Department of Humanities and Social Sciences

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Advertising for Amul Butter: Can a Classic Campaign Sustain Forever?
(SSRN, 2021-04) Chouhan, Gajendra Singh
Almost everyone in India grows up watching Amul butter girl, one of the loveliest and adorable advertising mascots that has become an ultimate breakfast brand. Of all the advertising brands, Amul butter and its girl remains ever fresh and lasting in our memories since its inception. Amul butter advertising campaign is known for its topicality and there is nothing that has not been touched by this campaign along with the Amul girl. As a part of its advertising strategy, Amul butter is incredible for its long-lasting impact on viewer’s mind, as it takes up any current or controversial issue that is making headlines in the media and turns into a beautiful, hilarious selling point. The campaign with its undiluted messaging style not only nudges the consumers’ preferences, values, and lifestyles but also echoes the sentiments of a nation.
Advertising in Top National English Dailies: Which Newspaper is Winning The Brands?
(Commonwealth Journal of Commerce & Management Research, 2021-06) Chouhan, Gajendra Singh
Newspapers are everywhere so the advertisements. Though challenged by the Internet, the print continues to be a credible media for the advertisers. The present media environment suggests that marketers and audiences have more choices and options than in the past. While the print industry suffers the onslaught of online journalism, the outlook for Indian print media remains favourable and vibrant. Newspapers still enjoy the trust and patronage of advertising brands. The leading national dailies are inundated with advertisements on every page and more recently even the very first page that is confined for breaking news and hard stories also carries the advertisements. The present study aims at looking the trends of first page advertisements of the leading national dailies of India as per the Indian readership Survey 2012 Q4. IRS numbers are meant to reflect the number of readers per copy of a publication. The IRS is also a metric used by advertisers to choose newspapers to push products. On the basis of the survey, three top English newspapers, The Times of India (TOI), The Hindu (TH), and Hindustan Times (HT) are selected for this study for the duration of two weeks in February 2013. A quantitative content analysis of all the advertisements that present on the first page of the selected newspapers under the proposed time period is done comprehensively. Each advertisement is analyzed for specific parameters like size, placement, presence of logo, social network linkages, product category, visual, and celebrity endorsement. The study finds some interesting facts of first page advertising trends specially the full page ad, type of placement, product category, visual and celebrity etc. The study also reveals the most advertised brands and their choice of newspapers and which newspapers get the maximum ads representing the specific category.
Advertising Language: The Psychology behind the Advertising Messages
(LANGUAGE IN INDIA, 2021-07) Chouhan, Gajendra Singh
Advertising helps in selling. It helps in selling through the art and business of persuasive communication. With emphatic use of language, the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers. Advertising makes a psychological impact on the consumers and so invites them to buy a product. Being loaded with psychological overtone, the language of advertising messages is subtle and mesmerising. A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness. So, it is the psychological make up of the advertisement that makes us think that when we buy Maruti, we buy prestige; when we buy Chawanprash, we buy health and longevity. In this paper, an attempt has been made to understand the psychological implications that govern the consumer’s behaviour to buy a product. The psychological variables play an important part in planning advertising strategies and consequently advertising message to sell a product. Companies that want to understand how consumers think and make decisions about products conduct sophisticated consumer’s behaviour research, to identify their consumers, why they buy, what they buy and how they buy. This information greatly benefits the advertising agencies in selecting media as well as writing copy that would appeal to the particular segment. So advertising is a skillful art of convincing the buyers that the use of a particular cream, soap, oil and shampoo can change their way of life. With Zandu Chawanprash, an old man of 60 years can be rejuvenated as a young man bursting with energy and confidence. A dusky girl vying for air hostess job, a sensuous young model flaunting mobile phone around her neck, a handsome executive desirous of having new luxury car are all the different facets of advertising. They all want to communicate, to persuade, to influence, to lead to some action. That’s why, sometimes, the message is so strong that we buy a product which is not of immediate use to us.
