Critical Issues in Advertising

Advertising as a profession came of age in the twentieth century, facilitating the shift of. society from production-oriented small-town values to consumer-oriented urban lifestyles. With its ability to create consumers, advertising became the central economic support system for our mass media industries. Through its seemingly endless supply of pervasive and persua­sive strategies, advertising today saturates the cultural landscape.

Products now blend in as props or even as "characters" in TV shows and movies. In addition, almost every national con­sumer product now has its own Web site to market itself to a global audience 365 days a year.

Advertising was manipulating helpless consumers, attacking our dignity, and invading "the privacy of our minds.  The advertising industry was all-powerful.  Although consumers have historically been regarded as dupes by many critics.   Some of the most serious concerns involve children, teens, and health.

Children and Advertising

Children and teenagers, living in a culture dominated by TV ads, are often viewed as "consumer  .  In addition, parent groups have worried about the heavy promotion of products like sugar­coated cereals during children's programs.  they are increasingly targeted by advertisers.  In addition, very young children cannot distinguish between a commercial and the TV program that the ad interrupts

Stereotyping commercials

Commercials are the vast source of gender stereotyping. The aim of the modern commercial is not only the satisfaction of needs but also their creation. Women are more often presented in commercials, because they are seen as responsible for making everyday purchases. Men generally advertise cars, cigarettes, business products or investments, whereas  women are shown rather in the commercials with cosmetics and domestic products. They are also more likely portrayed in the home environment, unlike men, who are shown outdoors. Another important distinction is the phenomenon in  the commercials, which consists in showing the entire figure in case of women and close-up shots in case of men . 

Health and Advertising

Eating Disorders. 

Advertising has a powerful impact on the standards of beauty in our culture. A long-standing trend in advertising is the association of certain products with ultra thin female models, promoting a style of "attractiveness" that girls and women are invited to follow.  Even today, despite the popularity of fit­ness programs, most fashion models are much thinner than the average woman.  Some forms of fashion and cosmetics advertising actually pander to individuals' insecurities and low self-esteem by promising the ideal body. Such advertising suggests standards of style and behavior that may be not only unattainable but also harmful, leading to eating disorders such as anorexia and bulimia and an increase in cosmetic surgeries.

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Puffery and Deception  false and misleading claims have haunted advertising. . A cer­tain amount of puffery—ads featuring hyperbole and exaggeration—has usually been permitted, particu­larly when a product says it is "new and improved." However, ads become deceptive when they are likely to mislead reasonable consumers based on statements in the ad or because they omit information. Moreover, when a product claims to be "the best," "the great­est," or "preferred by four out of five doctors, A typical example of deceptive advertising is the Campbell Soup ad in which marbles in the bottom of a soup bowl forced more bulky ingredients—and less water—to the surface. In another instance, a 1990 Excessive Commercialism DECEPTIVE ADVERTISING – FALSE CLAIMS Fair & Lovely Foundation  The stereotypical role of women in Indian society as  portrait by the company in its ads still encourages anachronistic beliefs , the company still manages to allure people to buy its products by saying that it contains some miraculous scientific formula which would turn their skin white , the company is still misleading people and society by depicting that when a dark – skinned lass uses fair and lovely , she moves towards success thereby making them believe that light skin is a pre- requisite for a fortunate career. Advertising's Role in Politics Bharatiya Janata Party leader Narendra Modi's election juggernaut in the 2014 Lok Sabha polls is an example of howto prepare and successfully implement a marketing and branding campaign. Irrespective of your faith, ideology and voting decision, there has been no escaping Mod Since the 1950s, political consultants have been imitating market-research and advertising techniques to sell their candidates. To  giving rise to political advertising, the   use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint.   Advertising agencies Soho Square, Ogilvy and Mather, and media buying agency Madison World—the media team that helped  Narendra Modi’s Bharatiya Janata Party (BJP) sweep to power in the Lok Sabha elections with the biggest election victory in 30 years— have delivered once again with the party set to form governments in Haryana and Maharashtra, where assembly elections were held earlier this month. The BJP’s focus during the elections was on governance, growth and corruption during the 15-year rule by the Congress and the Nationalist Congress Party (NCP) coalition in Maharashtra. With an advertising budget of Rs.25 crore and brand Modi still going strong, the odds were in the BJP’s favour. http://businesstoday.intoday.in/story/case-study-strategy-tactics-behind-creation-of-brand-narendra-modi/1/206321.html he BJP’s focus during the elections was on governance, growth and corruption during the 15-year rule by the Congress and the Nationalist Congress Party (NCP) coalition in Maharashtra. With an advertising budget of Rs.25 crore and brand Modi still going strong, the odds were in the BJP’s favour. The creative backbone of the party’s campaign was Piyush Pandey, executive chairman and creative director for South Asia at Ogilvy and Mather. he party had arranged for 20,000 digital vans to show Modi’s speeches in rural areas of the two states. “The idea was to reach the areas which do not have much access to newspaper and television so that people know about the message of Prime Minister Narendra Modi through these speeches,” said a senior BJP leader, who declined to be named. We rounded off the campaign on the last day with an ad on the last page of The Times of India highlighting the admission of corruption by the Congress chief minister himself,” said Balsara—his reference is to an interview given by Chavan to The Telegraph where he claimed that he couldn’t act against his corrupt predecessors and partners due to political compulsions. The BJP spent Rs.25 crore on the advertisement campaigns in Haryana and Maharashtra including Rs.50 lakh for the telecast of Prime Minister Narendra Modi’s Madison Square garden speech which was aired on seven Marathi television channels.

