Traditional Folk Media of India

Traditional Folk Media Of India.Introduction:-

Apart from the highlu organized medium of mass communication that are used in excessive manner presently, like print, audio and audio-visual medium,traditional folke media is popular among the rural masses considerably well .Traditional media generally,cover folk song, folk dance drama that depict the the stories of most common rural dwellers.Traditional folk media can not present what it want to deliver, in glamorous and colourful manner equally, as compared to other organized sector of mass medium that we have.Traditional folk media cultivate the rural lifestyle and culture specifically,as to match their needs and demand,who are illiterate and backwarfed as well.Traditional folk media go with rural masses side by side, bringing slower change in their development.Although,they provide so many messages, that contribute to the rural development significantly.Traditional folk media can command a very strong position in the rural people’s mind , as it weave almost of its messages to serve thevarious needs and purposes as well as entertain the numerous rural people as well

What consists of Traditional Folk media?

Traditional folk media generally include the presentation of different types of programmes like folk song & music, folk dance,yatra, drama & theatres, puppetry and street theatre etc.All programmes have the individual criterias and attraction as well, that can render distinctive taste and flavour to the audiences well.

Here is few popular programmes, those are widely accepted among the people, in different states or region for its’ unique presentation of excellence.

1. Tamasha:- It is a commercial theatre like,widely popular in Maharastra and in other part of western india.Female performer carries on the programme of singing ‘on demand’ as proposed by the patrons among the audiences.Such programme does not convey any message on religion or morals of life or social values.Only ‘Dholki-baris’,a refined from of ‘Tamasha’,delivers such effective messages.

2. Powada (Powala}:- It is a folk balad form,that is widely accepted by ‘Maharastrian’. It appeared during the 16th century,and carries a dramatic form of nature. Powada is presented mostly,by telling the stories of history. By singing in accordance with the musical instruments,is its main feature.

‘Keertana’ (Harikeertan):- It is a kind of ‘monodrama’,in which whole presentation is operated or performed by single actor. Such a single actor enter into the topic, by acting different characters lying in it.Here,one actor,performs various roles simultaneously, at a time to tell the stories of all characters concerned.that y evolves an environment both interests and attractive moods within the audience . The uniqueness of ‘keertana’ is,that the a single person carries the entire programme,by holding charm of the programme as well.Such ‘harikeertana’, is widely popular in many states in India like, Mmaharastra, Karnataka, Bengal etc.keertana,covers the stories in our ‘epic’ generally.

Yakshagana:- It is another type folk drama, that is widely popular in Karnataka. It is constituted basically on ‘Bhagabata’,but presented in addition with local flavour,as to produce extra charm into it. Here, the narrator sings and explains then the theme to the audiences. It is indeed, a mass medium for educating as well as entertaining the people as well.

Nautakin:- It is the most popular folk drama form,can be seen in north India widely.It is generally, performed openly irrespective to any special arrangement as done in ‘Jatra’.It starts with the presence of a ‘sutradhar’,who is narrator of the story,that taken from ancient epic or historical events.A small group or unit,take part in such drama ‘nautakin’,as to perform other roles pertaining to the story chosen for this purpose.It renders messages through its presentation is, both educative and entertaining as well.

Jatra:- A popular folk drama that widely celebrated in east & north-east India like, West Bengal,orissa,tripura and Assam. It is an organized teamworks and performed by well set-up groups or units, who are professionally engaged for better presentation to the audiences,as to move forward this social & cultural form of folk media.In an well set-up stage outfit,equipped by light & sound system,The whole programme creats an environment of charming and attractive moods for the audiences.It goes through a chosen story,taken from history, ancient epic, social or political matter,which is well written by script writer.The characters all pertaiming to the story undertaken for Jatra,are pweformed by the other performers in the group concerned. Jatra,is really aducative as well as an entertaining form of rural folk media.It is also,adored in urban equally.

Bhavai:- A stylized medieval dramatic form,Bhavai is extensively adored in Gujrat. Basically it is being operated initially,by Ranglo’ and Naik followed by other characters. Ranglo is considered to be a ‘stock chacter’and jester at the samerime. Naik is here,a sutradhar who delivers the dialogues abundantly in attractive style.The programme starts with devotional song which is dedicated to ‘Amba’.Then her son Gonesh enters into the stage to perform his role by hiding his appearance by a brass plate.At the end of his role, Gonesh faces to the audiences as usual form.The total programme carries a lot of varieties like dialosongs,music,songs,dances and acrobatics,that can not signify itsexcellence or improved quality rather than individual perticipantl’s uniqueness. Although,it can fetch much more audiences ,that implies its sound popularity. 

Therukoothu:- It is the most popular traditional folk media of Tamilnadu.Therukoothu includes a combination of different puppetry like,Puravi Attam, Nizhal Attam,Kazhai Koothu. Kalachem and Villupattu. It is a charming street theatre,composed in accordance with the music,drama and dances of classical flavaoured. The presentation,takes into account the characters like,koothadi (clown) and the god ‘Ganesha’ Currently,Therukoothu has significantly been changed from its origin of forms and shapes. It is now being presented on thewell-arranged stage or screen, in the form of sangeetha and natakan in attractive form.

Rammlia And Rashlila:-Bboth of the programs, are widely adored and accepted in rural society of India. Ramlila specifically,celebrated in northern India.It presents, a series of stories on lord Rama. It includes the stories,starting from the birth of prince Rama, childhood of Rama, sworn in as the king of Ayoddhya, marriage with Sita and so on, a long lasted dramatic play,that can attract and entertain so many viewers easily.Rashlila,on the other hand, is also, could be seen to be celebrated widely in northern state of India, Maharastra,Kerala and in other places in our country. Rashlila is an enchanting play,that presents the storiesall about the relative matters between lord Krishns and Radha,taking with the ‘goppies’.The entire play is very interesting, and flavoured with juicy entertainment wrapped with religious feelings and motives.

Street Theatre:- .During the decade between seventy and eighty,the street theatre

appeared vigorously in Indian mass communication. Street theaters, that can be seen in different types and styles, involve the activities of differebt groups or organization who accomplish such dramatic play or show openly to render their messages to the public widely.Specially,political parties,student unions,religious groups,Women welfare organization and NGOs,are involved in presenting such attractive show or play,with a view to draw thepublic attention as well as generating the awareness whin them through the delivered messages.Such street thetre can be seen in different states like West Bengal, Andhra Pradesh,Kerala and Tamilnadu in India. About six oi seven thousand groups have been engaged in playing on such street thetre in India.In the year 1944,Bijan bhattacharya did set up Indian people’s Theatre Association (IPTA),apioneer theatre group,that conducted first play on the street.Its objective was to highlight the exploitation were taking places within the innocent and ignorant peasants of Bengal.The street theatres generally,carry the social culture and education as well for the audiences a lot.it cludes local folk forms and styles to remain as one of the streangthful medium of mass communication.

