Advertising in Neo-liberal India : By Shrabanti Goswami, University of Calcutta
1. DISSERTATION PROJECT
UNIVERSITY OF CALCUTTA
B.A PART-II (THREE YEAR HONOURS)
EXAMINATION, 2015
(Under 2009 regulations, 1+1+1 system)
Title
Advertising in Neo-liberal India
Paper-IV
Registration No & Session: 313-1221-0668-13
Roll No:
SUBJECT-JOURNALISM & MASS
COMMUNICATION (HONOURS)
SESSION : 2014-2015
3. Acknowledgement
I wish to gratefully acknowledge my deep
gratitude to Calcutta University for allowing
me to research on “Advertising in Neo-liberal
India”
My special thanks to our principal sir
Dr. Prof. Monotosh Baishya. I want to thank
our head of the department Dr. Prof. Munmun
Chatterjee. I also want to thank Prof. Anuja
Bagchi, Prof. Alekshya Roy Ghatak, Prof.
Arunima Mukherjee, Prof. Avijit Mondal,
Prof. Abhik Bhattacharjee for helping me a
lot for my project.
I like to thank Mr. Arindam Lahiri
and Mr. Prasenjit Bera for giving me
interviews which help me a lot to complete my
project. And lastly thanks to our head librarian
and non teaching staff Tirthankar Mandal. .
4. Declaration
This project is on advertisement to
show the role of the dominant classes in Indian
advertisement.
I want to thank the University of
Calcutta (Part 2, 2015) for including this
subject Journalism & Mass Communication.
The name of the title of my dissertation project
is “Advertising in Neo-liberal India”
My guide is Prof. Arunima Mukherjee.
Student of
Journalism & Mass-Communication (HONOURS),
Part-II.
Registration Number : 313-1221-0668-13
Roll Number :
6. Preface
Advertising campaigns, as are held in popular perceptions, go
unnoticed. We are, at best, fascinated by their creativity, charmed by their
gloss and remembered of their catchy slogans round the clock but
advertising campaigns, it is generally believed, have little role in
persuading us into buying the products they advertise for . Extensive body
of research, especially after the twenty-first century technology boom, has
studied the ways advertising impacts, often subliminally, contemporary
cultural expressions and in turn gets influenced. If advertising is
considered to be an instrument of mass-media, which certainly it is, then
the relationship between the clutter of advertising campaigns across media
and the economic, political or cultural frameworks those work in are
elevated to a complex terrain where simplicism and mono-dimensional
approaches cannot be safe-havens for the cultural theorists.
Karl Marx[*] and Fredrick Engels[*] saw the entire body of
human cultural-intellectual exercise (which they call Superstructure) as an
inevitable dependent on the economic affairs (Base, according to Marxian
lexicon) of a particular time and space. The ideology of the dominant class
becomes the superstructure and various cultural-intellectual activities,
7. including the mass-media, work as the coercive instrument of the state
which is nothing but a political establishment by the same class .
But this fundamentalist Marxian understanding of base and superstructure
have gone through a sea-change with the introduction of Althusserian[*],
Gramcian[*], Stuart Hall[*] or Frankfurt School[*] concepts. The
essentially economic discourse branches out to multiple layers. According
to these later schools of thought, the cultural spheres enjoy a wider degree
of relative autonomy than conceded in the classical Marxian understanding
and the relationship between Base and Superstructure has complex
dimensions that go beyond the scope of Economic-ism. With the growth of
advance capitalism of the western variety across the globe and the demise
of a bi-polar political structure in the last two and half decades, multi-
disciplinary approaches in the last quarter of the twentieth century shed
light on the concepts of use value and exchange value in altogether novel
terms . Therefore the capitalist framework of which advertising is a tool is
revalued on a number of levels. Invasion of liberal economic and cultural
(From Left to Right) Karl Marx, Fredric Engels, Stuart Hall & Louis Althusser
8. theories in the field of Marxian theories across academia ushered in a new
era where neo-liberalism and globalization cease to be solely economic
phenomenon.