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Types of Creative Thinking

There are  four types of creative thinking,

1. Reframing

Reframing opens up creative possibilities by changing our interpretation of an event, situation, behaviour, person or object.

Think about a time when we changed our opinion of somebody. Maybe we  saw them as ‘difficult’ or ‘unpleasant’ because of the way they behaved towards us  only to discover a reason for that behaviour that made we feel sympathetic towards them. So we ended up with an image of them as ‘struggling’ or ‘dealing with problems’ rather than bad.

Or what about a time when you experienced a big disappointment, only to discover an opportunity which emerged from it. As the old saying goes, ‘when one door closes, another opens’.

Reframes, the essential nature of the person, object or event didn’t change — only our perception of them. When we exchanged an old frame for a new one, things looked very different.

Creative frames of reference

Here are some frames to help us generate creative solutions. Meaning — what else could this mean?

·         Context — where else could this be useful?

·         Learning — what can I learn from this?

·         Humour — what’s the funny side of this?

·         Solution — what would I be doing if I’d solved the problem? Can I start doing any of that right now?

·         Silver lining — what opportunities are lurking inside this problem?

·         Points of view — how does this look to the other people involved?

·         Creative heroes — how would one of my creative heroes approach this problem?

 

2. Mind Mapping

When we make notes or draft ideas in conventional linear form, using sentences or bullet points that follow on from each other in a sequence, it’s easy to get stuck because we  are trying to do two things at once: (1) get the ideas down on paper and (2) arrange them into a logical sequence.

Mind mapping sidesteps this problem by allowing you to write ideas down in an associative, organic pattern, starting with a key concept in the centre of the page, and radiating out in all directions, using lines to connect related ideas. It’s easier to ‘splurge’ ideas onto the page without having to arrange them all neatly in sequence. And yet an order or pattern does emerge, in the lines connecting related ideas together in clusters.

Because it involves both words and a visual layout, it has been claimed that mind mapping engages both the left and right hemispheres of the brain, leading to a more holistic and imaginative style of thinking. A mind map can also aid learning by showing the relationships between different concepts and making them easier to memorize.

Visual approaches to generating and organising ideas have been used for centuries, and some pages of Leonardo da Vinci’s notebooks are often cited as the inspiration for modern mind maps. Tony Buzan is the leading authority on mind mapping. Among his tips for getting the most out of the technique are:

·         Start in the centre of the page

·         The lines should be connected and radiate out from the central concept

·         Use different colours for different branches of the mind map

·         Use images and symbols to bring the concepts to life and make them easier to remember

 

3. Insight

The word insight has several different meanings, but in the context of creative thinking it means an idea that appears in the mind as if from nowhere, with no immediately preceding conscious thought or effort. It’s the proverbial ‘Aha!’ or ‘Eureka!’ moment, when an idea pops into your mind out of the blue.

