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(with reference to Pop culture and Society)

Submitted By:
Himanshu Maurya (9917102004) E1
Naincy Kumari (9917102014) E1
Prachi Gupta (9917102029) E1
Rishav Kumar (9917102043) E2
Kumar Anubhav (9917102232) E8
Submitted To:
Dr. Ekta Srivastava
 ACKNOWLEDGMENT

First and foremost I offer my sincerest gratitude to my

lecturer, Asst. Prof. Dr Ekta Srivastava, who has supported
me throughout my project with her patience and knowledge.
I attribute the level of my Bachleor degree to her
encouragement and effort and without her this project, too,
would not have been completed or written. One simply could
not wish for a better or friendlier professor. Lastly, I offer my
regards and blessings to all of those who supported me in
any respect during the completion of my project.
 Introduction
Advertising:
Advertising is the means of informing as well as influencing the general public
to buy a product or services through visual or oral messages. A product or
service is advertised to create awareness in the minds of potential buyers
through various advertising mediums such as Newspaper, Magazines,
Television.

Advertising and popular culture:

Advertisements, with each passing day, get rich in content and style to
differentiate and mark among the mass of messages. As most of the viewers
complain with the overabundance of advertising; it needs skill, creativity to
make the audiences stand still across the TV to watch a commercial with
patience, without skipping. This study aims to investigate if advertising reflects
or shapes popular culture, and these findings, in turn, will also determine if
advertising is able to manipulate consumers into purchasing products they do
not wish.Various case studies are provided, along with other research to
determine whether their success at influencing popular culture is due to the
advertising industry controlling the consumers or
the consumers building their popular culture by retaining choice images and
ideas from the advertising.
 Review of literature
Title: Coca-Cola and Santa Claus
Author: Jacqueline Waugh
Year of publishment:2011
Objective:
Coca-Cola begun their seasonal advertising in the 1920s with a strict looking
Santa Claus. In 1931, a Swedish/American commercial artist create a Christmas
advert for them (Coke Lore, 2011). The campaign feature a version of Santa
Claus along with a Coca-Cola bottle. It is this image of Santa Claus that children
draw and dream of year after year.

Findings:
It is clear therefore, that while there were several representations of Santa
Claus but this Coca-Cola’s Santa Claus has shaped popular culture immensely.
But Tom Bage proposed with Coca-Cola and Santa that is not an example of
advertising setting out to change popular culture, but it is an example of how
powerful advertising can resonate with people. Popular Culture comes from
people and society and individuals, it’s not imposed upon them by companies
or advertising from the media, it comes from what people actually think
about stuff. A lot of those feelings were perhaps there already, what the agency
responsible for that advert were, and what that brand did was express feelings
that people had sympathy with and things that they like rather than imposing
upon them.
Title: DOVE CAMPAIGN FOR REAL BEAUTY
Author: Jacqueline Waugh
Year of publishment: 2011
Objective:
One further case study of this topic is the 2004 Dove ‘Campaign for Real Beauty’.
This ongoing campaign is purposefully to change the way ‘women and young girls
perceive and embrace beauty’ .By reflecting ‘real women’ Dove promotes the
awareness that all women, regardless of body shape or age can be beautiful.
Both the ‘Campaign for Real Beauty’ and ‘Pro-Age’ campaigns show that the Dove
advertising was purposefully trying to influence social perceptions, and in turn
popular culture. In order to have a balanced case study however, it is required to
confirm how successful this campaign was at shaping popular culture and social
perceptions of women’s body shape.

Findings:
 This study therefore shows that while the consumers are increasingly
happy that ‘real’ women are being used in the campaign, it may not be a
significantly successful campaign in the promotion or sales of Dove
products. Furthermore, over seven years since the Dove ‘Real Campaign
for Beauty’ was launched, there are still only rare occasions where other
advertising campaigns
or popular culture productions feature these ‘real’ women and young girl
s.
 This campaign highlights an instance where the advertising industry was
specifically aiming to change the social perceptions of womens’ body
shape in popular and general culture. The advertising industry does not
have the power to decide what consumers will retain in popular culture,
but this campaign shows that they are still aiming to do this
Title: Harry potter
Year of Publishment: 2001
Objective:

The Harry potter serious is much more than a book on the best selling list. The
Harry Potter Series while it has sold millions of copies and shattered numerous
publish records. However the greater extent that one can examine the Harry
Potter phenomenon is by looking at its impact on the American Culture.
Here we have our main concern is to define and draw a conclusion about Harry
Potter books on American culture.

Findings:
The Harry Potter phenomenon has swept the American and British nations
ever since author J K Rowling came out with the famed and popular serious
several years ago. When the latest Harry Potter book comes out, what comes
to mind when you are looking at schools that have just finished class for the
day? You actually see children outside the school, sitting on the steps and
reading the Harry potter books. Those Harry Potter books are not easy to read
at all.
The thickness of the book alone and its 500 pages is intimidating enough not
to raed. But the question is why children would go through such agony to read
so many pages. The answer lies in the riveting material and imagination that
lies in the Harry potter books.
American and British children and adults want to escape the hardships of their
daily lives. For many adults who read the Harry Potter books, the stories in the
book transports them away from their boring and tedious lives.
Title: Mc Donalds
Year of findings: 1999
Objectives:

We are here to discuss about the marketing strategy of mc donalds as a

leading company by advertisement. How it’s marketing strategy affecting the
culture of the local people of the area?

