contemporary issue report new improved 2

8/3/2019 Contemporary Issue Report New Improved 2

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SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES

REPORT

NAVRASAS IN ADVERTISING

(The report on Seminar on Contemporary

Management Issues, submitting towards the partial

fulfilment for the award of MBA degree)

Submitted To:- Submitted

By:-

Anubha kulshrestha YASHWANTMAHAWAR

MBA Semester II

ST. WILFREDS INSTITUTE OF MANAGEMENT

AND TECHNOLOGY


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2010-2012

ACKNOWLEDGEMENT

At the dusk of this project, it gives me immense pleasure to

thankAnubha kulshrestha for providing me this opportunity to do

this project on the cause realated marketing . I am highly indebted to

madam for her continuous support , supervision, motivation and

guidance throughout the tenure of my project inspite of her hecticschedule who truly remained driving spirit in my project & enabled

me to complete this project successfully which otherwise would not

have been possible without her constant encouragement and

motivation.

I am deeply indebted to my Faculty members from the

Department of MBA whose help, stimulating suggestions and

encouragement helped me in all the time of research for and writing

of this seminar report.

Especially, I would like to give my special thanks to my family

members whose patient love enabled me to complete this work.

Yashwant Mahawar


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PREFACE

The research provides an opportunity to a student to demonstrate

application of his/her knowledge, skill and competencies required

during the technical session. Research also helps the student to devote

his/her skill to analyze the problem to suggest alternative solutions, to

evaluate them and to provide feasible recommendations on the provided

data.

The research is on the topic of NAVRASAS IN INDIAN

ADVERTISING & THEIR IMPACT ON CONSUMERS and

gives an understanding of improving corporate performance and help

worthy causes having vital impact on college students.

This provides an idea about the decision making process that is being

inculcated by college students during the purchase of products that

are being supported by a cause.

Although I have tried my level best to prepare this report an

error free report every effort has been made to offer the most

authenticate position with accuracy.


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CONTENTS:

1. INTRODUCTION

2. MEANING OF ADVERTISING

3. SIGNIFICANCE OF ADVERTISING

4. ADVERTISING ARE IMPORTANT

5. FUNCTION

6. VARIOUS ADVERTISING PLATFORMS

7. APPEALS OF ADVERTISING

8. HOW ADVERTISING WORK

9. WHAT ADVERTISING DOES NOT DO

10.NAVRAS IN INDIAN ADVERTISING


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Introduction to Advertising:

Advertising is an important tool of promotion. Advertisement is a

non-personal presentation of an idea or a product (where as personalselling or salesmanship help in personal promotional.) Advertisement

supplements personal selling to a great extent. Advertising has,

acquired great importance in the modern India characterized by tough

competition in the market and fast changes in technology, and fashion

and taste customers. In this chapter, we shall study the nature,

functions and media of advertisement used by modern business firms.

Advertising is used for communicating business information to the

present and prospective customers. It usually provides information

about the advertising firm, its product qualities, place of availability

of its products, etc. Advertisement is indispensable for both the sellers

and the buyers. However, it is more important for the sellers. In the

modern age of large scale production, producers cannot think of

pushing sale of their products without advertising them.

What is advertising?

Advertising is the dissemination of information concerning an idea,

product or service to induce action in accordance with the intent of

the advertiser.

According to William J. Stanton, "Advertising consists of all the

activities involved in presenting to an audience a non-personal,

sponsor-identified, paid-for message about a product or organization.

Advertising is any paid form of non-persona: presentation and

promotion of ideas, goods or services of an identified sponsor. The

message which is presented or disseminated is known as

advertisement'.


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Significance of Advertising

Advertising is a form of communication intended to persuade

an audience (viewers, readers or listeners) to take some action. It

includes the name of a product or service and how that productor service could benefit the consumer, to persuade potential

customers to purchase or to consume that particular brand.

Advertisements are a widely used form of communication for

influencing customers to purchase a particular product and

service. An advertisement uses the principle of positivereinforcement and motivates people to go in for particular

brand, thus, helping the company in creating brand image

and brand loyalty.

