The document discusses the multifaceted nature of advertising, defining it as a crucial tool for drawing public attention to products, services, and ideas. It differentiates between commercial, non-commercial, and social advertisements and explores the impact of consumerism and media on advertising practices. Additionally, the role of government in regulating misleading advertisements and protecting consumer rights is highlighted.

1. CHAPTER7
UNDERSTANDING
ADVERTISING
-BY KOMAL GUPTA & SHAIVYA PANT
Social and Political Life (2018-19)

2. “Every time a message seems to grab us,
and we think, ‘I just might try it,’ we are at
the nexus of choice and persuasion that is
advertising.”
– Andrew Hacker

3. Defining
the
term
Advertising
• Advertising is the drawing of public
attention to a product, an event, a job,
an area, or service through the
medium of mass communication.
• Any kind of goods and service that has
some utility, can be sold and
purchased upon exchange of money.
• Every trade that involves demand and
supply of a commodity uses some
advertising in order to reach
maximum audience in a limited time
span.
• These ads, as we call them, can be
found easily wherever we go.

4. • Advertisements draw our attention and
ignite interest towards goods and services.
• It describe products positively so that we
become interested in buying them.
• It provides a wide array of options to
choose from.
• The probability of our choices depends
upon the effectiveness and impact that the
advertisements make upon the audience.
• Hence most companies and private firms
tend to employ a lot of time, money and
creativity to ensure that their product is
well presented through the ads.
• A good advertisement helps in rise of
demand in market by providing adequate
information such as price, quality, special
feature and USP to the buyers in
comparison to other goods.
4
Impactof
Advertising in
Today’sEra

5. BRANDING
‘Branding’ means tamping a product with a
particular name/logo or symbol. It is how
the product is identified in terms of its
utility, features, quality etc.
BRAND VALUE
The brand value of a
product is determined by
the likeability and fame of a
brand as compared to other
products of the similar
type.
SOCIAL VALUE
Brands observe the social
values , belief, preferences,
etc. of the viewers to trigger
their faith and trust factor.

6. TYPES
OF
ADVERTISEMENTS
Based upon the purpose,
advertisements can be broadly
classified into these 3 categories.
6
Commercial Advertisements
They relate to everyday necessities such as household products,
service providers, banking, telecommunication, food, cosmetics
and self-care etc. The major focus is laid on persuading customers
into buying the product thus leading to profit making.
Non Commercial Advertisements
It involves advertising by interest groups, religious organizations,
NGOs, charitable institutions, and political parties to convey their
idea/mission or the kind of work they do. The aim is not to earn
profit in business rather to raise funds and seek contribution by
public.
Social Advertisements
It involves ads that aim at causing social awareness about an issue
or to promote some social idea amongst the citizens so as to cause
change in behavior of the viewers. They are primarily published via
government policies/ campaigns.

7. Consumerism
Advertising contributes to the creation of an ever-
increasing desire for goods and services more
commonly known as Consumerism.
Techniques and practices in advertising are used to bring
products, services, opinions and social causes to public
notice so that people may be persuaded to respond to
these in a particular way whether or not they need them
Materialism is a mindset that affects individuals in terms
of material acquisition luxury and physical comfort
becoming more important than spiritual believes
Consumption therefore becomes the core of the modern
economic system and the need to consume more and
more regardless of the utility becomes prominent.
This is because consumerism follows the popular belief
that buying and using a lot of goods can lead to
happiness.

8. RoleofMedia
Social Media
The internet has
today emerged as a
relatively cheap
and efficient
method of
advertising since a
lot of people have
access to internet.
Billboards
Advertisements on
billboards,
circulars, leaflets,
posters, pamphlets
and handbills
succeed in
capturing the
imagination of
consumers.
Television
One of the most
popular yet
expensive mode of
advertising is the
television which
ensures the widest
possible coverage
for product and
service.
Newspaper
Newspapers
command a wide
readership base
and along with
magazines
guarantee more
publicity for
product and
services.
Radio
Radio
advertisements
succeed in reaching
places where there
are no other
means of
advertising.
Mass media plays a crucial role in advertising which is also an important source of revenue for them.

9. Sometimes advertisements also make false claims
about a particular product which mislead the
consumer and convince them to buy that
product.
With different brands in the market each tries to
outdo the other by exaggerating its merits and
highlighting the demerits of others.
Consumerism affects the income saving capacity
of consumers and has far reaching social and
economic effects.
ACCURACY&RELIABILITY
INADVERTISING

10. Role of
Government in
Advertising
The govt. regularly publishes ads in newspaper and
broadcast short awareness ads on TV in order to
warn consumers about misleading content.
Certain laws have also been enacted which ensure
that responsible ads are created and consumers do
not fall into the trap of misleading advertisements.
Some govt. policies also support consumer rights
and enables the customer to seek justice against
such fraud.

11. THANK
YOU