Especially in a nation, freed from colonial-capitalist imperialism nearly
seventy years ago, following a model of mixed economy with a view to
Fabian Socialism[*] for the next in about four and half decades, and taking
a moderately covert crude neo-liberal economic model since then, where
nearly seventy-five percent of the population cannot spend more than
twenty rupees a day but cellular phone networks enjoy an ever-increasing
subscriber base across the rural-urban divide, class struggle, class-
domination or hegemony turn out to be testing intellectual exercise.
India is an one of its kind example of mixed economy where social inequality and varied
property distribution structure is growing parallel to neoliberal market expansion
In India, nearly seventy-five percent of the population cannot spend more than twenty rupees a
day but cellular phone networks enjoy an ever-increasing subscriber base
9. It is high time for a renewed perspective on the Indian advertising scenario,
which is summarily an epitome of the capitalist expressions, when the
tussle between ‘existing’ economic order and neo-liberal aspiration of
advance capitalism is acquiring a new acme in this land of ours. Looking at
advertising as subservient to specific class-interests of a number of socio-
economic and socio-cultural minorities which perceive societies as
combinations of markets where they can sell their products and skills or
exercise their power, at times, call for continuous scrutiny and sound
theoretical grounding. Post-liberalized Indian[*] advertising, after the
flooding in of major global players across markets, has been instrumental
in shaping the middle-class worldview which finds itself terribly stuck in
the ladder of socio-cultural and socio-economic mobility. But this cannot be
a mono-directional process where the citizens, considered to be only
consumers, are always at the receiving end. Groundbreaking
communication theories which negate an essentially cyclic way of message-
dissemination prove that advertising, as a cultural-economic product, has
to confirm to what is going around on multiple level
10. Aims & Objectives of the study
This project endeavors, through a case-study, a multi-disciplinary
approach towards post-1991 Indian advertising across products and
services categories and media and try to arrive at an understanding of
1. How India becomes a point of ideological struggle
2. What cultural ethos drive the workings of its dominant
politico-economic classes
3. How a number of classes, for decades, continue to be
conspicuous by their absence in the body of Indian
advertising
There is a common ground for the answers to all these three
questions and my effort has been to connect with a specific case-study to
the theoretical framework of cultural studies that I follow in this project.
My aim behind to choosing this topic to build up a theoretical
framework in the role of the dominant classes in Indian advertising
which might come handy for further research on advertisements.
11. Case Study
Coca-Colonization
Political advertising is a field where the workings of swadeshi can be studied
at its best and a kind of theoretical framework can be formulated in clearer
terms. But we can also testify this theory by applying it to the field of core
FMCG(Fast moving consumer goods)[*] advertising. Commodity production
is more close to the capitalist production system than political campaigns. But
an example of advertising for a multinational brand shows how pervasive the
new economic-cultural rhetoric of the post-liberalized India was. This series of
campaigns has an underlying significance that brings mentality of the dominant
political and cultural classes to the surface.
12. Around 1977-78, the Janata Party coalition assumed offices at the north block
and a few months later it passed an amendment in the Foreign Exchange
Regulation Act (1973) in the parliament. With the enforcement of the amended
act, a number of multinational corporations were compelled to discontinue with
their India operations. Coca-Cola, the legendary American soft-drink brand, was
one of many such transnational corporations that used to pay off large amount
of revenue to the governments . In post-liberalized[*] India, in 1995, George
Fernandes, the then minister of Industry, in an interview with a journalist shared
an anecdote that took the country by storm1
. In 1992, Coca-Cola was back in
India with a $1.1 billion investment2
. Fernandes’ anecdotes reveal how it
occurred to him to get Coca-Cola ousted from a country where safe drinking
water had been a hard thing to get by3
. This proves that a section of the
1
‘His statements reflect an outdated mindset which wants to take India backward. They
have no foundation in or touch with economic reality and would send wrong signals to
foreign investors’, reads a sentence in the Xenophobic Investor Statements 1998.