Advertising can be used to build up

A long-term image for a product, for ex. Coca Cola ads.

Or to trigger quick sales, For ex. A Big Bazaar ad for a

weekend sale.


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Advertisements are important for:

standardized products

products aimed at large markets

products that have easily communicated features

products low in price

products sold through independent channel members and/or are

new.

Broadcast Ad spending is at an all time high due to

heavy competition in the:

Computer industry

Telecommunications Industry

Auto Industry


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FUNCTIONS

Identification function : To identify a product and differentiate

it from others; this creates an awareness of the product andprovides a basis for consumers to choose the advertised productover other products.

Communicate information: About the product, its attributes,and its location of sale; this is the information function.

Induce consumers : To try new products and to suggest reuse ofthe product as well as new uses; this is the persuasion function.

The identification function of advertising includes the ability ofadvertising to differentiate a product so that it has its own uniqueidentity or personality.

EXAMPLE : This is found in the long-running advertising for IvorySoap. In the late 1800s, a soap maker at Procter and Gamble left hismachine running during his lunch period and returned to find a whippedsoap that, when made into bars, floated. The company decided tocapitalize on this mistake by advertising Ivory Soap with the phrase It

Floats. This characteristic of Ivory Soap served to uniquely identify itand differentiate it from other bars of soap.

Persuasion is also evident in the long-running Ivory Soap advertisingcampaigns. The advertiser, Procter and Gamble, has linked Ivory Soap

with obtaining benefits that are important to customers: a fresh andhealthy appearance for women, a mild, nonirritating method for bathing

babies, and a novelty for children in the tub (since it floats). The benefitsof the product suggest reasons to buy and use Ivory Soap and thus

provide a basis for persuading consumers.

Different benefits are important to different customers. Thus, to realizeits full potential as a persuasive tool, advertising must often be tailoredto emphasize those benefits that are important and meaningful for aparticular type of customer or a particular use of the product.

Advertising existed in ancient times in the form of signs that advertisedwares in markets. In Europe and colonial America, criers were oftenemployed by shopkeepers to shout a message throughout a town.

Medicine shows, in which there was a combination of entertainment andan effort to sell a product, usually a patent medicine or elixir, presaged


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modern advertising by creating an entertainment context in whichadvertising was embedded.

Various Advertising Platforms:

Print and Broadcast ads

Packaging outer

Packaging inserts

Motion Pictures

Brochures and booklets

Posters and Leaflets

Directories

Reprint of Ads

Billboards

Display signs

Point-of-purchase displays

Audio-visual material

Symbols and logos

videotapes


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Growing need of Appeals in advertising:

In earlier times, advertisements were used primarily to inform

people about products and services. No doubt, cognitive elements,

such as objective information and rational thinking, have immense

influence on the buying behaviour of a person. At the same time,

emotions too have a powerful role to play. In todays increasing

competitive marketing environment, emotional appeal is being used

as a very strong technique in advertising communications.

Advertising message should appeal, directly or indirectly, to

those key needs which influence behaviour response. Without going

into communication theories and models, we shall deal with the

message content, its structure and the format to be employed for the

formulation of an appropriate message.

The message content refers to what the advertiser has to say to

the target audience that will produce the desired response. It may be

an appeal, a time, an idea or a unique selling proposition. Infect, the

message content ultimately formulates some kind of benefit, motive

or reason why the audience should respond to, or do, something.


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Appeals in Advertising:

In order to make advertisements effective, the

advertising agencies have to identify needs of customers and also

the driving force that pushes them to pursue their needs. According

to the motivational theory, need is converted into a specific want,

which drives one towards action to satisfy the want. Therefore,

advertisements have to zero in on appeals that have the power to

attract the attention of consumers, arouse their latent desires or

influence feelings, and thus lead them to the advertised product or

service.

