Skip to main content

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.

Comments

Popular posts from this blog

Chennai's first immersive experience: The Real Van Gogh as a Photoessay

Immersive art opens up a whole new dimension. Being to the Van Gogh immersive experience made me actualize this in real time, with the life-size visuals of Vincent van Gogh's masterpieces. The brush strokes of his post-impressionist style and the signature Prussian Blue (Bleu de Prusse) of his palette left me spellbound, bringing me more closer to art than ever. The way his earlier works captured the emotions of the people he drew and the way he personified such emotions into art in his later ones, certainly stirred me, as an onlooker. I'm extending that feeling--that experience to you through this photoessay: The Van Gogh world nestled in the middle of a happening place in the city.  My lens capturing twelve sunflowers in the frame ( "and nothing else" ) to reminisce the 1888 painting by the name.  The tale of "The man who painted sunflowers" The impressionist brush strokes never missi...

Big Blue Teddy

Teddy bears are universally loved. They can instantly bring a smile on the onlooker. History takes us back to the time when American President Theodore Roosevelt refused to shoot a bear on a hunting trip. That being illustrated by a cartoonist was the very first profile of the teddy bear. The round fuller looking figure illustration sparked the impression. A candy shop owner with his wife, inspired by the illustration, developed the stuffed toy that became known as Teddy’s bear. Even today, the soft curved profile with the smooth fur surface and fluffy volume leaves an impression on our hearts. Being the fluffy companion it can, share your space, make you feel the company, see you through your emotions, listen to you and hug you to sleep after all the chaos of the day gets over. As the psychological facts have it, “ A 20 second hug releases oxytocin hormone, that lowers blood pressure and builds trust, happiness and love”. This explains the affinity of the female po...

Do we need to redefine our heritage?

Intangible heritage & Speaking heritage as a way forward (An entry for RTF Essay Competition 2020) www.rethinkingthefuture.com Image source Heritage structures go beyond the architectural or artistic features cloaking the value of their connection with the people in the context. The visual values outweighing the psychological values in a heritage structure, amidst being the first impression of every onlooker, stay in a secondary range of impact. The primary range of impact revolves around the “soul” or “spirit” of the structure that are often more than bricks and stones. Intangible herita ge that draws its definition from the stories that trace back the temple history , songs about the beauty of the practice and every other living reminder of the past-present link, tend to bind with the people and ‘live’ with them as beliefs and practices that influence their “ way of life” . These beliefs are of complete religious inheritance that has been conformed to, across ages, without...