Puppetry:- It is one of the most popular as well as adored folk medium, that can attract the children and adults equally. In India,puppetry can be seen in four types or forms.Puppetry is widely seen in Orissa,Karnataka, Tamilnadu,Andhrarajsthan and West Bengal.There are four types of puppetry. Sutradharika ,Rod Puppetry,Shadow puppetry and Hand Puppetry.

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** Strength & Advantages Of TeaditionalFolk Media:-………………………………………

Traditional folk media that cover the various performances that relate to express all events and facts,ideas & thoughts of the respective rural society through the presentation in the manner of pleasure & enjoyments.Although,traditional folk media,sya what,are mostly come to us ridiculously or humorously as well.But,it does never mean that the traditional folk media has no effective message,which is incapable to influence or impact the rural audiences.On the contrary,it could be stressfully said, that the traditional folk media can mould or motivate the numerous unwary and illiterate villagers effectively.It cater what for the rural people,are mostly in easy and understandable manner.It apply very common and widely used languages of the respective society which make any presentation understandable quickly. The presentations as catered by the traditional folk media, always come to the rural people in the form of entertainment and enjoyments as well. On the way of giving pleasure and enjoyment,traditional folk media educate the rural illiterates so many,by rendering useful informations regarding healthcare,child& women education,employment and other roundabout, as to make the rural people wary of the present life.As the performers of the traditional folk media,are all concerned to the respective rural society,can present various facts,difficulties,applicable resources for better output and all other ins and out of the society in better manner.So, messages evolved from such rural media naturally,would serve the purpose of numerous backwarded rural people definitely.Beside this, as there is minimal accessibility to the mass media like, newspaper,radio and television in the rural society, so,major people’s interests and emphasis is naturally lying on such traditional folk media predominantly.As the Traditional folk media ,cater its major programmes through ‘face to face’presentations to the audiences,it can command the ‘confidence’ of them as well.It can earn the ‘credibility’ through its live

presentations easily from the audience.So,the Traditional folk media take the opportunity of ‘moulding’ and ‘motivating’the rural people,by delivering its’ messages.It is true,that the traditional folk media have significant contribution towards bringing the success of many developmental programmes like ‘Family Welfare’,’Children Education’etc as undertaken by the government of the state.It also have inspired the rural people in adopting the latest techniques in cultivation as well. Traditional folk media thus,can claim to be the ‘mentor’ of unaware and backwarded rural society.Modern mass media today,pay more attention and emphasis on the various enchanting as well as humorous prgrammes all, as catered by the traditional folk media with a view to further presentation in their channels.Presently,the television medium cater off and on,the programmes from ‘traditional folk media’lively. It can be considered as the ‘reward’paid to the ‘Traditional folk media’for their dedication to the rural society people.Traditional folk media have considerable flexibility in comparishon to other mass madia that have.It can introduce any messages instantly,according to its necessity for beterising the presentation,which other mass medium can not perform.Above all,it can impact the audience with an immediate effect through its catered programmes, in exchange of less expenses that it can afford easily.At the sametime,the rural people so,can enjoy all programmes that the traditional folk media provide in dedicative manner.

Role Of Folk Media:-. Folk media play very important role on the rural citizens of our country. The rural people are mostly, illiterate, simple and ignorant as well,and this is why ‘Folk Media’have come to be very suitable to them all. As the messages all, delivered by the folk media, are easy and understandable quickly as well, So,the villagers can enjoy its presented programm as a whole.Very few common errors that take places in our daily life, folk media oftenly try to to point out those, as to aware through their presentation. Folk media carry a diverse messages,of education,political,social,healthcare and agricultural innovation,as to inform and educate the rural citizens.In the village life,wherethe medium of mass communication like radio, newspaper and television,. Have not been profuse introduced,folk media have tried to compensate such wider incoverage as well as the communication gap.Folk media,as it do not maintain any decorum and well any protected status like other mediums of mass communication have, that allows the rural audiences to come closer to such media considerably well..On the otherhand,the communicator presents the messages,, related to the facts that happen in villagelife everyday. As the major messages in folk media, are delivered in the form of entertainment, to the audiences,who have no experience or any tastes for other types of amusement or entertainment at all like other urban citizens, tend come to closer with such easily available rural media of interests and get themselves stick to its presented programmes all with greater emphasis The predominant emphasis of rural people,has been mostly utilized by the folk media, through their presentation of varied programmes, that contribute to the development of rural sector significantly.it cater so many programmes on ‘family welfare’, ‘adult & women education’ ‘uses of fertilizers to boost the crops production’,’pollio vaccination’etc. so many other issues, with a view to aware and motivate the unwary rural people,as to impulse them to the right direction,in achieving the goals for the development of the nation as well.Although,folk media messages, are insufficient,lack of proper exidence or documentation and indecently catered to the audiences,it appear to be fruitful and exist uptothe mark to the mark of the living standard of the rural villagers or people to persuit their needs and demands as well.

* Utilization Of ‘Folk media’ In Social Change.*………………………………………………..

In bringing change to the rural society, folk media perform what, is conceded significantly. It can act as the mover of ‘rural education & culture’ in one hand, and act as the ‘surveillant’of the rural society on the other hand. The folk media possess wider flexibility (in few cases it maintain well rigidity although ),that determines the viability of this medium for rural communication. As have wider flexibility, the folk medium,can include any facts or event for delivering the same through their presentation, to the audiences immediately. The other medium of mass communication,have no such opportunity or way to execute the same. Beside this,a very quick or instant interaction between the audiences and the communicator,is possible satisfactorily in an easy environment. Such inter-active part done satisfactorily, can command a successful communication which may lead in developing the rural society with the utilization of rendered ideas and thoughts as available from it. The only need, that the folk media , should be improved more its’ ‘quality of ‘messages’, ’selection oflatest issues’ and ‘presenting style& form’over all. Beside these, sense of decency and communicator’s ability to maintatin the balance between the message and entertainment, is necessary utmost, as to make the folk media more upgraded and standardized. The communicator who leads the programme here,would require the sense and awareness of presentable messages based on ‘current interests’ at least. By avoiding ‘vulgarity, impoliteness and reduncy’ in premted messages, rhe communicator would require, a sense of sophistication and perfection in it’s presentation. .Folk media,as being most popular medium of rural communication system,have mostly been fighting for their existence. Most of them.are economically suffered severely. As, theircatered programmes are neither being sponsord by any commercial organization, nor being commercially paid up (as held in cinema or theatre) by the viewers all, confrontation of monetary trouble, that impedes its’ progress oftenly, is a major comcerned, lying in folk media. So,a greater care and attention,would require indispensably.otherwise,folk media,might loose its strength all,in enhancing the rural culture & education as well as social values and morals.Moreover, a continuous study and innovation is required from the government of state adequately,for the better establishment of such rural‘ media as it could run strengthfully, which is beloved and adored by villagers all. If folk media,could survive vigorously and could perform strengthfully, then more valueable contribution to the rural society might be expected, that could lead a significant change towards the society as well.

