Advertising
Paper:
15: Mass Communication and Media Studies: An
Introduction
KAUSHAL
DESAI
PG
Enrollment No: BU13141001177
MA
Sem.: 4
Roll
No: 12
Department
of English,
Maharaja
Krishnakumarsinhji Bhavnagar University,
Bhavnagar (Gujarat-India)
Bhavnagar (Gujarat-India)
Abstract
Today’s
world is showing a new thing by giving advertises. As we all know a thing like
advertise, it will come with types of advertise and preferably that can make a
impact on viewers. But firstly, I can say that Advertising is a form of communication for marketing and used to encourage,
viewers, readers or listeners’; sometimes a specific group to continue or to
take some new action. When the advertiser makes the ads, they always think
about the target audience and mostly y target audience is children. I also
concern with Advertising appeals, how advertise can affect on mindset. There is
always be a purpose of advertising in which one can create a kind of ads that
can make a effective for the people. Also I cannot forget to recall the
technological advancement in this field that gives a charm in this. Advertising
as a tool, onecan expand the idea, because idea can do anything. We all are
watching movies, video songs. But by the small advertise a big thing can
discussed or tell in few minutes or in seconds. So it is a big thing to say.
While discussing on mass media so advertising is a big thing in this era. And
my attempt on this topic will lead this in various ways and with discussions on
the topic.
Keywords:Advertisement, Social,
Idea, Observation, Technology, Audience, Management, Communication, Journalism,
Media, Marketing.
Advertising
is a way of expressing and tell something in little time with a huge impact. In
21st century advertise make several new developments and with that a
global phenomena. It contents several types and ideas.
Firstly we can say that there are
five types of advertising;
(1) Product oriented
(2) Public service
(3) surrogate advertising
(4) Classified advertising
(5) Institutional
advertising
On which we are
dealing this topic. We can say that feedback is most important fact here and
object is improved for ad. Somehow this advertising can influenced with other
perspective also.
Journalism
and advertising are now becoming the advanced studies in industrialization and
technologization of urban society. Especially, the field of advertising is
becoming richer and richer due to the vast population of India and India who
live in the greater part of villages, small towns and the backward areas which
are mostly deprived of their basic need for sustenance. It is very essential to
look for better advertisement and to check the impact of it on the mass culture
of India. Does it revitalizes their humanness or dehumanize as far as various
institutions are concerned.
The
learner’s intention is to study one ad. and to dig out the doubleness of it. It
is roughly told that each and every matter or idea has its two or double faces
or quite contrary to this more than two, also. All the companies which are
making their cream out of their advertisement are more rational, logical,
practical, intellectual, tempted, distractive, stimulatory, knowing the likes
and dislikes of general public and so on. (Wikipedia)
“A
television advertisement or television commercial, often just commercial,
advert, ad, or adfilm (India) is a span of television programming produced and
paid by an organization, which conveys a message, typically to market a product
or service.”
Let’s look on the wordle images that will tell more
in infrastructural perceptively.
It is
to be taken into mind that advertising is commercial having the initial
function is to inform the customers to have the product or to keep in mind it
so that when he [or she] goes for shopping at that time product can be bought.
So the advertisement is a prior knowledge before the buyer purchases it. So the
good impression of the product can be maintained well till the buying of it.
After the very rough discussion about present time in advertising, the
presenter means to study one advertisement of Surf Excel Powder by the company
itself.
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“One Idea
Can Change Your Life”
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(Idea ad)
Likewise,
in advertisement also one thing is changing the entire phenomena. Let’s look on
the chart that will guide us in this matter.
As people say that ideas can come
for and from anywhere so in advertising idea is first thing to elaborate and
that can lead the entire thing to explosion. Like small is a new big.
In talking to advertising company
one can say that it is a kind of factory that all people can contribute in that
and at the end it will be as outcome. Let’s look on the chart;
These types of factions are there
in advertising and how one can determine with various aspects is conveyable
thing. This can lead to the Anthropologists view it as ritual and symbols
giving meaning to artifacts and other objects. Educators are concerned with its
influence on child development. (Dhvani Joshi Ma’am)
While
look on the below chart that deals with verity of ways and advertising can take
an advantage on situation.
