traditional folk media of india
TRANSCRIPT
Traditional Folk Media Of India.Introduction:-
Apart from the highlu organized medium of mass communication that are used in excessive manner presently, like print, audio and audio-visual medium,traditional folke media is popular among the rural masses considerably well .Traditional media generally,cover folk song, folk dance drama that depict the the stories of most common rural dwellers.Traditional folk media can not present what it want to deliver, in glamorous and colourful manner equally, as compared to other organized sector of mass medium that we have.Traditional folk media cultivate the rural lifestyle and culture specifically,as to match their needs and demand,who are illiterate and backwarfed as well.Traditional folk media go with rural masses side by side, bringing slower change in their development.Although,they provide so many messages, that contribute to the rural development significantly.Traditional folk media can command a very strong position in the rural people’s mind , as it weave almost of its messages to serve thevarious needs and purposes as well as entertain the numerous rural people as well
What consists of Traditional Folk media?
Traditional folk media generally include the presentation of different types of programmes like folk song & music, folk dance,yatra, drama & theatres, puppetry and street theatre etc.All programmes have the individual criterias and attraction as well, that can render distinctive taste and flavour to the audiences well.
Here is few popular programmes, those are widely accepted among the people, in different states or region for its’ unique presentation of excellence.
1. Tamasha:- It is a commercial theatre like,widely popular in Maharastra and in other part of western india.Female performer carries on the programme of singing ‘on demand’ as proposed by the patrons among the audiences.Such programme does not convey any message on religion or morals of life or social values.Only ‘Dholki-baris’,a refined from of ‘Tamasha’,delivers such effective messages.
2. Powada (Powala}:- It is a folk balad form,that is widely accepted by ‘Maharastrian’. It appeared during the 16th century,and carries a dramatic form of nature. Powada is presented mostly,by telling the stories of history. By singing in accordance with the musical instruments,is its main feature.
‘Keertana’ (Harikeertan):- It is a kind of ‘monodrama’,in which whole presentation is operated or performed by single actor. Such a single actor enter into the topic, by acting different characters lying in it.Here,one actor,performs various roles simultaneously, at a time to tell the stories of all characters concerned.that y evolves an environment both interests and attractive moods within the audience . The uniqueness of ‘keertana’ is,that the a single person carries the entire programme,by holding charm of the programme as well.Such ‘harikeertana’, is widely popular in many states in India like, Mmaharastra, Karnataka, Bengal etc.keertana,covers the stories in our ‘epic’ generally.
Yakshagana:- It is another type folk drama, that is widely popular in Karnataka. It is constituted basically on ‘Bhagabata’,but presented in addition with local flavour,as to produce extra charm into it. Here, the narrator sings and explains then the theme to the audiences. It is indeed, a mass medium for educating as well as entertaining the people as well.
Nautakin:- It is the most popular folk drama form,can be seen in north India widely.It is generally, performed openly irrespective to any special arrangement as done in ‘Jatra’.It starts with the presence of a ‘sutradhar’,who is narrator of the story,that taken from ancient epic or historical events.A small group or unit,take part in such drama ‘nautakin’,as to perform other roles pertaining to the story chosen for this purpose.It renders messages through its presentation is, both educative and entertaining as well.
Jatra:- A popular folk drama that widely celebrated in east & north-east India like, West Bengal,orissa,tripura and Assam. It is an organized teamworks and performed by well set-up groups or units, who are professionally engaged for better presentation to the audiences,as to move forward this social & cultural form of folk media.In an well set-up stage outfit,equipped by light & sound system,The whole programme creats an environment of charming and attractive moods for the audiences.It goes through a chosen story,taken from history, ancient epic, social or political matter,which is well written by script writer.The characters all pertaiming to the story undertaken for Jatra,are pweformed by the other performers in the group concerned. Jatra,is really aducative as well as an entertaining form of rural folk media.It is also,adored in urban equally.
Bhavai:- A stylized medieval dramatic form,Bhavai is extensively adored in Gujrat. Basically it is being operated initially,by Ranglo’ and Naik followed by other characters. Ranglo is considered to be a ‘stock chacter’and jester at the samerime. Naik is here,a sutradhar who delivers the dialogues abundantly in attractive style.The programme starts with devotional song which is dedicated to ‘Amba’.Then her son Gonesh enters into the stage to perform his role by hiding his appearance by a brass plate.At the end of his role, Gonesh faces to the audiences as usual form.The total programme carries a lot of varieties like dialosongs,music,songs,dances and acrobatics,that can not signify itsexcellence or improved quality rather than individual perticipantl’s uniqueness. Although,it can fetch much more audiences ,that implies its sound popularity.
Therukoothu:- It is the most popular traditional folk media of Tamilnadu.Therukoothu includes a combination of different puppetry like,Puravi Attam, Nizhal Attam,Kazhai Koothu. Kalachem and Villupattu. It is a charming street theatre,composed in accordance with the music,drama and dances of classical flavaoured. The presentation,takes into account the characters like,koothadi (clown) and the god ‘Ganesha’ Currently,Therukoothu has significantly been changed from its origin of forms and shapes. It is now being presented on thewell-arranged stage or screen, in the form of sangeetha and natakan in attractive form.
Rammlia And Rashlila:-Bboth of the programs, are widely adored and accepted in rural society of India. Ramlila specifically,celebrated in northern India.It presents, a series of stories on lord Rama. It includes the stories,starting from the birth of prince Rama, childhood of Rama, sworn in as the king of Ayoddhya, marriage with Sita and so on, a long lasted dramatic play,that can attract and entertain so many viewers easily.Rashlila,on the other hand, is also, could be seen to be celebrated widely in northern state of India, Maharastra,Kerala and in other places in our country. Rashlila is an enchanting play,that presents the storiesall about the relative matters between lord Krishns and Radha,taking with the ‘goppies’.The entire play is very interesting, and flavoured with juicy entertainment wrapped with religious feelings and motives.