2
http://www.coca-colaindia.com/ourcompany/company_history.html
3
‘The idea of getting Coke out struck me *in 1977+ when I was the minister of
communications, prior to being Minister of Industry. I was visiting a village in my
constituency. It was summer and hot, and the first thing I did when I reached that particular
village was to ask for a glass of water. Someone brought me a glass of water, but the District
Magistrate, who is the highest district government official, came and prevented me from
taking the glass of water. He said “No sir, this is not for you, you can’t drink this water. We
have Coke for you.” I was very upset and angry. I said “Thirty years of freedom and planning
and we have Coke that has reached the village but we do not have drinking water that the
villagers can consume.” That is when my mind said something is wrong.’ was the statement
George Fernandes was quoted saying in the article Coke Returns from India Exile: an
Interview with George Fernandes published in Multinational Monitor, July/August, 1995.
13. dominant political class had reservations about advance capitalist model of
consumption. But this reservation was originated in the altars of swadeshi in a
time (1980s) when discourse of national self-sufficiency was of towering
importance in the official governmental policy of the nation. In the changed
context of post-reforms India, when the swadeshi campaign was reshaped and
redesigned and re-launched in its novel avatar, George Fernandes, maybe as a
member of the ruling NDA-coalition had to restructure his expressions where he
says that being pro-swadeshi had nothing to do with being anti-MNC4
. Critics
of new swadeshi used the very cultural stereotypes championed by the hindu-
nationlist forces to strike back the latter’s thesis5
.
It is exactly at this point of economics of culture that we have to turn to
advertising. In its 1970s campaign, the advertising commercials of Coca-Cola
carried its copies in English only. Months before the company’s exit from India
4
See the comment by Naryan Keshavan cited in the beginning of the 2nd
paragraph in the 5th
page.
5
‘We should have confidence. Has our culture not survived the Moghuls, the British? Don’t
you think it will survive Coca-Cola?” says Gurcharan Das in his article I Won’t Say…… in
1998.
(Left)George Fernandes & an agitation sit-in for the ouster of Coca-Cola
14. in the 1970s, a TVC went on air where we come across an Indian teen-ager,
dressed like a Hippy aficionado, proudly flaunting his western cultural leaning
and saying “I’ll buy the world a coke.’ The commercial was catering to the
urban educated middle classes who had a basic understanding of cultural
atmosphere in the USA. But in 1990s, when India stared toddling down the
path of neo-liberalism, Coca-Cola could not but include newer socio-cultural
and economic classes in its TG (Target group) demographic. And the approach,
this time, has to be Indianized as well as modern in the conventional sense of
the term. So in its 1993 commercial, another young teen-ager, wearing a T-shirt
and a blue-denim, comes to spend a vacation in his ancestral rural home with a
bottle of Coca-Cola in one hand while he touches down his grandparents’ feet to
seek blessings with the other. It was, in a way a continuation of the swadeshi
project of the dominant class which connects the heritage of Bharat to the
modernity of India.
The Coca-Cola campaigns have been consistent to bridge the spaces that divide
India along the line. In one of its post-2000 TVCs, Hritik Roshan, the
(Left) Hritik Roshan in the early 2000s & (Right) Imran Khan, the new Bollywood
sensation in 2012
15. Bollywood superstar reaches a village and asks some drinks to quench his thirst
and is offered a bottle of Coca-Cola. The villagers are used to the chartbusters
belted out by his films but do not know him by face. He dances to a super hit
number and receives comments from people that it was as perfect as that of
Hritik Roshan himself. The copy on the screen reads: Jo Chahe Ho Jaye6
. In a
single TV commercial, a transnational brand like Coca-Cola, tries to address a
number of Unique Emotional Points (UEP, according to industry jargon) like
the rural -urban divide, power of Bollywood as a connecting force across India
and the simplicity conveyed in the copy crafted in a widely popular Indian
language7
. It is a campaign where Hritik Roshan, belonging to upper-middle
classes, is the self and the villagers are essential other.
