Sociology

SEMESTER I

A RESEARCH PROJECT ON:

Impact of advertisements on society

SUBMITTED TO:

Prof. Vrinda Mohan P

Assistant Professor, NMIMS Kirit P Mehta School of Law

SUBMITTED BY:

Name: Tanya Godre

Roll No.: B015

B A LLB(Hons) Division B
 Table of contents :

Sr no Contents
1 Introduction
2 Objectives
3 Statement of purpose
4 Review of literature
5 Analysis
6 Hypothesis
7 Conclusion
8 Reference
Introduction
advertisement is a marketing tool and a paid form of non-personal presentation which helps in communicating
features of the products and entice them to buys the product.

We all are knowingly or unknowingly surrounded by advertisements as it is using every possible means to get a public
notice. There are many ways and means through which it can be done for example;

 Newspapers
 Television
 Online platforms such as Instagram and YouTube
 Hoardings
 Sponsorships

and many more.

The word advertisement was originated by the word advertir which then means to call for attention which later
evolved to a word known as advertisement. This exists since the time people started trading, the only change in current
and earlier scenario is change in its means. In ancient time it was done orally then people started using flags,Egyptians
used papyrus, Romans used pictures and signs on walls, Athenians progressed and brought a new form i.e scrolls. In
1704 first advertisement was published in newspaper and in 1941 world saw its first legal commercial on television
which is continued till date with evolved ideas, styles and animations.

From some ads we can relate personally, some have attractive songs etc. From seeing advertisements even on back
of rickshaw to the every site used online advertisements play a important role and have become a integral part of our
lives. Many scholars and phycologists have studied the impact of advertisements and till now have debates on this
controversial topic. We all have emotions and advertisements dissipates our feelings and use that to portray things
which entice them to buy. H.G. wells quoted “advertisement is legalised lying” as it directly influences the consumer
behaviour and set us a prerequisite about how circumstances are which create a resemblance in our mind and thus
we act accordingly unconsciously.

Standard of procedure
Though advertisements are prevailing over years in our society, in present the cons of it are much more weighed than
its productive face. Advertisements substitutes our thoughts to what and idealistic one should be.

At first place this research paper will contain review of literature which will showcase the main journals to which I
referred and a short explanation of it .Then in next phase I would be discussing the objectives of the research paper in
specific.

Next I would be creating hypothesis of problem occurred

And in analysis research paper would be focusing on how advertising posters false culture and will show the dark side
of advertising industry. It will further focus on impact of it on youngsters , adults and then the impacts common in
both.

Would be giving exemplar representation of each topic. After that I would be analysing a case study of effect of
advertisement on consumer and change in their behaviour.
Review of literature
Effects of Advertising on Society: A Literary Review Goldie- it shows that society is surrounded by many type of
advertisements and most if it are in abundance that affect us in negative way. Though there are many positives to
supplement it but its negative surpass them. Since these accusations are based on genuine misleading so a consumer
should also pay attention and know how to differentiate between what information they are giving and the way to
induce us.

International Journal of Management and Applied Science, Volume-1, Issue-10, Nov.-2015 Advertisement Culture And
Its Impact On The Society 74 ADVERTISEMENT CULTURE AND ITS IMPACT ON THE SOCIETY SUPARNA JAIN- Though there
are many positives to supplement it but its negative surpass them. Since these accusations are based on genuine
misleading so a consumer should also pay attention and know how to differentiate between what information they
are giving and the way to induce us. Companies that make advertisements should follow ethics and keep in mind the
mentality of society. Also they not do negative ads that vitiate other competitors ads.

Objectives
 To analyse the negative impact of advertisement on youngsters and adults
 To analyse graph to understand the change in consumer preferences.

Analysis
Negative impact of advertisements on youngsters and adults -

1.Advertisements idealizes things and make perceptions-

It makes a stereotype in our minds of ways how things should be. Companies want us to live a life in a way they portray
to us using their products and we have become so accustomed to them seeing it on daily basis that we often assume
it only as universally accepted and ignores the natural way.

For example-

In perfumes ads of Denver the famous celebrity portrays that an ideal of dressing is formals and the tagline says
“denver , secret of my success” portray that in order to be a successful person it is necessary to use perfumes as he
himself is using .