There are many accounts of creative breakthroughs made through insight, from Archimedes in the bath tub onwards. All of them follow the same basic pattern:

1.     Working hard to solve a problem.

2.   Getting stuck and/or taking a break.

3.   A flash of insight bringing the solution to the problem.

The neuroscience of insight

Recent research by neuroscientists has validated the subjective descriptions given by creators. It has also thrown up some interesting discoveries.

Although it may look (and even feel) as though you are doing nothing in the moments before an insight emerges, brain scans have shown that your brain is actually working harder than when you are trying to reason through a problem with ‘hard’ thinking:

So if anyone accuses you of being idle next time they see you staring out the window or strolling in the park, point them to the research!

Neuroscience has also revealed that the right hemisphere of the brain — long associated with holistic thinking, as opposed to the more logical left hemisphere) — is strongly involved in the production of insights. Another finding is that you are more likely to have an insight when you feel happier than when you feel anxious. So maybe suffering for your art isn’t such a good idea after all!

According to David Rock, self-awareness is a key to unlock insight. It’s important to recognise when you get stuck on a problem and instead of trying to push through it by working harder, deliberately slow down, calm your mind and allow your thoughts to wander. Rock also points out that every insight comes with a burst of energy and enthusiasm that helps you put it into action.

How to Have an Insight

In a book published over fifty years ago, advertising copywriter James Webb Young outlined A Technique for Producing Ideas which dovetails neatly with the accounts of creators and the discoveries of modern neuroscience. He describes his own practice in coming up with ideas for advertisements, which he distils into a four step sequence:

1.     Gathering knowledge — through both constant effort to expand your general knowledge and also specific research for each project.

2.   Hard thinking about the problem — doing your best to combine the different elements into a workable solution. Young emphasises the importance of working yourself to a standstill, when you are ready to give up out of sheer exhaustion.

3.   Incubation — taking a break and allowing the unconscious mind to work its magic. Rather than simply doing nothing, 

4. Creative Flow

creative flow — and concluded that it is very highly correlated with outstanding creative performance. In other words, it doesn’t just feel good — it’s a sign that you’re working at your best, producing high-quality work.

 nine essential characteristics of flow:

1.     There are clear goals every step of the way. Knowing what you are trying to achieve gives your actions a sense of purpose and meaning.

2.   There is immediate feedback to your actions. Not only do you know what you are trying to achieve, you are also clear about how well you are doing it. This makes it easier to adjust for optimum performance. It also means that by definition flow only occurs when you are performing well.

3.   There is a balance between challenges and skills. If the challenge is too difficult we get frustrated; if it is too easy, we get bored. Flow occurs when we reach an optimum balance between our abilities and the task in hand, keeping us alert, focused and effective.

4.   Action and awareness are merged. We have all had experiences of being in one place physically, but with our minds elsewhere — often out of boredom or frustration. In flow, we are completely focused on what we are doing in the moment. Our thoughts and actions become automatic and merged together — creative thinking and creative doing are one and the same.

5.    Distractions are excluded from consciousness. When we are not distracted by worries or conflicting priorities, we are free to become fully absorbed in the task.

6.   There is no worry of failure. A single-minded focus of attention means that we are not simultaneously judging our performance or worrying about things going wrong.

7.    Self-consciousness disappears. When we are fully absorbed in the activity itself, we are not concerned with our self-image, or how we look to others. While flow lasts, we can even identify with something outside or larger than our sense of self — such as the painting or writing we are engaged in, or the team we are playing in.

8.   The sense of time becomes distorted. Several hours can fly by in what feels like a few minutes, or a few moments can seem to last for ages.

9.   The activity becomes ‘autotelic’ – meaning it is an end in itself. Whenever most of the elements of flow are occurring, the activity becomes enjoyable and rewarding for its own sake. This is why so many artists and creators report that their greatest satisfaction comes through their work. As Noel Coward put it, “Work is more fun than fun”.

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EFFECTS ON KNOWLEDGE AND ATTITUDES

 This section involve the measurement of both behavior and attitudes.

We will examine five topics that have generated the most research interest:

• 1.                                                   the role of the media in socialization,
• 2.                                                   cultivation analysis,
• 3.                                                   the impact of TV advertising on children,
• 4.                                                   agenda setting, and
• 5.                                                   media exposure and cognitive skills.