** How To Improve & Strengthen ‘Folk Media’? **

It is needless to say, that the folk media have been appeared and stood as the most important as well as an indispensablemedium for the rural society. It reflect the unwary life-style and inadvanced living condition of rural people,with a view to open their eyes and developing their mind and attitude as well.The traditional folk media speak all about the village life with the aid of their insufficient ability and and poor performances.In their presentations catered what,are conventional and lack many current or updated informations,that do not match to the present to other medium of mass communication can provide to the masses.Although,soon after the independence of India,in the year 1954, the government of India, established the ‘song and drama division’ with its own initiation and sponsorship,in this purpose. The objectivity of forming such organization, was to facilitiatte necessary training amd education with developed ideas and thoughts in this regard. 

Beyond this, the communicator,would require to perform an important role in enhancing the’ ideals and mission’ of folk media, with a view to achieving the required progress and prosperity for the rural society of India.For this purpose, a communicator must be aware of these points, as mentioned below;

(a) He must naintain a balance between ‘entertainment’ and ‘messages’, by avoiding exaggerated content materials.(b) He should be objective more,rather than descriptive unnecessarily.© he should be well cautious and keep watch on the current happenings around him.(d) He must try to improve the quality of messages,that would need to deliver to the audience and should be so, correctly.(e) Selection of deliverable messages or contents to the audiences,that are available so many,is an important job of the communicator.So,the communicator,would require to perform the same very keenly and competently,with a view to making the applied efforts and time to such presentation,be successful as well.

(f) Communicator’s delivered message, should be concise,specific,objectful and understandable to the audiences over all.

*OvevView On Traditional ‘Folk’ media:- * 

The citixens in major, of our country India, have been dwelling in the rural areas,that contribute to a greater part of nation amd its development. We can not deny,that India’s development,is mostly dependable on the progress and development of that greater part indeed. In the matter of urban development, mass communication mediums all,can command a significant role as they play in regular manner. It also our duty and responsibility,to inspire and impulse the traditional ‘folk media,as they might run and play its role bitterly, as to serve the rural masses needs and demands as well. In this respect, the major mediums of the mass communication,would require to highlight the attractive presentations selectively in their own presentable slots or time. More enthusiasm would produce within the ‘folk’ media concerned all.Such enthusiasm produced within them,would lead them further progress with new innovative activities in future, definitely..

**Indian Recorded Music Industry & Book Publishing**

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Introduction:-

Age Of Disc;

Indian recorded music industry,primarily came with the hand of ‘Gramaphone Company Of India’(which is bitterly known as HMV),which started its business operation in the year 1907,with its office in Kolkata. Although, first music song was recorded during the year 1902,in Mumbai. It is true, that Indian recorded music industry got a breakthrough,after Indian ‘talkis’ ,came into the film world rovustly, in the year 1931. Gramaphone Company Of India, have dominated the Indian music market,for a long period of time.

Formerly, recorded musics were available in different types of discs like; Single Play (SP), Extended Play (EP),33 RPM and 78 R.P.M.(Long play). Many years after

independence, in Indian music market,Polydor and INRECO,another two companies appeared in the year 1969 and 1973 respectively.Beside this,a few number companies like EMI, Hinduatan Records,etc.also had sound involvement in the market of recorded music.

Age Of recorded Cassettes & Compact DiscL-

Recorded cassettes came predominantly in Indian music market, during the decade seventy.It is all but true, that the arrival of recorded cassettes have replaced the uses of older discs. Recorded cassettes, could impose or record many more musics than the older discs that we had. Not only that, the musuc cassettes have greater abilty in recording musics many more in numbers as compared to any older disc,but also, it is less expensive than any disc.So,the market of cassettes,remain alive still now in the present ongoing market of compact discs (CD).

Compact disc, came with the latst computerized technology,where more space could be allotted for recording more musics or songs thant that of cassettets.A cassette,that can provide maximum 90 minutes program in all respect,where a compact disc can afford more larger programme than a cassette anytime with greater quality of sound and melody at least.Presently, any music market in the world, is largely based on the uses of compact discs.In India, the uses of compact discs,diffused extensively at the end of the decade ninety.During this period,the cost of CD players began to decline,which existed as affordable to common people.

Although,India possesses, a big market ,but commercially it is not so highly compareable to globalstatus.The sales value of recorded musics in India is less than 2% of total value that globally held.

Remixing or Re-recording:-

An old recorded music,which is still popular as compared to the earlier,is re-recorded to suit the needs and interests of the present music lovers as well as to achieve commercial gain from it. Remix or recorded albums,are generally articulated, by keeping the ‘lyrics and tune’uninflicted.Only the whole is served by punchin a new beat in addition,as to flavour with a new taste. The music lovers of present generation,have been swallowing these new style of presenting the old film songs and others of higher popularity gained already in earlier days of the decades 50’s to 80’s. Remix album is prepared in two steps,as follows;

(1) Re-recording of rhythm track.

(2) Super-imposing of vocal track on it.

The crazy market of ‘remix’ albums,began in the decade of eighties and flooded in the decade next nineties.There were so many manufacturers,who intended into such

gainful production of remix The practices of ‘remix’ or re-recorded’ cassettes or compact discs although ,have been able to suit the needs of manyone music lovers in India, but the tendency of presenting newly created songs or other musics,has considerably been interrupted.

