Department of Humanities and Social Sciences

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Author: search.filters.author.Chouhan, Gajendra SinghEnd date: 2019

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Now showing 1 - 10 of 18
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    Resurgence of Hindi in the Wake of the Globalisation
    (LANGUAGE IN INDIA, 2006-12) Chouhan, Gajendra Singh
    Modern India is a multilingual nation. Hindi has come a long way since its adoption as an official language by Indian constitution in 1951.It is recognised as a national language in India and it knits the different mother tongue speakers together. In fact, Hindi doesn’t have much success stories in the past. Its adoption as an official language sent a ripple of resentment through the southern part of the country. The topsy-turvy journey of Hindi as a national language has come to an end and it has fitted in with the requirement of today’s generation and market. It is only after 1990 that revival of Hindi started taking place with globalization and media revolution in India. In today’s highly competitive scenario, globalisation is less a choice and more a compulsion. The term ‘globalisation’ is not merely confined to economics; it has also extended to our inner self i.e., our culture and society. Consequently, the winds of globalisation are bringing about a sea of changes in society and economy. Language and society go hand in hand. While societies undergo transition, so does language, both in its popular and in its purest form. The touch of marketisation has not left the linguistic scenario of India untouched.
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    Sex in Advertisements: The Magic Mantra of Marketing
    (Excel Books, 2007) Chouhan, Gajendra Singh
    Sex sells. More so, if the brand is associated with a woman. Sex is a big word in advertising. It is okay with other nations, but in India, people still shrink from it publicly. Most of the MNCs and their products ride on it to land safely in the global market. Does it sound good with the Indian products and the image of India? Can’t our products survive without sex and female nudity? Our nation, India is a potential global market player and also a country with a rich ancient heritage. It would be a rational marketing strategy where we unite our present and past and forges a new relationship with our buyers that is based on trust and understanding, a strong bond that is free from sex, greed and envy. This paper illustrates how our desi markets are flooded with sexual slogans and sensuous images to compete with the other global products. It further endorses that an effective communication strategy doesn’t necessarily rely on extreme sexism.
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    The Semiotics of Visual Communication in Print Advertisements: How to Read between the Lines
    (SSRN, 2008-04) Chouhan, Gajendra Singh
    Advertising being a study of human behavior and responses is subject to unpredictability and lack of clear answers. Its answers are at best probabilistic and never ever universal truths. As advertising is a lot about strong images and perceptions, the intensity of the imagery is quite understandable. Apart from the intense imagery, advertising also generates a lot of heated debates and "opinions‟ among people…Yet , opinions, likes and dislikes on ads will keep coming from all corners because having opinions and expressing them is part and parcel of being human. The subjectivity of such opinions will also continue. After all advertising is seen and felt by most of us in our 'personal‟ domain' what we can identify with (what we like) and what we cannot (what we don't like) (Tiwari Sanjay 2003). The current paper seeks to find how the visual messages are formed and given meaning through the semiotic analysis of the advertisements. The practitioners of semiotic school believe that the meanings of pictures are not in the pictures, but rather in what we bring to them. Since visual interpretation is based upon perception through cognition and language and is affected by social, cultural, and personal frames, we strongly believe that semiotics will help us explain the complexity of visual communication while processing visual information and producing meaning from the advertisements. This concept of semiotic is the major force of the present paper. The primary goal is to establish the underlying conventions, identifying significant differences and oppositions in an attempt to model the system of categories, relations (syntagmatic and paradigmatic), connotations, distinctions and rules of combination employed.
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    No Kidding, All Business: Children, Advertising and Society
    (Indian Journal of Youth Affairs, 2008) Chouhan, Gajendra Singh
    Ours is an ancient nation with traditional values. We have been groomed on the staple diet of “Boond Boond Se Sagar Bharta.” Till 15-20 years ago, children were not expected as potential consumers. How to save money was the mandatory lesson to be learnt by every kid in Indian families. After the school hours, they were after grandma to tell them a story or they went to nearby park to pluck mangoes or catch a butterfly. Children hardly received any pocket money. If they had money, it was for saving, not for spending. They would always save up for a cricket bat, football, annual picnic or school fee. But now the kids are no more the same. In fact, children rule the world of brand marketing. They have not only changed but have also had a profound effect on the way we buy, shop and live. They don’t play with their siblings and cousins but they enjoy computer games, watch Cartoon Network and do surfing. And the change is not restricted to play alone. Changes seem to have taken place in all their activities they are involved in.They avoid wearing shirts, jeans or sneakers but are proudly after branded wears like Arrows, Levis, Nikes and Reeboks. They don’t eat penny candy, drink nimbu pani or relish Sattu, rather they slurp Pepsi and Coke, eat Lays, McDonalds, Nestles and Cadburys. Children understand market well and they go to Big Bazars, Shopper’s stops, Gaps and Benettons.The paper represents the existing advertising practices and reflects the common concern that marketing communications in the context of children need to be both sensitive and responsible towards children, families and of course, society.
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    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.
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    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.
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    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
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    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.
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    Soft Skills: A Panacea for Enhancing Engineering Graduates’ Employability in IT Industry
    (IUP, 2016-01) Chouhan, Gajendra Singh
    Information technology is always volatile as new gadgets and innovation dominate the sector’s constantly shifting environment. In such ever changing landscape, meeting the IT employers’ skills need from the current and emerging IT workers’ skills has been a serious and genuine consideration. Human Resource practitioners and employers still find the graduates lacking or mismatching relevant soft skills competencies required in their job positions. This paper is an empirical investigation to determine how accurately IT students view the soft skills necessary to be a successful IT professional, and how well their perceptions match to those soft skills actually sought in IT market. Further, this study identifies the soft skills necessary to become successful IT professionals and the most common gaps from academia’s perspective. Results from this study can be useful to employers seeking specific work (soft) skills and to students seeking to fulfill the employers’ needs.
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    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.