Findings:
Mac donald’s world wide is well known for the high degree of respect for the
society and local customers. As a leading company in the field of food stuff it’s
grossing rate has been increased mainly by advertisement.
Mc Donald’s has its menu different from place to place to suit the people’s
taste. In America they have pork and beef burgers as their main menu. While
Mc donald’s has developed a menu especially for India with vegetarian
selections for suit Indian tastes and preferences. Keeping in line with this Mc
donalds does not offer any beef or pork items in India. In the last 2 years, it has
introduced some vegetarian and some non vegetarian products with local
flavours thar have appealed to the Indian palate. Mc donalds has also re
engineered its operation to address the special requirements of a vegetarian
menu.
Vegetarian products are 100% vegetarian and are separately prepared using
different equipements and utensils. veg oil, cheese and sauces are completely
veg and egg less. Separate vegetarian and Non vegetarian food products are
maintained throughout the various stages of procurement, cooking and
serving.
Title – The Influence of Advertising on BODY IMAGES
AUTHOR – Jennifer A.Irving
Year of findings -2008
OBJECTIVE -
This paper tries to explore,Average Americans , including children and
adolescents,are exposed to over 3,000 advertisements a day, and it is
thought that with the amount of technology that youth have access and
influence popular culture.Advertising for many products such as clothing and
food often brings the message back to being about looking.

Findings:
 Images of unrealistic body standards that girls are exposed to from a
very young age have contributed to the “3D’s “ which are body
dissatisfaction,driven for thinness,and dieting are seems to be a part of
popular culture.
 Food advertisements in particular send many messages to young people
about what is “right” way to eat, and what people will think about
people who are fat or eat too much.Most of the people wants to
maintain their body figure &keep themselves slim .
 Advertisers go the extra steps to send this message across globe by
specifically comparing women to men in food advertisements,and try to
make the women feel bad for wanting or trying to eat the same way as
men.
TITLE – The market for Wrist watches
OBJECTIVE -
This paper tries to explore us about the market for wrist watches that provides
illustrations of segmentation based on lifestyle parameters and
advertisement.Titan watches have a wide range of sub-brands within their
brand, such as Edge,Regalia,Nebula and Raga, to appeal to different lifestyle
segments. The company has another value for money brand,sonata,targeted at
people who want to own a good-looking watch that also affects popular
culture.

FINDINGS -
 Its a cross culture psychological segmentation that defines the behavior
of buyers are their lifestyles,
attitudes,gender,perceptions,habits,behaviors,wants &needs.
 Promotion of such goods is to motivate the people to buy as well as
make them to understand importance of the products.Multinational
companies spread all over the world use different advertising strategies
for every products to increase their demand globally.

Advertisement is a very important ,to promote more than mere product in

our popular culture.Images used in advertising are often idolized;they
eventually set the standard.
#Manipulation of consumer's:
 For years , advertising has been held as a creator of false needs,a manipulator
of consumers’ minds and an industry so powerful it can alter culture.It is also
widely believed that the purchase and use of goods can convey social identity,
but it is argued that these purchases we make are controlled by a
manipulative advertising industry.Additionally,many consumer theorists
believe that not only does advertising alter social trends it also shapes popular
culture.It has been suggested that advertising reflects popular culture in order
to be successful and culture theorists argue that popular culture is created by
‘the people’ and cannot be imposed from the advertisers. This study aims to
investigate if advertising reflects orh shapes popular culture,and these
findings,in turn, will also determine if advertising is able to manipulate
consumers into purchasing products they do not wish.
 #DISCUSSION OF FINDINGS:
 When advertising promotes unhealth behaviors it can have very
real,very negative effects.
 connection between tobacco and alcohol advertisements and underage
smoking and drinking
 #ROLE OF MEDIA IN CULTURAL TRANSMISSION:
 Whether in offline or online setting, the concept of communication has
been widely delineated; although in its simplest form it merely denotes
the exchange of meaning. This argued that this definition links
communication and reality, projects communication as a process
entrenched in our everyday lives, which informs our perception,
understanding and construction of reality and the world around us.
Hence, communication is not only the foundation of culture, but has
become a primary podium for the debate about any culture. The mass
media are the key conduits through which communication flows. Their
role in cultural transmission has long been established as one of the
traditional functions of communication. Through socialization, the mass
media make individuals learn and imbibe the values and behaviour of
group. This learning process is done through watching, listening and
reading what others do. With the emergence of some new media of
communication such as the Internet and mobile phones, these
researchers are inquisitive to investigate if the new media also play the
same fundamental mass media role of helping people express their
cherished values and lifestyles. Since much of communication in
contemporary society takes place in various social media platforms, the
nucleus of this study is therefore, identifying specifically if social media
play any role in the transmission of popular culture.
 #DISCUSSION OF FINDINGS:
 The mass media‟s role as agents of socialization is not negotiable,
however this study has demonstrated that value transmission has also
continued through social media as values and experiences are passed
down to others as posts, comments, on social media fora. Precisely,
there is the emergence of new linguistic styles on most social media
sites especially on Facebook andTwitter.Rather than insisting on
standard spelling of words, many users guided by the sound of words
(vocal pronunciation) go for either abbreviated usage or shortened
version of such words without any regard for standard usage, as long as
meaning is shared. For example, brother is written as broda, good (gud),
message (msg), need (nid), because (bkkos), etc.
United Colors of Benetton
Objective:
United Colors of Benetton in their advertisements tries to bring about the unity
among the different parts of the world. Their advertisement campaigns involve
people of different countries come together and united by their clothing.”All
the colors of the world” was one of the first slogans to appear in Benetton ads,
and was later altered to “United Colors of Benetton.”