Appeals are defined as cues that provide the intendedstimuli. Advertising agency should use relevant appeals, directly or

indirectly, in order to influence the behaviour of buyers. Appeals

can be categorised into three broad groups:

Rational/ informational appeal

Emotional/ transformational appeal.

Moral appeal


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Rational Appeals in Advertising

Rational Appeals are those directed at the thinking process of the

audience. They involve some sort of a deliberate reasoning process, which a

person believes would be acceptable to other member of his social group. They

attempt to show that the product would yield the expected functional benefit.

Although there may be some disagreement regarding which motives are rational

and which are emotional, the following are some buying motives which are

normally considered rational under ordinary circumstances.

1. High Quality:

People buy television, music systems, furniture, refrigerator,

electrics gadgets, kitchenware and a host of consumer

durables for their high quality. Many consumer goods are

bought for their quality, such as clothing, beverages, food

items, etc. and not merely taste or fashion, or style.


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2. Low Price:

Many people buy low-price locally made air-conditioners for

their homes because they believe that these products will

show a product performance similar to, or slightly inferior to,

that of nationally reputed brands at higher price. Whether

this is true or not, a person, as long he believes this to be

true, things his reason will be accepted as a Good one by

his social group. In this case, he is exhibiting a rational

motive.

3. Long Life :

Long life, like of a car tyre that will give 30,000 kms, before

its utility has been exhausted.

4. Performance :

Performance, as of a ball-point pen that wont release

excessive ink or skip under any circumstances.


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5. Ease of Use :

Ease of use, as of a screwdriver with a magnetized tip which

clings to the metal head of the screw, or a timer in the

kitchen mixer which switches off automatically after a pre-

determined time period.

6. Re-sale value :

Re-sale value as of a 2-wheeler scooter. Bajaj has a better

resale value than any other make.

7. Economy :

Economy, in the operating expenses of some brands of

refrigerator is greater because they consume less electricity.


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Many 2-wheeler maker claim a better mileage per litre

consumption of fuel than similar other vehicle.


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Fantasy commercial

Style of commercial that uses special effects or caricatures to create the idea of

fantasy about the product, such as the Little Elves who make cookies, or Mr.

Clean, or the Jolly Green Giant. The technique of a fantasy commercial is

principally to appeal to the emotions to arouse interest in the product. In a

fantasy commercial, the focus is the message itself.

Fear appeal

Advertising that attempts to create anxiety in the consumer on the basis of fear, so that the

consumer is encouraged to resolve this fear by purchasing the product or service. Forexample, an advertisement may use people's fear of offending or of rejection to influence

them to purchase personal products such as mouthwash or deodorant. Another example of

fear appeal is an advertisement for fire insurance that pictures a family devastated by the fire

that has destroyed their home. There are two types of Fear appeals which are:

Positive Fear appeal

Advertising copy approach that attempts to alleviate a person's anxiety about buying and

using a product. The positive appeal stresses the positive aspects of a product and the positive

gains for a person who purchases the product.


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Negative Fear appeal

Advertising copy approach that points out the negative aspects of life without the advertised

product. The negative appeal attempts to increase people's anxiety about not using a product

or service and stresses the loss they will experience if they do not purchase the product or

service.

Logical appeal

Advertising approach that appeals to the consumer's practical or functional needs in an

attempt to appeal to the consumer's sense of logic. In a logical appeal, the product or service

is positioned as the logical choice for the consumer. For example, if an individual on a diet

wants to drink beer, then the logical choice would be a light beer or perhaps a beer that is

"less filling."


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Moral Appeal in Advertising:

Moral Appeal is that appeal to the audience which appeals to their sense of right

and wrong. These are often used in messages to arouse a favourable response to

social caused, such as prohibition, adult literacy, social forestry, anti smuggling

and hoarding, consumer protection, equal rights for woman, social

responsibility projects of corporations, rural development, siding weaker

sections of society, employment generation, and so on. There are messages

which appeal for generous donations for flood victims and for famine operation

these are often based on moral appeal. Many commercial advertisements are

criticized on moral grounds. The most controversial ad campaigns are by

multinational companies marketing baby food products. Many WHO experts are

critical of these corporations which promotes bottle feeding against breast

feeding.


