impact of social advertisement on indian society

Introduction

Newspaper in India is regulated by Ministry of Information and

Broadcasting (I & B) and registered by Registrar of Newspapers for India

(RNI). Print media started in India 1780. The first newspaper in India

THE BANGAL GAZATTE was started in 1780.

Today in India has more than 84000 registered newspaper and biggest

newspaper market in the world- over 32.92 Cr. copies circulated per

day.

The first classified was published in Bangal Gazatte, it was weekly

newspaper. Then after its journey was started and today Indian

government spent Rs. 4,19,70,52,667 Cr. year 2011-2012 by Directorate

of advertising and visual publicity (DAVP)

Social advertising means not promotion or sell of the product or

commercial services. It does not result in rupee but it is raise awareness

about a quality of life or a social issue. It acts with the matters of public

interest such as social change, political ideas, economic policies,

developmental programmes etc. Advertisements play very important

role in our life, as indicators of social and economic progress. They

reveal the direction of change in our values. In fact, a society without

advertisements is unthinkable. Advertising has become an important

medium of mass education.

1. Impact of Social Advertisement on Indian Society

Social Advertising campaigns could improve the pace of development

and guide social change. They can uplift the tone or tenor of the

society. Social advertising is an important part of Indian public, policy

whether that policy relates to communications, family welfare,

education, health, and environment or to national integration.

Social Advertising represents ad formats that engage the social context

of the user viewing the ad. Whereas in traditional, non-social,

advertising the ad is targeted based on what it knows about the

individual person or the individual page, in social advertising the ad is

targeted based on what it knows about the individual user's social

network.

Social Advertising is the first form of advertising that systematically

leverages historically "offline" dynamics, such as peer-pressure, friend

recommendations, and other forms of social influence.

Social Marketing Sells a Behavior Change to a targeted Group of

Individuals.

Accepts a New Behavior Modify a Current Behavior

Reject a potential Behavior Abandon an Old Behavior


“It's about applying marketing and advertising principles to promote

health and social issues and bringing about positive behavioral change.”

Social advertising is used for implementation of programs designed to

bring about social change using concepts from commercial marketing.

Through this board activity we try to create the general awareness

about various social and ecological problems.

The Government and social organistions have started advertising

campaign to inform, educate people in different areas of social interest.

They used the print media as the major source for the communication.

By-performing some street plays and some celebrity endorsement

advertisements in our board.

Social advertising identified the social problem and then an advertising

campaign designed to solve the problem. The social problem may be

related to some kind of behavior like smoking or taking drugs, they give

out the message like anti-smoking, anti-drugs etc. in newspapers, on

bill boards, and in the form of short advertisements on television.

Advertising ideas, such as, reduce traffic jam, improve health, conserve

of natural resources, family Planning, educate girls, and eradicate child

marriage etc. serve basic social and economic needs.

Social advertising approach is used for informing, educating and

persuading the society on basic issues.


In the situation of social problem, advertising can play a key role and

can help in social encourage and change. If today we are aware about

family planning, AIDS, Iodised Salt, Pluse Polio, Cancer, TB, Drinking

Water, reduction of Superstition etc. it is due to effective role of social

advertising. Social advertising also helped in generating awareness of

Environment Protection, Female infanticide, Pollution safety, Literacy,

women Education, Girls Welfare, etc.

Objective

For tackling social problem, advertising can play an important role. That’s why there is a need to study the effectiveness of social advertising in terms of its influence on the behavior of society. Specifically the objective of the research is:

1. To study the impact of social advertising on Indian society.2. To study the contribution and effectiveness of the medium of

social advertising.3. To study the one advertising campaign how much educate.

Broad aims of the study and the specific objectives

The broad aim of the study is:

- To find out the impact of the Social advertising on the behavior of Indian Society.

-

Hypothesis


Specifically the Hypotheses of the research are:

1. Only government organistion play big role in social advertising.2. Minor impact of social advertising by private organisation.3. Social advertising is not for profit or sale of any product.4. Social Networking site has no impact on Society.

Review of literature

The importance of social advertising has been realized in 1970’s in India and several researchers have contributed to increase the awareness of social advertising. There will be an extensive research to measure the impact of social advertising by the central and state government on society. It will be a comprehensive, investigating the overall extent of disclosure.

Review 1:

The effective use of the mass media is a critical component of

HIV/AIDS prevention In South Africa : Nancy Coulson

While analyzing The effective use of the mass media is a critical

component of HIV/AIDS prevention In South Africa by Nancy Coulson

analyzed that how to utilize the mass media to directly impact on

community action. The reach of mass media to South Africans was

widely acknowledged. In South Africa there was:

99% of people have access to the radio

75% have access to television

7% readership of newspapers and


69% of young people watch TV five or more days a week.

