TOPIC

The sociological perspective of the visual ads.

With special reference to the ads. of

Kalyan Jewellers

&

Visa card

SOCIOLOGY• Sociology is the academic study of social behavior,

its origins, development, organization, and institutions.[1] It is a social sciencethat uses various methods of empirical investigation[2] and critical analysis[3] to develop a body of knowledge about social order, social disorder and social change.

• சமூகவியல் (Sociology) என்பதுமனித சமூகம், சமூக உறவுகள், சமூக நடத்ததகள், சமூக அதமப்பு முதற, சமூக வாழ்க்தக முதற ஆகியவற்தறஅறிவியல்நநாக்கில் ஆயும் ஓர் இயல் ஆகும். மனிதர்கள் சமூகவிலங்குகள். அதாவது மனிதர்களின் அநனக சசயல்பாடுகள் பிற மனிதருடன் நசர்ந்நத அதமகின்றன. ஆதகயால்சமூகவியலின் முக்கிய ஆய்வுப்

THE SOCIOLOGICAL PERSPECTIVE

The sociological perspective is a perspective on human behaviour and its connection to society as a whole.

It invites us to look for the connections between the behaviour of individual people and the structures of the society in which they live.

PARADIGMS

Functionalist perspective (macro): a view of society that focuses on the way various parts of society have functions, or positive effects, that maintain the stability of the whole. The focus is on social order and stability.

Conflict perspective (macro): a view of society that focuses on social processes of tension, competition, and change. It emphasizes power and inequality. A more negative approach to sociology. Conflict theory focuses on how certain parts of our society are in conflict with each other, and how the "elite" members of our society oppressed the lower class for their own gain.See Karl Marx and C. Wright Mills.

Symbolic Interactionism (micro): a view of society that focuses on the way in which people act toward, respond to, and influence one another. The focus is on social interaction in everyday life. Meaning is emphasized.

Sociological perspective of advertisement

Advertising is a market phenomenon with social implications, with a beneficial that both useful and harmful effect. Advertising reflected the values and customs of society. The main facts are:

the elevation of consumption over other social values,

the increasing use of goods to satisfy social needs,

the increasing satisfaction of individual consumers.

The sociology of

KALYAN JWELLERS advt.

ANALYSE THE advt.• CREATIVE AGENCY : PUSH Integrated

Communications Pvt. Ltd.

• CLIENT : KALYAN JEWELLERS .

• FEATURES: The most rated ad film

"VISWASAM ATHALLE ELLAM", featuring

Amitabh Bachchan and Manju Warrier

• Manju Warrier As the lady superstar in

mollywood. Her comeback to the

screen after 13 years

• Amitabh Bachchan is the Big B in Indian

film Industry and stereotypic role of Indian personality

• Content: the relationship between a daughter and father. Daughter ran away from her lover and father become alone in life. During the pregnancy time, father helped his daughter and repeat their the parental affection.The ad ends with the dialogue.”ithu ponnil theertha bandham” means Its the relation made by gold

FAMILY, A unit of sociology

Family is a unit of sociology

• Patriarchal family – Authority held by males. Father concept in India.

• Symmetrical family – Authority and tasks shared between coupleIgnoring the exploitation of women – Functionalist fail to take into account the way the women feels about her expressive role. Many women don’t want to do this, and when they do this job can cause a lot of boredom and stress.Ex.divorced,Women withdraw from family aren’t accepted.

• Ignoring the harmful effects of the family – Leach said that nuclear families have become so close-knit and isolated from everything else that a lot of emotional stress is caused. This is because family members expect too much from each other .In nuclear families parents are alone after their children's marriage

• Marxist perspective : nuclear family’s role is to pass on private property to heirs, ensuring that the possession go to the ‘right people’. He also said the women’s role in the family wasn’t much different to a prostitute; the man put a roof over the women’s head in return for sex and children.Womens

The sociology of

VISA CARD advt.

About the ad..............

The ad showcases Visa Debit cards enabling e-commerce, and hence empowerment, in rural areas. Set in the deserts of Rajasthan, the film shoots on there area. Its an ad from innovation to education of Indian Women

Gender & Sexuality

Identify gender inequalities in their work and life.

Discuss the basic theoretical positions that attempt to explain gender (e.g., various forms of feminism).

Consider the “why?” questions. Why are women valued less? Why are they systematically oppressed? Why goes gender segregation exist?

CHANGE PERSPECTIVE Women are closely looking at gender issues, men should research it

to, but on ground acceptable to everyone. We have to break through gender barriers and exclusions at all levels.

Stop glorifying strength, competition, and other male traits over and above softer “female” values. Find and honour the higher human, even spiritual values like caring and nurturing others.

Related to two, but I think requiring its own point, we need to start truly valuing the reproductive contributions of women as equal to the productive sphere of existence. The later cannot exist without the former and as such, equal value needs to be proffered.

•

Final perspective

Women empowerment

REFERENCE

Thanks to reference………………….Janefa V.M.

Faculty and HOD ,Department of Journalism and Science Communication.MKU

Upasna SahuPR executive, Indus communications, Mumbai

Prachi Kaushik SharmaMBA graduate, IBS Bangalore

daRahul GowdaStudent, M.Phil sociology at MKU

All my advt. friends and buddies………………………

Let’s discuss…………………..

Inviting

?

Thanks again,,,,,,,,,,,,,,,,,,,