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How Advertising Works

Advertising is a form of communication. Like all forms ofcommunication, it has many different effects and these effects

are often related to one another. The message in anadvertisement, no matter how strong and persuasive, will haveno effect if the consumer does not see the advertisement or payattention to it. One useful framework for understanding thesemultiple effects and their interrelationships is called thehierarchy of effects model. The hierarchy of effects modelidentifies different stages in the communication process.Effective communication must begin by obtaining the attention

of the consumer. Then, the consumer must process theinformation carried in the advertisement. Such processing ofinformation may be followed by an evaluation of theinformation, the source of the information, and ultimately thedesirability of any actions suggested by the communication.This evaluation process may, in turn, give rise to the formationof attitudes, the development of intentions for future action,and, eventually, an action. Different characteristics of an

advertisement have effects at different points in this hierarchy.

Getting Attention

In the context of advertising, the first hurdle for an advertiser isto obtain the attention of the consumer. This involves twoimportant actions. First, it is important for the advertiser toknow where a communication should be place to increase the

odds of reaching a particular type of consumer; this is themedia decision. Careful analysis of the consumer use of variousmedia (e.g., what television shows they watch, what route theytake to work, and what magazines they read) allows theadvertisers to identify those media to which target consumersare most likely to be exposed. Placing an advertisement in aplace where relevant consumers are unlikely to see it assuresthat the advertising will be ineffective. However, just because aconsumer happens to view a television show or read a magazinein which an advertisement is placed does not a guarantee that


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the consumer will see the advertisement. The consumer mayhave left the room when the television commercial aired or maynot have read the particular part of the magazine in which theadvertisement appeared. Advertisers solve this problem by

repeating advertising in the same and in different media inorder to increase the probability that a given consumer willactually be exposed to the advertising. Thus, a key task for theadvertiser is to identify those media to which relevantconsumers regularly attend and develop a schedule ofrepetition for the advertisement that maximizes the number ofconsumers who will be exposed to the advertising message.This is typically the responsibility of the media department in

an advertising agency.

Exposure to an advertisement still does not mean that aconsumer will attend to it. A consumer may simply turn thepage of a magazine, look away from the television, or click on a

banner advertisement on the Internet to make it go awaywithout ever paying attention to the advertisement. Thus,obtaining the attention of consumers who are, in fact, exposedto an advertisement is a significant challenge for advertisers.Various characteristics of advertisements have been found toincrease the likelihood that consumers will attend to anadvertisement. Advertisements that include relevantinformation for the consumer, such as a product benefit that is

important to the consumer, are especially likely to attractattention.

Information that is new to the consumer is also likely to obtainthe attention of the consumer. Various creative devices such as

the use of humor, a well-known celebrity, or an especiallyentertaining presentation also tend to attract attention. The


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latter devices must be used carefully; if they are not wellintegrated with the primary message of the advertiser, theconsumer may attend to the advertisement, but only focus onthe creative device (the humor, the identity of the celebrity)

rather the intended message of the advertiser. Advertisers oftenrefer to characteristics of advertisements that gain attention butdistract the viewer from the primary message as creativeclutter.

An especially challenging dimension of advertising revolvesaround balancing the repetition of an advertisement, which isintended to increase the probability of a consumer being

exposed to it, with the likelihood the consumer will attend tothe advertisement when exposed.

Consumers are less likely to attend to advertisements they havealready seen, and the more often an individual consumer hasseen an advertisement previously the less likely they are to payattention to it when exposed again. This phenomenon is

referred to as advertising wearout.

Wearout can be a particular problem when advertising inmarkets where the likelihood of advertising exposure variesconsiderably across consumers. The number of repetitions ofthe advertisement needed to reach some consumers may be so

great that the advertisement wears out among other consumerswho are more readily exposed to the advertisement. To combatsuch wearout, advertisers will often use multipleadvertisements that vary in terms of execution or presentationbut carry similar messages. Such variation tends to reduceadvertising wearout by providing something new to theconsumer that serves as the basis for attracting attention.


