Nature and extent of advertisements broadcast on Indian TV - implications for society and media Online publication date: Thu, 08-Apr-2021
by Jyoti Vohra; Mandeep Kaur Ghuman; Pavleen Soni
International Journal of Indian Culture and Business Management (IJICBM), Vol. 22, No. 3, 2021
Abstract: Advertising not only creates product awareness, it also presents detailed cues on how to live. It portrays what is good, desirable and worthwhile in life. Ads impact how people think, feel and react in different situations. Thus, advertising is not only limited to product selling, it plays much bigger role in educating folks and changing the ground realities. Marketers may use advertising not only to promote their products, but also to inform and educate people. The present study finds the nature and extent to which core Indian family values and positive social changes are depicted in TV advertisements. The findings reveal how well marketers are using this opportunity for the greater good of the society besides selling their brands. Further, this study focuses on traditional media (TV) and therefore, it would also depict how marketers are using traditional media for advertising in the presence of wide range of TV channels and digital media such as mobile apps, YouTube, SMS, etc.
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