* New Wave (indi-pop) In Indian Recorded Music* ;-

A new wave came in the mid nintees, that has striken Indian film songs and other musics as well. Indian pop has been punched with western,style and rhythm, as to present it with a new taste nd flavour to many music lovers. This newly presented (indi-pop) style,has considerably hit the market well,and has appeared to be an unavoidable challenge to the ‘film songs’ indeed. Such indi-pop songs,unveild first with an album,in the title of ‘ Made In India’, sung by Alishs Chinoy. This album did stir the recorded music market extensively, with the selling of 2.5 millioms of coppies. Then another hit album, ‘Bolo Tara Ra Ra’, sung by Daler Mehndi,attended the selling figure of over 1.5 millions coppies.Thus, indi-pop rhythm, went on vibrating predominantly across the country,that appeared as an growing challenge before the film songs and other musical songs as well.According to sources,indi-pop songs enjoy over 35% share in Indian msic market.Although, hindi film songs,continue its progress,in such competitive environment prevailing in India. Beside such tough marketing situation, the hindi film songs of ‘Hum Hai Apke Koun’ and ‘Dilwale Dulhanya Le Jayenge’, could pick up their selling figures of album over 10 millins of coppies. It signifies, that hindi film songs are still popular and also, able to grow and maintain interests within the millions of music lovers as well.

** Book Publishing:-

A long back history, of over 400 hundred years,that India continues to carry on, in the world of ‘Book Publishing’. In the year 1566,India experiencedits first publishing works at ‘Goa’,. beside this, ‘Chennai’ and ‘ Shreerampur’ (In Kolkata),can claim such publishin works at the same time. Later on , ‘Shreerampur mission press’,published over two lakhs of coppies in numbers of fifty different languages.Bu, India, as being a vast country with larger populations of 18% of the global,can contribute just 3% of global book titles. The print order is also, very miserable ! If the text books are excluded, the average print- run lies within 2000 copies only, where, the world average goes beyond 16000 copies. 

In the segment of book pubishing,the important elements are

1.Author or Book Writer.

2.Publisher

3.Printer.

4. Distributor

5. Book Sellers.

The scenario of Indian book publishing industry,is not so highly recommendable. In India, we have so many readers or lovers ofIndian books,which does not reflect the soundness of this industry at all. In this segment of book publishing,we often follow the poor economic condition of those who are seriously involved with such great works of educating,informing and motivating the citizens of India. It is dismal,that the ‘auther’,who is the ‘basis or initiator’ of the total works of book publishing,can enjoy a very little of monetary return from such entrepreneurship.Practically, the book industries all most,are in going with few inherent trouble and quietly unable to transcend the present competitive situation overall.

Although,from the end of Indian government, a few recommendable strides,that have been taken for overcoming such awkward situation in the book publishing sector as well as to bring possible development in this regard. 

The ‘National Book Development Board’(NBDB),was set-up in the year of 1967,with the objectives,to bring further development and momentum in the book publishingsector. NBDB,with a better and well organized set-up,appeared in the year of 1970,where beside the government delegates,authesr,book publishers,Printers,Book sellers and non governmental agencies,were included for its (NBDB) higher performances and achievements in the total networks of book publishing.

National Book Trust (NBT), was constituted in the year of 1970, with a view to produce and encourage the production of good books in literature in different languages, as to make those are available to major libraries,and other educational institutions also. It aimed at making the book industry more stronger,by allowing subsidy to them. NBT,organizes ‘Book Fair’, both in national lavel as well as regionally,as to enhance the people’s interests and emphasis.on book reading.

Publication division of ministry for informations and broadcasting,takes the responsibility of production ,distribution and sale of books and journals of national importance,with a view to extend the dissemination of valuable and important informations to the Indian citizens as well as foreigners.

**Directorate Of Field Publicity (DFP):-

‘The Directorate of Indian Field Publicity’,has its headquarters in new Delhi and has so many regional offices lying in different state capitals across the country.It is a massive as well as active organization which act throughout the country,and considered to be the best inter-personal communication medium for the millions of the country people.

The organization DFP,try to reach and contact to manymore individuals as fer as possible, with its formed units or teams, being equipped by competent personnels and useful materials. The objectives of the units are,to inform as well as aware the major people of the country of the plans,programmes and decisions,as undertaken by the government for the their benefit.over all. The units try to highlight all about it ,

with the help of conducted seminer,discussion,audio and visual presentation,songs,drama,questioners etc to the people.

The directorate has 22 regional offices other than its headquarters and 273 units,which are working mostly in border areas as well as other places in our country.The main objectivity of DFB as a whole,is to generate awareness amon the people of backward remote places,about the plan,programmes,measures and decision of the government,in order to facilitating their life in better manner,by utilizing the same available to them. The units are well engaged as well as encourage the discussions on any other specific subjects like healthcare,chidren education,self-employment and agriculture etc.They provide the updated informations and indicate the possible ways for solution to the unaware people. Moreover,in the development programmes of the country,the people at large,are called into participations with their active involvements in such greater part of the nation.

Outdoor:- Beside the existin robust mediums of mass communication ,being operated organizingly, like print,radio,television and cinema, an extensively used medium for publicity, is ‘outdoor. It ’works effectively, as suitable medium of communication for the major illiterate and poor people of our country,who have no such widely access to print medium as well.as the television. Outdoor publicity generally includes,the display of different types of messages for different purposes,as to communicate larger part of the populations of the country.Through its all messages rendered, outdoor publicity intends to aware as well as to inform a large number of people,being displayed at so many prominent places or spots,where possible crowding could be held.We can experiencesuch outdoor publicity at rail station,bus terminus,cinema hall. Near the court premises,hospital etc,wherethe congession of a large number people,that could be expected to go through the messaes, as displayed by the outdoor publicity.

The messages for outdoor publicity, are generally displayed, as we see on the ‘hoarding,’signboard’ ,’glow & neon sign’, ‘ ‘cinema slides’ ‘kiosks’even in the form of printed materials on paper like pamphlets,handbills,brouchers etc Practically,the messages for outdoor publicity,appear to the public,in brief,and easily understandable manner.Moreover,the messages are presented in attractive form accorded with choosy languages,letters and sign or pictographs,that could be widely acceptable to the viwers all. Outdoor publicity,can draw the attention from both literate and illiterate people as well.In India and other country also,where outdoor publicity can serve the purposes in manyways like the publicising of any unveild products or services of any company or any other organization, even any important messages in the form of ‘alert or warning’ or any renderable important messages of development of the nation ,on behalf of the government of state or country, are widely spreaded through this means of outdoor publicity.

Public service advertising

The advertising techniques used to promote commercial goods and services can be

used to inform, educate and motivate the public about non-commercial issues, such

as HIV/AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable of

reaching and motivating large audiences. "Advertising justifies its existence when

used in the public interest—it is much too powerful a tool to use solely for

commercial purposes." Attributed to Howard Gossageby David Ogilvy.