Street Theatre:- .During the decade between seventy and eighty,the street theatre
appeared vigorously in Indian mass communication. Street theaters, that can be seen in different types and styles, involve the activities of differebt groups or organization who accomplish such dramatic play or show openly to render their messages to the public widely.Specially,political parties,student unions,religious groups,Women welfare organization and NGOs,are involved in presenting such attractive show or play,with a view to draw thepublic attention as well as generating the awareness whin them through the delivered messages.Such street thetre can be seen in different states like West Bengal, Andhra Pradesh,Kerala and Tamilnadu in India. About six oi seven thousand groups have been engaged in playing on such street thetre in India.In the year 1944,Bijan bhattacharya did set up Indian people’s Theatre Association (IPTA),apioneer theatre group,that conducted first play on the street.Its objective was to highlight the exploitation were taking places within the innocent and ignorant peasants of Bengal.The street theatres generally,carry the social culture and education as well for the audiences a lot.it cludes local folk forms and styles to remain as one of the streangthful medium of mass communication.
Puppetry:- It is one of the most popular as well as adored folk medium, that can attract the children and adults equally. In India,puppetry can be seen in four types or forms.Puppetry is widely seen in Orissa,Karnataka, Tamilnadu,Andhrarajsthan and West Bengal.There are four types of puppetry. Sutradharika ,Rod Puppetry,Shadow puppetry and Hand Puppetry.
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** Strength & Advantages Of TeaditionalFolk Media:-………………………………………
Traditional folk media that cover the various performances that relate to express all events and facts,ideas & thoughts of the respective rural society through the presentation in the manner of pleasure & enjoyments.Although,traditional folk media,sya what,are mostly come to us ridiculously or humorously as well.But,it does never mean that the traditional folk media has no effective message,which is incapable to influence or impact the rural audiences.On the contrary,it could be stressfully said, that the traditional folk media can mould or motivate the numerous unwary and illiterate villagers effectively.It cater what for the rural people,are mostly in easy and understandable manner.It apply very common and widely used languages of the respective society which make any presentation understandable quickly. The presentations as catered by the traditional folk media, always come to the rural people in the form of entertainment and enjoyments as well. On the way of giving pleasure and enjoyment,traditional folk media educate the rural illiterates so many,by rendering useful informations regarding healthcare,child& women education,employment and other roundabout, as to make the rural people wary of the present life.As the performers of the traditional folk media,are all concerned to the respective rural society,can present various facts,difficulties,applicable resources for better output and all other ins and out of the society in better manner.So, messages evolved from such rural media naturally,would serve the purpose of numerous backwarded rural people definitely.Beside this, as there is minimal accessibility to the mass media like, newspaper,radio and television in the rural society, so,major people’s interests and emphasis is naturally lying on such traditional folk media predominantly.As the Traditional folk media ,cater its major programmes through ‘face to face’presentations to the audiences,it can command the ‘confidence’ of them as well.It can earn the ‘credibility’ through its live
presentations easily from the audience.So,the Traditional folk media take the opportunity of ‘moulding’ and ‘motivating’the rural people,by delivering its’ messages.It is true,that the traditional folk media have significant contribution towards bringing the success of many developmental programmes like ‘Family Welfare’,’Children Education’etc as undertaken by the government of the state.It also have inspired the rural people in adopting the latest techniques in cultivation as well. Traditional folk media thus,can claim to be the ‘mentor’ of unaware and backwarded rural society.Modern mass media today,pay more attention and emphasis on the various enchanting as well as humorous prgrammes all, as catered by the traditional folk media with a view to further presentation in their channels.Presently,the television medium cater off and on,the programmes from ‘traditional folk media’lively. It can be considered as the ‘reward’paid to the ‘Traditional folk media’for their dedication to the rural society people.Traditional folk media have considerable flexibility in comparishon to other mass madia that have.It can introduce any messages instantly,according to its necessity for beterising the presentation,which other mass medium can not perform.Above all,it can impact the audience with an immediate effect through its catered programmes, in exchange of less expenses that it can afford easily.At the sametime,the rural people so,can enjoy all programmes that the traditional folk media provide in dedicative manner.
Role Of Folk Media:-. Folk media play very important role on the rural citizens of our country. The rural people are mostly, illiterate, simple and ignorant as well,and this is why ‘Folk Media’have come to be very suitable to them all. As the messages all, delivered by the folk media, are easy and understandable quickly as well, So,the villagers can enjoy its presented programm as a whole.Very few common errors that take places in our daily life, folk media oftenly try to to point out those, as to aware through their presentation. Folk media carry a diverse messages,of education,political,social,healthcare and agricultural innovation,as to inform and educate the rural citizens.In the village life,wherethe medium of mass communication like radio, newspaper and television,. Have not been profuse introduced,folk media have tried to compensate such wider incoverage as well as the communication gap.Folk media,as it do not maintain any decorum and well any protected status like other mediums of mass communication have, that allows the rural audiences to come closer to such media considerably well..On the otherhand,the communicator presents the messages,, related to the facts that happen in villagelife everyday. As the major messages in folk media, are delivered in the form of entertainment, to the audiences,who have no experience or any tastes for other types of amusement or entertainment at all like other urban citizens, tend come to closer with such easily available rural media of interests and get themselves stick to its presented programmes all with greater emphasis The predominant emphasis of rural people,has been mostly utilized by the folk media, through their presentation of varied programmes, that contribute to the development of rural sector significantly.it cater so many programmes on ‘family welfare’, ‘adult & women education’ ‘uses of fertilizers to boost the crops production’,’pollio vaccination’etc. so many other issues, with a view to aware and motivate the unwary rural people,as to impulse them to the right direction,in achieving the goals for the development of the nation as well.Although,folk media messages, are insufficient,lack of proper exidence or documentation and indecently catered to the audiences,it appear to be fruitful and exist uptothe mark to the mark of the living standard of the rural villagers or people to persuit their needs and demands as well.
* Utilization Of ‘Folk media’ In Social Change.*………………………………………………..
