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How advertising has its take on Social Impact?


Advertisements or any communication is perceived differently by different user groups.

Researcher Martin reveals "When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy ads when they are feeling happy."

The perception of any ad varies with the evolving mindset of the human being. The perceptions differs not only across genders and age groups, but across regional contexts too. The people who have been brought up in a cultural environment relate better to the ads that connect well with their emotions. Whereas the people brought up in a diverse setup would relate to the trends that fit well with the current.

The understanding of the target audience frames the basic 'A' of Adverstisement.


Advertising in the streets of Osaka, Japan that uses neon signs with imagery & graphic style that is better relatable to the people of the region.

This understanding is moulded by both the past and present of the region.

“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” – Jim Stengel

If zoo is the trendy media platform, The jungle is the entire open city. So many species, so many characters, all under one common boundary.

Advertisements have taken over major parts of the city where people gather, trying to catch the audience. Unfortunately in some cases, they create an unbalanced hodge-podge that break the clarity in communication.

With the approach of digital era, with advertisements with that come up with new strategies such as pay per click etc., have brought an entire crowd of communication sprawling over us. This had lead to a user mindset that tends to avoid advertisements by 'certain means'. Spams and other issues have raised the issue of ignorance.

“Brands should think of themselves not as storytellers but story builders. We plant seeds of content and let our community build on it.” – Amy Pascal

Amidst the blind media drive, there must be a focus for the advertisements. A focus that ends with a positive impact on the societies. The communication must reach the 'right audience' with the nitty-gritty of the brand in its fullest authenticity. The language used, the tone in which it is conveyed and the presentation mode must altogether create a holistic expression of the content that reaches the viewers to provoke a public response that would reflect on the betterment of the society they live in.


In the current global scenario, a preference for a more natural way of advertising is seen. The conventional advertising that created 'unnatural stereotypes' that provoked issues of bodyshaming, racist views etc. have been highly criticized, pushing the media to move towards a more natural and acceptable format that could relate to people in the most original state.

This way, advertising is all set to 'Shape cultures' with its powerful voice.

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