Advertisement is a method of communication used to inform the public about ideas or goods or services. Advertisements have become very important for the marketing of products since it is through this form of communication that the target consumers are influenced and their demand are directed towards the intended products or away from the products by other sellers or producers. It is advertisement that influences the desires of the consumers for products that are extremely closely related to one another.
There have been instances where our purchases have been completely decided by the advertisements featuring our favourite celebrity-be it from the world of entertainment or from the world of sports. It is not uncommon to find children of today able to identify products on the basis of the celebrity who endorses it-ranging from the bar of chocolate to the bottle of the soft drink and up to the four wheeler and everything in between.
When television started to appear in homes near ours, there was on advertisement that was definitely above the rest. I am talking about the devil featured one for the ONIDA television. The tagline “Owner’s Pride, Neighbour’s Envy” was really one for the ages. For the first time, the Devil became the symbol of something good and better !
Then in the college I dreamed about having a four stroke bike heavily influenced by the “Fill It, Shut It and Forget It” tagline of Hero Honda . Over the years, many better bikes have been traversing the Indian roads, but this original genius of the tagline still helps Hero to be the market leader.
One soft drink major was the ‘official’ sponsor of the 1996 ICC Cricket World Cup organised jointly by India, Pakistan and Sri Lanka. In a classic case of ambush marketing, the rival major came out with a series of advertisements featuring some famous cricketers with the tagline “Nothing Official About It”. So much for the great ice-cola wars!
Then there was the Pepsi tagline “Yeh Dil Maange More” that went on to become a rage so much so that a brave Indian soldier gave that cry during the Kargil war inspiring his colleagues even as he was badly injured .The tagline went beyond the market place and into the hearts of many an Indian.
Then there the advertisements that do not make any sense and some are pretty obnoxious to say the least. The various creams and lotions that promised to make girls fairer in order to make them marriageable have are pretty sick. The same can be said of the fairness creams that claim to make men successful in life.
There are advertisements from a particular manufacturer that feature great looking beauties and also a girl in a bikini on a beach. Wonder about the connection between cement and the sand, water and the girl in the bikini!
Then there are those that features celebrities for products like hair oils or vests for men. The producers should concentrate on providing better goods for the consumers and not waste money on celebrities. No one in the right mind is going to believe that Amitabh Bachchan uses the hair oil endorsed by him.
Advertisement is not always a good but it is something that is necessary. After all, one must be able to sell ice cream in the polar regions.
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