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advertisement is a costly affair but showing those advertisements to masses is even costlier.
A single day’s advertisement on full page of a leading newspaper may cost at least ten lac
rupees. A 10 second slot on TV can cost anywhere between 50,000 to 10,00,000 rupees. When
you will try to notice then you will observe that a particular advertisement comes at least
20 times on 20 different channels in a single day and almost all leading newspapers carry
same advertisements. This gives an idea of the huge cost which is involved in advertising.
This means that only big companies can afford to show advertisements. Most of the small
companies cannot afford to do that. Further, there are numerous small scale traders who
make equally good products but are unable to sell properly because they are not in a
position to advertise their products. Thus advertising makes a yawning gap between big
companies and small scale traders. Most of the small traders are unable to survive in the
market because of this. In theory, the market should be a place for fair competition but
advertising makes this competition not so fair.
Most of advertisements usually show a life which is happy, prosperous and rich. All the models
have ideal physical features. In a way advertisements portray an image which is far from the
reality. In real world, there is so much depravity but advertisements tend to take us in a world
which is perfect. Many advertisements also try to dictate the way we should live.
Now I Know :
Advertising means drawing people’s attention to goods, services or ideas.
The aim of advertising is to create the demand for the product.
Advertising is all about building brands.
Brand refers to a special identification or name that is associated with the product. Such identification is created
through the process of advertising.
Commercial and social advertising are aimed mainly at promoting the interests of the advertiser, which is usually
a business organisation.
Social advertising also called public service advertising, is done for the benefit of the people. It is done mainly by governments.
Consumerism means protecting consumers against harmful or low quality products, misleading advertising, unfair
pricing, etc.
Advertisements show a world which is away from harsh realities.
(Assessment of Learning Outcome)
A. Tick () the correct option:
1. The main aim of product advertising is to :
(a) send out messages to help people
(b) improve the advertiser’s image
(c) encourage people to buy goods and services
(d) none of these
2. Which of these is a famous brand of butter?
(a) Cadbury’s (b) Amul (c) Maska (d) Bourn Vita
Social Studies
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132 Social Studies-7-7
