Department of Humanities and Social Sciences

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Subject: search.filters.subject.Advertising

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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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    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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    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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    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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    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.
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    Sexist Communication in Advertisements: It’s Not Fair Honey!
    (Aadi Publications, 2021-06) Chouhan, Gajendra Singh
    Money makes the mare go. Similarly market makes the language dance to its tune. Deepika Padukone sells coffee by belly-dancing. John Abraham sells almost everything with his shirt off. Mangoes as sex aids and deodorants turning women into nymphomaniacs – advertising in India seems unable to think beyond Sex to Sell (Rajan 2013). Commercials from the 1950s are jaw-dropping in their prejudice. Some of the decade's slogans - 'keep up with the house while you keep down your weight’ or a leather shoe is pictured beside an undressed female model, with the words 'Keep her where she belongs' or a promotional poster for Kellogg's Pep cereal suggests that 'A harder a wife works, the cuter she looks' - are peep-holes into an era when women's roles were confined to the corridor between the bedroom and the kitchen (Thompson 2013).The above advertising slogans of yesteryear reveal how sexist and inappropriate language was once widespread in advertising but several generations from now the dilemma remained unresolved when we observe today the way the language is being used in context of women in the advertising media. In particular, language and gender are sensitive issues that remain widely controversial in the domain of advertising. The paper discusses the sexist language employed in advertisements and the compulsion of marketers to showcase the visual images and verbal messages that demean the female species but captures the eyeball. The author finds that sexist communication is planned and strategic and illustrates further the way it influences the social, cultural and economic position of women in society.
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    Social Media Advertising and Public Awareness: Touching the LGBT Chord!
    (Journal of International Women’s Studies,, 2016) Chouhan, Gajendra Singh; Shukla, Tanu
    Advertising is a form of persuasive communication with an audience. It is a promotional tool that helps in selling new ideas, products, and services through print, electronic and digital media. Advertising as one of the most influential components of mass communication is also strongly associated with social issues. In recent times, social media has acquired massive influence, providing an attractive and universal platform to every domain of businesses. Social Media has become an instrument to accelerate the process of change where it promotes social awareness and advertising in the society. As advertising mirrors the society, it strongly captures the changing social mores and reflects them through various media. Currently, we see social issues like pollution, corruption, feticide, single parenting, and LGBT equality reverberate in social media. Under the existing circumstances, communicating social messages through advertising makes the brand more purposeful, memorable and emotional for consumers. This study examines the effects of social media on consumers with respect to an advertising campaign by Myntra, one of the India’s leading e-commerce fashion platforms. The advertising touched the LGBT chord, emphasizing how the modern Indian woman can voice herself, create her identity and have her own space in the society. The digital campaign titled ‘Bold Is Beautiful’ was launched to promote Myntra’s apparel brand Anouk with three woman-centric issues around which the society is not very comfortable–homosexuality, single-parenting and the joy of staying single. This article focuses on research around an advertisement highlighting homosexuality, titled ‘the visit’. According to the survey, the brands perceive making such advertisements a necessary step towards maintaining a healthy public image. A survey was distributed to management students of a premier educational institution, pursuing their Masters of Business Administration (MBA). The results indicated that a majority agreed that if these issues were addressed more openly, then it would create a sense of boldness and power among the LGBT community. They believe that advertisements portraying social issues should expand beyond typical advertisements of products to promote social change in the mindset of society towards these issues, in order to eradicate narrow-minded thought processes. The advertisements contribute toward achieving freedom of sexuality in society.
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    Unfair Promotion of Whitening Creams: Is Beauty No More Skic
    (Media Watch, 2021-06) Chouhan, Gajendra Singh
    Fairness industry is a multi-billion business endorsing the notion that being ‘fair’ is beautiful and being ‘dusky’ is always risky. This article explores how the advertising of fairness cream belittles the existence of women in India. Focusing on the promotion of whitening brands as a case study, the authors bring out the contradictions and unverifiable assertions in the marketing philosophy of beauty, the social obsession, the aspirations of young men and women, the Bollywood glamour, and the darker side of fairness. It is appalling to see the reckless promotional campaigns even when the tons of whitening tubes cannot change what is genetically determined by the amount of melanin in the skin. Such advertising campaigns of whitening creams and their strategies rob not only the consumers of their self-esteem but also infuse a false sense of inferiority and guilt. The article seeks to understand the marketing campaigns of whitening creams and suggests that their advertising appeals can be altered to salvage the image of Indian women whose survival is not just confined to the skin tone. It further urges the Advertising Standards Council of India (ASCI)1 to have stringent guidelines to check the representation of stereotypical assumptions of women and their social status in advertisements.