6
www.youtube.com/CocaCola
7
http://mba.tuck.dartmouth.edu/pdf/2004-1-0085.pdf
With the fall of the USSR, the fierce debates on the concepts of use value &
exchange value have gained new momentum
16. The theoretical framework
Coca-Cola is a commodity that should have no place in an
ideally need-based market structure championed by new swadeshi. But India is
an aspiring neo-liberal superpower where you can have a bottle of Coke instead
of a glass of safe drinking water. It stands for a comparatively hygienic form of
refreshment for the propertied class in the rural areas as well as a part and parcel
of sound metropolitan urbanity. This curious case of an India torn between
capitalist consumption and feudal property arrangements cannot be simply
explained away by the classical Marxist understanding of ‘use value’ and
‘exchange value’8
. The sub-altern[*] economist school shed light on this
concept from varied angles where ‘use value’, as in the Marxist thought
centered on ‘Economic-ism’, cannot be universal all the time9
. Profit
maximization, according to this school, can, at times, be independent of novel
positioning of the exchange value (Chakrabarty n.d.). From structural
perspective, elements of a cultural contexts can, according to changing scenario,
8
Marshall Sahlins points out the ambivalence in Marxian analysis of needs, uses and goods.
Use-values, according to him, as Marx says, are primarily constructed by social and historical
currents. But his view is centered on a structural polemic which questions the conventional
understanding of the relationship between the thingness of things and the meanings society
invests in them (Sahlins 1976).
9
‘The usefulness of a thing makes it a use-value. But this usefulness does not dangle in mid-
air. It is conditioned by the physical properties of the commodity itself, for instance iron,
corn, a diamond, which is the use-value or useful thing’ (Marx 1976).
17. create its own signs and significations of a commodity, if need be. Coca-Cola,
in rural areas, thus becomes an alternative to a glass of water for the middle
classes. Capitalism, as Dipesh Chakrabarty argues, becomes a global
phenomenon by relating the commodity form to the cultural differences. Either
they negate differences entirely or they make use of the differences for their
own purpose10
. Swadeshi testifies this theory of ‘consumerist’ vision of
capitalism.
10
‘*It is+ the idea that capitalism works not so much by cancelling out historical differences
as by proliferating and converting differences into sets of preference, into taste. Difference
becomes a matter of benign, consumable choice…’ says Dipesh Chakrabarty.
19. Methodology
I have collected mainly two types data. To collect
this data have followed some method which completed my
research project.
1) Framing questions for SURVEY and INTERVIEW .
For Survey: I have done 50 survey. There is one open-ended
question and ted close-ended questions in a survey sheet.
My close-ended questions with reason :
1. Do you enjoy the advertisement which can be seen
in mass media?
Reason: I have chosen this question to assume the
consumers’ opinion on Advertisements in mass media.
2. Do you think that the quality of the products could
be made out by an advertisement?
Reason: I have chosen this question to know the
impact of effect of advertising in our society.
3. Do you use products manufactured by
multinational company?
Reason: I have chosen this questions to calculate
the total number of consumer who used the products of
multi national company.
4. Do you think that the products of multinational
companies are better than the Indian once?
Reason: I have chosen this question to assume the
consumers’ mentality on Indian and Multinational products.
5. Do you spend at least one hour in social media to
look for new advertisement?
20. Reason: I have chosen this question to assume the
consumers’ habit in social media to look for new
advertisement.
6. Do you think that the coca-cola is popular soft
drinks to the youth?
Reason: I have chosen this question to assume the
popularity of coca-cola, soft drink to the youth.
7. Do you think that the consumers are highly
influenced by these advertisements?
Reason: I have chosen this question to assume the
value of Advertisement to the consumer.
8. Do you think that the advertisements are most
important things for publicity of the products?
Reason: I have chosen this question to
understand the power of advertising as a publicity tool of
mass media.
9. In which medium you have last seen the
advertisement of coca-cola?
Reason: I have chosen this question to assume
the comfort zone of mass-media which he/she regularly use.
My open-ended questions with reason:
Which type of advertisement does attract you most?
Reason: I have chosen this question to know, which
type of advertisement does attract the audience most.
For Interview: I ask all open-ended questions to
know more information for my research. I did a
stratified interview with my interviewee.
21. Interviewee:
1) Copy Writer of “Ogilvy & Mather”.
2) Creative Director of “Ogilvy & Mather”.
I have mentioned all the interviews in the Appendix. I ask
some questions on my topic.
My questions with reason:
1. Do you think that there are fundamental differences between
the advertising campaigns of multinational organizations and
those of the national or regional ones?