Public service advertising, non-commercial advertising, public interest

advertising, cause marketing, and social marketing are different terms for (or aspects

of) the use of sophisticated advertising and marketing communications techniques

(generally associated with commercial enterprise) on behalf of non-commercial,

public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is

contingent upon the station broadcasting a certain amount of public service

advertising. To meet these requirements, many broadcast stations in America air the

bulk of their required public service announcements during the late night or early

morning when the smallest percentage of viewers are watching, leaving more day

and prime time commercial slots available for high-paying advertisers.

Public service advertising reached its height during World Wars I and II under the

direction of more than one government. During WWII President Roosevelt

commissioned the creation of The War Advertising Council (now known as the Ad

Council) which is the nation's largest developer of PSA campaigns on behalf of

government agencies and non-profit organizations, including the longest-running PSA

campaign,Smokey Bear.

[edit]Marketing mix

Main article: Marketing mix

The marketing mix has been the key concept to advertising. The marketing mix was

suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists

of four basic elements called the four P’s Product is the first P representing the actual

product. Price represents the process of determining the value of a product. Place

represents the variables of getting the product to the consumer like distribution

channels, market coverage and movement organization. The last P stands for

Promotion which is the process of reaching the target market and convincing them to

go out and buy the product.

[edit]Advertising theory

Hierarchy of effects model[8]

It clarifies the objectives of an advertising campaign and for each individual

advertisement. The model suggests that there are six steps a consumer or a business

buyer moves through when making a purchase. The steps are:

1. Awareness

2. Knowledge

3. Liking

4. Preference

5. Conviction

6. Purchase

Means-End Theory

This approach suggests that an advertisement should contain a message or means

that leads the consumer to a desired end state.

Leverage Points

It is designed to move the consumer from understanding a product's benefits to

linking those benefits with personal values.

Verbal and Visual Images

[edit]Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with

thisHuman billboard pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are

popular mediums for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station

Virtually any medium can be used for advertising. Commercial advertising media can

include wall paintings, billboards, street furniture components, printed flyers and rack

cards, radio, cinema and television adverts, web banners, mobile telephone screens,

shopping carts, web popups,skywriting, bus stop benches, human billboards,

magazines, newspapers, town criers, sides of buses, banners attached to or sides of

airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead

storage bins, taxicab doors, roof mounts and passenger screens, musical stage

shows, subway platforms and trains, elastic bands on disposable diapers,doors of

bathroom stalls,stickers on apples in supermarkets, shopping cart

handles (grabertising), the opening section of streaming audio and video, posters,

and the backs of event tickets and supermarket receipts. Any place an "identified"

sponsor pays to deliver their message through a medium is advertising.

[edit]Digital advertising

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events. The annual Super

Bowl football game in the United States is known as the most prominent

advertising event on television. The average cost of a single thirty-second TV

spot during this game has reached US$3 million (as of 2009). The majority of

television commercials feature a song or jingle that listeners soon relate to

the product. Virtual advertisements may be inserted into regular television

programming through computer graphics. It is typically inserted into

otherwise blank backdrops[9] or used to replace local billboards that are not

relevant to the remote broadcast audience.[10] More controversially, virtual

billboards may be inserted into the background[11] where none exist in real-

life. This technique is especially used in televised sporting events.[12][13] Virtual

product placement is also possible.[14][15] Infomercials: An infomercial is a long-

format television commercial, typically five minutes or longer. The word

"infomercial" combining the words "information" & "commercial". The main

objective in an infomercial is to create an impulse purchase, so that the

consumer sees the presentation and then immediately buys the product

through the advertised toll-free telephone number or website. Infomercials

describe, display, and often demonstrate products and their features, and

commonly have testimonials from consumers and industry professionals.Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcast as radio waves to the air from a transmitter to

an antenna and a thus to a receiving device. Airtime is purchased from

a station or network in exchange for airing the commercials. While radio has

the limitation of being restricted to sound, proponents of radio advertising

often cite this as an advantage. Radio is an expanding medium that can be

found not only on air, but also online. According to Arbitron, radio has

approximately 241.6 million weekly listeners, or more than 93 percent of the

U.S. population.Online advertising

Online advertising is a form of promotion that uses the Internet and World

Wide Web for the expressed purpose of delivering marketingmessages to

attract customers. Examples of online advertising include contextual ads

that appear on search engine results pages,banner ads, in text ads, Rich

Media Ads, Social network advertising, online classified

advertising, advertising networks and e-mail marketing, including e-mail

spam.Product placements

Covert advertising, also known as guerrilla advertising, is when a product or

brand is embedded in entertainment and media. For example, in a film, the

main character can use an item or other of a definite brand, as in the

movie Minority Report, where Tom Cruise's character John Anderton owns a

phone with the Nokia logo clearly written in the top corner, or his watch

engraved with the Bulgari logo. Another example of advertising in film is in I,

Robot, where main character played by Will Smith mentions

his Converse shoes several times, calling them "classics," because the film is

set far in the future. I, Robot and Spaceballs also showcase futuristic cars with

theAudi and Mercedes-Benz logos clearly displayed on the front of the

vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which

as a result contained many scenes in which Cadillac cars were used. Similarly,

product placement for Omega Watches, Ford, VAIO, BMW and Aston

Martin cars are featured in recent James Bond films, most notably Casino

Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport

vehicle shows a large Dodge logo on the front. Blade Runner includes some of

the most obvious product placement; the whole film stops to show a Coca-

Cola billboard.[edit]Physical advertising

Press advertising

Press advertising describes advertising in a printed medium such as

a newspaper, magazine, or trade journal. This encompasses everything from

media with a very broad readership base, such as a major national newspaper

or magazine, to more narrowly targeted media such as local newspapers and

trade journals on very specialized topics. A form of press advertising

is classified advertising, which allows private individuals or companies to

purchase a small, narrowly targeted ad for a low fee advertising a product or

service. Another form of press advertising is the Display Ad, which is a larger

ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising: Billboards are large structures located in public places

which display advertisements to passing pedestrians and motorists. Most

often, they are located on main roads with a large amount of passing motor

and pedestrian traffic; however, they can be placed in any location with large

amounts of viewers, such as on mass transit vehicles and in stations, in

shopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market

at North Avenue Beach with a sailboat billboard on Lake

Michigan.Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements

along routes preselected by clients, they can also be specially equipped cargo

trucks or, in some cases, large banners strewn from planes. The billboards are

often lighted; some being backlit, and others employing spotlights. Some

billboard displays are static, while others change; for example, continuously or

periodically rotating among a set of advertisements. Mobile displays are used

for various situations in metropolitan areas throughout the world, including:

