Class 7th civics chapter) 5 understanding media and advertisingEos: A. Multiple choice questions 1. (c) medium 2. (c) public o} 38. (a) 2005 4. (0) internet Fill in the blanks 1. Right to Information Act 2. Public opinion, government 3. seek redressal 4. aim to seek 5. rural Rajasthan, 1990 Very short answer type questions 1. Media refers to the various means of disseminating information, entertainment and communication on a wide (large) scale, 2. Sending or receiving messages or exchange of ideas is known as communication. Examples: Newspaper, TV, radio, telephone, mobile phone, wireless, etc. 8. The two different forms of media are: (i) Print Media (ii) Electronic Media 4. Advertising may be defined as a medium through which information is provided to persuade the people towards a product or service, ‘Two types of advertising are: (i) Social advertising (ii) Commercial advertising Short answer type questions 1. Commercial advertising is done to promote a particular product, w is done to promote awareness about social issues. 2. Role played by media in the formation of public opinion is explained below: (i) Newspaper articles help in shaping public opinion. (ii) Importance of electronic media in the formulation of public opinion can never be doubtful, especially in a country like India, where the rate of illiteracy is quite high. For those who cannot read or write, radio and television (electronic media) is a boon, (iii) Cinemas often depict common problems like untouchability, casteism, dowry ‘or subjects like poverty and gender bias. What one sees in the cinema or in a television serial leaves an impact on mind and influences her/his thoughts and actions, which in turn influences public opinion. 3. Advertisement done through media has a deep impact on the people's choice. Media plays an important role in advertising in the following ways: (i) Advertising makes the consumer believe that things that are packed and have a brand name are far better than those that do not come in attractive packets. (ii) It helps consumers to choose from the various products available in the market, as per their liking/needs. social advertising4. Advantages of advertisements are as follows: (i) One can attract the public towards the products or services and can sell it in the market. (ii) It helps the small retailer and large companies to sell their product or services and get good profit from the market. Disadvantages of advertisements are as follows: (i) We have a misconception that things that are nicely packed and have a brand name are far better than things which do not come in branded packets. (ii) The shift to packed product negatively affects the sales of several smalll businesses forcing people out of their livelihood. (iii) Advertising tends to promote certain lack of respect for the poor. They are not the faces we most often see in advertisements, so we tend to dismiss their lives as worthless. E, Long answer type questions 1. Consumer Protection Act came into being to protect consumer rights. Some of the consumer rights enjoyed by Indian citizens are described below: (i) Right to safety: The consumers have the right to be protected against the marketing of goods and services which are hazardous to life and property. (ii) Right to information: Under this right, the consumers have the right to collect information about the quality, quantity, purity, price of goods, etc. (iii) Right to choose: Assurance of access to a variety of goods and services at a competitive price. (iv) Right to seek redressal: Consumers have the right to seek redressal against any unfair trade practice. (v) Right to be heard: This includes knowledge about goods and issues relating to consumer welfare. 2. When consumers in a marketplace are cheated due to the lack of information about the product or by any other means such as charging high prices, etc., it is called consumer exploitation. Mostly consumers are cheated by the followings methods: (i) By creating artificial shortage of commodities in the market, the prices of the things are pushed by the producer. Thus, consumers are compelled to buy commodities at higher prices. Sometimes, consumers are misled by false claims made in adve Consumers are exploited by being provided with poor quality intangible services, such as inefficiency in air booking or misleading holiday packages. (iv) There is no coordination between manufacturers, government traders and consumers. Thus, the interest of consumers is not protected. (v) The ignorant consumers are cheated due to multiplicity of weights and measures. They create uncertainty, especially in the sphere of rural marketing 3. Consumer can protect themselves from being exploited by the following methods: (i) They (consumers) should try and assess the quality of the products they wish to buy. (ii) ‘They must ask for a cash memo or a bill duly signed and stamped. (iii) They can also ask for the quarantee slip (iv) They can purchase the quality products rather the cheaper ones. isements.