Reason : To know the acceptance of
advertisements in national or regional market.
2. What, according to you, is the relationship between
consumer culture, to which advertising is closely related, and
political calculations in a nation like India?
Reason : To know the relationship
between consumer culture and political calculations in India.
3. How have the multinational organizations’ approaches
towards advertising evolved over the years?
Reason : To know the multinational
organizations’ approaches towards advertising in India.
4. How do you see neo-liberalism when it comes to advertising?
Reason : To know his approaches towards
the neo-liberalism in India.
5. Do you think that time is ripe for a renewed perspective on
Indian advertising?
Reason : To know current situation of
Indian advertising.
22. 6. Tell me about a multinational brand which you think has done
a great job in a regional or national market?
Reason : To know, according to his views
which multinational brands has done a great job in a regional
or national market.
7. How far can advertising campaigns help brands in an economy
like India where a large portion of the population is not that
much exposed to mass media?
Reason : To know how advertisers reach to a
large portion of the Indian population who are not much
exposed to mass media.
Process of survey: I have done survey between
various age groups.
Survey helps me a lot to know what people want
and what people think about advertisement.
I get opinion from male and female both. There
are 37 number of male and 13 number of female, I collect
there opinion.
Process of Interview: I ask all open-ended questions to know
more information for my research which help me a lot to
continue my research project.
2) Data Collection
Many books which are mentioned in bibliography and
internet.
3) Case study method
I have collected my secondary data from Internet. These
are:
http://www.data.gov.in/dataset/all-india-consumer-price-index-
ruralurban,
23. http://www.coca-colaindia.com/ourcompany/company_history.html,
http://www.coca-colaindia.com/ourcompany/company_history.html,
http://mba.tuck.dartmouth.edu/pdf/2004-1-0085.pdf.
I have collected some data from:
Basu, Kaushik. Economic Graffiti. New Delhi:
Oxford University Press, 1991.
Bh Chakrabarty, Dipesh. Provincializing Europe:
Post-colonial Thought and Historical Difference.
Princeton: Princeton University Press, 2000.
atia, Gauri. "The Spinning Jenny." Outlook, May
2005.
Chakrabarty, Dipesh. Provincializing Europe: Post-
colonial Thought and Historical Diffe Karl Marx,
Friedrich Engels. The Communist Manifesto. New
York: Pluto Press, 2008.
Keshavan, Naryan. "Swadeshi Goes Global."
Outlook, April 27, 1998.
Mazzarella, William. Shoveling Smoke. New Delhi:
Oxford University Press, 2003.
Princeton: Princeton University Press, 2000.
24. 4) Presentation of table
Total number of survey : 50.
The numbers of Males and Female are:
I arrange all the opinion of the people
according to their age and education qualification
through a chart.
5) Content Analysis
I have analyzed all the information which I
got from the survey, interview and from book and
other sources, which helps me lot for giving needed
information for my dissertation project.
Male: 37 Female : 13
26. Content Analysis
Interview Analysis
I have taken two interviews.
Interview of the Copy Writer & the Creative Director
I ask same questions to the copy writer and the creative
director. I come to know many things from their answers.
1. Do you think that there are fundamental differences between
the advertising campaigns of multinational organizations and
those of the national or regional ones?
There are no as such fundamental differences between the
advertising campaigns of multinational organizations.
There are important markers of advertising in a post-colonial
world. And moreover, multinational organizations are less
emotional and more calculative as far as business approach is
concerned.
2. What, according to you, is the relationship between consumer
culture, to which advertising is closely related, and political
calculations in a nation like India?
It’s not possible for an advertising man to oversee the
relationship between consumer culture and politics or vote-bank
politics.
It becomes clear that the two have a close relationship. In
the financial course of the country, consumer culture acquires a
central part.
27. 3. How have the multinational organizations’ approaches towards
advertising evolved over the years?
Advertising campaigns of multinationals have been
incorporating more local cultural elements over the years.
A silent revolution has come about in this regard. Take a
random brand and analyze their campaigns over the years.
