This document contains a student's paper submission on mass communication and media studies. It includes the student's identifying information, the class details, and a paper analyzing various aspects of advertising such as definitions, techniques, effects, and examples. The paper discusses the positives and negatives of advertising, and provides humor examples and critiques of advertisements for deodorant, toothpaste, fairness cream, and dairy milk.

2. Name:- Ekta Jayswal
Class:- M.A.[SEM:- 4]
Roll No:- 11
Paper No.15:- Mass communication and media
studies: an introduction...
Enrollment No:- PG2069108420180027
Batch:- 2017/19
Email Id:- ektajayswal12@gmail.com
Submitted to:- Dr. Dilip Barad
S.B.Gardi English Department [M.K.B.U.]

3. What is Advertising???
• Advertising is mass media content of print and moving
images intended to persuade audience to readers, views
or listeners to take action on products, services and ideas.
• The idea is to drive consumer behaviour in a particular
way in regard to a product, service or concept.
• It is regarded more as an investment than expenditure
within society.
• It has been now acknowledge as a major business
function.
• The attitude towards advertising has been ever changing
at a rapid face.

4. Definition of advertising:
• There is not a single generally accepted definition of
advertising, instead, there are several ways to define it.
• Advertising is the paid, impersonal, one way marketing
of persuasive information from an identified sponsor
through channels of mass communication to promote
the adoption of goods, services or ideas.

5. Advertising techniques...
• The most commonly used techniques are:
•Attention getting headlines
•Slogan
•Testimonials
•Product Characters
•Comparison of products
•Competition

6. About Advertisement...
• Advertising can have many different effects on many
different people because everyones life experiences are
so unique.
• What works for one may not work for another, in this
way it is subjective to each individual case by case.
• Advertising allows the consumer to hopefully
understand the product or service being presented and
what it is or why we would need it. All this comes down
to the fact that one size does not fit all, but it can fit
many!

7. Advertisement...
• Advertisement is something which shows the
richness / value / necessity of your product for the
public or whosoever it might be from riches to rags.
Advertisements main point is to showcase one’s
product or services of the particular firm.
• Advertising is a means of communication with the
users of a product or service. Advertisements are
messages paid for by those who send them and are
intended to inform or influence people who receive
them

8. Positives of advertising...
• Advertising is a key part of modern business.
• Companies need to tell customers about their products.
• Advertisements inform us about the choices we have.
• Advertising is a creative industry that employs many people.
• Without advertising we would have less choice.
• Without advertising there would be higher unemployment.
• Advertising is a form of modern art.
• People enjoy adverts.

9. Negatives of Advertising
• Advertising manipulates
people.
• It aims to persuade people
that buying a product will
make them happier.
• Advertisers focus on selling a
brand image.
• They use glamorous, successful
people.
• We now live in a consumer
culture.
• We are persuaded to follow
the latest trend.

10. Some funny examples...
• If you have a beautiful wife, make sure your neighbour
doesn't use a deodorant in your absence.
• The only reason why men use deodorant is to get girls.
• Deodorant

11. Colgate...
• If there is no salt in your kitchen you can use
Toothpaste.
• There will be people with camera and microphones
asking you "Kya aapke toothpaste mai namak hai?".
You have no idea how to respond to that because
why would you want to eat your paste.
• Can we use paste in place of salt if the food is missing
salt?
• Most of all the commercials of toothpaste runs the
same way people holding their cheek/teeth in pain
and some celebrity comes and talks about why you
should buy it. Also some doctors who lab is all white
and crispy clean.

12. Fairness Cream...
These fair skin cream ads in which it
shows us to use their cream to
remove the dust from skin, which
got stuck while driving two
wheelers. Why not just purchase a
freaking helmet which covers face
in the first place.
There is charcoal in fairness cream
which attracts all magnets and
removes pollution and then get
inner glow out.
But what if someone's inner glow is
dark??

13. Dairy Milk...
• The people in this ad
needs to learn how to eat
a chocolate.
• Do they have any idea how
much time it takes to clean
up after eating like this?
• They can't eat Dairy Milk
Silk without spreading it all
over your face.
• They should add a "Never
try this at home" tag.

14. To wind up...
• I find that we as consumers can put a bad rap on
advertising and say that it is brainwashing ourselves
and also our kids but we also forget the problems
solving that is being done by such advertising.
• one thing we have to remember is we all view the
world through our own eyes and experiences!