AHMEDABAD y INDIA Research and Publications An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials (original) (raw)
Related papers
The research attempts to theorize and empirically study meaning making in media audiences. It borrows its theory from social semiotics, which suggests that, meaning is not inscribed in the text instead readers bring forth their own social experiences to negotiate with the text and make meaning. It draws its methodology from social sciences and uses in depth semistructured interviews to study how 15 students of Indian nationality in the age group of 22 -25 interpret three television commercials of Bajaj, Hero Honda Ambition and Femina. The responses to each advertisement highlighted different issues in the process of reception. The multiple, diverse and at times oppositional interpretations to the same text suggest that individualized readings are the norm, while dominant readings are rare, corroborating the theory that reception is determined more by the social position and experiences of the readers (social determinism) than by the text (textual determinism).
Indian Television Commercials in Transition: A Study of New Emerging Practices
Journal of Mass Communication and Journalism, 2021
Mostly television channel's commercials were flooded with the trend of product-centric advertisements. We have observed that the commercials in general, laud the product specifications and its features, which repeat the same product features again and again. Interestingly, in the last decade commercials have been shifted moreover from product-centric ads to more creative ads that talk about an idea, which is close to the brand values. Some popular television commercials talk about certain ideas and take up deeper consumer insights instead of harping on the product solely. Television Commercials (in short i.e. TVCs) are going beyond the product features' details by setting with a new advertising communication strategy. TVCs are being used for the social approach along with their commercial motives. Therefore in this study, we have traced these changes of television commercials and analyzed also the television commercials' aesthetics values, the presentations style, and the social content behind it, which made this type of commercials worth watching.
Content Analysis of Television Advertisements: The Indian Case
2019
An adult applies some deodorant, the smell of which tempts another adult to run to that person - This particular sentence sounds familiar, doesn’t it? We, as the audience has seen this enacted ‘n’ number of times and even though there is not any mention of gender in the sentence, chances are we know which gender will be put where. India remains no alien to the formula of using women in men’s grooming product advertisements, not as a co-actor but to add glamour, to raise the attention of prospective buyers and to make men believe that they can get any woman just by applying or wearing the product. These advertisements in a way convince both the genders that a product is effective only if women can be swept off their feet and be tamed. Since the advertisements are repeated many times a day, it makes a lasting impact on the viewer’s mind. In a country like India, where audio-visual medium plays an important role in shaping people’s views, thoughts and opinions, what is shown on the screen hold of much importance. This paper aims to analyze the advertisements of men deodorant and underclothing, from the year 2010 to 2019 to check the evolution of these ads in an era when people are fighting their lives off for gender equality. It also tries to explore how the audiences perceive the portrayal of women in these advertisements via studying the comments on YouTube videos. Keywords: objectification, television advertising, gender, stereotype, the portrayal of women, titillating, male dominance
THE PERCEPTION OF TV VIEWERS TOWARDS COMMERCIAL INTERRUPTION OF PROGRAMMES: A STUDY OF UNN STUDENTS
ABSTRACT Commercials are being viewed in different ways either favourable or unfavourable to viewers. This study was aimed at finding the perception of TV viewers towards commercial interruption of programmes, using UNN students in the Nsukka Campus of the university. The researcher adopted the survey method, using questionnaire, to collect data. Undergraduate students in the Nsukka campus of the University of Nigeria, Nsukka constituted the population of the study. The multi stage sampling technique was used to select respondents for the research. Data were analyzed using simple percentage and frequency table. The study was anchored on the uses and gratifications theory. Findings from the study revealed that UNN students view commercially interrupted programmes as programmes that have large viewership; the large audience base of a programme gives rise to frequent interruption of programmes so as to pass the message about a product or service to these audiences to elicit the desired impact or result which is purchase. The study also found out that UNN students stay in the room while a commercial is going on but do not concentrate on it, interruption of programmes do not affect their decision to watch or understanding of a programme and finally UNN student will prefer to see commercial after a programme. The researcher recommended that advertisers should place commercials after the programme to increase viewership, TV broadcasting and programming should be increased upon to sustain viewers’ interest, commercial content should be improved upon to aid recall, advertisers should desist from exaggerating the benefits of a product in a commercial to induce purchase and viewers should develop the habit of watching commercials since it is meant for providing information about a product or service to them.
