Social Advertisement

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Recommended: The impact of advertising towards children

TELEVISION ADVERTISEMENT
Television is one of the biggest mass media available to advertisers and marketers. High Definition and 3D technology has improved the impact of advertisements by reaching a significant audience. Advertising is considered multi dimensional as it can be used to convey nature of the product through demonstration, sound and vision. Social advertising is a very good example of positive advertising. The objective of social advertising is to change public attitude and behavior and stimulate positive change. For example Polio ad, advertisement of Iodized salt, soaps like Dettol, Lifebuoy which provokes children to stay clean. Advertisers act smartly as to how to make the product reach the target customers. They try to expose those products in their ads that are most liked and used by kids. By doing so, they can reach them very quickly and easily. Advertisements of toothbrush and pastes use the marketing strategy like showing chocolates and noodles as left over in between teeth that leads to cavity and emphasis on brushing twice a day, which helps the children to keep their teeth clean, healthy and germ-free. There are advertisements that improves their musical skills, singing ability, develops creativity and improves language. Advertisement also helps the children’s health in a positive way- be it a kid of 2 yrs or a little grown up of 12 yrs. In the urge of looking at the positive impact, let us not forget the negative ones created in the minds of consumers.
The number of channels available has grown substantially. The frequency of advertisements in between programs is more. They have increased so much that people have learnt to switch over to another channel to avoid being brainwashed by them. One potential p...

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... health in danger in the name of dieting.
MISLEADING TECHNIQUES
Use of techniques makes it difficult for children to judge the correct size, shape, colour, action, taste and performance of any product. This is because of exaggeration, use of artificial colours in food items, graphics, animation and special effects. It is very difficult to let the children know the difference between Fantasy and reality. Though advertisements keep the people aware of newly launched ideas and products, they exaggerate the people that make them fall in love with the product.
IMPACT ON CULTURE
Advertisements have impact on culture. Most advertising tends to be “a trailing indicator of popular culture" (Edward Kosner). The entertainment film industry and serials have a telling impact on the behavior of Indian society. Films are seen once or twice while ad films are seen over and over.

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