Download Open Text Material Class VII Subject – Social Science Theme 2

Open Text Material
Class VII
Subject – Social Science
Theme 2: Advertisement and Generation X
Abstract
Advertisement draws our attention to various products and hence it is all about building brands. Branding involves
stamping a particular product with a particular name or sign in order to differentiate it from other products in the
market. The ‘Brand’ conveys its value through the use of visuals and words to give an overall image that appeal to the
consumers.
Every organization or rather brand invests a lot of capital on marketing, a major chunk of which is spent on
making ads. Getting an iconic celebrity – Amitabh Bachchan to speak about Navratan Hair Oil, it seems like a
piece of cake now a day. But to what extent does these ads actually affect the consumers? Do they actually
buy a product just because their favourite film star is endorsing it? Is it possible that a product can change its
image on the consumers overnight, because of the flashy advertisement they have just released?
If we go by theories there are lot more factors that influence a customer to make a purchase, and advertising is
just one small part of a parameter called Psychology. Some of the more influential factors of life are like:
1. Need of the Product – Considering the market scenario of today, we, the consumers, hardly buy
anything when we don’t need it.
2. Affordability – It is not an uncommon sight when a man sighs looking at an expensive brand of
shaving cream and goes for a cheaper brand.
3. Brand Image and Loyalty – Very few Surf Excel users would like to opt for a brand like Tide and
Nirma just because it is cheaper.
There was a time in 60s and 70s when the main target audience of advertisers were
house-wives but this gave way to youth being the target of the ads. The focus then shifted
to children, which continues even today. Today, children can be seen in ads which are not
at all child-products Even in an advertisement of Maruti Esteem two children were
shown comparing whose daddy has the bigger car.
‘Catch them young’. Why?
"Finger lickin' good" – KFC
"Just do it." – Nike
"I'm lovin' it" - McDonald's
"Express yourself every day. " - Philips
Children are fascinated by the media especially television. All over the world children have this natural
affection for television. Children today live in a multimedia world. There are around three hundred and
twenty five television channels, fifty thousand newspapers and forty three thousand periodicals along with
number of FM channels in India. It is a world composed of media forms that are now part of the total culture
in which a child is born, grows and develops into an adult.Advertising is under attack because it is
perceived as "making kids want what they don't need" and puts pressure on parents to respond to those
needs. More recently, advertising is also accused of being a factor in causing children's obesity. In addition
to these, advertising is also criticized for the ways in which products are advertised and the various
strategies adopted by the advertisers to woo its target audience:
Majority advertisements featuring children had little boys in varying shapes, sizes and moods. And the few
ads that did feature young girls, projected them with their mothers in ads for beauty products. Most reinforced
stereotypical images of being chatterboxes, or sweet delicate ‘things’.
Most of the advertisements from DaagAchaeHai! campaign for Surf Excel, a detergent featured little boys in
different roles, one as a protector – brother beats up a mud puddle to make his sister laugh, another as
crusader, and yet another as a well-intentioned individual who gets into a mock fight to break up another.
Majority feature boys as dirty, naughty, rowdy, intelligent, cute or with celebrities making them appear even
more desirable to parents.Even when two children are shown in ads, its usually a boy and girl or two boys and
rarely is a family with two girls spotted. The current sex ratio in India of 927 girls for every 1000 boys is a
dangerous indicator of preference for the male child. The media has to make an effort to avoid such
stereotypes. As a citizen of a democratic society, it is important for us to be aware of the strong influences that
advertisement have in our life. So we must critically examine what message advertisement conveys and
accordingly make the right choice.
Sample Questions –
1. Many advertisements are Gender – biased. Do you agree? Give your views.
2. Why do you think advertisers target the young population?
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