Dr oetker fun foods veg mayo ad more then they show the product they show us the big house, a man going
to office, and most important thing the interior of house showcasing its magnificence and idealizing a image of what
a perfect house should beCreating stereotype.

2. Advertisement also creates stereotypes

Advertisements are also responsible for creating stereotype as what role should be played by whom. It intensify already
popularly belief or help in creating a new one.it generalizes the belief about how a specific gender or class (eg- women ,rich
class ,teenagers)should live and how it looks like, and if they not follow the custom they are inadmissible. In many ads it is
shown that a typical Indian women is one which cooks and take care of house and keep all members of family happy and it
is her role to do so which is now a demand of society in large.
Today children form a major segment of the customers with both pester and purchasing power. In some ads children are
displayed as perfect in studies and in extra classroom activities both after which parents start comparing their children to
follow the path of what is shown in ads as ideal where their interest doesn’t matter.

For example – In famous MDH masala ad all the male members of family are sitting for dinner together and women are
serving food creating a generalized thought that women will only serve food and not men.

In amul ad it is shown that how some children are studying and playing actively just after drinking milk, which raises the
expectations of parents viewing it and compare their children and force them to be a child which they see in ads.

In a sprite ad baground song goes like mere pass guitar hai ,mere pass car hai , duniya mere yaar hai in which all the girls
around comes to the guy singing this song depicting that the one who have luxuries only have friends to which the the youth
in present responds in a negative way and demands these items.

3. Aping western culture-

India is a land of vast culture and diversities but the major concern today is that it is aping western culture and one of
the main reason is advertisements .In the name of advancements, ads shows us many things western things for
example western food , clothes, interior etc which is often contrary to our Indian culture. Some of these notions are
not justifiable in our Indian society but by portraying them in ads people consider it new normal and thus disregard
the past customs.

For example-

In oppo and vivo phones ads they rather than showing the quality of camera show the people wearing western dresses
who are in parties or children drawing sitting in a big modern interior room which gives us the effect that these are
new western styles according to which we live leaving our old houses.

Myntra add gives us the perfect example of same. In beginning the girls sings the English songs and then she suggest
the western style clothes to her friend.

4. Extravagance

Not all people have abounding money to spend on luxuries like air conditioners, exorbitant cars etc and so these ads
lure them to get these things and then they use unscrupulous means to acquire them.

For example-Honda bikes shows the bike in such a way that anyone can be tempted to buy it and this effect the people
who cant afford wrong means to acquire it and choose wrong means.

5. Vulgarity

Some ads are offensive and not acceptable by society as they show obscene scenes which many a times not subsist
with people sentiments . Ads manifest unethical sensuality which effects the youngsters to go on the same path .
when youngsters sit with their family to watch some show and these appear, makes the situation for all members
awkward and when questioned by their children neither they can explain nor ignore.

For examples –

Ads of condoms pop up not with the message of awareness but with lewd videos showing sensuality.

Colgate close up ad which is an ideal example as its tagline says “pass aao, meri saanso me samao, pass aao na” in
which a boy and girls dance closely just because they like the smell of mouth .

6. Increase of price
Few minutes of advertisements costs more than lakhs of rupees for the company and the amount incurred in the same
is passed on to customers . It increases the price of product as the cost incurred is added to product cost and then
ultimately the burden of money is on consumer.

For example-

If a lux soap cost 12 rs includes manufacturing cost, transportation cost etc, and if in advertisements they spend lakh
of rs which is added in cost of product and now the product is of rs 16

7. Portrayal of women in advertisements

Just because of a basic fact that women attract men does not mean that in every fourth ads it is necessary to show women
as a sexual object. By illustrating women in ads there are many concern such as sexual intimation, nudity, and violence. This
have a negative impact on women which do not match the standards set by the ads and feels pressured to be someone
which attract men.

As compared to men women are women are given more chance to perform in a commercial not because of giving them an
equal chance but because they are now used as sex symbols. In many deodorants girls comes closer to a boy just because
he has put some perfumes , why can’t men be persuaded to smell good for their own sake without the incentive of women
getting attracted?

