Download - Contemporary Issue Report New Improved 2
-
8/3/2019 Contemporary Issue Report New Improved 2
1/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
2/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
3/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
4/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
5/50
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'.
-
8/3/2019 Contemporary Issue Report New Improved 2
6/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
7/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
8/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
9/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
10/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
11/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
12/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
13/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
14/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
15/50
Many 2-wheeler maker claim a better mileage per litre
consumption of fuel than similar other vehicle.
-
8/3/2019 Contemporary Issue Report New Improved 2
16/50
-
8/3/2019 Contemporary Issue Report New Improved 2
17/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
18/50
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."
-
8/3/2019 Contemporary Issue Report New Improved 2
19/50
-
8/3/2019 Contemporary Issue Report New Improved 2
20/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
21/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
22/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
23/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
24/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
25/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
26/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
27/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
28/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
29/50
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:
-
8/3/2019 Contemporary Issue Report New Improved 2
30/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
31/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
32/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
33/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
34/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
35/50
-
8/3/2019 Contemporary Issue Report New Improved 2
36/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
37/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
38/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
39/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
40/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
41/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
42/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
43/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
44/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
45/50
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
-
8/3/2019 Contemporary Issue Report New Improved 2
46/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
47/50
-
8/3/2019 Contemporary Issue Report New Improved 2
48/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
49/50
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.
-
8/3/2019 Contemporary Issue Report New Improved 2
50/50
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