1. TOPIC
The sociological perspective of the visual ads.
With special reference to the ads. of
Kalyan Jewellers
&
Visa card

2. SOCIOLOGY
• Sociology is the academic study of social behavior,
its origins, development, organization,
and institutions.[1] It is a social sciencethat uses
various methods of empirical
investigation[2] and critical analysis[3] to develop a
body of knowledge about social order, social
disorder and social change.
• சமூகவியல் (Sociology) என்பது மனித சமூகம்,
சமூக உறவுகள், சமூக நடத்ததகள், சமூக
அதமப்பு முதற, சமூக வாழ்க்தக முதற
ஆகியவற்தற அறிவியல் நநாக்கில் ஆயும்
ஓர் இயல் ஆகும். மனிதர்கள்
சமூக விலங்குகள். அதாவது மனிதர்களின்
அநனக சசயல்பாடுகள் பிற மனிதருடன்
நசர்ந்நத அதமகின்றன. ஆதகயால்
சமூகவியலின் முக்கிய ஆய்வுப்

4. THE SOCIOLOGICAL PERSPECTIVE
 The sociological perspective is a perspective
on human behaviour and its connection to
society as a whole.
 It invites us to look for the connections
between the behaviour of individual people
and the structures of the society in which they
live.

5. PARADIGMS
 Functionalist perspective (macro): a view of society that focuses on
the way various parts of society have functions, or positive effects,
that maintain the stability of the whole. The focus is on social order
and stability.
 Conflict perspective (macro): a view of society that focuses on social
processes of tension, competition, and change. It emphasizes
power and inequality. A more negative approach to sociology.
Conflict theory focuses on how certain parts of our society are in
conflict with each other, and how the "elite" members of our
society oppressed the lower class for their own gain.
See Karl Marx and C. Wright Mills.
 Symbolic Interactionism (micro): a view of society that focuses on
the way in which people act toward, respond to, and influence one
another. The focus is on social interaction in everyday life. Meaning
is emphasized.

6. Sociological perspective of
advertisement
Advertising is a market phenomenon
with social implications, with a
beneficial that both useful and
harmful effect. Advertising reflected
the values and customs of society.
The main facts are:
 the elevation of consumption over
other social values,
 the increasing use of goods to satisfy
social needs,
 the increasing satisfaction of
individual consumers.

7. The sociology of
KALYAN JWELLERS advt.

8. ANALYSE THE advt.
• CREATIVE AGENCY : PUSH Integrated
Communications Pvt. Ltd.
• CLIENT : KALYAN JEWELLERS .
• FEATURES: The most rated ad film
"VISWASAM ATHALLE ELLAM", featuring
Amitabh Bachchan and Manju Warrier
• Manju Warrier As the lady superstar in
mollywood. Her comeback to the
screen after 13 years
• Amitabh Bachchan is the Big B in Indian
film Industry and stereotypic role of Indian personality
• Content: the relationship between a daughter and father. Daughter ran
away from her lover and father become alone in life. During the pregnancy
time, father helped his daughter and repeat their the parental
affection.The ad ends with the dialogue.”ithu ponnil theertha bandham”
means Its the relation made by gold

9. FAMILY, A unit of sociology
Family is a unit of sociology
• Patriarchal family – Authority held by males. Father concept in India.
• Symmetrical family – Authority and tasks shared between couple
Ignoring the exploitation of women – Functionalist fail to take into account the
way the women feels about her expressive role. Many women don’t want to do
this, and when they do this job can cause a lot of boredom and
stress.Ex.divorced,Women withdraw from family aren’t accepted.
• Ignoring the harmful effects of the family – Leach said that nuclear families have
become so close-knit and isolated from everything else that a lot of emotional
stress is caused. This is because family members expect too much from each other
.In nuclear families parents are alone after their children's marriage
• Marxist perspective : nuclear family’s role is to pass on private property to heirs,
ensuring that the possession go to the ‘right people’. He also said the women’s role
in the family wasn’t much different to a prostitute; the man put a roof over the
women’s head in return for sex and children.Womens

10. The sociology of
VISA CARD advt.

11. About the ad..............
The ad showcases Visa De
bit cards enabling e-commerce,
and hence
empowerment, in rural
areas. Set in the deserts
of Rajasthan, the film
shoots on there area. Its
an ad from innovation to
education of Indian
Women

12. Gender & Sexuality
 Identify gender inequalities
in their work and life.
 Discuss the basic
theoretical positions that
attempt to explain gender
(e.g., various forms of
feminism).
 Consider the “why?”
questions. Why are women
valued less? Why are they
systematically oppressed?
Why goes gender
segregation exist?

13. CHANGE PERSPECTIVE
 Women are closely looking at gender issues, men should research it
to, but on ground acceptable to everyone. We have to break through
gender barriers and exclusions at all levels.
 Stop glorifying strength, competition, and other male traits over and
above softer “female” values. Find and honour the higher human, even
spiritual values like caring and nurturing others.
 Related to two, but I think requiring its own point, we need to start
truly valuing the reproductive contributions of women as equal to the
productive sphere of existence. The later cannot exist without the
former and as such, equal value needs to be proffered.
•

14. Final perspective
Women empowerment

15. REFERENCE

16. Thanks to reference………………….
Janefa V.M.
Faculty and HOD ,Department of Journalism
and Science Communication.MKU
Upasna Sahu
PR executive, Indus communications, Mumbai
Prachi Kaushik Sharma
MBA graduate, IBS Bangalore
da
Rahul Gowda
Student, M.Phil sociology at MKU
All my advt. friends and buddies………………………

17. Let’s discuss…………………..
Inviting
?

18. Thanks again,,,,,,,,,,,,,,,,,,,