For example-

The wild stone ad in which a father smells a perfume of a boy named kunal which he met in function and then same smell
comes from her daughter next morning depicting the vulgar nature of even daughter and a father relationship.

Imperial blue ads also known as men will be men ads gives us the impression that women have no role other than sexual
intimation.

8. Advertising Can Be Deceptive

since all advertisements are visual and there is no face to face interaction it is difficult for consumers to judge rationally that
weather the product shown in ads is same in real life and many customers fall in this trap as they rely on ads and buy things
expecting its features to be same as shown but in real they are contrast of it .They can deceive people by making false claims,
concealing facts, by making ambiguous claims or by puffery.

For example –

Dr. Batra’s Positive Health Clinic which guarantees the hair growth but these claims were later proved false in court.

Myntra ads show the clothes which not always match up to our expectations .

9. Causes eating disorders

Most of the edibles ads like noodles, soup, jams etc they only allure us to buy the products but they never shoe the dark
side of it that what are its negative effects , allergies, fat , calories and after watching this customer is convinced to buy but
the after effects of consuming it are vicious. Some people suffer from obesity ,cardiovascular disease, type 2 diabetes, non-
alcoholic fatty liver disease and some cancers.

For example-

Maggie ad entice us well to have it but the fact it is not good for health is known to everyone and many people suffered due
to its overeating too.
10.Attract people to try dangerous stunts
Advertisements shows dangerous stunts like bike stunts, jumping from helicopter etc which are impractical in real life
without safety measures but after watching these mainly children section of our society get attracted to this as they find it
interesting and try to perform it at home and sustain injuries also the warnings that are mentioned in these are in very small
fonts that people usually ignore them.

For example-

In thumb’s up ad salman khan jump from helicopter and drink thumbs up and says aj kuch toofani krte hai which encourages
people also to perform these tasks in order to copy what is shown in advertisements.

Hypothesis
More the advertisement of product ,more people will buy it.

Here advertisement can be variable x and buy can be variable y.

Since customers buy product because they see advertisement which temp them in different ways as compared to
those which are not advertised. People feels that they are using a good product or service as it is advertised, seeing
which many more people buy and the chain continues. So if one product is advertised there are chances that more
people will buy it thus increasing sales.

So if x increase y also increase.

What people sees in advertisements becomes a culture

Let advertisement be variable x and culture be variable y .

Since almost major part of citizens have a reach to television so they all see advertisements and fantasise and create
a standard of how things should be and if they are not in the prescribe manner they are not right. Everyone idealises
it as the only way things should be an forget the normal way. So what people see in ads they unconsciously apply
them in their life ans thus it becomes a culture.

So if s exist y itself follows it.

Conclusion

We can say that advertisements can go in many directions in this matter of question and so should be stringent
parameters to keep a check.

Though there are many positives to supplement it but its negative surpass them. Since these accusations are based on
genuine misleading so a consumer should also pay attention and know how to differentiate between what information
they are giving and the way to induce us.

Companies that make advertisements should follow ethics and keep in mind the mentality of society. Also they not do
negative ads that vitiate other competitors ads. They should not disappoint any religious or cultural values and
maintain a balance between convincing people to buy good and to dupe them.

In last we the customers should be aware of the tactics and apply rationale before buying , since most advertisements
show emotional sentiments which we all can relate from our life so we should also be alert before falling into the trap
knowingly or unknowingly .

o Cultivate the following skills to help experience the positive aspects of advertising without all the negatives:
 o Fact checking: Read up on a product, read reviews and seek out research to get the full scoop.
o Product comparisons: Explore and research all your options for solving a particular problem or need.
o Emotional awareness and mindfulness: Pay attention to the emotions the advertiser wants you to feel and why.
o Decision-making skills: Consider pro and con lists, healthy discussion or taking time to think before purchasing.
o Boundaries: It is OK to mute commercials or change the channel. Sometimes, it is also healthy to take a media
break.

References
http://www.iraj.in/journal/journal_file/journal_pdf/14-202-144888093374-76.pdf

https://sites.google.com/site/eportfolioabhikamdar/effects-of-advertisements-on-society---analytical-essay

https://www.thebalanceeveryday.com/is-advertising-harmful-to-society-38971