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DISSERTATION ON

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EFFECTS OF ADVERTISING ON YOUTH
By Sharmistha Paul Enrolment no.: 010111080 PGPM: 11

A DISERTATION SUBMITTED TO THE FACULTY OF GLOBSYN BUSINESS SCHOOL IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE POST GRADUATE PROGRAM IN MANAGEMENT

EFFECTS OF ADVERTISING ON YOUTH Approved Prof. D R D Sir Internal Guide (Asst. Professor Marketing) (Globsyn Business School) .

The candidate has completed the work to my satisfaction 2. Date of submission: 17TH April. This is an original work of the candidate and to best of my knowledge has not been published anywhere else 3. Sector-V Salt Lake Electronic Complex Kolkata 700091 West Bengal INDIA Dear Sir. Title of study: EFFECTS OF ADVERTISING ON YOUTH 3. Sub: Candidate for Post Graduate Program in Management I have the pleasure of forwarding the following project dissertation. Name of the Candidate: Sharmistha Paul 2. Page in Study: I further certify the following: 1. Internal Guide Prof. D R D Sir . 2014 4. The use of existing works have been duly acknowledged 4. 1. Yours sincerely.CERTIFICATE FROM INTERNAL GUIDE Date: The Director Globsyn Business School XI-11 & 12. The candidate has spent a minimum of 30 hours while conducting the study The dissertation may now be evaluated for the purpose of awarding Postgraduate Diploma. Block-EP. Specialization Field: Marketing 5.

I further declare that I have devoted a minimum of 30 hours to study the topic. or to any other institution for assessment for any other purpose.DECLARATION OF ORIGINALITY This is to declare that the work is entirely my own and not of any other person. unless explicitly acknowledged (including citation of published and unpublished source). This work has not previously submitted in any form to Globsyn Business School. Name: Sharmistha Paul Enrollment No: 010111080 Signed: Date: .

Indian small screen programming started off in the early 1980s. Asianet is the first private channel in India and also most popular in India. National telecasts were introduced in 1982. Television services were separated from radio in 1976. This channel was known as DD 2 later on it became DD Metro. The television service was extended to Bombay and Amritsar in 1972. By the late 1980s there was a single channel. both channels were broadcast terrestrially. The first major television series produced. The central government launched a series of economic and social reforms in 1991 under Prime Minister Narasimha Rao. . The government opened up another channel which had part national programming and part regional. This process has been pursued consistently by all subsequent federal administrations. ETV and Sun TV started satellite broadcasts. in the same year. Foreign channels like CNN. At that time there was only one national channel i. This serial notched up the world record in viewership numbers for a single program. Starting with 41 sets in 1992 and one channel. television programming had reached saturation. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. The Ramayana and Mahabharata both were Indian spiritual & mythological stories. which was government owned. The regular daily transmission started in 1965 as a part of All India Radio. Doordarshan. TV in India covered more than 70 million homes giving a viewing population of more than 400 million individuals through more than 100 channels.INTRODUCTION Television in India started in Delhi on 15th September 1959 with a small transmitter and make shift studio. by 1995. Colour TV was introduced in the market. STAR TV and private domestic channels such as Zee TV.e.

Eating on junk food. The advertisements urge the consumer to change a brand or try out a new product. Neither do they have tools to influence people nor do they have the knowledge to create the want for selling. teenagers are mostly becoming disposed to a consumption-oriented lifestyle. From advertisers point of view advertising on television gives abundant scope of “choice” to its consumers. behave. teenagers are obtaining a wide range of personal products. in the forms of movies. and print as well as the new electronic communications standard of the Internet. At times advertisers use unethical means to reach its target group. teenagers and children. . this powerful impact shapes the ways in which viewers or participants remark the world and their own place within that world. particularly television advertising is beginning to shape up. habitually. From the time one wakes up and changes on the television set or the time when the radio set is turned on while driving to work. over the lives of men. It merely bids information about available choices to help consumers satisfy their own alleged needs. particularly among teenagers. Advertising. Advertising is one of the best and most suitable routes to reach the consumers mind.TELEVISION & ADVERTISING The research is the result of a rising sense of apprehension at what has been happening in the world of television and the manner in which ideas transported by television. Television and advertising together present a deadly combination. They seem to be trying very hard to depict themselves as minuscule adults in the fast changing environment. helps to connect individuals to one another and to the world. gender or even socio-economic status to a matter of fact. almost a normative influence. Many advertisements aired on television can be termed as truly “Masterpieces”. playing virtual reality games to developing their own sense of style. and think. The media. consumers and potential consumers are uncovered to million‟s of advertisements. But the groups of television advertising feel that advertising alone cannot be blamed for drifts such as the level and nature of consumption in society. Advertising exerts a huge. It influences. It plays a vital role in shaping the significances and quality of television programming. With the growing number of television sets in a family. on the other hand. women. television. They are the creations of brilliant minds and very talented people who have but one mission in life: to encourage everyone to buy the products. the ways in which persons and groups dress. It is on these susceptibilities that they play to make the consumers feel that reclamation lies in the possession or use of a particular product or service. radio. talk. and thus strengthening their style and status. To make their venture fruitful. regardless of their age. resources and time into carefully studying the details of the human mind in order to understand where the individual‟s susceptibilities lie. Television offers the advertiser the most real way of reaching the consumers mind. Television reaches everybody. exercises an influence on television which is no less noteworthy. advertisers sink money.