Media and Socialization

we defined socialization as the ways in which an individual comes to adopt the behavior and values of a group. Socialization is a complex process extending over a number of years and involving various people and organizations, called agencies of socialization, who contribute in some degree to the socialization process.  

the media, especially  television, may play an important role in socialization when it comes to certain topics. Let us now look at evidence pinpointing some of these areas.

>> The Media as a Primary Source of Information

Learning is an important part of the socialization process, and the media serve as important sources of information for a wide range of topics, especially politics and public affairs. For example, a survey of sixth and seventh graders found that 80 percent named a mass medium as the source of most information about the presi­dent and vice president, 60 percent named a mass medium as the primary source of information .

Other research has shown that the media, primarily TV, serve as primary information sources for many age groups about a wide range of topics.

>> Shaping Attitudes, Perceptions, and Beliefs

The mass media also play an important role in the transmission of attitudes, per­ceptions, and beliefs. Several writers have suggested that, under certain condi­tions, the media (especially TV) may become important socialization agencies in determining the attitudes of young people. Specifically, TV will be an influential force when the following factors are operative:

All this means that, under certain conditions, TV will be an influential force in shaping what children think about certain topics. Moreover, they have specified some of the effects that may result when television does the socializing.

Creating Stereotypes In the study of media socialization, it is helpful to identify consistent themes or stereotypes present in media content. For instance, some 90 percent of TV crimes were solved; real-life law enforcement agencies are not nearly as effective.                                                                                             Television also over represents violent crimes, such as murder, rape, and armed robbery.Portrayed in the mass media. Islam men were typically portrayed main negative stereo­types: (1) terrorist, (2) arrogant

 Cause of certain attitudes

some experimental evidence points to the media as the cause of certain attitudes, we cannot entirely rate out other interpretations. Nevertheless, it is likely that the link between media exposure and certain attitudes demonstrates reciprocal causa­tion. What this means is best shown by an example. Watching violent TV shows might cause a youngster to hold favorable attitudes toward aggression. These favorable attitudes might then prompt him or her to watch more violent TV, which, in turn, might encourage more aggressive attitudes, and so on. The two factors might be said to be mutually causing one another.

The Absence of Alternative Information

Although televi­sion can affect young people's attitudes about matters for which the environment fails to provide firsthand experience or alternative sources of information. 

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Functions of Mass Communication for Society

Surveillance Surveillance refers to what we popularly can the news and infor­mation role of the media. The surveillance function can be divided further into two main types.,

 Warning, Or Beware, surveillance occurs when the media inform us about threats from ter­rorism, depressed economic conditions, increas­ing inflation, or military attack. There is, however, much information that is not particularly threatening to society that people might like to know about.

Instrumental surveillance has to do with the transmission of information that is useful and helpful in everyday life. News about films playing at the local theaters, stock market prices, new products, fashion ideas, recipes, and teen fads are exam-pies of instrumental surveillance.

Interpretation

The mass media do not supply just facts and data. They also provide information on the ultimate meaning and significance of events. Articles that analyze the causes of an event or that discuss the implications of government policy are also examples of the interpretation function. Why is the price of gasoline going up.

Interpretation can take various forms. Editorial cartoons, which originated in 1754, may be the most popular form. Other examples are less obvious but no less important. Critics are employed by the various media to rate motion pictures, plays, books, and records. Restaurants, cars, architecture, and even religious ser­vices are reviewed by some newspapers and magazines.

Linkage

The mass media are able to join different elements of society that are not directly connected. For example, mass advertising attempts to link the needs of buyers with the products of sellers. Legislators may try to keep in touch with constituents' feelings by reading their hometown papers. Voters, in turn, learn about the doings of their elected officials through newspapers, TV, radio, and websites. Attempt to raise money for the treatment of certain diseases are another example of this linkage function. The needs of those suffering from the disease are matched with the desires of others who wish to see the problem eliminated.

Another type of linkage occurs when geographically separated groups that share a common interest are linked by the media.