In bringing change to the rural society, folk media perform what, is conceded significantly. It can act as the mover of ‘rural education & culture’ in one hand, and act as the ‘surveillant’of the rural society on the other hand. The folk media possess wider flexibility (in few cases it maintain well rigidity although ),that determines the viability of this medium for rural communication. As have wider flexibility, the folk medium,can include any facts or event for delivering the same through their presentation, to the audiences immediately. The other medium of mass communication,have no such opportunity or way to execute the same. Beside this,a very quick or instant interaction between the audiences and the communicator,is possible satisfactorily in an easy environment. Such inter-active part done satisfactorily, can command a successful communication which may lead in developing the rural society with the utilization of rendered ideas and thoughts as available from it. The only need, that the folk media , should be improved more its’ ‘quality of ‘messages’, ’selection oflatest issues’ and ‘presenting style& form’over all. Beside these, sense of decency and communicator’s ability to maintatin the balance between the message and entertainment, is necessary utmost, as to make the folk media more upgraded and standardized. The communicator who leads the programme here,would require the sense and awareness of presentable messages based on ‘current interests’ at least. By avoiding ‘vulgarity, impoliteness and reduncy’ in premted messages, rhe communicator would require, a sense of sophistication and perfection in it’s presentation. .Folk media,as being most popular medium of rural communication system,have mostly been fighting for their existence. Most of them.are economically suffered severely. As, theircatered programmes are neither being sponsord by any commercial organization, nor being commercially paid up (as held in cinema or theatre) by the viewers all, confrontation of monetary trouble, that impedes its’ progress oftenly, is a major comcerned, lying in folk media. So,a greater care and attention,would require indispensably.otherwise,folk media,might loose its strength all,in enhancing the rural culture & education as well as social values and morals.Moreover, a continuous study and innovation is required from the government of state adequately,for the better establishment of such rural‘ media as it could run strengthfully, which is beloved and adored by villagers all. If folk media,could survive vigorously and could perform strengthfully, then more valueable contribution to the rural society might be expected, that could lead a significant change towards the society as well.
** How To Improve & Strengthen ‘Folk Media’? **
It is needless to say, that the folk media have been appeared and stood as the most important as well as an indispensablemedium for the rural society. It reflect the unwary life-style and inadvanced living condition of rural people,with a view to open their eyes and developing their mind and attitude as well.The traditional folk media speak all about the village life with the aid of their insufficient ability and and poor performances.In their presentations catered what,are conventional and lack many current or updated informations,that do not match to the present to other medium of mass communication can provide to the masses.Although,soon after the independence of India,in the year 1954, the government of India, established the ‘song and drama division’ with its own initiation and sponsorship,in this purpose. The objectivity of forming such organization, was to facilitiatte necessary training amd education with developed ideas and thoughts in this regard.
Beyond this, the communicator,would require to perform an important role in enhancing the’ ideals and mission’ of folk media, with a view to achieving the required progress and prosperity for the rural society of India.For this purpose, a communicator must be aware of these points, as mentioned below;
(a) He must naintain a balance between ‘entertainment’ and ‘messages’, by avoiding exaggerated content materials.(b) He should be objective more,rather than descriptive unnecessarily.© he should be well cautious and keep watch on the current happenings around him.(d) He must try to improve the quality of messages,that would need to deliver to the audience and should be so, correctly.(e) Selection of deliverable messages or contents to the audiences,that are available so many,is an important job of the communicator.So,the communicator,would require to perform the same very keenly and competently,with a view to making the applied efforts and time to such presentation,be successful as well.
(f) Communicator’s delivered message, should be concise,specific,objectful and understandable to the audiences over all.
*OvevView On Traditional ‘Folk’ media:- *
The citixens in major, of our country India, have been dwelling in the rural areas,that contribute to a greater part of nation amd its development. We can not deny,that India’s development,is mostly dependable on the progress and development of that greater part indeed. In the matter of urban development, mass communication mediums all,can command a significant role as they play in regular manner. It also our duty and responsibility,to inspire and impulse the traditional ‘folk media,as they might run and play its role bitterly, as to serve the rural masses needs and demands as well. In this respect, the major mediums of the mass communication,would require to highlight the attractive presentations selectively in their own presentable slots or time. More enthusiasm would produce within the ‘folk’ media concerned all.Such enthusiasm produced within them,would lead them further progress with new innovative activities in future, definitely..
**Indian Recorded Music Industry & Book Publishing**
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Introduction:-
Age Of Disc;
Indian recorded music industry,primarily came with the hand of ‘Gramaphone Company Of India’(which is bitterly known as HMV),which started its business operation in the year 1907,with its office in Kolkata. Although, first music song was recorded during the year 1902,in Mumbai. It is true, that Indian recorded music industry got a breakthrough,after Indian ‘talkis’ ,came into the film world rovustly, in the year 1931. Gramaphone Company Of India, have dominated the Indian music market,for a long period of time.
Formerly, recorded musics were available in different types of discs like; Single Play (SP), Extended Play (EP),33 RPM and 78 R.P.M.(Long play). Many years after
independence, in Indian music market,Polydor and INRECO,another two companies appeared in the year 1969 and 1973 respectively.Beside this,a few number companies like EMI, Hinduatan Records,etc.also had sound involvement in the market of recorded music.
Age Of recorded Cassettes & Compact DiscL-
Recorded cassettes came predominantly in Indian music market, during the decade seventy.It is all but true, that the arrival of recorded cassettes have replaced the uses of older discs. Recorded cassettes, could impose or record many more musics than the older discs that we had. Not only that, the musuc cassettes have greater abilty in recording musics many more in numbers as compared to any older disc,but also, it is less expensive than any disc.So,the market of cassettes,remain alive still now in the present ongoing market of compact discs (CD).
Compact disc, came with the latst computerized technology,where more space could be allotted for recording more musics or songs thant that of cassettets.A cassette,that can provide maximum 90 minutes program in all respect,where a compact disc can afford more larger programme than a cassette anytime with greater quality of sound and melody at least.Presently, any music market in the world, is largely based on the uses of compact discs.In India, the uses of compact discs,diffused extensively at the end of the decade ninety.During this period,the cost of CD players began to decline,which existed as affordable to common people.
Although,India possesses, a big market ,but commercially it is not so highly compareable to globalstatus.The sales value of recorded musics in India is less than 2% of total value that globally held.
Remixing or Re-recording:-
An old recorded music,which is still popular as compared to the earlier,is re-recorded to suit the needs and interests of the present music lovers as well as to achieve commercial gain from it. Remix or recorded albums,are generally articulated, by keeping the ‘lyrics and tune’uninflicted.Only the whole is served by punchin a new beat in addition,as to flavour with a new taste. The music lovers of present generation,have been swallowing these new style of presenting the old film songs and others of higher popularity gained already in earlier days of the decades 50’s to 80’s. Remix album is prepared in two steps,as follows;
(1) Re-recording of rhythm track.
(2) Super-imposing of vocal track on it.
