Department of Humanities and Social Sciences
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Item Advertising Language: The Psychology behind the Advertising Messages(LANGUAGE IN INDIA, 2021-07) Chouhan, Gajendra SinghAdvertising 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.Item Sex in Advertisements: The Magic Mantra of Marketing(Excel Books, 2007) Chouhan, Gajendra SinghSex 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.Item A Study of First Page Advertising Trends in Select Indian Newspapers(IUP, 2021-06) Chouhan, Gajendra SinghNewspapers are a marketing force to reckon within a developing country like India with huge daily circulations. Advertisements are present on each and every page of any newspaper including the first page. The present paper looks at the trends of first page advertisements of the top three Indian newspapers of English, Hindi and regional languages, for a duration of two weeks in February 2013. The paper analyzes the data to find whether a relation exists or not, between the language of a newspaper and the number of advertisements appearing, the total space under advertisements each day, and the size of advertisements. The advertisers try to reach the masses by displaying advertisements wherever possible. Advertising helps a company to communicate its products’ features and benefits to markets through the mass media (Belch and Belch, 2004). One of the measuring tools for advertisers is newspapers; the same is very much evident when one picks up any newspaper, as it is flooded with a plethora of ads about numerous products. Advertising plays a significant role in educating consumers regarding the products and serves to communicate the benefits of a brand, an integral part of why consumers buy. The reason for using newspapers as advertising vehicle is that the most frequent and important type of advertising is ‘commercial consumer advertising’-advertising directed towards a mass audience with the aim of promoting sales of a commercial product or service.