Transmission of Values/Socialization 

The transmission of values is a important function of the mass media. It has also been called the socializafion function. Socialization refers to the ways an individual comes to adopt the behavior and values of a group. The mass media portray our society, and by watching, lis­tening, and reading, we learn how people are supposed to act and what values are important. Consider the images of an important but familiar concept as seen in the media: motherhood.

 Cell phones link parents with children. Sports talk radio joins peo­ple with a common interest in athletics.

The media can create totally new social groups by linking members of society who have not previously recognized similar interests in one another.

On the other hand, this linkage function may have harmful consequences. Terrorists can use hate sites to spread hate propaganda and to recruit new mem­bers. Some websites provide password-protected online discussion groups in which veteran terrorists can persuade new members to join their cause

TV and Socialization: Of all the mass media, television probably has the greatest potential for socialization. 

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Politics and media control

Today, the Communist Party of India (Marxist) is quite a media conglomerate at a national level. Its central organs are People’s Democracy in English, from New Delhi, Kolkata, Kochi, Hyderabad, and Agartala, and the Lok Lehar in Hindi. The Party publishes a theoretical quarterly, The Marxist; five dailies in different Indian languages; several weeklies and fortnightlies in Assamese, Oriya, Bengali, Malayalam, Punjabi, Kannada, Marathi, and Gujarati. Its Hindi weekly, Swadhinata, and its Urdu fortnightly, Abshar, are published from Kolkata. Besides, there are Janashakti(Kannada), Jeevan arg (Marathi), Samyabadi (Oriya), Ganashakti (Assamese and Bengali) and Chitan (Gujarati). There are also Hindi fortnightlies, Lok Samvad (Uttar Pradesh), Lok Jatan (Madhya Pradesh), and Lok Janvad (Bihar). These efforts are backed by its own news agency, the India News Network. The party also runs a publishing house, LeftWord Books, which deals in broad Left-wing publications only. That apart, it has publishing houses in various States such as the National Book Agency in West Bengal, the Chinta Publications in Kerala, and the Prajashakti Book House in Andhra Pradesh.

In Kerala, another CPI (M) stronghold, the party also has the newspaper,Deshabhimani, published by Chintha Printing and Publishing Co. Pvt. Ltd, controlled by the CPIM(M) Kerala State Committee. Besides, there is the CPI (M)-controlled Malayalam Communications Limited that owns the Kairali TV and People TV.

The Shiv Sena has the Saamnain Maharashtra; the Rashtriya Swayamsevak  prior to the partition of the country the same year. Over the years it has had leading political personalities editing it, including L. K. Advani. 

The National Herald, founded by Jawaharlal Nehru (on September 9, 1938) and funded by the Indian National Congress for many years, shut down in 2008, in its 70th year, along with its Urdu edition Qaumi Awaz, and was revived in 2011 (with a stockbroker, Vishnu Goyal putting in the funds and becoming editor). The paper was once edited by the redoubtable M. Chalapathi Rau.

The company which publishes The Pioneer, the daily for which Rudyard Kipling once wrote, is now controlled by a Rajya Sabha member from the Bharatiya Janata Party, Chandan Mitra. It also owns Namaskar, the in-flight magazine of Air India, (through CMYK Printech Ltd).

Mohandas Karamchand Gandhi, the father of the nation, published Harijan in English (from 1933 to 1948), Harijan Bandhu in Gujarat and Harijan Sevak in Hindi, all of which ceased to exist.

It is one thing for a newspaper or a magazine to have a political or economic point of view. It is quite another for a media organ that does publicly admit to no affiliation to plug a point of view to the unsuspecting reader or a viewer. Politically affiliated or owned publications occupy a very important and expanding space in the media business, with inroads into radio and television as well.

In Andhra Pradesh, for instance, Jagan Mohan Reddy, son of the late chief minister, Y. S. Rajasekhara Reddy, has the newspaper and television channel Sakshi, both owned by the Jagan Mohan-controlled Indira Television Limited (Sakshi TV) and Jagati Publications Ltd, the holding company for the daily Sakshi. Sakshi TV has had a photograph of Y. S. Rajasekhara Reddy on a top corner that has had flowers being showered on the head of the deceased leader non-stop, from the day he passed away.

The other important Andhra media player with a clear political agenda is the K. Chandrasekhara Rao-controlled television channel T-News. 