The crazy market of ‘remix’ albums,began in the decade of eighties and flooded in the decade next nineties.There were so many manufacturers,who intended into such
gainful production of remix The practices of ‘remix’ or re-recorded’ cassettes or compact discs although ,have been able to suit the needs of manyone music lovers in India, but the tendency of presenting newly created songs or other musics,has considerably been interrupted.
* New Wave (indi-pop) In Indian Recorded Music* ;-
A new wave came in the mid nintees, that has striken Indian film songs and other musics as well. Indian pop has been punched with western,style and rhythm, as to present it with a new taste nd flavour to many music lovers. This newly presented (indi-pop) style,has considerably hit the market well,and has appeared to be an unavoidable challenge to the ‘film songs’ indeed. Such indi-pop songs,unveild first with an album,in the title of ‘ Made In India’, sung by Alishs Chinoy. This album did stir the recorded music market extensively, with the selling of 2.5 millioms of coppies. Then another hit album, ‘Bolo Tara Ra Ra’, sung by Daler Mehndi,attended the selling figure of over 1.5 millions coppies.Thus, indi-pop rhythm, went on vibrating predominantly across the country,that appeared as an growing challenge before the film songs and other musical songs as well.According to sources,indi-pop songs enjoy over 35% share in Indian msic market.Although, hindi film songs,continue its progress,in such competitive environment prevailing in India. Beside such tough marketing situation, the hindi film songs of ‘Hum Hai Apke Koun’ and ‘Dilwale Dulhanya Le Jayenge’, could pick up their selling figures of album over 10 millins of coppies. It signifies, that hindi film songs are still popular and also, able to grow and maintain interests within the millions of music lovers as well.
** Book Publishing:-
A long back history, of over 400 hundred years,that India continues to carry on, in the world of ‘Book Publishing’. In the year 1566,India experiencedits first publishing works at ‘Goa’,. beside this, ‘Chennai’ and ‘ Shreerampur’ (In Kolkata),can claim such publishin works at the same time. Later on , ‘Shreerampur mission press’,published over two lakhs of coppies in numbers of fifty different languages.Bu, India, as being a vast country with larger populations of 18% of the global,can contribute just 3% of global book titles. The print order is also, very miserable ! If the text books are excluded, the average print- run lies within 2000 copies only, where, the world average goes beyond 16000 copies.
In the segment of book pubishing,the important elements are
1.Author or Book Writer.
2.Publisher
3.Printer.
4. Distributor
5. Book Sellers.
The scenario of Indian book publishing industry,is not so highly recommendable. In India, we have so many readers or lovers ofIndian books,which does not reflect the soundness of this industry at all. In this segment of book publishing,we often follow the poor economic condition of those who are seriously involved with such great works of educating,informing and motivating the citizens of India. It is dismal,that the ‘auther’,who is the ‘basis or initiator’ of the total works of book publishing,can enjoy a very little of monetary return from such entrepreneurship.Practically, the book industries all most,are in going with few inherent trouble and quietly unable to transcend the present competitive situation overall.
Although,from the end of Indian government, a few recommendable strides,that have been taken for overcoming such awkward situation in the book publishing sector as well as to bring possible development in this regard.
The ‘National Book Development Board’(NBDB),was set-up in the year of 1967,with the objectives,to bring further development and momentum in the book publishingsector. NBDB,with a better and well organized set-up,appeared in the year of 1970,where beside the government delegates,authesr,book publishers,Printers,Book sellers and non governmental agencies,were included for its (NBDB) higher performances and achievements in the total networks of book publishing.
National Book Trust (NBT), was constituted in the year of 1970, with a view to produce and encourage the production of good books in literature in different languages, as to make those are available to major libraries,and other educational institutions also. It aimed at making the book industry more stronger,by allowing subsidy to them. NBT,organizes ‘Book Fair’, both in national lavel as well as regionally,as to enhance the people’s interests and emphasis.on book reading.
Publication division of ministry for informations and broadcasting,takes the responsibility of production ,distribution and sale of books and journals of national importance,with a view to extend the dissemination of valuable and important informations to the Indian citizens as well as foreigners.
**Directorate Of Field Publicity (DFP):-
‘The Directorate of Indian Field Publicity’,has its headquarters in new Delhi and has so many regional offices lying in different state capitals across the country.It is a massive as well as active organization which act throughout the country,and considered to be the best inter-personal communication medium for the millions of the country people.
The organization DFP,try to reach and contact to manymore individuals as fer as possible, with its formed units or teams, being equipped by competent personnels and useful materials. The objectives of the units are,to inform as well as aware the major people of the country of the plans,programmes and decisions,as undertaken by the government for the their benefit.over all. The units try to highlight all about it ,
with the help of conducted seminer,discussion,audio and visual presentation,songs,drama,questioners etc to the people.
The directorate has 22 regional offices other than its headquarters and 273 units,which are working mostly in border areas as well as other places in our country.The main objectivity of DFB as a whole,is to generate awareness amon the people of backward remote places,about the plan,programmes,measures and decision of the government,in order to facilitating their life in better manner,by utilizing the same available to them. The units are well engaged as well as encourage the discussions on any other specific subjects like healthcare,chidren education,self-employment and agriculture etc.They provide the updated informations and indicate the possible ways for solution to the unaware people. Moreover,in the development programmes of the country,the people at large,are called into participations with their active involvements in such greater part of the nation.
Outdoor:- Beside the existin robust mediums of mass communication ,being operated organizingly, like print,radio,television and cinema, an extensively used medium for publicity, is ‘outdoor. It ’works effectively, as suitable medium of communication for the major illiterate and poor people of our country,who have no such widely access to print medium as well.as the television. Outdoor publicity generally includes,the display of different types of messages for different purposes,as to communicate larger part of the populations of the country.Through its all messages rendered, outdoor publicity intends to aware as well as to inform a large number of people,being displayed at so many prominent places or spots,where possible crowding could be held.We can experiencesuch outdoor publicity at rail station,bus terminus,cinema hall. Near the court premises,hospital etc,wherethe congession of a large number people,that could be expected to go through the messaes, as displayed by the outdoor publicity.
