Analysis of society vis a vis advertising-b.v.raghunandan

Analysis of Society vis-a visAdvertising

National Workshop,

Government First Grade College, Bantwal

March 10, 2015

Society and Advertising

• Business growth• Increased Employment• Better Lifestyle• Political Advertisement• Eradication of Social Evils• Dissonance of Harmful Products• Concern for Environment• Consumer Awareness

• Government Programmes• Farming Awareness for better

agricultural practices• Preservation of energy• Generation of renewable energy• Women empowerment

particularly the girl child• Promotion of all art forms• Sub-contracting to students

But…………

• Hedonism

• Demand creation for unnecessary products

• Creating Fear

• Promoting Snob Appeal

• Sexual provocation

• Smart Individualism and killing social fabric

• Alienation from manual labour

• Promoter living out his fantasies through celebrity endorsement

• Importance to appearance and claims than to performance

• Belief in reiteration of lies

Hedonism

• Popularising luxuries

• Living by borrowing

• Pressure to make money legally or illegally

• Buying to make others jealous

• Possession craze

• Distancing from society

Demand Creation

• Beauty enhancement products like skin creams, hand wash, expensive soaps, perfumes

• Long term effect of surgery for better looks

• Domestic appliances like vacuum cleaners

• Luxurious settings of the house like modular kitchen, expensive tapestry, furniture

• Less time for significant things

Creation of Fear

• Insects in the kitchen

• Mosquitos & Flies in the House

• Bacteria in water

• Bacteria in the hand

• Non-Recruitment

• Not getting married

• Accidents

• Old Age

• Tooth Cavity

• Ailments

Promoting Snob Appeal

• Designer Apparels• Designer Watches and Pens• Designer Animals/Pets• Custom-made Cars• Paranoia against others able

to copy• Big Houses & Small Families• Modular Kitchens

Sexual Provocation

• Irrelevant

• Combining audio-video effects

• Using provocative models

• Inner meaning text

• Making people cheap

• Product deficiency

Smart Individualism• Overrating of individual

success

• Children proving smartness even by cheating

• Never projecting team work (except TOI)

• Heroism and adventure

• Fairness to others never projected

• Over-projection of competitiveness of the world

Alienation from Manual Labour

• Families are alienated from manual work

• Appliances do the work

• Automated systems help in equipments doing the job

• Smart homes do away with the need to remember

• Maids are the VIPs

• Unhealthy food & Perennial health failure

Celebrity Endorsement• Promoters living out his fantasies• Manufacturer spends for the whims

of the employees• Less money is diverted towards

product development than promotion

• A tendency of pushing back performance

• Less attention to advertisement copy

Deceptive Appearance and Claims

• More importance given to packaging than to the product• Functional products turn into ornamental products• Continuous complaints about performance and recall of

products• Employees spend more time on their looks than on the work• Harmful products promoted by sentiments• More advertisement than correcting mistakes

Belief in Reiteration of Lies

• Image Building Advertisement

• Spending Time in Bagging Awards and Recognition

• Foul Practices are concealed through better advertisement

• Diluting the integrity of NGOs through roping in their support by sponsoring their programmes

THANK YOU