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Processing Information

Consumers may attend to advertisements for a variety ofreasons. Attention alone is not sufficient to make the

advertising successful. Advertisements that are interesting,entertaining, and even irritating can attract attention; however,such advertisements may not result in the consumer attendingto or understanding the intended message of the advertiser.Assuring that consumers attend to and understand theintended message rather than peripheral characteristics (suchas a joke or song) requires careful crafting of the advertisingmessage. Advertising research has demonstrated that the

message must be clear and meaningful to the consumer; if theconsumer does not comprehend the message, it will not havethe desired effect. Thus, it is important when creating theadvertisement to understand how consumers think aboutproducts and product benefits and to use language that theconsumer will understand. It is also important that the productand the product message be the focal point of theadvertisement. Most of the time or space in the advertisement

should be devoted to the product and the product messageshould be well integrated within the advertisement. Advertisingthat consists primarily of creative clutter and does not focus onthe product is unlikely to be effective. Longer advertisementstend to facilitate better information processing, but the benefitof a longer advertisement may not always be sufficiently largeenough to justify the additional costs of a longer advertisement.

An especially important issue in the creation of advertising isrelated to understanding how much information consumerswant about a given product. For some products, consumersmay want a great deal of information and may wish to exert agreat deal of effort in processing the information. In manycases, however, especially for products of relatively low cost,consumers do not want very much information and areunwilling to process more than a modest amount of productinformation. In fact, consumers may differ with respect to theamount of information processing they are willing to do even


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for the same product. Thus, the advertiser must understandhow much information individual consumers desire and howmuch variability exists among consumers with respect to theirwillingness to process information. Such an understanding not

only indicates how much information to put in anadvertisement, it also suggests which media may be mostappropriate for delivering the message. Complex messages aregenerally better delivered in print advertising, while simplemessages can generally be delivered on television or radio.

Information Evaluation

After a consumer has processed information, there is a need toevaluate it. The consumers will need to determine howbelievable the information is and how relevant it is to theirindividual situation in life and to their behavior as consumers.This evaluation phase poses significant problems for

advertisers. Most consumers tend to discount the informationin advertising because they understand that the purpose of theadvertising is to persuade. Making an advertising messagebelievable is not easy; though often it is sufficient to make theconsumer curious enough to try the product. Such curiosity isoften referred to as interested disbelief. Advertisers use avariety of devices to increase the believability of theiradvertising: celebrities or experts who are the spokespersons

for the product, user testimonials, product demonstrations,research results, and endorsements.

Attitude Formation

In some cases, the objective of the advertiser is immediateaction by the consumer; this is typical of direct-response

advertising where the goal is to have the consumer dosomething immediately (buy a product, make a pledge, and so


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on). In most cases, however, there is a lag between advertisingexposure and any action on the part of the consumer. In suchcases, an important communication goal of an advertiser is tocreate a positive attitude toward their product. Attitudes are

predispositions or tendencies to behave or react in a consistentway over time. There is an affect, or feeling, dimensionassociated with attitudes, and there are generally various beliefsthat provide justification for the feeling and predisposition. Thegoal of advertising is to have a positive impact on attitudes;these attitudes, in turn, influence future behavior. When theconsumer next goes to the store to buy a particular type ofproduct, these attitudes influence the choice of the product.

In some cases, the goal of advertising may be to create negativeattitudes. For example, in various antidrug and antismokingpublic-service announcements, the objective of thecommunication is to reduce the likelihood that the viewer willuse drugs or smoke.

Attitudes and attitude formation are among the most widelyresearched phenomenon in communication research. Varioustheories have been offered to explain how attitudes are formedand how they may be reinforced or modified. Advertising playsa role in attitude formation, but it is important to recognize thatthe advertised product itself is the most important determinantof attitude in the long term. A bad experience with a productwill create a negative attitude that no advertising is likely toovercome. On the other hand, advertising can play an especiallyimportant role in inducing consumers to try a product for the

first time, and if the product is satisfactory, a positive attitudewill result. In addition, advertising can reinforce positiveattitudes by reminding consumers of product benefits,desirable product characteristics, and positive productexperiences.