The messages for outdoor publicity, are generally displayed, as we see on the ‘hoarding,’signboard’ ,’glow & neon sign’, ‘ ‘cinema slides’ ‘kiosks’even in the form of printed materials on paper like pamphlets,handbills,brouchers etc Practically,the messages for outdoor publicity,appear to the public,in brief,and easily understandable manner.Moreover,the messages are presented in attractive form accorded with choosy languages,letters and sign or pictographs,that could be widely acceptable to the viwers all. Outdoor publicity,can draw the attention from both literate and illiterate people as well.In India and other country also,where outdoor publicity can serve the purposes in manyways like the publicising of any unveild products or services of any company or any other organization, even any important messages in the form of ‘alert or warning’ or any renderable important messages of development of the nation ,on behalf of the government of state or country, are widely spreaded through this means of outdoor publicity.
Public service advertising
The advertising techniques used to promote commercial goods and services can be
used to inform, educate and motivate the public about non-commercial issues, such
as HIV/AIDS, political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of
reaching and motivating large audiences. "Advertising justifies its existence when
used in the public interest—it is much too powerful a tool to use solely for
commercial purposes." Attributed to Howard Gossageby David Ogilvy.
Public service advertising, non-commercial advertising, public interest
advertising, cause marketing, and social marketing are different terms for (or aspects
of) the use of sophisticated advertising and marketing communications techniques
(generally associated with commercial enterprise) on behalf of non-commercial,
public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is
contingent upon the station broadcasting a certain amount of public service
advertising. To meet these requirements, many broadcast stations in America air the
bulk of their required public service announcements during the late night or early
morning when the smallest percentage of viewers are watching, leaving more day
and prime time commercial slots available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the
direction of more than one government. During WWII President Roosevelt
commissioned the creation of The War Advertising Council (now known as the Ad
Council) which is the nation's largest developer of PSA campaigns on behalf of
government agencies and non-profit organizations, including the longest-running PSA
campaign,Smokey Bear.
[edit]Marketing mix
Main article: Marketing mix
The marketing mix has been the key concept to advertising. The marketing mix was
suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists
of four basic elements called the four P’s Product is the first P representing the actual
product. Price represents the process of determining the value of a product. Place
represents the variables of getting the product to the consumer like distribution
channels, market coverage and movement organization. The last P stands for
Promotion which is the process of reaching the target market and convincing them to
go out and buy the product.
[edit]Advertising theory
Hierarchy of effects model[8]
It clarifies the objectives of an advertising campaign and for each individual
advertisement. The model suggests that there are six steps a consumer or a business
buyer moves through when making a purchase. The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
Means-End Theory
This approach suggests that an advertisement should contain a message or means
that leads the consumer to a desired end state.
Leverage Points
It is designed to move the consumer from understanding a product's benefits to
linking those benefits with personal values.
Verbal and Visual Images
[edit]Types of advertising
Paying people to hold signs is one of the oldest forms of advertising, as with
thisHuman billboard pictured above
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are
popular mediums for advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups,skywriting, bus stop benches, human billboards,
magazines, newspapers, town criers, sides of buses, banners attached to or sides of
airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead
storage bins, taxicab doors, roof mounts and passenger screens, musical stage
shows, subway platforms and trains, elastic bands on disposable diapers,doors of
bathroom stalls,stickers on apples in supermarkets, shopping cart
handles (grabertising), the opening section of streaming audio and video, posters,
and the backs of event tickets and supermarket receipts. Any place an "identified"
sponsor pays to deliver their message through a medium is advertising.
[edit]Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super
Bowl football game in the United States is known as the most prominent
advertising event on television. The average cost of a single thirty-second TV
spot during this game has reached US$3 million (as of 2009). The majority of
television commercials feature a song or jingle that listeners soon relate to
the product. Virtual advertisements may be inserted into regular television
programming through computer graphics. It is typically inserted into
otherwise blank backdrops[9] or used to replace local billboards that are not
relevant to the remote broadcast audience.[10] More controversially, virtual
billboards may be inserted into the background[11] where none exist in real-
life. This technique is especially used in televised sporting events.[12][13] Virtual
product placement is also possible.[14][15] Infomercials: An infomercial is a long-
format television commercial, typically five minutes or longer. The word
"infomercial" combining the words "information" & "commercial". The main
objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the product
through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and
commonly have testimonials from consumers and industry professionals.Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to
an antenna and a thus to a receiving device. Airtime is purchased from
a station or network in exchange for airing the commercials. While radio has
the limitation of being restricted to sound, proponents of radio advertising
often cite this as an advantage. Radio is an expanding medium that can be
found not only on air, but also online. According to Arbitron, radio has
approximately 241.6 million weekly listeners, or more than 93 percent of the
U.S. population.Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketingmessages to
attract customers. Examples of online advertising include contextual ads
that appear on search engine results pages,banner ads, in text ads, Rich
Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail
spam.Product placements
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the
main character can use an item or other of a definite brand, as in the
movie Minority Report, where Tom Cruise's character John Anderton owns a
phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgari logo. Another example of advertising in film is in I,
Robot, where main character played by Will Smith mentions
his Converse shoes several times, calling them "classics," because the film is
set far in the future. I, Robot and Spaceballs also showcase futuristic cars with
theAudi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which
as a result contained many scenes in which Cadillac cars were used. Similarly,
product placement for Omega Watches, Ford, VAIO, BMW and Aston
Martin cars are featured in recent James Bond films, most notably Casino
Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport
vehicle shows a large Dodge logo on the front. Blade Runner includes some of
the most obvious product placement; the whole film stops to show a Coca-
Cola billboard.[edit]Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as
a newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national newspaper
or magazine, to more narrowly targeted media such as local newspapers and
trade journals on very specialized topics. A form of press advertising
is classified advertising, which allows private individuals or companies to
purchase a small, narrowly targeted ad for a low fee advertising a product or
service. Another form of press advertising is the Display Ad, which is a larger
ad (can include art) that typically run in an article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places
which display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing motor
and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.
