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 Resurgence of Hindi in the Wake of the Globalisation(LANGUAGE IN INDIA, 2006-12) Chouhan, Gajendra SinghModern 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.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 The Semiotics of Visual Communication in Print Advertisements: How to Read between the Lines(SSRN, 2008-04) Chouhan, Gajendra SinghAdvertising 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.Item No Kidding, All Business: Children, Advertising and Society(Indian Journal of Youth Affairs, 2008) Chouhan, Gajendra SinghOurs 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.Item Hinglish on A Platter: A Toast To New Global Bhasha(IUP, 2008-12) Chouhan, Gajendra SinghThe 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.Item Communication in a Globalised World: Lets Speak Up(Authors Press, 2011-09) Chouhan, Gajendra SinghThe 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.Item India Calling English for Empowerment: Let’s Join the Bandwagon!(ELT Quarterly, 2021-07) Chouhan, Gajendra SinghIn 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.Item Save Our Languages: Act Now!(The Asian Conference on Arts and Humanities, 2021-06) Chouhan, Gajendra SinghAre 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.Item Advertising through Social Media Networks: Let’s Catch up with the Internet Audience.(IJRCM, 2011-04) Chouhan, Gajendra SinghAdvertisers 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