1.
Paper 15: Mass-media and communication
Subject :
Presented by: Ruchi Joshi
ruchivjoshi101@gmail.com
Maharaja Krishnakumarsinhji Bhavnagar University
Department of English
Enrollment no. 2069108420200018
MA Semester 4
Batch year: 2019 - 21
How advertisements affects on health,
gender stereotypes, price of product
and health through consumer’s stand
point?

2.
What is an Advertisement?
The American Marketing Association also
defines advertising as ‘the placement of
announcements and persuasive messages
in time or space purchased in any of the
mass media by business firms, nonprofit
organizations, government agencies, and
individuals who seek to inform and/ or
persuade members of a particular target
market or audience about their products,
services, organizations, or ideas’.
(http://www.marketingpower.com/_layo
uts/Dictionary.aspx?dLetter=A)
Advertising is the business of announcing that
something is for sale or of trying to persuade
customers to buy a product or service.(Ivanovic
A. & Collin P H Dictionary of Marketing.
London: Bloomsbury)

3.
In a functional sense,
the key question is…
(1)Does the product do what the consumer wants it to do?
(2) Does it get clothes clean?
(3)Does it quench your thirst?
(4)Does it save you money?
Some of these questions can be answered only through product
research which audience must have to do.

4.
Quest for the best approach
“theories can (and should) be borrowed from other fields and
adapted to advertising. This integration of fields makes the
advertising more powerful and easy to adapt in different
realities and scenarios. However, theories must be
contextualized and practitioners should not be seduced by
“strong-theory-only” thinking.”
(Laczniak TheJournal of Advertisingand the Development of
Advertising Theory: Reflections and Directions for Future
Research)

5.
Marketers believe that emotions are an
important aspect of consumer behavior in a
persuasive context.
(Lewinski et al. Predicting advertising
effectiveness by facial expressions in
response to amusing persuasive stimuli.)
Emotions: as a tool
Advertisers recognize the important role of emotion in persuasion, judgment, and
decision making.
(Taute et al. Emotional Information Management and Responses to Emotional Appeals)

6.
Emotion: as a tool
(Example from)
advertisements
(SantoorBrand Santoor
Soap TV Commercial-
Hindi)
(Shahrukh Khan
Hyundai Ad - Aisi Care
Nowhere)
(VicksIndiaPnG VICKS 3 in 1 Drops "Virat's Team Talk" (Hindi))
(Cadbury Dairy Milk – Laundry
#kuchachhahojaayekuchmeethahojaaye)

7.
Gender stereotype
Stereotyping differs between humorous and non-
humorous ads and demonstrates a particular pattern;
namely, male stereotypes are more prevalent in
humorous ads, whereas female stereotypes are more
prevalent in non-humorous ads.
(Eisend Gender Roles and Humor in Advertising: The
Occurrence of Stereotyping in Humorous and
Nonhumorous Advertising and Its Consequences for
Advertising Effectiveness)

8.
Sex stereotypes
numerous gender stereotypes are still
present in TV ads, with females often
portrayed in a more traditional way than
males when compared with their
respective roles in society. They also
found that older female adults (+55
years old) are more likely to be shown as
consumers than both adult females and
older adult males.
(Kay and Furnham Age and sex stereotypes in British television advertisements.)
Targeting final consumers is as difficult as
creating the proper advertising for them. If
the customer’s needs are targeted properly,
the purchase decision is almost inevitable.
Advertising has to transmit clear messages
to achieve specific goals while still being
Creative.
(Habib Teaching Approaches in
Advertising: Creativity and Technology)

9.
Gender stereotype
(Examples)
(doveindia Dove | #StopTheBeautyTest
(with English subtitles))
(Surf Excel:
Daag Achhe Hain)

10.
Gender stereotypes
(mitthuaish Prestige Festive Dhamaka Jo
Biwi Se Kare Pyaar, Woh Prestige Se Kaise
Kare Inkaar)
(Clinic Plus Tum Strong Ho)

