Linguistic Deviations in Advertising Messages of Chocolates and Beverages its Impact Measurement on the Psychology of Children in India

Abstract

The study was conducted with the main aim of finding the usage of linguistic deviations newlinein advertising slogans and its impact measurement on the children as consumers. During newlinethe first phase of the study, advertising slogans were tabulated and content analysis was newlinedone and the significance of the findings was tested using Chi Square technique. During newlinephase two, experiment was carried out by using slogans of popular brands. First, newlinerespondents were shown old advertising slogans and their responses were collected with newlinethe help of a questionnaire. After few days same respondents were shown new newlineadvertising slogans for the same brands and their responses were collected using the same newlinequestionnaire. This study focuses on the extent of impact of advertising slogans on newlinechildren with specific reference to ad identification and brand recall. Children s newlineunderstanding of advertisements was also measured in terms of relevance of taglines and newlinetheir likability for the same. During phase three, the findings of the experiment were newlinefurther tested to see the ability of generalization of the results by applying bootstrap simulation technique, random samples were generated. The descriptive approach was used for testing the cumulative frequencies of linguistic newlinedeviations observed in advertising slogans obtained from content analysis. For the second newlinephase quantitative approach was used. Chi square was used to test the significance of the newlinefindings and Pearson correlation was used to test the reliability of the treatments given. newlineFor the first phase Monte Carlo simulation was run to test the efficacy of generalizing the newlinefindings of the experiment on a larger sample that is representative of Indian population.