Thus, Rajeev Shukla, the Union Minister of State for Parliamentary Affairs and secretary of the All India Congress Committee, controls the News 24 television channel with hiswife Anuradha Prasad, who happens to be the sister of the BJP leader, Ravi Shankar Prasad..

Vijay Darda, Congress member of the Rajya Sabha, is the chairman of the Lokmat Media Group that controls IBN-Lokmat, apart from the newspaper Lokmat,the largest-circulated Marathi daily which is also one of the most widely-circulated daily newspapers in India. 

In Kerala, the Kerala Pradesh Congress Committee (KPCC) has teamed up with four non-resident Indian businessmen who have a combined holding of about 26 per cent in Jai Hind TV, controlled by Bharat Broadcasting Network Ltd.

Among the key individuals controlling the operations are Ramesh Chennithala, former minister and official spokesman of KPCC, M.M. Hassan and two Dubai-based businessmen, Kunjukutty Aniyankunju and Vijayan Thomas.the Indiavisionchannel, controlled by M. K. Muneer, former Muslim League minister, through Indiavision Satellite Communications Limited.

Other Congress connections with the media in Tamil Nadu come courtesy H. Vasanthkumar, MLA and president of the Tamil Nadu commerce wing of the Congress, which controls Vasanth TV held by Vasanth and Co. Media Network Private Limited. There is also K. V. Thangabalu, Congress MP and former Union minister, who controls Mega TV, held through Silverstar Communications Limited. The Pattali Makkal Katchi (PMK) controls Makkal TV, through Makkal Tholai Thodarpu Kuzhumam Ltd, which is controlled by PMK chief S. Ramadoss, father of former Union Health Minister Ambumani Ramadoss.

Kalanithi Maran, the grand nephew of Karunanidhi, the Dravida Munnettra Kazhagam (DMK) patriarch. Maran controls Sun TV, Sun News, KTV, Sun Music, Chutti TV, Sumangali Cable, Adithya TV, Chintu TV, Kiran TV, Khushi TV, Udaya Comedy, Udaya Music, Gemini TV, Gemini Comedy, and Gemini Movies. He also controls the newspaper Dinakaran,and Suryan FM93.5 and Red FM 93.5 in the radio space. Sun TV is controlled by Sun TV Network Limited, Suryan FM is owned by Kal Radio Ltd,Red FM is owned by South Asia FM Ltd, Dinakaran is owned by Kal Publications Pvt. Ltd. Kal Radio Ltd and South Asia FM Ltd are, in turn, subsidiaries of Sun TV Network Ltd, and Kalanithi Maran has 75 per cent control over these companies. DMK supremo Muthuvel Karunanidhi himself controls Kalaignar TV Pvt. Limited, owner of the very popular Kalaignar TV (one of the alleged beneficiaries of the 2G spectrum scam, courtesy former Union Telecom Minister Andimuthu Raja). Close associate and businessman, M. Raajhendran, controls Raj TV and Raj Digital Plus through Raj Television Network Limited in which he owns 11.3 per cent shares.

With the DMK playing such an important role in this space, can Ms. Jayalalithaa be missing from the scene? The All India Anna Dravida Munnetra Kazhagam (AIADMK) chief controls Jaya TV, Jaya Max, Jaya Plus, and J Movie through Mavis Satcom Ltd.

Interestingly, Karnataka does not have the kind of political presence in the media as do Tamil Nadu and Andhra Pradesh. The two important players are Anita Kumaraswamy, wife of former chief minister H.D. Kumaraswamy, who owns Kannada Kasturithrough Kasthuri Medias Pvt. Ltd, and businessman Rajeev Chandrashekhar, an independent member of the Rajya Sabha from Karnataka, who controls a host of language offerings: Asianet and Asianet Plus (Malayalam), Suvarna (Kannada), Vijay(Tamil) and Sitara (Telugu), Best FM and Radio Indigo, and Kannada Prabhathrough Jupiter Media and Entertainment, which owns 26 per cent of the shares in the company that publishes Kannada Prabha.

The Trinamool Congress also controls Channel 10, held by Bengal Media Private Limited owned by Santanu and Sudeshna Ghosh. 

source: Hoot

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