Author analyze The South African government and the donor

community was invested extra money than ever before in mass media

campaigns for HIV/AIDS prevention. At the year 2001 the Department

of Health HIV/AIDS prevention and care and support department

investing amount to almost R100 millions. At that time and the

evaluation, impact and cost effectiveness of mass media work for

HIV/AIDS prevention. Beyond Awareness II campaign, Soul City and

loveLife, some limited situation was formed to the prevention

campaigns organized through the Government Communication and

Information Service (GCIS) in collaboration with the Department of

Health that specifically promotes their brand of condoms

In South Africa there were three major programmes that developed by

the national mass media platform for HIV/AIDS prevention.

There were two awareness campaigns

1. The Multimedia Edutainment Programme SOUL CITY.

2. The Youth Programme LOVELIFE.

After finishing these two programme in October 2000 and subsequently

the Department of Health has specially made a new association, the

AIDS Action Team (ACT), to deliver the next phase of government

HIV/AIDS communication. A number of recommendations are made to

help improve the sharing of expertise across programmes, behavioral

surveillance, the utilization of the mass media to impact on community


action, the needs of rural communities and the role of health workers.

Before to the development of Soul City, the Beyond Awareness

campaigns and loveLife, the use of the national mass media for

HIV/AIDS prevention was in poor condition.

Soul City was the longest running and most experienced project. That

multi-media edutainment project and estimates to have spent up to

70% of their total budget on HIV/AIDS work. (Soul City had also covered

a wide range of other health promotion topics in addition to HIV/AIDS.)

Their target audience was both black and coloured South Africans

between the ages of 16-65. Print media and an adult education

complement the television and radio series and lifeskills programme.

Soul City had educated in several other African countries. In 2000 Soul

City launched a children’s series called “Soul Buddyz” targeting children

aged between 8-12 years old. Soul City estimatesthat each series costs

in the region of R30 million spent over two and a half years including all

development, production and evaluation costs. Soul City is mostly

donor funded and has received in total approximately R8 million from

the Department of Health. In the last year they received R1 million and

from 2002 this figure will be doubled.

Author analyze Soul City’s latest evaluation suggests that “pro-social”

modeling found in their edutainment format is a powerful mechanism


to effect change in individuals and communities. The specific

community factors that appear to be impacted on by this approach

include more caring service delivery, better understanding of issues and

a change in attitudes and awareness by community leadership and an

impact on community action and events

loveLife was launched in 1999. loveLife programme was different from

traditional approaches to HIV prevention, relying on a combination of

commercial marketing and public Developments in the use of mass

media at the national level for HIV/AIDS prevention in South Africa. In-

these programme health techniques to promote a new healthy lifestyle

among 12-17 years old target group. It was a five year programme to

reduce the rate of HIV infection among 15-20 years old by 50% in five

years. loveLife combines high-powered media awareness and education

with development of adolescent-friendly reproductive health services

and other outreach and support programmes for hard to reach youth in

poor communities. The annual budget for loveLife was R150 million;

R60 million is spent on their media component including television,

radio, advertising and print media.

One the other hand statistic used by loveLife as a measure of their

impact are the 60 000 calls made per month to the loveLife sexual

health helpline. This figure is double the present call volume to the


national AIDS Helpline. On the whole, this is an interesting study

covering almost all aspects of well planed social advertisement. How the

advertisement medium was used to educate and inform the South

Africans about HIV/AIDS with in a time frame.

Review 2:

While examine the MAKE THE NEXT GENERATION TOBACCO-FREE:

Regina M. Benjamin

While examine the MAKE THE NEXT GENERATION TOBACCO-FREE

Regina M. Benjamin, Most young people don’t consider the long-term

health consequences associated with tobacco use when they start

smoking. Because most high school smokers are not able to break free

from the powerful, addicting effects of nicotine, about three out of four

will smoke in adulthood. Among those who persist in smoking, one

third will die about 13 years earlier than their nonsmoking peers.

This Surgeon General’s report details the causes and the consequences

of tobacco use among youth and young adults by focusing on the social,

environmental, advertising, and marketing influences that encourage

youth and young adults to initiate and sustain tobacco use. This is the

first time tobacco data on young adults as a discrete population has

been explored in detail. The research also highlights successful

strategies to prevent young people from using tobacco.


We need your help on this public health issue. Everything from making

your home and car tobacco-free zones to demanding smoke-free

policies in your community can make a difference. Mass media

campaigns against tobacco use—most often TV ads—have proven very

effective at helping prevent tobacco use by young people. Studies show

that teens respond most to ads that trigger strong negative feelings,

such as ads about how smoking and secondhand smoke harm health

and ads that expose the tobacco industry’s marketing strategies that

target young people. Even ads that are designed for adult audiences

help reduce tobacco use among young people.

Every 3 or 4 years, new groups of children and teens reach the age

where they are vulnerable to influences encouraging them to smoke.

To be effective, mass media campaigns must be repeated so they will

reach new vulnerable populations. If the young people don’t start using

tobacco by age 26, they almost certainly will never start. The good

news is that there are many things we can do to help keep teens and

young adults tobacco-free.