Advertising Through Face Book: Reach And Impact On Youth
(Spark, 2021-06) Chouhan, Gajendra Singh
Advertising is everywhere so the Facebook. It has a massive reach across the globe with more than 1 billion users and 1 million advertisers1 offer it the most enviable position in the digital world. The Digital advertising is catchy and ubiquitous and equally doing great in transforming the small brands and services into the big leagues of brand world. More and more consumers, specially the youth, are migrating towards Digital media. Today, the young people heavily depends on this media, right from email to instant messaging to social networks to gaming, music and videos- they conduct themselves through this media. It is the incredible reach that makes Facebook a most sought after advertising medium as it provides a ‘never before opportunity’ to the marketers to tap the people they are eagerly looking for – the young and tech savvy high spenders. A striking reason to make this media as their favourite choice is that it is free, easy and fast. The paper attempts to study the perception of youngsters about Facebook advertising, how they find it and what they like or dislike about its advertising strategies. This paper is an outcome of a study oriented project that also highlights that as the young consumers continue to dwell on facebooking whether online, mobiles or connected TV, so the advertisers are also flocking to catch them there. Interestingly the papers also suggest some measures with its limited data base to improve the Facebook advertising so that more business sense and better revenue can be generated.
Advertising through Social Media Networks: Let’s Catch up with the Internet Audience.
(IJRCM, 2011-04) Chouhan, Gajendra Singh
Advertisers are always looking out for new ways of advertising to push their products and services in the markets. Advertising is one such activity that thrives on newness of presentation techniques and uniqueness of saleable ideas. Advertising industry, in general, claims to be ever changing, innovative, creative and technology driven in its approach. The Internet has added a new dimension to the existing media of advertising by opening up the world of social media networks and its millions of users. There is so much buzz about social media in today's world. From Facebook to MySpace to Orkut, and our very own desi versions such as Ibibo, Yaari and Minglebox, suddenly all Internet users seem like one big family. The Internet world is vibrant and the ultimate transformation that is taking place is within business landscape, worldwide where companies are beginning to leverage informal social networks to engage people, mollify customers, strengthen their brands and even hire people. The paper manly talks about the social media as strong advertising component, how does it work, what are the genres it offers, the marketing potential of social media, and some of the success stories from Indian markets. It further explores that the large number base of users would make social media an easy, favourable and cost-efficient choice of advertisers in the days to come. Although many companies are experimenting with the medium through Facebook, Orkut, You Tube and other applications, a lot needs to be done to achieve significant results
Challenges and Opportunities in Online Learning Amid COVID-19: A Study on Hearing–Speech Impaired Students of Jammu and Kashmir
(Sage, 2022-03) Chouhan, Gajendra Singh
The pandemic is a distressing time for academia. The past 24 months have caused a deeper rift between learning and teaching. Online classes have become necessary overnight, but the transition was not smooth and productive. Moreover, educating students with speech and hearing disabilities online is not similar to those who can hear and speak. The present study explores the challenges of online classes, the struggles of the student–teacher community, and the limitations of technology to make virtual education possible for the hearing–speech impaired students in Jammu and Kashmir. The study also captures some of the possibilities of effective deliverance. Finally, it suggests imperative changes to make online learning accessible, inclusive and meaningful for the hearing–speech impaired community that depends on facial expressions, lip-sync and sign language to learn and communicate. This article encapsulates how accessible and effective online learning is among the hearing–speech impaired students in the region.
