controversial advertisements
TRANSCRIPT
Controversial Advertisements
Business Research Methods
Presented By GPRS.
GPRS 13/16/2015
Girish Jaggi – 2014059Preetika Chauhan – 2014022Rohini Ingale – 2014056Shreya Agrawal - 2014003
Objectives of Study
Women used as Sexual Objects.
Why Advertisers turn to Controversy.
When Does Controversy Turn Obscene.
Brands Elbowing each other.
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The Dark Side in Ads
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Can’t Do Without Women, eh ?
IS IT ETHICAL TO USE WOMEN AS A MARKETING INSTRUMENT ?
Scope Of Study
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Controversial Advertisements have been successful in gaining attention and increasing profits
Despite being controversial, there appears to be an increment in the amount of such advertisements printed and shown.
These Ads bring out reactions of embarrassment , distaste, disgust, offence, or outrage from people when viewed.
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Review of Literature
3/16/2015
• Null Hypothesis: Women are not used as Marketing Objects.
• Alternate Hypothesis: Women are used as Marketing Objects.
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Hypothesis
Audience are not much comfortable to talk about such things, especially women.
There is much broader scope to this study, we just need bigger audience – Well What better than our Population ?!
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Limitation
Secondary Sources
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Is there too much Sex in Ads ?
• 50% Respondents Replied Yes !! – Not Surprising though.
0
10
20
30
40
50
60
Yes No Not Sure
.
.
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Bitter Truth – Sex Sells !
But the question that lingers is why sex sells and what audience sex appeal mainly targets.
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• For example, MTV, a television channel dedicated to music related shows, plays music videos of scantily clad women on a regular basis.
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(Reichert and Carpenter 2004; Rohlinger 2002)
78% of women in ads in men's magazines were sexually attired
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What makes it so special? Why is it so appealing?
• Because they trigger pleasure, leisure or peace, guilt, sadness, love
and most importantly LUST…
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Instrument
• Questionnaire
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Primary Data
• 30 Respondents
• Age 20 to 25
• Male and Female
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Findings
1. Do You get time to watch TV
Yes
No
2. Time spent watching Tv
0 to 1
1 to 2
More than 2
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1911
2064
3. Channel Preference
English
Hindi
Others
4. Seen Controversial Advertisements
Yes
No
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1810
2
24
6
5. Are Ads Provocative
Yes
No
6. Effects of such Ads
Postively
Negatively
Neutral
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228
20
46
7. Increase In Sales by playing with emotions?
Yes
No
8. Products bought by being influenced by Ads?
Yes
No
22
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18128
9. Is negative publicity good for the company?
Yes
No
10. More such Ads?
Yes
No
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219
12
18
Conclusion
After evaluating primary & secondary data, nearly 68% people think that women are used as object for marketing the product
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We recommend companies to stop making advertisements in which women are used as sexual objects. They should concentrate more on the product.
Companies should stop using unethical controversies to promote their product.
Recommendation
Who Would You Rather Prefer ?GPRS 253/16/2015
She is Hot right – even we think so !
For God’s sake at least look at the bike, they have spent thousands on it !!!
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