The RedEye newspaper advertised to its target market
at North Avenue Beach with a sailboat billboard on Lake
Michigan.Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements
along routes preselected by clients, they can also be specially equipped cargo
trucks or, in some cases, large banners strewn from planes. The billboards are
often lighted; some being backlit, and others employing spotlights. Some
billboard displays are static, while others change; for example, continuously or
periodically rotating among a set of advertisements. Mobile displays are used
for various situations in metropolitan areas throughout the world, including:
Target advertising, One-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and Big
advertisements from smaller companies.In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at
the ends of aisles and near checkout counters, eye-catching displays
promoting a specific product, and advertisements in such places as shopping
carts and in-store video displays.Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in
popularity in the United States, India, and parts of the Middle East.[citation needed]
Street advertising
This type of advertising first came to prominence in the UK by Street
Advertising Services to create outdoor advertising on street furniture and
pavements. Working with products such as Reverse Graffiti and 3d pavement
advertising, the media became an affordable and effective tool for getting
brand messages out into public spaces.Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when
celebrities share their favorite products or wear clothes by specific brands or
designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products. The use of
celebrities to endorse a brand can have its downsides, however. One mistake
by a celebrity can be detrimental to the public relations of a brand. For
example, following his performance of eight gold medals at the 2008 Olympic
Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was
terminated, as Kellogg's did not want to associate with him after he was
photographed smoking marijuana.[edit]Sales promotions
Sales promotions are another
way to advertise. Sales
promotions are double purposed
because they are used to gather
information about what type of
customers you draw in and
where they are, and to jumpstart
sales. Sales promotions include
things like contests and games,
sweepstakes, product
giveaways, samples coupons,
loyalty programs, and discounts.
The ultimate goal of sales
promotions is to stimulate
potential customers to action.[16]
[edit]Media and advertising approaches
Increasingly, other media are
overtaking many of the
"traditional" media such as
television, radio and newspaper
because of a shift toward
consumer's usage of the Internet
for news and music as well as
devices like digital video
recorders (DVRs) such as TiVo.
Advertising on the World Wide
Web is a recent phenomenon.
Prices of Web-based advertising
space are dependent on the
"relevance" of the surrounding
web content and the traffic that
the website receives.
Digital signage is poised to
become a major mass media
because of its ability to reach
larger audiences for less money.
Digital signage also offer the
unique ability to see the target
audience where they are
reached by the medium.
Technological advances have
also made it possible to control
the message on digital signage
with much precision, enabling
the messages to be relevant to
the target audience at any given
time and location which in turn,
gets more response from the
advertising. Digital signage is
being successfully employed in
supermarkets.[17]Another
successful use of digital signage
is in hospitality locations such as
restaurants.[18] and malls.[19]
E-mail advertising is another
recent phenomenon. Unsolicited
bulk E-mail advertising is known
as "e-mail spam". Spam has
been a problem for e-mail users
for many years.
Some companies have proposed
placing messages or
corporate logos on the side of
booster rockets and
the International Space Station.
Controversy exists on the
effectiveness of subliminal
advertising (see mind control),
and the pervasiveness of mass
messages (seepropaganda).
Unpaid advertising (also called
"publicity advertising"), can
provide good exposure at
minimal cost. Personal
recommendations ("bring a
friend", "sell it"), spreading buzz,
or achieving the feat of equating
a brand with a common noun (in
the United States, "Xerox" =
"photocopier", "Kleenex"
= tissue, "Vaseline" = petroleum
jelly, "Hoover" = vacuum
cleaner, "Nintendo" (often used
by those exposed to many video
games) = video games, and
"Band-Aid" = adhesive bandage)
— these can be seen as the
pinnacle of any advertising
campaign. However, some
companies oppose the use of
their brand name to label an
object. Equating a brand with a
common noun also risks turning
that brand into a genericized
trademark - turning it into a
generic term which means that
its legal protection as
a trademark is lost.
As the mobile phone became a
new mass media in 1998 when
the first paid downloadable
content appeared on mobile
phones in Finland, it was only a
matter of time until mobile
advertising followed, also first
launched in Finland in 2000. By
2007 the value of mobile
advertising had reached $2.2
billion and providers such
as Admob delivered billions of
mobile ads.
More advanced mobile ads
include banner ads,
coupons, Multimedia Messaging
Service picture and video
messages, advergames and
various engagement
marketing campaigns. A
particular feature driving mobile
ads is the 2D Barcode, which
replaces the need to do any
typing of web addresses, and
uses the camera feature of
modern phones to gain
immediate access to web
content. 83 percent of Japanese
mobile phone users already are
active users of 2D barcodes.
A new form of advertising that is
growing rapidly is social network
advertising. It is online
advertising with a focus on social
networking sites. This is a
relatively immature market, but
it has shown a lot of promise as
advertisers are able to take
advantage of the demographic
information the user has
provided to the social networking
site. Friendertising is a more
precise advertising term in which
people are able to direct
advertisements toward others
directly using social network
service.
From time to time, The CW
Television Network airs short
programming breaks called
"Content Wraps," to advertise
one company's product during
an entire commercial break. The
CW pioneered "content wraps"
and some products featured
were Herbal
Essences, Crest, Guitar Hero
II, CoverGirl, and
recently Toyota.
Recently, there appeared a new
promotion concept,
"ARvertising", advertising
on Augmented
Reality technology.
[edit]Current trends
[edit]Rise in new media
With the dawn of the Internet
came many new advertising
opportunities.
Popup, Flash, banner,
Popunder, advergaming, and
email advertisements (the last
often being a form of spam) are
now commonplace. Particularly
since the rise of "entertaining"
advertising, some people may
like an advertisement enough to
wish to watch it later or show a
friend. In general, the
advertising community has not
yet made this easy, although
some have used the Internet to
widely distribute their ads to
anyone willing to see or hear
them. In the last three quarters
of 2009 mobile and internet
advertising grew by 18.1% and
9.2% respectively. Older media
advertising saw declines:
−10.1% (TV), −11.7% (radio),
−14.8% (magazines) and
−18.7% (newspapers ).[citation needed]
[edit]Niche marketing
Another significant trend
regarding future of advertising is
the growing importance of
the niche market using niche or
targeted ads. Also brought about
by the Internet and the theory
of The Long Tail, advertisers will
have an increasing ability to
reach specific audiences. In the
past, the most efficient way to
deliver a message was to
blanket the largest mass
market audience possible.
However, usage tracking,
customer profiles and the
growing popularity of niche
content brought about by
everything from blogs to social
networking sites, provide
advertisers with audiences that
are smaller but much better
defined, leading to ads that are
more relevant to viewers and
more effective for companies'
marketing products. Among
others, Comcast Spotlight is one
such advertiser employing this
method in their video on
demandmenus. These
advertisements are targeted to a
specific group and can be viewed
by anyone wishing to find out
more about a particular business
or practice at any time, right
from their home. This causes the
viewer to become proactive and
actually choose what
advertisements they want to
view.[20]
[edit]Crowdsourcing
Main article: Crowdsourcing
The concept
of crowdsourcing has given way
to the trend of user-
generated advertisements. User-
generated ads are created by
consumers as opposed to an
advertising agency or the
company themselves, most often
they are a result of brand
sponsored advertising
competitions. For the 2007 Super
Bowl, the Frito-Lays division
of PepsiCo held the Crash the
Super Bowl contest, allowing
consumers to create their
ownDoritos commercial.[21] Chevr
olet held a similar competition
for their Tahoe line of SUVs.[21] Due to the success of the
Doritos user-generated ads in
the 2007 Super Bowl, Frito-Lays
relaunched the competition for
the 2009 and 2010 Super Bowl.