4. How do you see neo-liberalism when it comes to advertising?
Neo-liberalism has brought in significant changes in the
advertising campaigns of the national and regional brands.
Neo-liberalism has opened up a number of avenues. The
increased buying capacities of the middle classes have given rise
to new consumer sectors and advertising campaigns nowadays
must value them.
5. Do you think that time is ripe for a renewed perspective on
Indian advertising?
It’s important to tell people what your primary driving force
is and establish what you want to arrive at.
New professional sectors are joining advertising. The
nation is heading towards a new era.
6. Tell us about a multinational brand which you think has done a
great job in a regional or national market?
The way they have adapted to a late-industrialized
consumer culture like India is commendable in every way.
The way it has transformed itself for the Indian market is
unimaginable.
28. 7. How far can advertising campaigns help brands in an economy
like India where a large portion of the population is not that
much exposed to mass media?
Advertising teaches us to go out of our ways to
help clients and the agencies have made innovation an
everyday mantra.
In the ongoing century, that particular problem
will be taken care of and advertising has to come up with
something really exciting to make that happen.
8. What, according to you, is the next big thing in the advertising
campaigns of the multinational corporations in India?
Continuous innovation and adaptation to the changing scenarios
are the ways to go.
The world is moving very fast. There’s nothing lined
up. Everything is going on.
29. Information analysis, getting from
interviews of the Copy Writer & the Creative
Director
So, my findings are which I got from interviews that the
globalization of business is easy to recognize in the spread of
many brands and service throughout the world. Successful
businesses will take advantages of opportunities wherever they
are and will be prepared for downfalls. In this environment,
need to make out the similar differences across national
boundaries, in order to utilize the opportunities and deal with
the potential downfalls. Advertising’s presence is everywhere. It
shapes social change and affects people’s views of the world.
As a major channel between producers and consumers, world
advertising is dominated by a few multinational agencies who
spend the most money and structure the industry by developing
and providing the advertising ‘package’ needed by multinational
corporation to sell products. Since the 1990’s activists use the
word ‘neo- liberalism ’ for global market- liberalism and for free-
30. trade policies. Digital advertising has made its mark in India.
But there are other uncharted territories. New professional
sectors are joining advertising. The nation is heading towards a
new era. The way they have adapted to a late-industrialized
consumer culture like India is commendable in every way. It has
really come a long way over the years. The way it has transformed
itself for the Indian market is unimaginable. Advertising teaches us to
go out of our ways to help clients and the agencies have made
innovation an everyday mantra. In the ongoing century, that
particular problem will be taken care of and advertising has to come
up with something really exciting to make that happen.
31. Survey Analysis
I have done 50 survey and people give
me their opinion.
1.Do you enjoy the advertisement which can be
seen in mass media?
People who are belong in the age of 18-27 all are
students. They are 24 in number, 16 of them are males and 8 of
them are females. Some are HS candidates and some of them
are graduation student. 11 of them sometimes enjoys the
advertisement which can be seen in mass media. 11 of them
enjoy the advertisement which can be seen in mass media. 2 of
them do not enjoys the advertisement which can be seen in
mass media
People who are belong in the age group of 28-39 are
also divided according to educational qualification. Their
educational are graduation and post graduation. They are 18 in
number, 17 of them are males and 1 of them are females.. 3 of
them sometimes enjoy the advertisement which can be seen in
mass media. 15 of them enjoy the advertisement which can be
seen in mass media
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number, 5 of them are males and 3 of them are females. 4 of
them sometimes enjoy the advertisement which can be seen in
32. mass media. 4 of them enjoy the advertisement which can be
seen in mass media.
2.Do you think that the quality of the products
could be made out by an advertisement?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student. They are 24 in number,16 of them are
males and 8 of them are females.. 13 of them think that the
quality of the products could be made out by an advertisement
sometimes. 4 of them think that the quality of the products
could be made out by an advertisement. 7 of them think that
the quality of the products could not be made out by an
advertisement.