Cognizance of Media Literacy in Higher Education
(Kalpaz Publications, 2021-06) Chouhan, Gajendra Singh
There is rising unanimity for better transparency in the process for determining the promising education system in the country. In this respect, the role of higher education system is very critical in the current scenario. It is all about enabling youth’s critical and imaginative capabilities when it comes to the media. Democratic values and civil obligations are two of the leading aspects of it where information dissemination emerges out to be important as information is the currency of the new age. It is possible only through awareness about media and with rapid globalization, the distances have decreased significantly. As the mediums of information dissipation increase, so does the amount of information. The superhighway is jammed with news from around the globe. In such an inter-connected world, an earthquake in Japan affects a Tsunami in the Indian Ocean. A major Cancer research in Moscow affects millions in Delhi. The sources of information are varied according to nature, availability and impact. With information, people associate freedom; the freedom of having an opinion which requires information as a precursor. The concept of informing people of the incidents and news from far away took its birth as a consequence of human curiosity and care. With the discovery of radio waves by Marconi and other contemporaries, the watershed moment had arrived. Today’s media is all pervasive as it has touched everyone’s life. It has not only changed the pace of dispatch but more critically the content for the consumers. A piece of information has become a product and it is offered 24x7 worldwide. The Breaking News format is the most exploited news presentation technique by news channels which are on the air the whole day. The format boasts of speed, exclusivity and news of immediate relevance. The reality of it is something quite different. More recently, news of questionable relevance, news without official confirmation and news without in-depth analysis, are presented as fresh and exclusive "Breaking News". Media is both mirror and torch of the society. Bagchi and Rath rightly observes that news media, whether it is newspaper or news magazine or news bulletins or news channels, works like a mirror. But a mirror should work like a plain mirror which should reflect the exact picture of the society. But many a time media works like a concave or convex mirror which reflects the enlarged or reversed or imaginary picture of the society.1 To bring back media education into the mainstream of the education system, there is a need for proper application of media literacy in education.
Communication in a Globalised World: Lets Speak Up
(Authors Press, 2011-09) Chouhan, Gajendra Singh
The present book successfully addresses the global communication issues and suggests remedies for the communication challenges being faced around the globe. It has 19 papers drawn from teachers and researches spread out both in and outside India. It illustrates how different communication strategies and systems have contributed to the creation of powerful interests and profoundly altered the global scene. It will be essential for students and scholars in communication, media studies, journalism, language studies, sociology and international development.
Consumer Psychology and Memory Recall Effect: An Analytical Study on Comparative Advertising
(Learning Community, 2016) Chouhan, Gajendra Singh; Shukla, Tanu
Advertising is all about competing with brands and proving its superiority over other brands. Competition through comparison is a creative form of advertising profession and offers leading edge for a brand, adds to its value, and positions it as a unique brand in the product category. It is advertising and especially the comparative advertising that makes a detergent whiter, a soft drink stronger and a toothpaste healthier than just the rival brands. Comparative advertising has its genesis in a way that it compares two brands and highlights only the most powerful features of one brand over the other. The entire communication process remains favourable for the advertised brand and leaves rival brand in poor light without stating its worth. The purpose of this study is to test its hypothesis whether consumers recall comparative advertisements better than regular forms of advertisements. It also explores the factors responsible for the memory effects of comparative advertisements. The study is based on a survey indicating the growing acceptance among the consumers to be more receptive towards comparative advertisements and why brands are claiming to be better, safer and cheaper than their competitors. Results evince that the design of comparative advertising that includes the content and manner of presentation greatly charms the consumers and affects their buying behaviour. The study also shows that advertisements which have a greater number of cues are easier to recall than those with lesser cues.
Effectiveness of Advertising Viewability in Digital Ecosystem: How to Get the Best Out of the Money We Invest
(Bloomsbury India, 2019) Chouhan, Gajendra Singh
Empowering Education through New Technology: Let Learning be Simple, Human and Valuable
(Spark, 2021-06) Chouhan, Gajendra Singh
Modern classroom is undergoing profound technological changes brought about by what has been called the information revolution. The information technology places new demands on teaching fraternity, changing what they must know and what skill they must have in order to participate fully in the modern classroom. The main concern is that these hi tech classroom are very demanding for teachers. In a rapidly advancing technological society, it is unlikely that the same set of skills and information will continue to satiate the students’ hunger for many years. It is important to remember that teacher is teaching and technology is merely a tool in the classroom. We should maintain the distinction clear and acceptable to all. Technology, especially Internet, has changed the way we look at the world. Moreover, it is reshaping and renewing the language we use all these years.