Intentions and Behavior

Ultimately, the success of advertising rests on whether itinfluences behavior. Product advertisers want consumers to buy


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their product; political advertisers want voters to vote for theircandidate; and sponsors of public-service announcementsrelated to the harmful effects of smoking want the incidence ofsmoking to decline. While such effects are of primary interest

for understanding the influence of advertising, advertising isonly one of many factors that influence such behaviors. Aconsumer might want to buy an advertisers product, but maynot find it in the store, or another less-desirable product is somuch less-expensive that the consumer chooses it instead. It ispossible, in some cases, to identify the direct effects ofadvertising on behavior, but in most cases, there are simply toomany other factors that can influence behavior to isolate the

effects of advertising. It is for this reason that most advertisingresearch focuses on other effects in the hierarchy of effects.When measuring the direct effect of advertising on behavior isof interest, it is necessary to design carefully controlledexperiments to control for all factors other than advertising.


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What Advertising Does Not Do

Some writers have argued that advertising can create needs and

stimulate unconscious and deep-seated motives. This view hasled some critics of advertising to argue that advertising is apersuasive tool with the dangerous potential to create consumerneeds. John Kenneth Galbraith, in The New IndustrialState (1985), suggests that the central function of advertising isto create desiresto bring into being wants that previously didnot exist. It is certainly true that people frequently want thingswhen they become aware that they exist and advertising does

contribute to such awareness. It is also the case that peoplesometimes do not realize that they have a need until theybecome aware of a solution that meets this need. Advertising isnot able to create needs that did not already exist, however.Indeed, advertising is a relatively weak persuasive tool. Theevidence of this weakness is abundant and unambiguous. First,the failure rate for new products is very high (approximately90%). This fact is not consistent with the claim that advertisers

can actually mold peoples needs. If advertisers could createneeds, they should then be able to compel consumers to buytheir products. Second, experts argue that advertising worksbest when it is working with, rather than counter to, theexisting interests of the consumers. For example, for manyyears, low-calorie beer had not been able to find a consumerneed to address and the product had limited sales. When theMiller Brewing Company introduced its Lite brand of beer and

positioned it as the beer with fewer calories (which makes itless filling), it became an instant success.

Advertising has the power to create awareness, inform, andpersuade. It is a communication tool of enormous complexity,however. Much advertising does not have its intended effect.The reasons for this failure lie in the variety and complexity ofthe effects of advertising. Like all successful communication,effective advertising is guided by a thorough understanding of


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its intended audience and how that audience will receive theintended message.

Navarasas in advertising:

Indian tradition recognizes nine emotions. Having its

origin in Sanskrit, the term navaras(nine emotions), refers to

various emotions expressed in traditional Indian dance, drama,

music, etc. These are:

Shringara (love, eroticism, attractiveness, beauty)

Hasya (laughter, humor, comedy)

Raudra (anger, fury)

Karuna (compassion, mercy, kindness, sympathy)

Bibhatsa (disgust, aversion, loathing)

Bhayanaka (fear, terror, horror)

Veera(heroism, bravery)

Adbhutha (wonder, surprise, amazement)

Shanta (peace, tranquility, harmony)

Two more rasas are often recognized in Indian Advertising:


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Vatsalya (parental love, particularly mothers love)

Bhakti (spiritual devotion)

Objective of the study:

In present scenario, we can see that one of the important approaches

adopted by advertising agencies is to use emotions in advertising.

Consumer emotions have a significant impact on purchase and

consumption decisions. Indian tradition typically recognizes nine

emotions also known as known as navarasas, which are revealed in

poetry, music, dance and drama.

This study links these emotions used in contemporary Indian

advertising to the nine emotions identified in Indian tradition.

It also presents the result of a survey that throws light on

consumer responses to the advertisements based on these emotions.