People who are belong in the age of 28-39 are also
divided according to educational qualification. Their educational
qualification are graduation and post graduation. They are 18 in
number, 17 of them are males and 1 of them are females.16 of
them think that the quality of the products could be made out
by an advertisement sometimes. 2 of them think that the
quality of the products could not be made out by an
advertisement.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number, 5 of them are males and 3 of them are females..4 of
them think that the quality of the products could be made out
by an advertisement sometimes. 1 of them think that the
quality of the products could be made out by an
33. advertisement. 3 of them think that the quality of the products
could not be made out by an advertisement.
3. Do you use products manufactured by
multinational company?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are graduation
student They are 24 in number , 16 of them are males and 8 of
them are females . 14 of them sometimes use products
manufactured by multinational company. 5 of them use products
manufactured by multinational company. 5 of them do not use
products manufactured by multinational company.
People who are the belong in age of 28-39 are also divided
according to educational qualification. Their educational qualification are
graduation and post graduation. They are 18 in number ,17 of them are
males and 1 of them are females . 15 of them sometimes use products
manufactured by multinational company. 3 of them use products
manufactured by multinational company.
People who are belong in the age of 40-50 of them use
products manufactured by multinational company. 40-50 are also divided
according to educational qualification. They are 8 in number ,5 of them are
males and 3 of them are females. 3 of them sometimes use products
manufactured by multinational company.5 of them use products
manufactured by multinational company.
34. 4. Do you think that the products of
multinational companies are better than the
Indians ones?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student. They are 24 in number ,16 of them are
males and 8 of them are females ..13 of them think that the
products of multinational companies are better than the
Indians ones in some products. 8 of them think that the
products of multinational companies are better than the
Indians ones. 3 of them do not think that the products of
multinational companies are better than the Indians ones in
some products.
People who are belong in the age of 28-39 are also
divided according to educational qualification. Their
educational qualification are graduation and post
graduation. They are 18 in number ,17 of them are males and 1
of them are females. 12 of them think that the products of
multinational companies are better than the Indians ones in
some products. 6 of them think that the products of
multinational companies are better than the Indians ones.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number, 5 of them are males and 3 of them are females. 6 of
them think that the products of multinational companies are
better than the Indians ones in some products. 2 of them think
that the products of multinational companies are better than
the Indians ones.
.
35. 5.Do you spend at least one hour in social
media to look for new advertisement?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student. They are 24 in number ,16 of them are
males and 8 of them are females. 11 of them of spend at least
one hour in social media to look for new advertisement not
daily. 4 of them of spend at least one hour in social media to
look for new advertisement. 9 of them of do not spend at least
one hour in social media to look for new advertisement.
People who are belong in the age of 28-39 are also
divided according to educational qualification. Their
educational qualification are graduation and post graduation.
They are 18 in number ,17 of them are males and 1 of them are
females . 13 of them of spend at least one hour in social media
to look for new advertisement not daily. 3 of them of spend at
least one hour in social media to look for new advertisement. 3
of them of do not spend at least one hour in social media to
look for new advertisement.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number, 5 of them are males and 3 of them are females. 2 of
them of spend at least one hour in social media to look for new
advertisement not daily. 1 of them of spend at least one hour
in social media to look for new advertisement. 5 of them of do
not spend at least one hour in social media to look for new
advertisement.
36. 6.Do you think that the coca-cola is popular
soft drinks to the youth?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student. They are 24 in number, 16 of them are
males and 8 of them are females.. 6 of them think that the
coca-cola is popular soft drinks to the youth very little. 14 of
them think that the coca-cola is popular soft drinks to the
youth. 4 of them think that the coca-cola is not popular soft
drinks to the youth.
People who are belong in the age of 28-39 are also
divided according to educational qualification. Their
educational qualification are graduation and post graduation.
They are 18 in number ,17 of them are males and 1 of them are
females. 10 of them think that the coca-cola is popular soft
drinks to the youth very little. 4 of them think that the coca-
cola is popular soft drinks to the youth. 4 of them think that the
coca-cola is not popular soft drinks to the youth.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number, 5 of them are males and 3 of them are females. 3 of
them think that the coca-cola is popular soft drinks to the
youth. 5 of them think that the coca-cola is popular soft drinks
to the youth very little.