11.
Gender Equality
(ComfortFreshZone Comfort After Wash - A small step can make a big difference!)

12.
Affects on price
low & Lovely (formerly known as Fair & Lovely) Multi Vitamin Cream –
Glow ko na roko (Hindi)

13.
affects on health industry
(MeriMAGGI New MAGGI
Rajkumari ad 2015 |
Khushiyon Ki Recipe |
#MomsMAGGI)
Advertising also promotes positive
attitudes such as eating healthy. The
constant stimuli by the exposure of healthy
images of fruits and vegetables creates a
habit of consumption of these healthy
products and increases the own
satisfaction with life of the person.
(Bolanos, L., & Elsner, R. J. F Positive
Effects of Self-Affirmation and
Environmental Behavioral Reinforcers on
Fruits and Vegetable Consumption)

14.
Use of children’s belief as a tool
Advertising has a strong impact
on children's beliefs and
perceptions, both
embedded/placement ads and
distinct ads, which start at
increasingly early
Ages.
(Belova, Chang-Rundgren, &
Eilks Advertising and science
education: a multi-perspective
review of the literature)
The potential impact of advertising of
unhealthy food on children’s
healthy eating choices has been a topic
of concern among scholars and
policymakers.
(Ferguson, C. J., Contreras, S., &
Kilburn, M. Advertising and fictional
media effects on healthy eating choices
in early and later childhood.

15.
Use of children’s belief
(CadburyDairyMilkIn Cadbury
Dairy Milk in Lickables - Jungle
Book toy range | Hindi)
(ClassmatebyITC Classmate
#BeBetterThanYourself)

16.
Public service message
(Spread Good Habits and Stay Protected - English -15 sec
#lifebuoy #coronavirus #dothelifebuoy)

17.
Video links to advertisements
∙ (CadburyDairyMilkIn Cadbury Dairy Milk in Lickables - Jungle Book toy range |
Hindi)https://www.youtube.com/watch?v=BDnI6UEYnwc
∙ (ClassmatebyITC Classmate #BeBetterThanYourself)https://www.youtube.com/watch?v=M8k1U3vk5RE
∙ (Clinic Plus Tum Strong Ho)https://www.youtube.com/watch?v=b4OCIMX-lPo
∙ (Dairy milk (Shanta bai – Diwali gift)https://www.youtube.com/watch?v=1ZOX80x90oI
∙ (doveindia Dove | #StopTheBeautyTest (with English
subtitles))https://www.youtube.com/watch?v=jEpTa2cMl_I
∙ (Fair and lovely, glow and lovely)https://www.youtube.com/watch?v=rIZ0rlNr7sQ
∙ (Life boy (message to public to protect against corona)https://www.youtube.com/watch?v=uY5SZLTD4XM
∙ (mitthuaish Prestige Festive Dhamaka Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare
Inkaar)https://www.youtube.com/watch?v=h0D-NATBYy8
∙ (SantoorBrand Santoor Soap TV Commercial- Hindi)https://www.youtube.com/watch?v=a1lWGPmInak
∙ (Shahrukh Khan Hundai Ad- Aisi Care Nowhere)https://www.youtube.com/watch?v=jDNrnYNaNk8
∙ (Surf Excel: Daag Achhe Hain)https://www.youtube.com/watch?v=VWQOkK1a-34
∙ ((VicksIndiaPnG VICKS 3 in 1 Drops "Virat's Team Talk"
(Hindi))https://www.youtube.com/watch?v=hzCxSXfzgYQ