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Need for the study:

The modern world of marketing communication has become

colorful and inundated with advertisements, and it is hard to get

noticed. It is an uphill task for the designer of an advertising

campaign to differentiate itself from others and attract viewers

attention.

Everyday consumers are exposed to thousands of voices and images

in magazines, newspapers, and on billboards, websites, radio and

television. Every brand attempts to steal at least a fraction of an

unsuspecting persons time to inform him or her of the amazing and

different attributes of the product at hand. The challenge of the

marketer is to find a hook that will hold the subjects attention. In

helping to achieve this, use of emotions is a widely used marketing

strategy.

In this jet age, people tend to ignore all commercials and

advertisements while flipping through the magazines and newspapers

or viewing TV. But even then, sometimes, some advertisements

attract consumers notice because of the emotional appeal in them. So

its good to study such an important topic to get an overview of the

impact of these emotions in advertising.


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Application of Navrasas In Indian

Advertisements:

Advertising agencies in India are using the various rasas

(emotions) in order to evoke emotional appeal in he consumers

minds and thereby motivate them to take decisions in favour of the

products advertised.

Now the report will further states the examples of the uses of

navrasas in Indian Advertising, with vatsalya being added as the tenth

emotion.

The emotion identified in the form of navrasas form the bulwark

of many advertisements, and there is much scope for recognizing,

studying in detail and exploiting the potential of these rasas much

further in Advertising.


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I. SHRINGARA

This emotion in advertisements may encompass love, eroticism,

feminine beauty and seductive charm.

One of the best examples would be the television commercial for

Clinic All Clear shampoo in which John

Abraham and Bipasha Basu show their affectionfor each other in a playful mood.


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Airtel ads featuring Vidya Balan and Madhavan.

And most recently the one with Abhishek

Bachchan and Aishwarya Rai forLux.

One of the major reasons behind the success of these ads

campaign was the emotion love shown in the ads. Nevertheless,

these products except Airtel, hadnt need any male celebrity forthese products. But these love emotions made these

advertisements a big hit thus, no one noticed this thing.

A recent advertisement that comes to mind when one

thinks of the seductive charm is the one for Slice

mango drinkfeaturing Katrina Kaif.

Of course, one has the advertisements, like Axe

Deodorant, which highlight achieving magnetic

power to attract opposite sex.

Needless to mention that feminine beauty is most commonly used in

advertisements, regardless by the context it is actually needed or not.

Nonetheless, many advertisements for textiles/clothing, jewellery,

cosmetics and personal care products targeted at women make

relevant and effective use of this dimension to communicate their

messages.


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II. HASYA

Hasya Rasa or humor is also used fairly often in Indian

Advertising. The advertisements that make people smile and

laugh are more likely to remain in the memory of the people.

One of the most memorable advertisements which

adopt humor in a light hearted way is the one forHappydent chewing Gum, which shows the shiny

bright teeth, following the use of the chewing gum as

being used as a source of lighting in a variety of

situations.


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Several other advertisements for Happydent also

follow the same theme. Among other brand that have

used humor repeatedly and with good effect in their

advertisements are Fevicol and Bingo.


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III. RAUDRA

Raudra rasa depicts anger. It is a feeling which occurs

when one is irritated or hurt by something or some event. Angeris used in advertisements to induce a strong feeling to change

something, and the product that is advertised is offered as the

solution.

The Tata Teas societal campaign JAAGO RE is a

very good example of this.

Ideas latest advertisements in which they raised a

social issue to save our trees campaign, is a very

good example that depicts this emotion of Anger.


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The television commercial for naukri.com, in

which the leaving employee pronounces his bosss

name incorrectly, can be considered a possible

example, though not a very apt one.


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IV. KARUNA

This is the opposite of hasya rasa. It is a sympathetic

response created in situations, such as the time of departure of

relatives, personal loss, death of a loved one, etc.

Advertisements that use this emotion induce feelings of

sympathy and empathy. These days political parties are

harnessing this rasa during election times in order to gain supportfrom the public.