Functional English
(Cengage Learning India, 2019) Chouhan, Gajendra Singh
This textbook is a product of the authors’ long experience and knowledge through their classroom teaching of Technical Communication skills and Modern Advanced English grammar and also by the practical classroom research carried out at the University and college levels. This book helps students and professionals alike to explore the dynamics of written and spoken communication skills in the tech-savvy workplace today. It gives them a deep understanding of the effectiveness of communication in engaging people and shaping their careers. The topics and concepts are carefully chosen and developed with simplicity and precision to reflect today’s business scenario. This book is customized to suit the needs of students with the key topics presented under bold headings and sub-headings with clear examples, making the information easier to navigate and quick to capture to learn technical communication skills.PART - ISection – IIntroduction to GrammarChapter 1 Parts of SpeechChapter 2 Common Errors Identification in Parts of SpeechChapter 3 Grammar for ProfessionalsSection – IIVocabulary Building and Language ProficiencyChapter 4 How to Write Correct EnglishChapter 5 Grammar Rules with ExplanationChapter 6 Words Formation (Vocabulary Part I)Chapter 7 Words Formation (Vocabulary Part II)Section – IIINature and Style of Sensible WritingChapter 8 Sentences, Voices and Reported SpeechChapter 9 Importance of Proper Punctuations, Creating Coherence and CohesionChapter 10 Misplaced Modifier, Contractions, Collocations and Cloze TestChapter 11 Sentence Arrangements, Reading Comprehension and Organizing Principlesof Writing a ParagraphPART - IISection – IVCommunication Skills: Listening and ReadingChapter 12 The Listening ComprehensionChapter 13 Reading Skills and Effective ComprehensionSection – VCommunication Skills: SpeakingChapter 14 Professional Presentations and Public SpeakingChapter 15 Oral CommunicationChapter 16 Group Discussion and Job/Employment InterviewsChapter 17 Job/Employment Application and Resume WritingSection – VICommunication Skills: Technical WritingChapter 18 Technical Writing Process and Technical Report WritingChapter 19 Technical Proposals and Business Correspondence
Green Communication: Let the Corporate Walk the Talk
(SSRN, 2021-06) Sachdev, Kumar Neeraj; Chouhan, Gajendra Singh
Is the green wave in business for real, or is it just a corporate alibi? Voices of refusal and disbelief arose in response to corporate communication often indicate some inconsistency between the ethical promises of such campaigns and the reality of their business. Today, ‘green’ and ‘sustainable’ are marketing buzzwords. Marketers are using the terms and catch phrases they think consumers want to hear to feel better about their purchase. When it comes to natural resources and environment, corporate don't speak to consumers in a language they understand, undermining green behaviour. With society becoming more environmentally conscious, green corporate behaviour is becoming increasingly more widespread and demanding, businesses are planning to incorporate green initiatives into their everyday work environment. The paper signifies that corporate are to be transparent and sensible in dealing with environment, communicating with consumers and recognizing the human capital, in return, not only will our planet be pure and pollution free but our manpower competent and competitive globally. Sustainable consumption is the ‘new staple diet’ for today’s world and better tomorrow. Corporate are to realize their responsibilities and must initiate a mass green awareness movement, inspiring consumers towards a more sustainable way of living. The authors feel that every corporate should respond to the call of ‘return to nature’ and bring about this positive change that would benefit their own bottom-line while protecting the planet to be more green. The paper discusses various cases and HR practices that may act as the agent of change and facilitate our way of life for sustainable planet.