Target advertising, One-day, and long-term campaigns, Conventions, Sporting

events, Store openings and similar promotional events, and Big

advertisements from smaller companies.In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at

the ends of aisles and near checkout counters, eye-catching displays

promoting a specific product, and advertisements in such places as shopping

carts and in-store video displays.Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is

distributed out of an office, café, or drive-through coffee shop. This form of

advertising was first popularized in Australia, and has begun growing in

popularity in the United States, India, and parts of the Middle East.[citation needed]

Street advertising

This type of advertising first came to prominence in the UK by Street

Advertising Services to create outdoor advertising on street furniture and

pavements. Working with products such as Reverse Graffiti and 3d pavement

advertising, the media became an affordable and effective tool for getting

brand messages out into public spaces.Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money,

popularity to gain recognition for their products and promote specific stores or

products. Advertisers often advertise their products, for example, when

celebrities share their favorite products or wear clothes by specific brands or

designers. Celebrities are often involved in advertising campaigns such as

television or print adverts to advertise specific or general products. The use of

celebrities to endorse a brand can have its downsides, however. One mistake

by a celebrity can be detrimental to the public relations of a brand. For

example, following his performance of eight gold medals at the 2008 Olympic

Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was

terminated, as Kellogg's did not want to associate with him after he was

photographed smoking marijuana.[edit]Sales promotions

Sales promotions are another

way to advertise. Sales

promotions are double purposed

because they are used to gather

information about what type of

customers you draw in and

where they are, and to jumpstart

sales. Sales promotions include

things like contests and games,

sweepstakes, product

giveaways, samples coupons,

loyalty programs, and discounts.

The ultimate goal of sales

promotions is to stimulate

potential customers to action.[16]

[edit]Media and advertising approaches

Increasingly, other media are

overtaking many of the

"traditional" media such as

television, radio and newspaper

because of a shift toward

consumer's usage of the Internet

for news and music as well as

devices like digital video

recorders (DVRs) such as TiVo.

Advertising on the World Wide

Web is a recent phenomenon.

Prices of Web-based advertising

space are dependent on the

"relevance" of the surrounding

web content and the traffic that

the website receives.

Digital signage is poised to

become a major mass media

because of its ability to reach

larger audiences for less money.

Digital signage also offer the

unique ability to see the target

audience where they are

reached by the medium.

Technological advances have

also made it possible to control

the message on digital signage

with much precision, enabling

the messages to be relevant to

the target audience at any given

time and location which in turn,

gets more response from the

advertising. Digital signage is

being successfully employed in

supermarkets.[17]Another

successful use of digital signage

is in hospitality locations such as

restaurants.[18] and malls.[19]

E-mail advertising is another

recent phenomenon. Unsolicited

bulk E-mail advertising is known

as "e-mail spam". Spam has

been a problem for e-mail users

for many years.

Some companies have proposed

placing messages or

corporate logos on the side of

booster rockets and

the International Space Station.

Controversy exists on the

effectiveness of subliminal

advertising (see mind control),

and the pervasiveness of mass

messages (seepropaganda).

Unpaid advertising (also called

"publicity advertising"), can

provide good exposure at

minimal cost. Personal

recommendations ("bring a

friend", "sell it"), spreading buzz,

or achieving the feat of equating

a brand with a common noun (in

the United States, "Xerox" =

"photocopier", "Kleenex"

= tissue, "Vaseline" = petroleum

jelly, "Hoover" = vacuum

cleaner, "Nintendo" (often used

by those exposed to many video

games) = video games, and

"Band-Aid" = adhesive bandage)

— these can be seen as the

pinnacle of any advertising

campaign. However, some

companies oppose the use of

their brand name to label an

object. Equating a brand with a

common noun also risks turning

that brand into a genericized

trademark - turning it into a

generic term which means that

its legal protection as

a trademark is lost.

As the mobile phone became a

new mass media in 1998 when

the first paid downloadable

content appeared on mobile

phones in Finland, it was only a

matter of time until mobile

advertising followed, also first

launched in Finland in 2000. By

2007 the value of mobile

advertising had reached $2.2

billion and providers such

as Admob delivered billions of

mobile ads.

More advanced mobile ads

include banner ads,

coupons, Multimedia Messaging

Service picture and video

messages, advergames and

various engagement

marketing campaigns. A

particular feature driving mobile

ads is the 2D Barcode, which

replaces the need to do any

typing of web addresses, and

uses the camera feature of

modern phones to gain

immediate access to web

content. 83 percent of Japanese

mobile phone users already are

active users of 2D barcodes.

A new form of advertising that is

growing rapidly is social network

advertising. It is online

advertising with a focus on social

networking sites. This is a

relatively immature market, but

it has shown a lot of promise as

advertisers are able to take

advantage of the demographic

information the user has

provided to the social networking

site. Friendertising is a more

precise advertising term in which

people are able to direct

advertisements toward others

directly using social network

service.

From time to time, The CW

Television Network airs short

programming breaks called

"Content Wraps," to advertise

one company's product during

an entire commercial break. The

CW pioneered "content wraps"

and some products featured

were Herbal

Essences, Crest, Guitar Hero

II, CoverGirl, and

recently Toyota.

Recently, there appeared a new

promotion concept,

"ARvertising", advertising

on Augmented

Reality technology.

[edit]Current trends

[edit]Rise in new media

With the dawn of the Internet

came many new advertising

opportunities.

Popup, Flash, banner,

Popunder, advergaming, and

email advertisements (the last

often being a form of spam) are

now commonplace. Particularly

since the rise of "entertaining"

advertising, some people may

like an advertisement enough to

wish to watch it later or show a

friend. In general, the

advertising community has not

yet made this easy, although

some have used the Internet to

widely distribute their ads to

anyone willing to see or hear

them. In the last three quarters

of 2009 mobile and internet

advertising grew by 18.1% and

9.2% respectively. Older media

advertising saw declines:

−10.1% (TV), −11.7% (radio),

−14.8% (magazines) and

−18.7% (newspapers ).[citation needed]

[edit]Niche marketing

Another significant trend

regarding future of advertising is

the growing importance of

the niche market using niche or

targeted ads. Also brought about

by the Internet and the theory

of The Long Tail, advertisers will

have an increasing ability to

reach specific audiences. In the

past, the most efficient way to

deliver a message was to

blanket the largest mass

market audience possible.