Review 3:


The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING

AND PUBLIC DIPLOMACY POST-9/11: Biljana Scott

While analyzing The MULTICULTURALISM FOR THE MASSES: SOCIAL

ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, Biljana Scott

observed that the terrorist attacks of 9/11 have brought an old problem

into new focus: how to unite a population potentially divided along

racial, ethnic and denominational fault lines. In the light of unprovoked

and indiscriminate racist attacks on Muslim-looking minorities, multi-

media advertising campaigns were mounted in several countries in

order to control racism and sell multiculturalism. Author selected Three

recent ad campaigns: the US Ad Council’s “I am an American,” the UK

Commission for Racial Equality’s “The Unique Faces of Britain,” and the

equivalent Scottish campaign “One Scotland Many Cultures.” These

campaigns are compared to “The Family of Man” exhibition of 1955

and to the groundbreaking “United Colors of Benetton” campaign of

the last two decades. Advertising is the obvious medium for

governments that opt for persuasion. Social advertising, known as

Public Service Advertising (PSA) in America, aims to sell concepts rather

than commodities and addresses issues in the public interest, such as

health, safety and racial equality.

Author analyzed the impact of all the three advertising campaigns,

which promote the multicultural national identity.


I am an American:

This television ad shows individuals of different ages, races, religions

and occupations looking at the camera and saying, each in their own

distinct accent and intonation, the single sentence: “I am an American.”

“I am an American” proved to be hugely popular, as witnessed by the

many congratulatory responses sent to the Ad Council’s.

The Unique Faces of Britain:

According to the author this campaign, produced by the Commission

for Racial Equality (CRE), consists of a poster featuring numerous head

and shoulder shots of ordinary people on the street. As with the “I am

an American” campaign, the individual pictures represent different

ages, ethnic groups and in this case, towns of origin. The heading reads:

“Britain. We all make it unique.” The message adds: “56 million people,

over 300 languages and at least 14 faiths make us what we are today.”

Regional variants of this poster were produced in some cities. The

Unique Faces of London poster, for instance, produced in conjunction

with the Greater London Authority, “features photographs of men,

women and children of different ethnic backgrounds, creating a snap-

shot of the many faces of London in 2001.” It was produced, says the

CRE “in response to fears of a racist backlash against London’s Asian

communities due to the current international situation,”


Author analyzes the impact of the message might seem to be in inverse

proportion to its wordiness, the reaction to this campaign was

nevertheless very positive: “The response has been great. We’ve had

calls from local people saying it’s really made them feel at one with

their neighbours — and interestingly those calls haven’t just been from

minority groups.”

One Scotland Many Cultures:

The Scottish anti-racist campaign, which was not conceived solely as a

reaction to the racist fallout of the 9/11 attacks, is a more sustained

multi-media venture than its English or American equivalents. It

consists of an extensive Multiculturalism for the Masses Biljana Scott

Intercultural Communication and Diplomacy 161 website which

provides information on diverse topics related to the integration of

ethnic minorities in Scotland. These include a history of migration,

comprehensive statistics on demographic trends, as well as notification

of nationwide activities and events related to the campaign, chatlines,

teaching resources, useful links and much more besides. The aim of the

“One Scotland.”

Author analyzed all three campaigns proved to be genuinely moving

and persuasive, affirming a sense of identity and of belonging which the


majority of people, judging from their feedback, were grateful to be

reminded of and proud to be a part of. While it is admittedly difficult to

measure the influence of such advertising, these three campaigns

nevertheless epitomise the attempt to create “communication

programs which make a measurable difference in society.”

Methodology

In this research data would be collect from both primary and secondary resources. Primary data would collect self administered questionnaire, where secondary data would collect from various central & state government, magazine, articles, newspaper and journals, etc.

Research approach

This research employs the method of Qualitative research through quantitative analysis to gather an in-depth understanding of the behavioral changes caused by the social advertising on society and the reasons that govern such behavior.

Bibliography


1. Nancy Coulson, (Independent Public Health Specialist), Developments in the use of the mass media at the national level for HIV/AIDS pr invention in South Africa

2. Regina M. Benjamin, M.D., M.B.A.Surgeon General, Preventing Tobacco Use Among Youth and Young Adults, (2012).

3. Biljana Scott, MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, pp.157-173.

4. Yogita Narang, Atul Narang, Dr. Shalini Nigam, IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) International Journal of Research in Finance & Marketing http://www.mairec.org, effect of public service advertising and the effectiveness of media- an exploratory study of four campaigns, pp.-480-512.

5. Malanie Wakefield-PhD, Brain Flay-Dphil, Mark Nichter-PhD, Gary giovino-Phd, (2003), Effect of

Anti-smoking Advertising on youth Smoking: a review, pp.-229-247..6. Prof. Thomas Babor, Dr. Joan Colom, Prof. Gerard Hastings, Dr. Ann Hope, Dr. Bas van

den Putte, Mr. Anders Ulstein, (2005-2007), The Impact of Alcohol Advertising, ELSA project report on the evidence to strengthen regulation to protect young people

7. Debarati Dhar, (2006-2008), advertising and its social responsibility


impact of social advertisement on indian society

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