A Heroic Team India: Inspiring Lessons on Soft Skills from a World-Class Cricket Team
(SSRN, 2022-02) Chouhan, Gajendra Singh
The victory at Gabba is a hallmark of a team’s collective vision and strength to outshine in the face of crisis and prove how the ordinary becomes the extraordinary when they intend to deliver as a single unit. The team was down and out, the morale was all time low, and the poorest test score of 36 all out in minds were the enough reasons to be defensive in the final test. Then the team India turned the table and scripted a historical win against Australia where draw and the defeat were the only options. What and how did the captain, team payers, supporting staff, selectors strategize their roles to push this ‘Team India’ a powerful one? The Team India is a saga of grit, glory and struggle combining several initiatives and touching new heights unprecedented to it. The researcher synthesizes the various contours of the world-class Team India and offers the strategic lessons that can inspire corporates, professionals and young aspirants across the fields of their choice.
Hinglish on A Platter: A Toast To New Global Bhasha
(IUP, 2008-12) Chouhan, Gajendra Singh
The world is in transition, and no language will remain same. There is no language in the world that can claim to be pure, permanent and safe in its structure. Changes are inevitable. Languages will change and incorporate new patterns of contact with other languages and the changing communication needs of the people. The code switching and code mixing are very well known traits in the speech pattern of an average bilingual in any human society the world over. As a multilingual and multicultural society, India is not an exception. Hinglish, a combination of Hindi and English has become a new medium of masses in India. It is a wonderful medley of arbitrary words from Hindi and English and enjoyed effortlessly and spontaneously in different domains. It is widely practiced in houses, offices, markets, playgrounds and almost everywhere The resurgence of Hindi in the recent years is one of the prime movers of Hinglish in India and it has given a tremendous boost to its functional relevance in the present linguistic environment. Hindi no longer considers English as its archrival. The equation has changed globally. English and Hindi have come closer and they deliver just perfect, when they work in tandem. Now, it is a winning blend. This blend becomes a new mantra in social acceptance, prestige, and success. It has a great cementing force that connects people and places equally with ease. The paper draws together the different threads of Hinglish, its origin, growth and traces the various reasons that lead to its pervasiveness in India and abroad.
Human Values and Professional Ethics
(Cengage Learning India, 2017) Chouhan, Gajendra Singh; Shukla, Tanu; Yadav, Anupam
This book aims at sensitizing the young minds about the moral and ethical dimensions pertaining to a wide range of professions. The post-industrial world has accentuated the emergence of new professions and is crystallizing other modern professions. Not only is it impossible to conceptualize a society without these professions but also these professions play a crucial role in shaping different work cultures, standards and values. In this process, professions have grown more discrete, albeit with common threads. One of the foundational aspects of any profession is the value and ethical system that it breeds and places itself in, which includes, both, the normative and prescriptive elements concerning the profession and its social obligations. This book opens up a discussion on value systems vis-a-vis forms of professions. It also discusses the basic doctrines of professionals and ethical and moral development theories. The book is categorized into various themes such as business, engineering, medical, education, media and environmental ethics. It also captures prominent global issues such as the globalized workforce, intellectual property rights and legal, political and banking ethics in the light of national and international perspectives. It gauges the development of ethical systems and decision building by presenting empirical discourses as case studies across the spectrum of various modern professions that have evolved to be an integral part of the society.
India Calling English for Empowerment: Let’s Join the Bandwagon!
(ELT Quarterly, 2021-07) Chouhan, Gajendra Singh
In a global world of today using English is no more a fashion but an essential commodity. As one has to compete globally today, the knowledge of sound English becomes a facilitator and the lack of it a disqualification. No doubt, attaining the accuracy of native speakers is more than challenging. Yet we have amongst us people who display the use of English in the same spontaneity as the English speaking people. India has produced a good number of poets and novelists who are popular world wide because of their affinity and respect for English as a language. Nonetheless, there is a majority of people who despite their best potentials cannot compete with others because of their lack of exposure to English. Today when many languages are on the periphery and near demise, English stands on the summit. It is not an exaggeration to say that this language has attained significance after much struggle since its infancy. Since the acceptance of a language depends upon its users, English has proved its majority leaving its competitors far behind. English has gained so much relevance and authenticity that present day life without it seems a dreary desert. As a language it has brought such momentum that even technically savvy countries of the world seem tempted to use it accurately. The unifying quality of this language has globalized the world and thick ethnic walls too have started eroding. It is driving the world with its wand and creating immense opportunities for everyone right from a student to an astrologer. English as a lingua franca also seems to promote other languages of the world by borrowing numberless words whose interpretations enable people to be familiarized with the mores and cultures of other nations. Native speakers of English may derive immense satisfaction to see the dissemination of varieties of English. Its authoritative acceptance the world over has made other languages jealous.