18.
References to videos of advertisements
• “Clinic Plus Tum Strong Ho.” YouTube, YouTube, 7 Feb. 2020, www.youtube.com/watch?v=b4OCIMX-lPo.
• CadburyDairyMilkIn, director. Cadbury Dairy Milk in Lickables - Jungle Book Toy Range | Hindi. YouTube, YouTube, 7 Aug. 2020,
www.youtube.com/watch?v=BDnI6UEYnwc.
• ClassmatebyITC, director. Classmate #BeBetterThanYourself. YouTube, YouTube, 25 Mar. 2018, www.youtube.com/watch?v=M8k1U3vk5RE.
• ComfortFreshZone, director. Comfort After Wash - A Small Step Can Make a Big Difference! YouTube, YouTube, 1 Sept. 2017,
www.youtube.com/watch?v=W61p4JQ8o08.
• Doveindia, director. Dove | #StopTheBeautyTest (with English Subtitles). YouTube, YouTube, 24 Feb. 2021,
www.youtube.com/watch?v=jEpTa2cMl_I.
• MeriMAGGI, director. New MAGGI Rajkumari Ad 2015 | Khushiyon Ki Recipe | #MomsMAGGI. YouTube, YouTube, 6 Feb. 2015,
www.youtube.com/watch?v=Oqu0B2bA2sk.
• Mitthuaish, director. Prestige Festive Dhamaka Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar. YouTube, YouTube, 23 Sept. 2014,
www.youtube.com/watch?v=h0D-NATBYy8.
• SantoorBrand, director. Santoor Soap TV Commercial- Hindi. YouTube, YouTube, 1 Apr. 2014, www.youtube.com/watch?v=a1lWGPmInak.
• “Shahrukh Khan Hyundai Ad - Aisi Care Nowhere.” YouTube, YouTube, 21 Apr. 2021, www.youtube.com/watch?v=jDNrnYNaNk8.
• “Surf Excel: Daag Achhe Hain.” YouTube, YouTube, 2 Dec. 2017, www.youtube.com/watch?v=VWQOkK1a-34.
• VicksIndiaPnG, director. VICKS 3 in 1 Drops "Virat's Team Talk" (Hindi). YouTube, YouTube, 8 July 2019,
www.youtube.com/watch?v=hzCxSXfzgYQ.

19.
Work cited (research writing)
• Belova, Nadja, et al. “Advertising and Science Education: a Multi-Perspective Review of the Literature.” Studies in Science Education,
vol. 51, no. 2, 2015, pp. 169–200., doi:10.1080/03057267.2015.1049444.
• Bolanos, and Elsner. “Positive Effects of Self-Affirmation and Environmental Behavioral Reinforcers on Fruits and Vegetable
Consumption.” European Journal of Business and Social Sciences, 4(8), 2015.
• Eisend, Martin, et al. “Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous
Advertising and Its Consequences for Advertising Effectiveness.” Journal of Advertising, vol. 43, no. 3, 2014, pp. 256–273.,
doi:10.1080/00913367.2013.857621.
• Ferguson, Christopher J., et al. “Advertising and Fictional Media Effects on Healthy Eating Choices in Early and Later Childhood.”
Psychology of Popular Media Culture, vol. 3, no. 3, 2014, pp. 164–173., doi:10.1037/ppm0000016.
• Habib, Sabrina. “Teaching Approaches in Advertising: Creativity and Technology.” Journal of Advertising Education, vol. 19, no. 1,
2015, pp. 17–25., doi:10.1177/109804821501900104.
• Ivanovic, A, and P H. Collin. Dictionary of Marketing. London: Bloomsbury, 2003. Print.
• Kay, Alice, and Adrian Furnham. “Age and Sex Stereotypes in British Television Advertisements.” Psychology of Popular Media
Culture, vol. 2, no. 3, 2013, pp. 171–186., doi:10.1037/a0033083.
• Laczniak, Russell N. “TheJournal of Advertisingand the Development of Advertising Theory: Reflections and Directions for Future
Research.” Journal of Advertising, vol. 44, no. 4, 2015, pp. 429–433., doi:10.1080/00913367.2015.1060909.
• Lewinski, Peter, et al. “Predicting Advertising Effectiveness by Facial Expressions in Response to Amusing Persuasive Stimuli.”
Journal of Neuroscience, Psychology, and Economics, vol. 7, no. 1, 2014, pp. 1–14., doi:10.1037/npe0000012.
• Taute, Harry A., et al. “Emotional Information Management and Responses to Emotional Appeals.” Journal of Advertising, vol. 40,
no. 3, 2011, pp. 31–44., doi:10.2753/joa0091-3367400303.

20.
Thank You