Page 130 - sst_class_07

The colour scheme and style of the font of the language on packages used in the

advertisements are according to the use and target group of a product. For example, most
of the chocolates come in dark brown packets which resemble the colour of chocolate.
In a particular product category, there are many brands, so just making a brand name
and logo is not enough to establish a brand. This requires more than that. Let us take an

example, we find Shaktibhog Atta, Naturefresh mustard oil in the packet.

The branding is done in order to differentiate it from other products available in the market.
But, just naming the product is not sufficient to make us buy it. So, the company has to
the consumer a reason to prefer a particular brand of sugar. It has to convince us that its
sugar is better than the others available in the market. This provides scope for advertising.
And, the advertising plays a crucial role in trying to convince us by the company to buy the
product that is advertised.

Types of aDverTisinG

Advertising may be of the following two main types : commercial and social.

1. commErcial aDvErtising
Commercial advertising is an essential part of trade. Trade refers to sale, transfer or
exchange of goods. In these days, goods are produced on a large scale and in large varieties.
It is difficult for producers themselves to reach individual buyers for sale of their products.

Thus, for sales promotion, information about the goods must be available. Their features,
prices, uses, quality and competitive information must reach potential buyers.

Buyers of consumer goods form a major part of consumers who buy things for their households
or for individual use. The buyers of consumer goods like food items, milk products, grocery
items, clothes, readymade garments, toys, electronic items are generally very large
and are widely distributed over a vast area. In order
to attract people, the producers use all methods and
styles of advertising like newspapers, magazines, radio,
television and even cinema. Very recently the media
draw our attention to the alarming level of pesticides

in Cola drinks. They published reports that indicated
the high level of pesticides and thus made us aware of
Food items the need to regularly monitor these colas according to
the international quality and safety standards. They did this despite the government’s
resistance by boldly declaring that Colas were unsafe.

2. social aDvErtising
This type of advertising is done for the benefit of the people. Hence it is called public
service advertising. The advertisements send out messages that urge people to protect

the environment, give up smoking and drinking, take precautions against diseases, drive
cautiously, have concern for others, donate money to charities, and so on. Usually, the

Social Studies-7-7
130 Social Studies
130