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The
purpose of advertising
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Effect of Advertising
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Influence in human mind
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Outcome of an idea
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Advertising
encouragesmaterialism
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Good or Bad Thing of Purpose
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Innovation of Advertising
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Indian Advertising Agency and
Calcutta Advertising Agency were started. During second would war press
advertising was used extensively to raise funds for the war? The Indian
professionals also learnt how to motivate the masses through advertising
between 19221939 many advertising agencies came up such as New India Publicity
Co., Paradise Advertising Agency of Calcutta, and National Advertising Agency
and so on. The Advertising Agencies Association of India (AAAI) was established
in 1945, training an authority to represent the interests and problems of
advertising profession. At the time of independence, advertising business was
expanding. It grew technically also with the introduction of multicolor
printing, and improved printing machines. Commercial art also grew as a
profession which boosted the advertising business. In 1951, the Indian Society
of Advertisers was formed and in May 1958, the society of Advertising
practitioners was formed. During preindependence era, Indian advertisements
were mostly about clothes, travelling, eating and entertainments places, India,
hotels, forwheelers, tea, gramophones and tailoring shops for Britishers in
India and the princely families.
◘ Important
features of advertising:
It is directed
towards increasing the sales of business.
Advertising is a
paid form of publicity
It is
nonpersonal.
They are directed
neither at a mass audience nor at the individual as is in case of personal
selling.
Advertising are
identifiable with their sponsors of originator which is not always the case
with publicity or propaganda.
◘ Advertising as
Mass Medium:
Benefits and loss
of advertising for customers and society: Advertising is dynamic as mass
medium. It changes with changing markets, changing life styles, changing
methods of distribution and changing techniques of communication.
Advertising in
general renders a useful service to society and its members. It disseminates
information that indicates differences between brands of products and types of
services as also the distinguishing characteristics of institutions and
manufactures. Advertising serves as a powerful persuasive tool for the
manufacturer creating a demand of his product. Many authors have argued that
the power of advertising is so great that it deprives consumers of their
discretion in the market place and makes it possible for suppliers to manage
demand. Advertising contains an element of persuasion. Even purely informative
advertisements have all that is needed to persuade a reader or listener to buy
the product.(Advertisement )
It involves a recognition or belief on the part of the reader or
listener that the advertised product will satisfy a need or desire. It
interprets the hidden qualities of the product in terms of basic human desires.
Advertising communicates about a wide range of choices and facilitates the
selection process. It increases consumption, raises standard of living and
improves the quality of life people. Thus, it contributes to the development of
the society. Advertising also contributes substantially to consumer education.
This is vital in a society where a consumer enjoys greater freedom in choosing
what to buy. Advertising educates with the help of illustration, comparisons,
literature, demonstration, etc. Advertising affects the human values.
Sometimes it creates wants for wrong thing such as beer, liquor,
cigarettes, chocolates, etc. I create value for luxuries. Thus people become
dissatisfied with what they have. They desire for things which are not within
their reach. People tend to have things in excess and thus it contributes to
the wastage of many things such as food items, appliances, clothes, furniture,
cosmetics, etc. Sandbag and Fry burger has rightly mentioned.”The Power of
advertising isnot that great. The audience’s predispositions, their attitudes,
beliefs, motives,and values largely determine the media they select, the
advertisements they see,the messages they accept, and he products they buy.
Instead of forcing response, advertising elicits responses the audience was
predisposed to make.Advertising succeeds when it gives people what they want.” Advertising as a
medium is used for creating awareness about social problems. Advertising
campaigns by government and social organizations dealing with importance of literacy,
adult education, drug abuse, family planning etc. Influence the thinking of
society and affect the consumption patterns of the consumers. Nowadays
advertising is playing a crucial role all over the world in educating,
informing and motivating layman on a number of social issues and themes with
casual commercial activities. Advertising in India is performing a function of
developing social conscience. An extensive application of advertising has been
noticed in social services like clean Ganga, donation of eyes, immunization,
family planning, pollution, anti-drug addiction, etc.(Advertising)
In conclusion, “Advertising as
medium creates awareness and builds confidence in consumers. Thus advertising
helps in making the economic system more responsive to consumer preferences.
Ultimately it speeds up the process of resource allocation.”
Sometimes
it can make a harsh or thinking effect ex. The ad of “Dag AchheHai” do
you get sense that in what sense this ad is? Likewise advertising making a huge
impact on human mind and that make us to think because thinking is most
important. (TV ads)
Works Cited
Advertising. Agency of Advertising.
"Adertisment
." New York Times 33 (n.d.).
Wikipedia.<http:/wikipedia.org/wiki/Advertising>.
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