India, Nationalism and Sedition Debate: Media Trial of JNU Outrage
(Media Watch, 2021-06) Chouhan, Gajendra Singh; Shukla, Tanu
The contemporary debate between patriotic nationalism and the freedom of expression has sparked off in the wake of JNU students' union president arrest on the charges of sedition post the organization of a cultural program. The incident infuriated debate amongst the country's highest intellectuals, parliamentarians, journalists and many others across the globe over phrases such as "Nationalism", "Sedition" & "Freedom of expression" for such a vast and vibrant democracy. The present case study was done to emphasize comparable cases in the past and to help the public broaden their knowledge of the views of nationalism and the laws governing 'freedom of speech' and 'sedition' according to the Indian constitution. Through content analysis, various news articles were explored, with opposite standpoints, on the incident with related facts. The study aims to underline the difference between dissent against the ruling government and sedition that spells the fact that the existing colonial-era law needs to be amended. The medium that sustains the process of shaping and reshaping the consensus is largely media in its varied forms, but a medium like media shape one's thoughts, passions, and aversions towards significant political and socio-cultural entities as important as nation or nationalism is the debate here. It is answered through the case study which also questions the role of a media reporting on the treatment of such sensitive issues like Nationalism.
Infodemic of Fake News: Hope for Print
(University News, 2020-12) Chouhan, Gajendra Singh
The media reporting of the COVID-19 pandemic has risen the critical questions about the future of journalism. Getting a clear, accurate information of disease is often difficult, as most of us do not know that we are dealing with a fake news, forwarding a photoshopped image or watching a concocted video. Social media is overwhelmed by lots of self-proclaimed experts’ advises, precautions and treatments to protect oneself from the coronavirus. Amid these misleading claims circulating online, it is hard to know what is real and what is fake. The author explores the possibilities of looking through the social media from the perspectives and practices of print media and makes a strong pitching that the robust editorial behavior and standard ethical print culture could salvage the menace of misinformation in civic society. The dying print may still be a torchbearer to a fast-paced, interactive social media and help it gain credibility and acceptance form the masses. There is a serious concern that digital connectivity is widespread and untapped posing an infodemic of inaccurate information about COVID-19. It could also a moment of redemption for social media to manage this misinformation and follow print media to check the proliferation of misinformation on their platforms.
Language Change and Advertising Communication: Footloose and Fancy Free
(Bhhadal Tech Publications, 2013-06) Chouhan, Gajendra Singh
Advertising is a very serious business but the language it employs is very playful and creative to communicate its meaning. The degree, to which the language is experimented in advertising communication, has largely been a question of prevailing social and economic forces. Advertising punchlines transcend the purity of linguistic expression and reflects the impressions of new media and new consumers. It is easy enough to understand that languages must undergo changes in their structures because of cultural modifications and word borrowing from the outside world. But hardly do we realize how extensive these linguistic changes can be in advertising media. In this paper, I review some of the topical advertisements in relation to language change. Many saleable print advertisements are reviewed and instances of language change are identified, categorized, and explained. It is based on the observations of selected advertisements where the language change phenomenon is predominant and how it further influences the common word choice. Language change is an ongoing and inevitable process but what we see in advertisements is more unnatural and forceful practice to invent something ‘distinct’ and ‘bizarre’ to capture the eyeballs. The results have shown that as long as the linguistic playfulness fetches money, the advertisers won't hesitate to bend the rules of the game and create a new lingo for their brands' publicity.