DISSERTATION ON:

EFFECTS OF ADVERTISING ON YOUTH

By Sharmistha Paul Enrolment no.: 010111080 PGPM: 11

A DISERTATION SUBMITTED TO THE FACULTY OF GLOBSYN BUSINESS SCHOOL IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE POST GRADUATE PROGRAM IN MANAGEMENT

EFFECTS OF ADVERTISING ON YOUTH

Approved

Prof. D R D Sir Internal Guide (Asst. Professor Marketing) (Globsyn Business School)

CERTIFICATE FROM INTERNAL GUIDE

Date: The Director Globsyn Business School XI-11 & 12, Block-EP, Sector-V Salt Lake Electronic Complex Kolkata 700091 West Bengal INDIA Dear Sir, Sub: Candidate for Post Graduate Program in Management I have the pleasure of forwarding the following project dissertation. 1. Name of the Candidate: Sharmistha Paul 2. Title of study: EFFECTS OF ADVERTISING ON YOUTH 3. Date of submission: 17TH April, 2014 4. Specialization Field: Marketing 5. Page in Study: I further certify the following: 1. The candidate has completed the work to my satisfaction 2. This is an original work of the candidate and to best of my knowledge has not been published anywhere else 3. The use of existing works have been duly acknowledged 4. The candidate has spent a minimum of 30 hours while conducting the study The dissertation may now be evaluated for the purpose of awarding Postgraduate Diploma.

Yours sincerely, Internal Guide Prof. D R D Sir

DECLARATION OF ORIGINALITY

This is to declare that the work is entirely my own and not of any other person, unless explicitly acknowledged (including citation of published and unpublished source).

This work has not previously submitted in any form to Globsyn Business School, or to any other institution for assessment for any other purpose.

I further declare that I have devoted a minimum of 30 hours to study the topic.

Name: Sharmistha Paul Enrollment No: 010111080 Signed: Date:

INTRODUCTION

Television in India started in Delhi on 15th September 1959 with a small transmitter and make shift studio. The television service was extended to Bombay and Amritsar in 1972. The regular daily transmission started in 1965 as a part of All India Radio. Television services were separated from radio in 1976. National telecasts were introduced in 1982. Colour TV was introduced in the market, in the same year. Indian small screen programming started off in the early 1980s. At that time there was only one national channel i.e. Doordarshan, which was government owned. The Ramayana and Mahabharata both were Indian spiritual & mythological stories. The first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s there was a single channel, television programming had reached saturation. The government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later on it became DD Metro, both channels were broadcast terrestrially. Asianet is the first private channel in India and also most popular in India. The central government launched a series of economic and social reforms in 1991 under Prime Minister Narasimha Rao. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. This process has been pursued consistently by all subsequent federal administrations. Foreign channels like CNN, STAR TV and private domestic channels such as Zee TV, ETV and Sun TV started satellite broadcasts. Starting with 41 sets in 1992 and one channel, by 1995, TV in India covered more than 70 million homes giving a viewing population of more than 400 million individuals through more than 100 channels.

TELEVISION & ADVERTISING

The research is the result of a rising sense of apprehension at what has been happening in the world of television and the manner in which ideas transported by television, particularly television advertising is beginning to shape up. Television and advertising together present a deadly combination. Television offers the advertiser the most real way of reaching the consumers mind. Advertising, on the other hand, exercises an influence on television which is no less noteworthy. It plays a vital role in shaping the significances and quality of television programming. Television reaches everybody, regardless of their age, gender or even socio-economic status to a matter of fact. With the growing number of television sets in a family, teenagers are mostly becoming disposed to a consumption-oriented lifestyle. Eating on junk food, playing virtual reality games to developing their own sense of style, teenagers are obtaining a wide range of personal products. They seem to be trying very hard to depict themselves as minuscule adults in the fast changing environment. Advertising exerts a huge, almost a normative influence, over the lives of men, women, teenagers and children. It influences, particularly among teenagers, the ways in which persons and groups dress, talk, behave, and think. The media, in the forms of movies, television, radio, and print as well as the new electronic communications standard of the Internet, helps to connect individuals to one another and to the world; habitually, this powerful impact shapes the ways in which viewers or participants remark the world and their own place within that world. Advertising is one of the best and most suitable routes to reach the consumers mind. To make their venture fruitful, advertisers sink money, resources and time into carefully studying the details of the human mind in order to understand where the individuals susceptibilities lie. It is on these susceptibilities that they play to make the consumers feel that reclamation lies in the possession or use of a particular product or service. Many advertisements aired on television can be termed as truly Masterpieces. They are the creations of brilliant minds and very talented people who have but one mission in life: to encourage everyone to buy the products. From advertisers point of view advertising on television gives abundant scope of choice to its consumers. From the time one wakes up and changes on the television set or the time when the radio set is turned on while driving to work, consumers and potential consumers are uncovered to millions of advertisements. The advertisements urge the consumer to change a brand or try out a new product, and thus strengthening their style and status. At times advertisers use unethical means to reach its target group. But the groups of television advertising feel that advertising alone cannot be blamed for drifts such as the level and nature of consumption in society. Neither do they have tools to influence people nor do they have the knowledge to create the want for selling. It merely bids information about available choices to help consumers satisfy their own alleged needs.

Thus, television advertisements are created with the aim to communicate information but instead use convincing techniques that have very little to do with either the product or with the consumers need for it.