Psychographics and Responses to Television Commercials
When a consumer is exposed to an advertisement, there are feelings generated in him/her from the ad and there is a formation of judgements about the ad. This study is an empirical investigation into the relationship between consumer psychographics - a not so frequently studied market segmentation variable in the Indian market - and their responses to television commercials. Objectives 1.To study the relationship between psychographics and feelings from an ad 2.To study the relationship between psychographics and judgments about an ad. 3.To study the relationship between psychographics and attitude toward the ad. Hypotheses 1.There is a relationship between psychographics and feelings from an ad. 2.There is a relationship between psychographics and judgments about an ad. 3.There is a relationship between psychographics and attitude toward the ad. Research methodology A structured questionnaire based on the research model was used for data collection. The sample size was 440 and the respondents were from Delhi. Four television commercials were shown to these respondents. After each viewing, they were asked to fill in an identical copy of the questionnaire. For the purpose of data analysis, factor analysis and regression analysis were used. Findings Product conscious consumers depend heavily on advertising for purchases. Brand conscious consumers end up forming a negative attitude toward the brand if the appeals are rational in the ads. The opinion leaders are more likely to be influenced by advertisements based on emotional appeals to form a strong attitude toward the ad. Innovativeness in consumers does not bring about a change in their responses to advertising, or purchase intention. Keywords: psychographics, commercials, appeals, feelings, judgments, advertising
An Empirical Approach to the Reception and Perception of Television Advertising
The semiotic complexity of television advertisements is an example of the variety of translation modes which are employed for a particular genre. The choice of such mode highly depends on the audience the advertising campaign is aimed at. Traditionally, dubbing has been the audiovisual translation modality for television spots par excellence. However, in recent times other forms such as non-translation, half-dubbing and subtitling have been introduced to reinforce the origin of the product, the ideological associations of the brand or product or to promote a self-recognition technique among the audience, to mention some. Thus, I will present the study of the effects on the audience of the different semiotic combinations that dubbing, half-dubbing, subtitling and non-translation entail when television spots are translated, taking into account marketing strategies, cultural aspects and language policies and norms. To do so, I will report the results of a survey designed as a questionnaire and intended for respondents of different age and social groups. Both open-and closed-ended questions are used to analyse the effect and influence on the audience and/or users of different issues: the effect of language and translation choice on the memorability of the advertisement, some pragmatic implications and the use of subtitling, the use of one language or another to reinforce stereotyped ideas of origin or consumption of product or the preference of different audiences over languages and translation modes.To sum up, the presentation will prove that audience design and reception studies should not be disregarded when making the decisions about the quality of translation and marketing communication processes, with particular reference to television.
Purakala UGC Care Journal, 2020
This study is conducted on the analysis of the audience targeted at by the commercials telecast in the Hindi channels. This study aims at finding out how selective targeting affects and creates a stereotype about a particular product among the audience. Our society is already reeling under the social evils of caste, gender inequality, and religious discrimination. Media being the pillars of a society has a profound responsibility to show mages that disseminates equality. But the paper here has depicted that when it comes to certain products like automobiles, men's grooming products, finance or electrical gadgets, men were the primary audience with masculine concepts and women were completely ruled out. The study has been conducted on 5 channels from 5 different genres and shows a detailed representation of the products and the audience aimed at.
2016
The present study is to explain the influence of advertisements to persuade the people of Pakistan after watching Pakistani TV Commercials. The research covers all the TV commercials and consumer behavior; select the students both male and female of University of Gujrat as sample. In current research survey method is used for the data collection and elaboration likelihood model applied as theory to investigate phenomenon. The findings of this study show advertisements more attract the people and change the buying decision of the people. Majority of people when watch these ads and these ads hit their cognitive process and then people show their interest to adopt new fashion and buy new products. Introduction: Technology in the recent era changed the picture of the whole world. World has been transformed into a global village. People living in Pakistan can easily communicate with the people who are living in other part of the world by using laptop, internet, cell phones etc. Advancement generates new businesses in the field of advertising & marketing. Every company is working on new products according to the needs of the society; they spend million dollars for the promotion of their products. The main purpose of companies to provide affordable and long-lasting products to the consumers. Multinational companies all over the world working on new trends of advertising, they are adopting new technologies to mold and attract the minds of consumer. Every company have its own creative department for the promotion of its own brand and product.