However, usage tracking,

customer profiles and the

growing popularity of niche

content brought about by

everything from blogs to social

networking sites, provide

advertisers with audiences that

are smaller but much better

defined, leading to ads that are

more relevant to viewers and

more effective for companies'

marketing products. Among

others, Comcast Spotlight is one

such advertiser employing this

method in their video on

demandmenus. These

advertisements are targeted to a

specific group and can be viewed

by anyone wishing to find out

more about a particular business

or practice at any time, right

from their home. This causes the

viewer to become proactive and

actually choose what

advertisements they want to

view.[20]

[edit]Crowdsourcing

Main article: Crowdsourcing

The concept

of crowdsourcing has given way

to the trend of user-

generated advertisements. User-

generated ads are created by

consumers as opposed to an

advertising agency or the

company themselves, most often

they are a result of brand

sponsored advertising

competitions. For the 2007 Super

Bowl, the Frito-Lays division

of PepsiCo held the Crash the

Super Bowl contest, allowing

consumers to create their

ownDoritos commercial.[21] Chevr

olet held a similar competition

for their Tahoe line of SUVs.[21] Due to the success of the

Doritos user-generated ads in

the 2007 Super Bowl, Frito-Lays

relaunched the competition for

the 2009 and 2010 Super Bowl.

The resulting ads were among

the most-watched and most-

liked Super Bowl ads. In fact, the

winning ad that aired in the 2009

Super Bowl was ranked by

the USA Today Super Bowl Ad

Meter as the top ad for the year

while the winning ads that aired

in the 2010 Super Bowl were

found by Nielsen's BuzzMetrics

to be the "most buzzed-about".[22][23]

This trend has given rise to

several online platforms that

host user-generated advertising

competitions on behalf of a

company. Founded in

2007, Zooppa has launched ad

competitions for brands such

as Google, Nike, Hershey’s, Gene

ral Mills, Microsoft, NBC

Universal, Zinio, andMini Cooper.

Crowdsourced advertisements

have gained popularity in part to

its cost effective nature, high

consumer engagement, and

ability to generate word-of-

mouth. However, it remains

controversial, as the long-term

impact on the advertising

industry is still unclear.[24]

[edit]Global advertising

Advertising has gone through

five major stages of

development: domestic, export,

international, multi-national, and

global. For global advertisers,

there are four, potentially

competing, business objectives

that must be balanced when

developing worldwide

advertising: building a brand

while speaking with one voice,

developing economies of scale in

the creative process, maximising

local effectiveness of ads, and

increasing the company’s speed

of implementation. Born from

the evolutionary stages of global

marketing are the three primary

and fundamentally different

approaches to the development

of global advertising executions:

exporting executions, producing

local executions, and importing

ideas that travel.[25]

Advertising research is key to

determining the success of an ad

in any country or region. The

ability to identify which elements

and/or moments of an ad that

contributes to its success is how

economies of scale are

maximised. Once one knows

what works in an ad, that idea or

ideas can be imported by any

other market. Market

research measures, such as Flow

of Attention, Flow of

Emotion and branding

moments provide insight into

what is working in an ad in any

country or region because the

measures are based on the

visual, not verbal, elements of

the ad.[26]

[edit]Foreign public messaging

Foreign governments,

particularly those that own

marketable commercial products

or services, often promote their

interests and positions through

the advertising of those goods

because the target audience is

not only largely unaware of the

forum as vehicle for foreign

messaging but also willing to

receive the message while in a

mental state of absorbing

information from advertisements

during television commercial

breaks, while reading a

periodical, or while passing by

billboards in public spaces. A

prime example of this messaging

technique isadvertising

campaigns to promote

international travel. While

advertising foreign destinations

and services may stem from the

typical goal of increasing

revenue by drawing more

tourism, some travel campaigns

carry the additional or

alternative intended purpose of

promoting good sentiments or

improving existing ones among

the target audience towards a

given nation or region. It is

common for advertising

promoting foreign countries to

be produced and distributed by

the tourism ministries of those

countries, so these ads often

carry political statements and/or

depictions of the foreign

government's desired

international public perception.

Additionally, a wide range of

foreign airlines and travel-

related services which advertise

separately from the destinations,

themselves, are owned by their

respective governments;

examples include, though are

not limited to, the Emirates

airline (Dubai), Singapore

Airlines (Singapore), Qatar

Airways (Qatar), China

Airlines (Taiwan/Republic of

China), and Air China (People's

Republic of China). By depicting

their destinations, airlines, and

other services in a favorable and

pleasant light, countries market

themselves to populations

abroad in a manner that could

mitigate prior public

impressions. See: Soft Power

See also: International Travel

Advertising

[edit]Diversification

In the realm of advertising

agencies, continued industry

diversification has seen

observers note that “big global

clients don't need big global

agencies any more”.[27] This is

reflected by the growth of non-

traditional agencies in various

global markets, such as

Canadian

business TAXIand SMART in

Australia and has been referred

to as "a revolution in the ad

world".[28]

[edit]New technology

The ability to record shows

on digital video recorders (such

as TiVo) allow users to record the

programs for later viewing,

enabling them to fast forward

through commercials.

Additionally, as more seasons of

pre-recorded box sets are

offered for sale of television

programs; fewer people watch

the shows on TV. However, the

fact that these sets are sold,

means the company will receive

additional profits from the sales

of these sets. To counter this

effect, many advertisers have

opted for product placement on

TV shows like Survivor.

[edit]Advertising education

Advertising education has

become widely popular with

bachelor, master and doctorate

degrees becoming available in

the emphasis. A surge in

advertising interest is typically

attributed to the strong

relationship advertising plays in

cultural and technological

changes, such as the advance of

online social networking. A

unique model for teaching

advertising is the student-run

advertising agency, where

advertising students create

campaigns for real companies.[29] Organizations such

as American Advertising

Federation and AdU Network

partner established companies

with students to create these

campaigns.

[edit]Criticisms

Main article: Criticism of advertising

While advertising can be seen as

necessary for economic growth,

it is not without social

costs. Unsolicited commercial e-

mail and other forms

of spam have become so

prevalent as to have become a

major nuisance to users of these

services, as well as being a

financial burden on internet

service providers.[30] Advertising

is increasingly invading public

spaces, such as schools, which

some critics argue is a form of

child exploitation.[31] In addition,

advertising frequently uses

psychological pressure (for

example, appealing to feelings of

inadequacy) on the intended

consumer, which may be

harmful.

[edit]Regulation

Main article: Advertising regulation

In the US many communities

believe that many forms of

outdoor advertising blight the

public realm.[32] As long ago as

the 1960s in the US there were

attempts to ban billboard

advertising in the open

countryside.[33] Cities such as São

Paulo have introduced an

outright ban[34] with London also

having specific legislation to

control unlawful displays.