The resulting ads were among
the most-watched and most-
liked Super Bowl ads. In fact, the
winning ad that aired in the 2009
Super Bowl was ranked by
the USA Today Super Bowl Ad
Meter as the top ad for the year
while the winning ads that aired
in the 2010 Super Bowl were
found by Nielsen's BuzzMetrics
to be the "most buzzed-about".[22][23]
This trend has given rise to
several online platforms that
host user-generated advertising
competitions on behalf of a
company. Founded in
2007, Zooppa has launched ad
competitions for brands such
as Google, Nike, Hershey’s, Gene
ral Mills, Microsoft, NBC
Universal, Zinio, andMini Cooper.
Crowdsourced advertisements
have gained popularity in part to
its cost effective nature, high
consumer engagement, and
ability to generate word-of-
mouth. However, it remains
controversial, as the long-term
impact on the advertising
industry is still unclear.[24]
[edit]Global advertising
Advertising has gone through
five major stages of
development: domestic, export,
international, multi-national, and
global. For global advertisers,
there are four, potentially
competing, business objectives
that must be balanced when
developing worldwide
advertising: building a brand
while speaking with one voice,
developing economies of scale in
the creative process, maximising
local effectiveness of ads, and
increasing the company’s speed
of implementation. Born from
the evolutionary stages of global
marketing are the three primary
and fundamentally different
approaches to the development
of global advertising executions:
exporting executions, producing
local executions, and importing
ideas that travel.[25]
Advertising research is key to
determining the success of an ad
in any country or region. The
ability to identify which elements
and/or moments of an ad that
contributes to its success is how
economies of scale are
maximised. Once one knows
what works in an ad, that idea or
ideas can be imported by any
other market. Market
research measures, such as Flow
of Attention, Flow of
Emotion and branding
moments provide insight into
what is working in an ad in any
country or region because the
measures are based on the
visual, not verbal, elements of
the ad.[26]
[edit]Foreign public messaging
Foreign governments,
particularly those that own
marketable commercial products
or services, often promote their
interests and positions through
the advertising of those goods
because the target audience is
not only largely unaware of the
forum as vehicle for foreign
messaging but also willing to
receive the message while in a
mental state of absorbing
information from advertisements
during television commercial
breaks, while reading a
periodical, or while passing by
billboards in public spaces. A
prime example of this messaging
technique isadvertising
campaigns to promote
international travel. While
advertising foreign destinations
and services may stem from the
typical goal of increasing
revenue by drawing more
tourism, some travel campaigns
carry the additional or
alternative intended purpose of
promoting good sentiments or
improving existing ones among
the target audience towards a
given nation or region. It is
common for advertising
promoting foreign countries to
be produced and distributed by
the tourism ministries of those
countries, so these ads often
carry political statements and/or
depictions of the foreign
government's desired
international public perception.
Additionally, a wide range of
foreign airlines and travel-
related services which advertise
separately from the destinations,
themselves, are owned by their
respective governments;
examples include, though are
not limited to, the Emirates
airline (Dubai), Singapore
Airlines (Singapore), Qatar
Airways (Qatar), China
Airlines (Taiwan/Republic of
China), and Air China (People's
Republic of China). By depicting
their destinations, airlines, and
other services in a favorable and
pleasant light, countries market
themselves to populations
abroad in a manner that could
mitigate prior public
impressions. See: Soft Power
See also: International Travel
Advertising
[edit]Diversification
In the realm of advertising
agencies, continued industry
diversification has seen
observers note that “big global
clients don't need big global
agencies any more”.[27] This is
reflected by the growth of non-
traditional agencies in various
global markets, such as
Canadian
business TAXIand SMART in
Australia and has been referred
to as "a revolution in the ad
world".[28]
[edit]New technology
The ability to record shows
on digital video recorders (such
as TiVo) allow users to record the
programs for later viewing,
enabling them to fast forward
through commercials.
Additionally, as more seasons of
pre-recorded box sets are
offered for sale of television
programs; fewer people watch
the shows on TV. However, the
fact that these sets are sold,
means the company will receive
additional profits from the sales
of these sets. To counter this
effect, many advertisers have
opted for product placement on
TV shows like Survivor.
[edit]Advertising education
Advertising education has
become widely popular with
bachelor, master and doctorate
degrees becoming available in
the emphasis. A surge in
advertising interest is typically
attributed to the strong
relationship advertising plays in
cultural and technological
changes, such as the advance of
online social networking. A
unique model for teaching
advertising is the student-run
advertising agency, where
advertising students create
campaigns for real companies.[29] Organizations such
as American Advertising
Federation and AdU Network
partner established companies
with students to create these
campaigns.
[edit]Criticisms
Main article: Criticism of advertising
While advertising can be seen as
necessary for economic growth,
it is not without social
costs. Unsolicited commercial e-
mail and other forms
of spam have become so
prevalent as to have become a
major nuisance to users of these
services, as well as being a
financial burden on internet
service providers.[30] Advertising
is increasingly invading public
spaces, such as schools, which
some critics argue is a form of
child exploitation.[31] In addition,
advertising frequently uses
psychological pressure (for
example, appealing to feelings of
inadequacy) on the intended
consumer, which may be
harmful.
[edit]Regulation
Main article: Advertising regulation
In the US many communities
believe that many forms of
outdoor advertising blight the
public realm.[32] As long ago as
the 1960s in the US there were
attempts to ban billboard
advertising in the open
countryside.[33] Cities such as São
Paulo have introduced an
outright ban[34] with London also
having specific legislation to
control unlawful displays.
