A STUDY ON ADVERTISEMENT AND ITS

AFTER EFFECTS ON CONSUMERISM

-Dipanshu Singhal

09080303913

Impact of Advertisement

• In recent times, the word 'Advertising' has become a fiercely mooted topic.

Advertising has positive as well as negative impact on our society.

1) Assorted techniques are enforced for persuading consumers that they want the

product which is being advertised. These techniques usually give attention to the

benefits that would be brought to the consumers rather than focusing on the actual

products

2) There are various blames that advertising is causing a negative social impact on the

lives. The chief unfavorable judgment for advertising is that it hales the public to

buy things that they are not their real want. It is arrogated that advertising plays

with emotions and encourages people to think that buying and depleting are the

activities of life

•Indian advertising industry with an estimated value of 13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past.

•Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate.

•The Indian advertising today handles both national and international projects.

•Advertising companies use multifaceted talents and ideas to carry out successful campaigns. With huge innovative development of electronic media, advertising has grown as an organized industry, offering a lot of employment opportunities

Size of the industryTelevision Current size: Rs 148 billion Projected size by 2010: Rs 427 billion; CAGR: 24%

Filmed entertainment :Current size: Rs 68 billion :Projected size by 2010: Rs 153 billion; CAGR: 18%

Print Media: Current size: Rs 109 billion :Projected size by 2010: Rs 195 billion; CAGR: 12%

Radio: Current size: Rs 3 billion: Projected size by 2010: Rs 12 billion; CAGR: 32%.

Music Current size: Rs 7,000 million crore projected size by 2010: Rs 7,400 million; CAGR: 1%.

Live entertainment :Current size: Rs 8,000 million, Projected size by 2010: Rs 18,000 million; CAGR: 18%

Out-of-home Advertising: Current size: 9000 million, Projected size by 2010: 17,500 million; CAGR: 14%.

Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2010: Rs 7.5 billion; CAGR: 50%.

Advertisers are great researchers. They spend big amounts of money on psychological research and understand addiction thoroughly. They use this knowledge to target children at an early age so that they get used to a certain line of products

It is argued by some folks that advertising simply reflects societal values rather than affecting them. unfortunately, advertising is a pervasive medium of influence and persuasion. Its influence is cumulative, often subtle and primarily unconscious.

Advertising performs much the same function in industrial society as myth did in ancient societies. It is both a creator and perpetrator of the dominant values of the culture, the social norms by which most people govern their behaviour. In the world of advertising, some values are glorified and thrive and some are just eliminated.

The Indian media and advertising industry clocked a size of Rs 18,670 crore in 2013 and that saw a dramatic drop of 10 percentage points compared to 2014, where the industry was worth Rs 20,717 crore

MANUPILATION OF ADVERTISEMENTS

Even though advertising today is a big informative source that gives people possibility to know about great diversity of products, advertising controls human desires and mind.Advertising manipulates emotions of poor people in their mind by using the exploitation of the specific language.1. Deleterious impact2. Unrealizable desires.3. Anxious consciousness.

Advertising demonstrates objects of people’s wishes on TV screen by catching the attention of impoverished people.1. Involving famous people.2. Manipulating people’s wishes.3. Costing enormous sums.

Advertising informs people about latest products on the world market by emphasizing the advantages of a certain product.

1. Announcement about new goods.2. Creation of strong brands.3. Motivation for healthy life.

WHAT IS CONSUMERISM ?

The theory that a country that consumes goods and services in large quantities will be better off economically.

It is an industrial society that is advanced, a large amount of goods is bought and sold.

Negative Aspects of Advertising

• Misrepresentation

Advertising aims to present a product in the best light possible. There is some leeway in the creative process where the problem arises when the dramatization crosses the line into falsely representing a product.

• Unrealistic Expectation

The true negative impact of advertising lies in the fact that advertisers to that extensive market researcher into finding the weak spot in their product’s target audience psyche in order to better sell their products. For eg :Beauty and health products.

• False Image

Advertisers use different means to attract people, as they use famous songs and cartoons characters to attract children and teenagers. They sometimes use celebrities to advertise their products.