Teenagers like watching adult programmes and to a large extent television is worsening their reading. Advertising today. They are creating separation between themselves based on clothes. Colour. but does not really comprehend the directed message. writing and concentration skill sets.Advertisements are usually short and are ideally suited to the attentiveness abilities of teenagers. P a g e | 10 Role models. it becomes easy to remember them and learn them. The television advertisements are intended in such a fashion that that they are short and summarized to grab the attention of the teenagers. very unlike from what is really present in the modern world. There needs to be something done to avert teenagers from receiving the wrong message at an early age. excitement. For many teenagers television represents a „reality‟.Thus. Teenagers watching television are bared to every channel consecutively commercials that are sending out a mature message to an immature audience. emphasises on specific targeted demographic groups. thanks to the attack of advertising. This age group sees the commercials. The knowledge pool that each and every teenager builds is affected by what the teenager is unprotected to and influenced by. And it is here that television is gradually donating more to the pool. television advertisements are created with the aim to communicate information but instead use convincing techniques that have very little to do with either the product or with the consumers need for it. The glamour and personality of the Model influences the advertisement.Recall of advertisements is often enthused by musical grooves. humour. This can have an opposing effect on the way teenagers understand the message being presented to them. It becomes very easy to remember an advertisement from a programme just by its tinkling or its background scores.Brand ambassadors are carefully selected so as to highlight the strength of the brand along with successfully associating with its teenage fans. It is not an easy task to grab the attention. television advertising is striking an image of life. Since they are repeated within short frequencies. The research study shows that virtually every teenager in Kolkata is a television viewer and that they spend a good deal of time to watch television. gadgets etc and that the disappointment level with what they have are now strikingly high. that teenager‟s safeties are captured easily. very different from what it is in reality to the teenagers.In numerous advertisements.Colours play a lively and magnet likes attraction towards an advertisement. The visual petition in present advertisements is so strong. Music. Also teenagers are aware of brands and products around them today. mischief or sentimentality etc which appeal a lot to the teenagers. Culturally. Instead the advertisements play on emotional cords like fun. the advertising intent is not overtly stated. TEENAGERS & TELEVISION ADVERTISING Television advertising is now a fragment of life. hold it and concurrently implant a seed of desire in their minds The research shows that the main characteristics of advertising that draw teenagers to television advertisements are: Repetitiveness. Watching television for long hours continuously had become more like a developmental practise. . There is a direct emphasis on marketing products to young consumers. Emotional manipulation.

the world is up-to-dated on T. Also the characters replicates on the younger ones. V. Not all television programs are bad. both physically and mentally. This results in lack of concentration. V as real and true. Young get involved into society and also they will lead a healthy life. Many things are taught through T. This teaches young both good and bad things. this makes us to feel that everything in T. V. which later reduces brain activity and its intelligence. Most of the market products are aimed at young people. Young behave more violently and they become addict to T. Also watching television shifts our brain work from Left brain to Right side of the brain. An individual youth developmental level is a critical factor in determining whether the medium will have positive or negative effects. Now a day. Still. V shows rather than outdoor games.IMPACT OF MEDIA USE ON URBAN YOUTH Television has the potential to generate both positive and negative effects. . This is happening practically in all younger ages. but data showing the negative effects of exposure to violence. The television takes us to hypnotic state. EFFECTS OF TELEVISION ON YOUTH “All play and no work makes jack a mere toy”. Thus as right side of brain does not analyse the incoming information. The right side of the brain releases few chemicals which make us to feel good. physicians need to advocate continued research into the negative and positive effects of media on youth. The right side of the brain is responsible for Emotional feelings. V not only affects brain activities but also health. Many studies have looked at the impact of television on society on youth. either good or bad character. Young generation do prefers indoor games and T. Watching T. V. It’s powerful communicating media. Thus. inappropriate sexuality and offensive language are convincing.

APPENDIX Questionnaire (One or more option are allowed) EFFECTS OF ADVERTISING ON YOUTH Name: Age: Sex: Occupation: 1. a) b) c) d) e) 3. a) b) c) 2. a) b) c) d) Which type of language would you like to prefer most? Hindi English Regional Which type of channel would you like to prefer more in Hindi language? Entertainment channels Movie channels Music channels News channels Shopping Which type of channel would you like to prefer more in English language? Entertainment channels Movie channels Music channels News channels Which type of entertainment channels would you watch the most in Hindi language? General Entertainment channels Youth Entertainment channels Comedy channels Others . a) b) c) d) 4.

If Action entertainment channels then which show? a) AXN b) Fox crime 13. If Comedy entertainment channels then which show? a) Comedy Central 12. Which movie channels would you like the most in English language? a) HBO b) Romedy Now c) Movies Now d) Set Pix . If Comedy entertainment channels then which show? a) SAB TV b) Dhamaal 8. a) b) c) d) e) 6. a) b) c) d) Which type of entertainment channel would you watch the most in English language? General Entertainment Youth Entertainment Comedy Entertainment Action Entertainment If General entertainment channels then which show? Australia Network Star World FX Zee Café 10. a) b) c) If General entertainment channels then which show? Star plus Zee TV Colors Sony Others If Youth entertainment channels then which show? Channel V MTV UTV Bindas 7. a) b) c) d) 9.5. Which movie channels would you like the most in Hindi language? a) Zee cinema b) Star gold c) UTV movies d) Set Max e) Others 14. If Youth entertainment channels then which show? a) Animax 11.

Which news channels would you prefer more in English language? a) CNN IBN b) CNN c) BBC world News d) CNBS-TV18 e) Others 19.e) Others 15. Which news channels would you prefer more in Hindi language? a) Aaj Tak b) ABP News c) NDTV India d) CNBC Awaaz e) Others 18. Which music channels would you like most in Hindi language? a) 9XM b) B4U c) Music India d) Zoom e) Others 16. Which shopping channel would you like to watch? a) Home shop 18 b) Tele brands . Which music channels would you like most in English language? a) VH1 b) 9X0 c) Nat Geo Music d) Sound track e) Others 17.