned they spent 40 - 50 %less on media due to the sheer impact of using Hrithik.• According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan, Parkers sales have increased by about 30 %.
Effect on youth :• Producers claim they do not influence youth. Is it so?• McDonalds still uses cartoon like characters to sell hamburgers.• Music labels are increasing the level of violence and sexual content in the music geared towards the youth audience.• Liquor and soft-drink companies use youth oriented activities in their advertising.• M-TV has a consultant on staff spending huge amounts of money to ensure them keeping up with youth culture.
Advertisements target a specific group!e.g. the same company Titan Industries uses different ads for differentconsumer groups this is a clear example of how advertisements influencepeople:
Previous to the 1970s consumers were exposed to informative ads thathelped them make decisions by exploring the positives of products and thenegatives of competitors.Modern Advertisements generally follow emotional advertising.e.g.
Are Advertisements a reflection of changing society Perception about condoms:In 1966 : 2011 : Society moreSociety was conservative: open
Insurance Companies and Plans : It represents changes in societies changing preferences : People now days invest in child plans in large amounts
Ethical and Unethical AdvertisingAn advertisiment is said to evil to the society if it unethical.EthicsEthics is a branch of philosophy which seeks to address questions aboutmorality; that is, about concepts such as good and bad, right andwrong, justice, and virtue.Advertisement is considered unethical in the following situations;.• When it gives false or misleading information on the value of the product.• When it fails to give useful information on the possible reaction or side effects of the product. And• When it has degraded or underestimated the substitute or rivals product• When it is immoral.
Puffery as a legal term refers to promotional statements and claims thatexpress subjective rather than objective views, such that no reasonable personwould take literally. A two-year old might believe that polar bears enjoysipping Coca-Cola. But we know better.
Unhealthy Brand comparisons• Nowadays advertisers are engaged in unhealthy brand comparison with the help of advertising. Such comparisons create problems and confusions for the right choice of the product as far as audience are concerned.
EXAGGERATION• Using false claims in the advertisements about the product.• For example :- Ghadi detergent - ―Pehle Istemaal kare phir vishvaas kare.‖, Tide detergent – ―White ho to Tide ho.‖, Vodafone Essar – ―Wherever you go our network follows.‖ White ho to One Drop Challenge Wherever you go our Tide ho. network follows.
Unverified Claims• It includes advertisements of ―energy drinks‖ which tells us about the number of vitamins and how they help children to grow strong and tall.• There is no way of verifying these false claims.• For example:-Horlicks, Maltova, Tiger biscuits.
Cultural Harms of Advertising In the competition to attract ever larger audiences and deliver them to advertisers, communicators can find themselves tempted — in fact pressured, subtly or not so subtly — to set aside high artistic and moral standards and lapse into superficiality, tawdriness and moral squalor Communicators also can find themselves tempted to ignore the educational and social needs of certain segments of the audience — the very young, the very old, the poor — who do not match the demographic patterns (age, education, income, habits of buying and consuming, etc.) of the kinds of audiences advertisers want to reach Exploitation of women by advertisements:- objects whose purpose is to satisfy others appetite for pleasure or for power the role of woman as wife and mother undervalued or even ridiculed
Women shown as doing domestic work whichreflects stereotype image of women.