SOCIAL ASPECTS OF ADVERTISING

RAZI KHAN(2011MB0051)SNIGDHA PATILKAR(2011MB0052)

DEEPABALI DATTA(2011MB0053)SANDEEP SINGH(2011MB0054)SATYAJIT GHOSH(2011MB0053)

INTRODUCTIONIt is a process for influencing human behavior on a

large scale using market principles for the purpose of social benefit rather than for commercial profit.

Advertising as a part of firm’s marketing effort operates in the society. It has to therefore follow the social norms.

Key areas of debate regarding society and advertising are:

DeceptionManipulationTaste

Deception: it refers not only to the information content in advertising but may also arise from misplace emphasis in presentations.

Manipulation :- The freedom of choice of consumers is restricted by the power of advertising since it can manipulate buyers into making a decision against their will or interest.

Manipulation is done through emotional appeals. These companies can utilize advanced and very scientific advertising techniques and thus make an impression on consumers.

SAVE THE TIGERStudio Eeksaurus has made three shortfilms

to create more awareness for ‘Save the Tigers‘ cause. ‘Paradise‘ is a minute long, and ‘Pride‘ and ‘Game‘ are 30 sec each.

Save the Tiger- Game that has won the IAFF KROK 2011 is inspired from the clever little rural toys where just 2 images moving back and forth tell a simple yet powerful story. 

Save the Tiger - The card game.flv

NECC ADVERTISEMENTHave you had an egg today?Around 1986-87, National Egg Coordination

Committee (NECC) approached Anand Halve, co-founder of Chlorophyll Brand and Communications Consultancy, for an advertising campaign.

Egg consumption had been static for several years, and there were a number of barriers to contend with:

the perception barrierignorance of the egg’s nutritive quality outside its richness in protein It wasn’t seen as a versatile food

It was decided to start by making, first, the egg seem exciting, and the campaign educative.

So, for TV, they had the jingle, based on an old Hindi song.

That line was also the basis for what became the signature line of the ad: Sunday ho ya Monday, Roz Khao Andey.

In print, they went for the educational campaign. Their first ad featured an oval egg with the line The Best Square Meal in the World?

The advertisement was fairly successful with its execution and got positive reactions from consumers.

SHIKSHA TV AD:PADHEGA INDIA, BADHEGA INDIAShiksha is a unique approach that allows consumers in

india to lead social change in the area of education for underprivileged children via simple brand choices.

Every time, a consumer buys a large pack of p&g products during the months of april - july, p&g donates a part of the proceeds to its ngo partners who then deploy the funds through various projects across the country.

Launched in 2005, shiksha has taken shape into a national consumer movement that has helped educate 150,000 children cross 600 communities and has supported 100 existing schools.

DONATE EYES (HOSTEL/HOLI)Coming out of the conventional mode of advertising,

Code Red Films had come out with one of the most touching ads ever made for the Indian television with the main motive to spread awareness about eye donation.

The 3 minute ad tagged as Hostel, shows children living in a hostel celebrating holi with their hearts out enjoying with each other and their hostel warden.

The sudden transition from the feeling of joy to something completely different makes a major impact.

This ad very aptly educates the masses about the need for eye donation and how they also deserve to have all the fun we can have.

The ad, funded by the Eye Association of India is known to have driven hundreds of people to donate their eyes.

Award winning Indian ad for a cause- Hostel_Holi.flv

TO DRUGS JUST SAY NO[JUST SAY NO]26th June is Anti- Narcotics day. To

commemorate this day, this is a song conceptualised & created just to save our youth from the evil clutches of Drug Addiction.

This is the FIRST SONG Made in INDIA against Drugs.

They are a group of Doctors who work on Social Causes in Spare time. Their Motto is to create general awareness against Drug Addiction.