Advertisements that convey a social message against

childmarriage, domestic violence, etc., also have an element of

karuna in them.

Some ads that shows the emotions of sympathy in them are

Save our tigerinitiative by Aircel.


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Surf excels daag ache hai ad that shows a small kid

making his little sister smile, when she fell in the mud on

the road.


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V. BIBHATSA

Bibhatsa rasa reflects a feeling of discomfort, annoyance,

disgust, etc. Advertisements that use this emotion highlight a

problem that evokes bibhatsa and then offers a solution for the

same.

For example, the advertisements for emergency

contraceptivs unwanted 72 and I-pill highlights the

mental and social problems that arise due to unwanted

pregnancy. The ad promotes the product as a solution.


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VI. BHAYANAKA

This rasa uses the elements of fear. People are afraid of the

ugly side of life and. Therefore, always try to avoid it. Using

this emotion, advertisements try to build brand image by

pitching hope against fear.

Advertisements for Insurance often leverage on this emotion,

such as

ICICI Prudentials Jeete raho,

LICszindagi ke sath bhi zindagi ke baad bhi

Aviva Life Insurances kal par control

Max New Yorks your partner for lifeetc.

The advertisement forsaffola cooking oil is also in the

same vein, where the wife chooses saffola to prevent a

heart attack, feeling the cholesterol of her husband.

Other advertisements of this kind are those that remind

the viewer to pay service tax and file income tax returns

to avoid penalties and to enjoy peace of mind.


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VII. VEERA

This rasa reflects heroism and undertaking arduous and

risky tasks. It is coupled with pride and success, and drives the person towards selecting the advertised brands through its

association with heroism.

One of the advertisements that use this emotion is

that forMountain Dew, with the punch line Dar ke

aage jeet hai(there is victory ahead of fear), where

the fear of river rafting is overcome by drinking

Mountain Dew.


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Beside this, Thumps ups advertisements are

mostly based on the macho and heroic appeal. For

instance, one of its ads features Akshay Kumar

undertaking mind-blowing stunts in order to quenchhis thirst and the punch line used is Thumps Up-

taste the Thunder


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VIII. ADBHUTA

The rasa generates the feelings of surprise or

astonishment, together with a warm feeling. Advertisements for

Center Shock chewing gum and Tide detergent comes under this

category.

For instance, in one of the advertisements, a young

man approaches an elderly barber for an

extraordinary hair style and the barber gives him

Center Shock to chew after munching it, the

young man discovers to his shock that he has

automatically received a very strange hair style.

An advertisement for Tide detergent shows a lean

wrestler lifting up his adversary who is far stouter, to

suggest the astonishing whitening power of Tide.


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IX. SHANTA

Everyone wants to live in peace, harmony and comfort.

This rasa is used in advertisement to induce people to use the

product that gives them pleasure and peace of mind.

Possible examples are advertisements promoting

tourism and travel, such as Malaysia, truly Asia.

Advertisements for Ayurvedic treatments and for

luxury resorts, such as Ananda in the Himalayas

also use the tranquillity suggested by shanta rasa topromote themselves.

Another example in the Indian context is the

promotional advertisements of campaign of

promoting Indian tourist places Incredible India.


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X. Vatsalya

This is regarded as the most beautiful feeling, i.e., the love of

parents or the mother, in particular, towards children.

Baby products that celebrate motherhood such as

Johnsons baby products, Pamper diapers, Dabur Laloil, etc., use this emotion in their advertisements.

Pears soap is another good example of this emotion as its

ad shows the love between a mother and a daughter.


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Reference:

Philip Kotler and Kevin Lane Keller and Abraham Koshy and

Mithileshwar Jha, Marketing Management- A South Asian

Perspective, Twelfth Edition, An Imprint of Pearson Education.

Journal- Marketing Mastermind, January 2010 edition, edited

at Icfai University Press, Andhra Pradesh, India

Webliography:

www.iupindia.org

www.youtube.com

www.magindia.com

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