Department of Humanities and Social Sciences

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Author: search.filters.author.Chouhan, Gajendra SinghStart date: 2010

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    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.
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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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    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.
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    Save Our Languages: Act Now!
    (The Asian Conference on Arts and Humanities, 2021-06) Chouhan, Gajendra Singh
    Are we in a process to have a world with one international understandable language English for all of us or should we have a unique world with our own voices and languages, a world encompassing the marvels of all dialects, and languages of different communities and nationalities? Languages are an essential part of the cultural diversity of our planet. Languages and dialects are not only expressions of the human culture and the human mind, they are also the means by which we communicate with others and seek ways of explaining the world we live in. At the same time, languages are a very vulnerable part of our cultural heritage. Language diversity is one of humanity's most precious commodities. The paper raises some of issues relating to the preservation of indigenous languages of India, the way we practice them, the compulsions and frustrations of saving our identity and culture with our local languages and, what we may offer as recourse to this dying languages. It also features the linguistic setting of NE states of India, uniquely distinct for their tribal culture, customs and dialects. The foremost drive to write this paper to ignite the ‘language teaching fraternity’ to take it up seriously and stir a movement to save their local languages through academic discourse and with proper implementation of action plan involving local people and administration. The challenge is huge but should be and can be articulated, understood and addressed from the perspectives of sustainable planet.
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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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    Soft Skills Beyond Classroom: Taking a Leaf out of Obama’s India Visit
    (IUP, 2021-06) Chouhan, Gajendra Singh
    With the changing business environment where more emphasis is on the knowledge based economy, the employees are deliverable when they conceive the interpersonal dynamics of workplace and change, update and share themselves with fellow workers. Whether they start afresh or change a job, the fundamental issue remains the same- to learn, unlearn and relearn with the new and unseen challenges of the workplace. The present paper tries to see the flexibility and adaptation of people skills with different interpretation in light of President Barack Obama‘s India visit. If one observes closely the US President Barack Obama‘s India visit, it unfolds many smart management lessons for our hoary headed politicians, wily business czars, inquisitive media persons, and of course young executives. The Indian expedition becomes all the way more important after voters punished his democrats in mid-term elections. The setback of his party doesn‘t deter the unflinching determination of President Obama to visit India the expanding nation of 1.2 billion people, a huge and growing trading partner where US sees infinite potential. So are you ready to take couple of lessons from this exemplary voyage of people leadership and trust building, to be a knowledge worker in today's efficiency-hungry business world?
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    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.
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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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    Who Breaks My News? – Business of Breaking News and its Retention Value
    (Scholarly Research Journal for Interdisciplinary Studies, 2021-06) Chouhan, Gajendra Singh
    Today we are breathing the air of information. Communication has become a necessity and it is fast evolving into a powerful social currency. Exchange of information is shaping the world around us by the minute. In such a dynamic set-up no other medium has risen in prominence than the television medium. One of the major factors behind its exponential rise has been the growth of 24x7 news channels. News is a genre which is directly associated with the people. It may be that a news story is interesting or informative, that it directly affects us, that it makes us pause and think or evokes our compassion, anger or concerns. In a globalised world today, news is meant to represent an interface between the public and ideas about ‘the truth out there.’ 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. Breaking news stories work on people’s limited literacy and naivety that leads them to believe further that what they see is real and every new piece of information is breaking news. The viewers get a concatenation of news without following up the previous day’s stories and a false sense of ‘enlightenment.’ The excessive dramatics and cleverly devised presentation strategy behind the Breaking News phenomenon have altered the profile of a news programming. Such a trend is showing signs of long term impact on how people take news and how it impacts our understanding of the world.
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    The Preeminence of Soft Skills: Need for Sustainable Employability
    (IJSSIR, 2021-06) Chouhan, Gajendra Singh
    The progresses of industrialization, rapid technological developments and adaptation of sophisticated technology by industries have resulted in a mismatch between requirements of industry and the products of engineering institutions. As such the technical education has to face many challenges and the quality revolution, therefore, assumes tremendous importance in the highly competitive world. In this increasingly globalized world and the internationalized nature of the workplaces, the young engineering students of India are found short of many skills and their chief deficiencies are identified in the areas of soft skills. Over the past few years there has been a growing awareness for the need of soft skills development among the academia and the corporate. Indeed, many institutes have also introduced a component of soft skills in the curricula. But these initiatives are a proverbial drop in the ocean as the most haven't had the desired impact. One now needs to review the situation and develop strategies to overcome these problems without undermining the importance of technical skills. Thus, this paper attempts to research and identify skill sets and their right mix needed for sustainable employability of engineering graduates as the technical institutional also have to play a key role in promoting national well being and socio-economic prosperity of the country.