There have been increasing

efforts to protect the public

interest by regulating the

content and the influence of

advertising. Some examples are:

the ban on television tobacco

advertising imposed in many

countries, and the total ban of

advertising to children under 12

imposed by the Swedish

government in 1991. Though

that regulation continues in

effect for broadcasts originating

within the country, it has been

weakened by the European Court

of Justice, which had found that

Sweden was obliged to accept

foreign programming, including

those from neighboring countries

or via satellite. Greece’s

regulations are of a similar

nature, “banning advertisements

for children's toys between 7 am

and 10 pm and a total ban on

advertisement for war toys".[35]

In Europe and elsewhere, there

is a vigorous debate on whether

(or how much) advertising to

children should be regulated.

This debate was exacerbated by

a report released by the Kaiser

Family Foundation in February

2004 which suggested fast food

advertising that targets children

was an important factor in the

epidemic of childhood obesity in

the United States.

In New Zealand, South Africa,

Canada, and many European

countries, the advertising

industry operates a system of

self-regulation. Advertisers,

advertising agencies and the

media agree on a code of

advertising standards that they

attempt to uphold. The general

aim of such codes is to ensure

that any advertising is 'legal,

decent, honest and truthful'.

Some self-regulatory

organizations are funded by the

industry, but remain

independent, with the intent of

upholding the standards or

codes like the Advertising

Standards Authority in the UK.

In the UK most forms of outdoor

advertising such as the display

of billboards is regulated by the

UK Town and County Planning

system. Currently the display of

an advertisement without

consent from the Planning

Authority is a criminal offense

liable to a fine of £2,500 per

offence. All of the major outdoor

billboard companies in the UK

have convictions of this nature.

Many advertisers employ a wide-

variety of linguistic devices to

bypass regulatory laws (e.g.

printing English words in bold

and French translations in fine

print to deal with the Article 120

of the 1994 Toubon Law limiting

the use of English in French

advertising).[36] The

advertisement of controversial

products such as cigarettes and

condoms are subject to

government regulation in many

countries. For instance, the

tobacco industry is required by

law in most countries to display

warnings cautioning consumers

about the health hazards of their

products. Linguistic variation is

often used by advertisers as a

creative device to reduce the

impact of such requirements.

[edit]Advertising research

Main article: Advertising research

Advertising research is a

specialized form of research that

works to improve the

effectiveness and efficiency of

advertising. It entails numerous

forms of research which employ

different methodologies.

Advertising research includes

pre-testing (also known as copy

testing) and post-testing of ads

and/or campaigns—pre-testing is

done before an ad airs to gauge

how well it will perform and post-

testing is done after an ad airs to

determine the in-market impact

of the ad or campaign on the

consumer. Continuous ad

tracking and

the Communicus System are

competing examples of post-

testing advertising research

types.

[edit]Semiotics

Main article: Advertising research

Today’s culture is made up of

meanings between consumers

and marketers. These meanings

depict signs and symbols that

are encoded in everyday objects.[37]Semiotics is the study of signs

and how they are interpreted.

Advertising has many hidden

signs and meanings withinbrand

names, logos, package designs,

print advertisements,

and television advertisements.

The purpose of semiotics is to

study and interpret the message

being conveyed

in advertisements. Logos and ad

vertisements can be interpreted

at two levels known as the

surface level and the underlying

level. The surface level uses

signs creatively to create an

image or personality for their

product. These signs can be

images, words, fonts, colors, or

slogan. The underlying level is

made up of hidden meanings.

The combination of images,

words, colors, and slogan must

be interpreted by the audience

or consumer.[38] The “key to

advertising analysis” is the

signifier and the signified. The

signifier is the object and the

signified is the mental concept.[39] A product has a signifier and

a signified. The signifier is

the color, brand name, logo

design, and technology. The

signified has two meanings

known as denotative and

connotative. The denotative

meaning is the meaning of the

product. A television’s

denotative meaning would be

that it is high definition. The

connotative meaning is the

product’s deep and hidden

meaning. A connotative meaning

of a television would be that it is

top of the line. [40]

Apple is an excellent example of

using semiotics in

their advertising campaign.

Apple’s commercials used a

black silhouette of a person that

was the age of Apple's target

market. They placed the

silhouette in front of a blue

screen so that the picture behind

the silhouette could be

constantly changing. However,

the one thing that stays the

same in these ads is that there is

music in the background and the

silhouette is listening to that

music on a white iPod through

white headphones.

Through advertising, the white

color on a set of earphones now

signifies that the music device is

an iPod. The white color signifies

almost all of Apple’s products.[41]

The semiotics of gender plays a

key influence on the way in

which signs are interpreted.

When considering gender roles

in advertising, individuals are

influenced by three categories.

Certain characteristics of stumuli

may enhance or decrease the

elaboration of the message (if

the product is perceived

as feminine or masculine).

Second, the characteristics of

individuals can

affect attention and elaboration

of themessage (traditional or

non-traditional gender-role orient

ation). Lastly, situational factors

may be important to influence

the elaboration of themessage.[42]

There are two types of marketing

communication claims-objective

and subjective.[43] Objective

claims stem from the extent to

which the claim associates the

brand with a tangible product

or service feature. For instance,

the camera has auto focus

features. Subjective claims

convey emotional, subjective,

impressions of intangible aspects

of a product or service. They are

non-physical features of a

product or servicethat cannot be

directly perceived, as they have

no physical reality. For instance

the brochure has a

beautiful design.[44] Males tend to

respond better to objective

marketing communications

claims while females tend to

respond better to

subjective marketing

communicationsclaims.[45]

When advertising to

different genders it is important

to remember how men and

women

process information. Females pro

cess informationcomprehensivel

y. Males process information thro

ugh heuristic devices such

as procedures, methods

or strategies for

solving problems.[46]Men prefer

to have available and apparent

cues to interpret the message

where females engage in more

creative, associative, imagery-

laced interpretation.

In advertisements, men are

represented as independent.

They are shown in more

occupations than women.

Women are represented mainly

as housewives and mothers. Men

are more likely to be

shown advertising cars or

business products, while women

advertise domestic products.

Men are more likely to be shown

outdoors or in business settings.

Women are depicted in domestic

settings. Men are more often

portrayed as authorities. As far

as ads go, with age men seem to

gain wisdom and are depriced as

an authority figure. On the other

hand women seem to disappear

with age. Voiceovers are

commonly used in advertising.

Most voiceovers are men (figures

of up to 94% have been

reported). There have been

more female voiceovers in

recent years but mainly for food,

household products, and

feminine care products. [47]

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