Controversial Advertisements

Controversial Advertisements

Business Research Methods

Presented By GPRS.

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Girish Jaggi – 2014059Preetika Chauhan – 2014022Rohini Ingale – 2014056Shreya Agrawal - 2014003

Objectives of Study

Women used as Sexual Objects.

Why Advertisers turn to Controversy.

When Does Controversy Turn Obscene.

Brands Elbowing each other.

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BRM.mp4

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The Dark Side in Ads

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Can’t Do Without Women, eh ?

IS IT ETHICAL TO USE WOMEN AS A MARKETING INSTRUMENT ?

Scope Of Study

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Controversial Advertisements have been successful in gaining attention and increasing profits

Despite being controversial, there appears to be an increment in the amount of such advertisements printed and shown.

These Ads bring out reactions of embarrassment , distaste, disgust, offence, or outrage from people when viewed.

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Review of Literature

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• Null Hypothesis: Women are not used as Marketing Objects.

• Alternate Hypothesis: Women are used as Marketing Objects.

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Hypothesis

Audience are not much comfortable to talk about such things, especially women.

There is much broader scope to this study, we just need bigger audience – Well What better than our Population ?!

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Limitation

Secondary Sources

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Is there too much Sex in Ads ?

• 50% Respondents Replied Yes !! – Not Surprising though.

0

10

20

30

40

50

60

Yes No Not Sure

.

.

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Bitter Truth – Sex Sells !

But the question that lingers is why sex sells and what audience sex appeal mainly targets.

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• For example, MTV, a television channel dedicated to music related shows, plays music videos of scantily clad women on a regular basis.

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(Reichert and Carpenter 2004; Rohlinger 2002)

78% of women in ads in men's magazines were sexually attired

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What makes it so special? Why is it so appealing?

• Because they trigger pleasure, leisure or peace, guilt, sadness, love

and most importantly LUST…

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Instrument

• Questionnaire

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Primary Data

• 30 Respondents

• Age 20 to 25

• Male and Female

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Findings

1. Do You get time to watch TV

Yes

No

2. Time spent watching Tv

0 to 1

1 to 2

More than 2

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1911

2064

3. Channel Preference

English

Hindi

Others

4. Seen Controversial Advertisements

Yes

No

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1810

2

24

6

5. Are Ads Provocative

Yes

No

6. Effects of such Ads

Postively

Negatively

Neutral

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228

20

46

7. Increase In Sales by playing with emotions?

Yes

No

8. Products bought by being influenced by Ads?

Yes

No

22

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18128

9. Is negative publicity good for the company?

Yes

No

10. More such Ads?

Yes

No

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219

12

18

Conclusion

After evaluating primary & secondary data, nearly 68% people think that women are used as object for marketing the product

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We recommend companies to stop making advertisements in which women are used as sexual objects. They should concentrate more on the product.

Companies should stop using unethical controversies to promote their product.

Recommendation

Who Would You Rather Prefer ?GPRS 253/16/2015

She is Hot right – even we think so !

For God’s sake at least look at the bike, they have spent thousands on it !!!

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