• Children

Children are affected the most. At a younger age one allows his or her mind to be molded and constructed. As there is a link between food advertising and children’s preference regarding what they will consume.

The main purpose of this study is to understand the advent of social media in the businesses and corporate companies of Delhi.•This study emphasizes on the advent of advertisement in modern society.

•It identifies the finer fabric of how the consumer has given in to the advanced marketing strategies applied by companies

•It depicts the social stigma attached to the act of consumption.

OBJECTIVESPrimary ObjectivesTo study the advent of advertisement and its impact on consumerism

Secondary ObjectiveTo study the factors that force the consumer to succumb to the advertisements and marketing tactics of companies.To study the social stigma of consumption and psychological pressures forcing society towards over consumption.

DATA COLLECTION TECHNIQUES

Interviews

Questionnaires and Surveys

Documents and Records

SAMPLE SIZE

Accordingly, 80 end consumers were selected at random from big retail outlets during their purchasing spree and were questioned.

The data has been analyzed in order to arrive at present situation of consumerism by the end customer.

SAMPLING TECHNIQUE

The technique of Random Sampling has been in the analysis of the data.

METHOD OF DATA COLLECTION

Primary Data• Questionnaire• Formal Interviews

Secondary Data• Information acquired through Internet• Official Websites and Social Media Accounts/Handles of companies• Books and relative literature

FINDINGS AND SUGGESTION

• Despite 85% active consumers are earning and spending their own money since they are employed, still an astounding figure of 15% consumers who were unemployed were having at least 6% of big spenders of the total respondents

• Habitual consumerism was found to be quite persistent, as for some people this process was a day to day occurrence, with their always being something that they need to feel happy or content. And on the other end of the spectrum, this was the odd occasion when one felt down and seeked the odd item to regulate themselves.

• Consumers were found to be dwindling between psychological dilemmas like if they saw something clever like the coffee table in the shape of a yin and yang, they got an urge to have it

• Electronics was found to be one of the most substantially desired product line for shoppers

• It was found that a majority of respondents have purchased products solely on the basis of the brand name, without giving a thought to the factualness of the product and it value for money

• It was found that the most powerful effect of advertising was just to create a good feeling about a product by surrounding it with other things that the respondents liked

•It was clearly found that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).

• Admiration for people with materialistic possessions was seen to be high in comparison to the ones with good education and good reputation in society

• Advertisement culture has confused consumers into believing that luxury procurement is what signifies a high social status

• Celebrity endorsements were found to be more successful in comparison to others. So advertisements are using cultural icons and movie stars to leave the most deepening impact

• One clear aspect of the after effect of advertisements is that the majority of respondents feel that their material possessions define them and how well they are doing in life

• Buy nothing. Unfortunately this is not an option for most people, as the global market extends to societies that for centuries have relied on non-money economies.

• Ethical Consumption. Today, large numbers of people recognise that national governments are less powerful than trans- and multi-national corporations.

• Choices. When buying something, start from the premise, "What do I need?" not, "What do I want?" The latter attitude is often expressed in the absurd concept of window shopping . This entails putting yourself into the advertisers chosen territory

• Education . The consumer class needs to be provided with the necessary information for them to begin publicly challenging the notion that consumerism is the only way to live.

• Solidarity. Anything that strengthens the position of the exploited majority (80% ot the world's population) will in itself act as challenge to consumer culture..

CONCLUSION

• On the basis of theoretical analysis three aspects -cognitive, emotional and behavioural – were identified and evaluated during the survey. The survey results revealed that the customer’s attention, as one of the psychological cognitive aspects under research, was influent mostly by ads in press andbrochures.

• The research data showed that the second psychological aspect (emotional) influences the respondents mostly because it caused positive feelings for the biggest part of respondents (79 %). It can be concluded that the final aim of advertising behaviouralaspect) was achieved – adverts make a psychological impact on the customer

• This philosophy is blatantly apparent in urban India where consumerism is rampant. Indian consume exponentially more than many other country in the world and are the leaders in waste production. Out of this ambience of self-indulgence springs forth the Anti-Consumerism movement