Page 1 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 10
October 2018
Available online: https://ejbss.org/ P a g e | 107
A Study on Modern Context of Advertising in India
Prashant Das
Research Scholar
Joseph School of Business Studies
Sam Higginbottom University of Agriculture, Technology and Sciences (SHUATS) Allahabad
Abstract
The purpose of the advertisement is to speed up the process of making any object or commercial,
national, social, cultural, artistic, demanding, literary and historically popular, Therefore,
advertising affects all areas of life, whether it is in the context of life and death, national context,
social and cultural programs, or the film industry, auspicious occasions of the family’s,
demanding programs, popularizing literary works, presentation of artistic and aesthetical
scenarios, search for a suitable bride and groom, and how many other events do not have the
meaning of advertising. Advertising being a very popular word. Its name is often repeated, with
many nicknames and synonyms. Some consider it to be 'market propaganda', in which often
things are raised by talking about something which has no concrete or authentic basis in real life,
then, in somebody's view, advertising is 'convenience of selection'. Most of the ads are often
displayed on the scales of language.
In order to bring easy clarity, the advertisement is highlighted in the context of dramatization, in
which the use of humanistic desires, aspirations, security-sense, human attitudes, are in etc. is
abundance. The language is also used depending upon the locality. In addition to the colours,
combinations, consistency, relativity, linguistic creativity, advertising has a close relationship
with the technical nuances, which makes it more attractive to popularize the targeted consumer
in his mask. Many ads mislead us; describing the need of the necessarily motivate to buy
something or service. The effect of advertising on our mind-set is so strong, that, we are reluctant
to buy those things which we do not need urgently.
The new developments necessitated India' to open doors for the markets of the entire world too.
The Indian market has spread from a variety of products and their new brands. In such a
situation, the problem of selection is born to the consumer as to what kind of things they buy and
which they should leave, likewise, aspirants want to earn more and more profits by selling more
Page 2 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 10
October 2018
Available online: https://ejbss.org/ P a g e | 108
and more items in front of the producer. Both of these only needed a medium that would work as
a middle bridge between them.
Keywords: Advertisement, Human attitude, Commercial, Social, Cultural.
Introduction
In the last few years, the expansion of the media has grown so fast that the world of
communication has changed. There are also many mediums associated with the media, which
have many sophistication and refinements. The medium of public relations and advertising has
emerged as a very effective and communicative source along with newspapers. Not only this,
they are also mutually dependent on each other. Governments have formed their own public
relation departments from many years, which bring their functions to the public. Similarly,
industrial establishments have given great importance to public relations during the period of
economic liberalism. Today's society is called consumer society and therefore selling more and
more of its product has become a matter of high priority for industrial establishments. No area of
life is now untouched by the use of advertising and public relations. In the last 50 years Indian
advertising system has covered a very long distance. It craft has been so advanced that it can
compete with any developed country. Advertising and public relations are twin varieties in one
form. It has got the shape of an independent industry.
Today, the intrusion of multinational companies is rapidly increasing in our society. We are not
able to understand it yet, but in the future, it will surely come out to us. Our innocent children are
the one’s who are becoming victims of these advertising companies. Today, breakfast which we
made in the houses is decided by our children. If a three year old child catches up with Maggi
eating or drinking Pepsi, then we should understand that the advertisement has indirectly
influenced his mind. What is meant for the breakfast, it is not the parents, but rather the MNCs
are deciding.
Multinational companies are slowly and silently entering in our private lives. This time, they
have targeted us, as they have made our children, the medium to serve their interest. The
advertisements appearing on TV and print media contains more use of female body, which was
widely viewed. Although, this has been subject to criticism by some feminist organizations, who
often raise their voices against it. Now, a newer trend has emerged in which the MNCs have
Page 3 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 06 Issue 10
October 2018
Available online: https://ejbss.org/ P a g e | 109
resorted to focus on children rather than women’s body which is no longer able to meet the
economic consideration of these companies.
Growing influence of advertising
In today's era of communication, advertising is a weapon to sell products. They can go to any
extent to entice consumers. Crores of rupees flutter like water on advertisement. That's why,
today, big-scale international level players and film personalities who are called 'celebrities' are
seen in commercials. They know that they are not social services or charitable, but are doing
business. First of all, it is necessary to understand that the advertisement is a joint venture in the
process of selling and buying. Therefore, it goes so far, that, advertising is a human activity from
a business point of view. It provides information in such a way that consumers can make the
right decisions regarding buying. Today, advertising is the main part of multinational’s
multipurpose projects. Corporate entrepreneurs consider advertising as the main tool of their
earnings. Most of the companies familiar with consumer behaviour are spending a large part of
their earnings on advertising.
It is remarkable that "advertising has the highest penetration in all methods of communication. It
is being produced nowadays in such effective and psychological way that these advertisements
take the consumer / target customer immediately. This clutter wants to use all the marketing
benefits. In this regard, the social interaction of advertising is increasing rapidly.
The salient feature of advertisement is that, it knows both its effect and its cost. That is why,
advertising does not necessarily serve public. However, taking fees enables huge budget for
advertising, which inturn, lures it, because of this reason the way of advertising is interesting.
Being attractive and compelling, advertising often provides an opportunity to deceive and get
involved in wrong negotiations. In the advertisement, it is also known that it is more influential,
more appealing because of admiration or miraculous linguistic idioms, proponents and linguistic
characteristics.
Psychological side effects of advertising
Although the advertisement prompts potential buyers or users of a product / service to potentially
respond to their own product according to their needs and conditions; however, its functioning
occurs on both physiological and psychological parameters. In the recent past, there have been
many ad-centric research-analyses that have been successful in knowing that the advertisement