There have been increasing
efforts to protect the public
interest by regulating the
content and the influence of
advertising. Some examples are:
the ban on television tobacco
advertising imposed in many
countries, and the total ban of
advertising to children under 12
imposed by the Swedish
government in 1991. Though
that regulation continues in
effect for broadcasts originating
within the country, it has been
weakened by the European Court
of Justice, which had found that
Sweden was obliged to accept
foreign programming, including
those from neighboring countries
or via satellite. Greece’s
regulations are of a similar
nature, “banning advertisements
for children's toys between 7 am
and 10 pm and a total ban on
advertisement for war toys".[35]
In Europe and elsewhere, there
is a vigorous debate on whether
(or how much) advertising to
children should be regulated.
This debate was exacerbated by
a report released by the Kaiser
Family Foundation in February
2004 which suggested fast food
advertising that targets children
was an important factor in the
epidemic of childhood obesity in
the United States.
In New Zealand, South Africa,
Canada, and many European
countries, the advertising
industry operates a system of
self-regulation. Advertisers,
advertising agencies and the
media agree on a code of
advertising standards that they
attempt to uphold. The general
aim of such codes is to ensure
that any advertising is 'legal,
decent, honest and truthful'.
Some self-regulatory
organizations are funded by the
industry, but remain
independent, with the intent of
upholding the standards or
codes like the Advertising
Standards Authority in the UK.
In the UK most forms of outdoor
advertising such as the display
of billboards is regulated by the
UK Town and County Planning
system. Currently the display of
an advertisement without
consent from the Planning
Authority is a criminal offense
liable to a fine of £2,500 per
offence. All of the major outdoor
billboard companies in the UK
have convictions of this nature.
Many advertisers employ a wide-
variety of linguistic devices to
bypass regulatory laws (e.g.
printing English words in bold
and French translations in fine
print to deal with the Article 120
of the 1994 Toubon Law limiting
the use of English in French
advertising).[36] The
advertisement of controversial
products such as cigarettes and
condoms are subject to
government regulation in many
countries. For instance, the
tobacco industry is required by
law in most countries to display
warnings cautioning consumers
about the health hazards of their
products. Linguistic variation is
often used by advertisers as a
creative device to reduce the
impact of such requirements.
[edit]Advertising research
Main article: Advertising research
Advertising research is a
specialized form of research that
works to improve the
effectiveness and efficiency of
advertising. It entails numerous
forms of research which employ
different methodologies.
Advertising research includes
pre-testing (also known as copy
testing) and post-testing of ads
and/or campaigns—pre-testing is
done before an ad airs to gauge
how well it will perform and post-
testing is done after an ad airs to
determine the in-market impact
of the ad or campaign on the
consumer. Continuous ad
tracking and
the Communicus System are
competing examples of post-
testing advertising research
types.
[edit]Semiotics
Main article: Advertising research
Today’s culture is made up of
meanings between consumers
and marketers. These meanings
depict signs and symbols that
are encoded in everyday objects.[37]Semiotics is the study of signs
and how they are interpreted.
Advertising has many hidden
signs and meanings withinbrand
names, logos, package designs,
print advertisements,
and television advertisements.
The purpose of semiotics is to
study and interpret the message
being conveyed
in advertisements. Logos and ad
vertisements can be interpreted
at two levels known as the
surface level and the underlying
level. The surface level uses
signs creatively to create an
image or personality for their
product. These signs can be
images, words, fonts, colors, or
slogan. The underlying level is
made up of hidden meanings.
The combination of images,
words, colors, and slogan must
be interpreted by the audience
or consumer.[38] The “key to
advertising analysis” is the
signifier and the signified. The
signifier is the object and the
signified is the mental concept.[39] A product has a signifier and
a signified. The signifier is
the color, brand name, logo
design, and technology. The
signified has two meanings
known as denotative and
connotative. The denotative
meaning is the meaning of the
product. A television’s
denotative meaning would be
that it is high definition. The
connotative meaning is the
product’s deep and hidden
meaning. A connotative meaning
of a television would be that it is
top of the line. [40]
Apple is an excellent example of
using semiotics in
their advertising campaign.
Apple’s commercials used a
black silhouette of a person that
was the age of Apple's target
market. They placed the
silhouette in front of a blue
screen so that the picture behind
the silhouette could be
constantly changing. However,
the one thing that stays the
same in these ads is that there is
music in the background and the
silhouette is listening to that
music on a white iPod through
white headphones.
Through advertising, the white
color on a set of earphones now
signifies that the music device is
an iPod. The white color signifies
almost all of Apple’s products.[41]
The semiotics of gender plays a
key influence on the way in
which signs are interpreted.
When considering gender roles
in advertising, individuals are
influenced by three categories.
Certain characteristics of stumuli
may enhance or decrease the
elaboration of the message (if
the product is perceived
as feminine or masculine).
Second, the characteristics of
individuals can
affect attention and elaboration
of themessage (traditional or
non-traditional gender-role orient
ation). Lastly, situational factors
may be important to influence
the elaboration of themessage.[42]
There are two types of marketing
communication claims-objective
and subjective.[43] Objective
claims stem from the extent to
which the claim associates the
brand with a tangible product
or service feature. For instance,
the camera has auto focus
features. Subjective claims
convey emotional, subjective,
impressions of intangible aspects
of a product or service. They are
non-physical features of a
product or servicethat cannot be
directly perceived, as they have
no physical reality. For instance
the brochure has a
beautiful design.[44] Males tend to
respond better to objective
marketing communications
claims while females tend to
respond better to
subjective marketing
communicationsclaims.[45]
When advertising to
different genders it is important
to remember how men and
women
process information. Females pro
cess informationcomprehensivel
y. Males process information thro
ugh heuristic devices such
as procedures, methods
or strategies for
solving problems.[46]Men prefer
to have available and apparent
cues to interpret the message
where females engage in more
creative, associative, imagery-
laced interpretation.
In advertisements, men are
represented as independent.
They are shown in more
occupations than women.
Women are represented mainly
as housewives and mothers. Men
are more likely to be
shown advertising cars or
business products, while women
advertise domestic products.
Men are more likely to be shown
outdoors or in business settings.
Women are depicted in domestic
settings. Men are more often
portrayed as authorities. As far
as ads go, with age men seem to
gain wisdom and are depriced as
an authority figure. On the other
hand women seem to disappear
with age. Voiceovers are
commonly used in advertising.
Most voiceovers are men (figures
of up to 94% have been
reported). There have been
more female voiceovers in
recent years but mainly for food,
household products, and
feminine care products. [47]
[edit]