TEENAGERS & TELEVISION ADVERTISING

Television advertising is now a fragment of life. For many teenagers television represents a reality, very unlike from what is really present in the modern world. Watching television for long hours continuously had become more like a developmental practise. The knowledge pool that each and every teenager builds is affected by what the teenager is unprotected to and influenced by. And it is here that television is gradually donating more to the pool. Advertising today, emphasises on specific targeted demographic groups. There is a direct emphasis on marketing products to young consumers. This age group sees the commercials, but does not really comprehend the directed message. This can have an opposing effect on the way teenagers understand the message being presented to them. Teenagers watching television are bared to every channel consecutively commercials that are sending out a mature message to an immature audience. There needs to be something done to avert teenagers from receiving the wrong message at an early age. The television advertisements are intended in such a fashion that that they are short and summarized to grab the attention of the teenagers. It is not an easy task to grab the attention, hold it and concurrently implant a seed of desire in their minds The research shows that the main characteristics of advertising that draw teenagers to television advertisements are: Repetitiveness- Advertisements are usually short and are ideally suited to the attentiveness abilities of teenagers. Since they are repeated within short frequencies, it becomes easy to remember them and learn them. Music- Recall of advertisements is often enthused by musical grooves. It becomes very easy to remember an advertisement from a programme just by its tinkling or its background scores. P a g e | 10 Role models- Brand ambassadors are carefully selected so as to highlight the strength of the brand along with successfully associating with its teenage fans. The glamour and personality of the Model influences the advertisement. Colour- Colours play a lively and magnet likes attraction towards an advertisement. The visual petition in present advertisements is so strong, that teenagers safeties are captured easily. Emotional manipulation- In numerous advertisements, the advertising intent is not overtly stated. Instead the advertisements play on emotional cords like fun, excitement, humour, mischief or sentimentality etc which appeal a lot to the teenagers. The research study shows that virtually every teenager in Kolkata is a television viewer and that they spend a good deal of time to watch television. Teenagers like watching adult programmes and to a large extent television is worsening their reading, writing and concentration skill sets. Also teenagers are aware of brands and products around them today, thanks to the attack of advertising. They are creating separation between themselves based on clothes, gadgets etc and that the disappointment level with what they have are now strikingly high. Culturally, television advertising is striking an image of life, very different from what it is in reality to the teenagers.

IMPACT OF MEDIA USE ON URBAN YOUTH

Television has the potential to generate both positive and negative effects. Many studies have looked at the impact of television on society on youth. An individual youth developmental level is a critical factor in determining whether the medium will have positive or negative effects. Not all television programs are bad, but data showing the negative effects of exposure to violence, inappropriate sexuality and offensive language are convincing. Still, physicians need to advocate continued research into the negative and positive effects of media on youth.

EFFECTS OF TELEVISION ON YOUTH

All play and no work makes jack a mere toy. This is happening practically in all younger ages. Young generation do prefers indoor games and T. V shows rather than outdoor games. Most of the market products are aimed at young people. The television takes us to hypnotic state. Also watching television shifts our brain work from Left brain to Right side of the brain. Thus as right side of brain does not analyse the incoming information. The right side of the brain is responsible for Emotional feelings. Thus, this makes us to feel that everything in T. V as real and true. The right side of the brain releases few chemicals which make us to feel good, which later reduces brain activity and its intelligence. Watching T. V not only affects brain activities but also health. This results in lack of concentration. Also the characters replicates on the younger ones, either good or bad character. Young behave more violently and they become addict to T. V. This teaches young both good and bad things. Now a day, the world is up-to-dated on T. V. Many things are taught through T. V. Its powerful communicating media. Young get involved into society and also they will lead a healthy life, both physically and mentally.

APPENDIX

Questionnaire
(One or more option are allowed) EFFECTS OF ADVERTISING ON YOUTH

Name: Age: Sex: Occupation:

1. a) b) c) 2. a) b) c) d) e) 3. a) b) c) d) 4. a) b) c) d)

Which type of language would you like to prefer most? Hindi English Regional Which type of channel would you like to prefer more in Hindi language? Entertainment channels Movie channels Music channels News channels Shopping Which type of channel would you like to prefer more in English language? Entertainment channels Movie channels Music channels News channels Which type of entertainment channels would you watch the most in Hindi language? General Entertainment channels Youth Entertainment channels Comedy channels Others

5. a) b) c) d) e) 6. a) b) c)

If General entertainment channels then which show? Star plus Zee TV Colors Sony Others If Youth entertainment channels then which show? Channel V MTV UTV Bindas

7. If Comedy entertainment channels then which show? a) SAB TV b) Dhamaal 8. a) b) c) d) 9. a) b) c) d) Which type of entertainment channel would you watch the most in English language? General Entertainment Youth Entertainment Comedy Entertainment Action Entertainment If General entertainment channels then which show? Australia Network Star World FX Zee Caf

10. If Youth entertainment channels then which show? a) Animax 11. If Comedy entertainment channels then which show? a) Comedy Central 12. If Action entertainment channels then which show? a) AXN b) Fox crime 13. Which movie channels would you like the most in Hindi language? a) Zee cinema b) Star gold c) UTV movies d) Set Max e) Others 14. Which movie channels would you like the most in English language? a) HBO b) Romedy Now c) Movies Now d) Set Pix

e) Others

15. Which music channels would you like most in Hindi language? a) 9XM b) B4U c) Music India d) Zoom e) Others 16. Which music channels would you like most in English language? a) VH1 b) 9X0 c) Nat Geo Music d) Sound track e) Others 17. Which news channels would you prefer more in Hindi language? a) Aaj Tak b) ABP News c) NDTV India d) CNBC Awaaz e) Others 18. Which news channels would you prefer more in English language? a) CNN IBN b) CNN c) BBC world News d) CNBS-TV18 e) Others 19. Which shopping channel would you like to watch? a) Home shop 18 b) Tele brands