Findings:
A trademark that became the driving force behind the “United Colors”
message, which formed the basis of the advertising visuals designed to create
a growing network of “United People.” The concept of united colors was such a
strong one that for the first time in its history, the company adopted the
slogan as its actual logo.
These images showed youth of both sexes and every skin tone who exuded
integration, energy and joie de vivre. They suggested a somewhat abstract
universe ruled by the easy straight forwardness of relationships and feelings.
The kind of advertising shows how ads today are trying to bring about a
positive change in culture and thus uniting people.
Calvin Klein
Objective:
Calvin Klein is one of the most recent, successful, and controversial ad
campaigns. Ironically in contrast to the normal, objectifying advertisements
that deface women altogether, Klein focuses on his model’s expressions.
However these expresssions are similar to those of a scared child. They look
even more vulnerable than they are actually.

Findings:
Here, in this ad Kate Moss is depicted as an innocent scared child. Moss
appears be almost prepubescent. She stares vacantly and helplessly into the
camera. Again women see these images as attractive to men and subsequently
feel the need to embody them. This distorted ideal body image is one of the
leading causes for the recent rise of anorexia in young girls.
This image is causing extreme low self-esteem for women in that era. The
advertisement proves effective because normal women can never, and will
never look like Kate Moss.All hollow attempts will only bring more attention to
these market strategies, ultimately more business for Calvin Klein. It is difficult
to pinpoint the cause for Klein’s overwhelming success despite the nature of
his advertisements. Essentially the world of morals and advertising , if the two
can logically coexist, form a constant vicious cycle.
 Methodology
The study highlights on various techniques and tools adopted in executing the
advertising message in various prints mediums such as press advertisements,
magazines and outdoor advertising campaigns. Analyses of various trademarks,
puppets, anthropomorphic creatures, moppet, mascot etc were examined for
the study purpose. Children makes an important contribution in advertising ,
therefore several miscellaneous promotional aids such as packaging of food
items, special gift novelties, stationery designs, toys and gaming items were
also taken as study material, where adoption of comic characters from graphic
novels were incorporated for easy recall and acceptance of the brand. Since
advertising creates brand identity and image for a product, therefore it is an
important issue to understand the effective and creative process of advertising
which maintains the growth and trust of a product.
 Discussion
Let's view Coca-cola case its sets a good example of advertising of their product.
They presented their products in all range and varieties so that people can buy
according to their needs and consumption. Their first advertisement of Santa
Claus in 1920's created impact on peple of all generations especially children.

In Dove's case, they gave a powerful message about changing our perception
towards women. In their advertising picture, they already selected the women
irrespective of their color, face or body shape. Beauty lies within and we should
believe that vision can be deceptive. Thereore, every women deserves respect
equally. United Colors of Benetton gives the same impact of not discriminating
amongs the people of diffrent skin colors and countries.

Harry Potter is not only a book or series of movies, but its a phenomenon. J.K
Rowling(author) writes the books in such a way that everyone, specially children
develops the habit of reading which increases their vocabulary. The books were
advertised through grahical posters and trailers.

Let's talk about Mac donald's customer handling for their food stuffs. They have
separate utensils,vegetable oils etc for vegetarian and non-vegetaian customers
for their satisfaction and apetite. It is one the main reasons for Mac donald's
leading in food stuffs.

The 3D paper image of people raising hands in collaboration focuses on eating

healthy diet to maintain their fitness level. Also on the other hand it throws light
on how men and women should eat according to their body needs without
comparing with each other.

Titan also sets a good example of their products so that customers can buy
accordingto their attitude and lifestyle. By merging small companies in them,
they promoted small products too and presented it to the customer and
customers can buy products by believing on Titan and apparently Titan too
makes profit and gives wings to these small startups to run their business .
 Conclusion
An attempt is made through this research paper to review various studies on
advertisement effectiveness and identify a range of measures used in context of
a specific media. Select studies with reference to different media forms are
summarized. It may be noted that the development of the advertisement
effectiveness literature from 1964 to 2013 highlights the change in the focus of
researchers from traditional to modern media. It is further observed that
different dimensions are considered in different media for measuring
advertisement effectiveness which adds to the complexities and vagueness of
the subject. This clearly highlights the need of further research in the area of
measuring advertisement effectiveness as summed up in previous section.
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