7.Do you think that the consumers are highly
influenced by these advertisements?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student They are 24 in number, 16 of them are males
37. and 8 of them are females. 13 of them think that the
consumers are highly influenced by these advertisements
sometimes. 8 of them think that the consumers are highly
influenced by these advertisements. 3 of them think that the
consumers are not highly influenced by these advertisements.
People who are belong in the age of 28-39 are also
divided according to educational qualification. Their
educational qualification are graduation and post graduation.
They are 18 in number , 17 of them are males and 1 of them
are females..10 of them think that the consumers are highly
influenced by these advertisements sometimes. 7 of them think
that the consumers are highly influenced by these
advertisements. 1 of them think that the consumers are not
highly influenced by these advertisements.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number. 5 of them are males and 3 of them are females. 3 of
them think that the consumers are highly influenced by these
advertisements sometimes. 5 of them think that the
consumers are highly influenced by these advertisements.
8.Do you think that the advertisements are
most important things for publicity of the
products?
People who are belong in the age of 18-27 all are
students. Some are HS candidates and some of them are
graduation student. They are 24 in number, 16 of them are
males and 8 of them are females. 5 of them think that the
advertisements are most important things for publicity of the
products in every cases.18 of them think that the
38. advertisements are most important things for publicity of the
products. 1 of them think that the advertisements are not most
important things for publicity of the products.
People who are belong the age of 28-39 are also
divided according to educational qualification. Their
educational qualification are graduation and post graduation.
They are 18 in number , 17 of them are males and 1 of them
are females. All of them of them think that the advertisements
are most important things for publicity of the products.
People who are belong in the age of 40-50 are also
divided according to educational qualification. They are 8 in
number 5 of them are males and 3 of them are females.All of
them of them think that the advertisements are most important
things for publicity of the products.
9.In which medium you have last seen the
advertisement of coca-cola?
People who are belong in the age of 28-39 all
are students. Some are HS candidates and some of them are
graduation student. They are 24 in number, 16 of them are
males and 8 of them are females.. 13 of them have last seen
the advertisement of coca-cola in print medium. 7 of them
have last seen the advertisement of coca-cola in audio-
visual/ online medium. 4 of them have last heard the
advertisement of coca-cola in audio medium.
39. People who are belong in the age of 27-37are
also divided according to educational qualification. Their
educational qualification are graduation and post
graduation. They are 18 in number, 17 of them are males and
1 of them are females. 13 of them have last seen the
advertisement of coca-cola in print medium. 4 of them
have last seen the advertisement of coca-cola in audio-
visual/ online medium. 1 of them have last heard the
advertisement of coca-cola in audio medium.
People who are belong in the age of 40-50 are
also divided according to educational qualification. The are 8
in number, 5 of them are males and 3 of them are females. 5
of them have last seen the advertisement of coca-cola in
print medium. 3 of them have last seen the advertisement
of coca-cola in audio-visual/ online medium.
10.Which type of advertisement does
attract you most?
50 people give their different opinions on this questions.
40. Summary of survey
Peoples are enjoyed the advertisement which can be
seen in mass media in the era of neo liberal period in
India.
Peoples think that sometimes they are well
informed about the ingredients of any product through
advertisement.
Peoples sometimes use products manufactured
by multinational company only influenced by
advertisement in the era of neo liberal period in India.
We all know that advertising make this
multinational product famous to the world .
Peoples spend at least one hour in social media
to look for new advertisement, advertising of neo-
liberal period has responsible for this circumstances.
Advertisement in this new era promotes coca-
cola as a popular soft drinks to the youth .
The consumers are highly influenced by these
advertisements.
The advertisements of neo- liberal period are
most important things for publicity of the products.
Majority have last seen the advertisement of
coca-cola in print medium.
42. Conclusion
(Left) Raymond Williams
Raymond Williams[*] called advertising a magic system of
capitalism which turns products, services or ideas into glamorous
signifiers and makes the society forget the contribution of the working
class to the making of the products. How we continue to be audiences
out in the dark for this magic show in our own beloved land is
something that the paper tries to come to terms with. Woodrow
Wilson’s[*] (1856-1924) cherished dream of flags following the
capital and snatching new territories as markets for capital is going on
undeterred. In this outset, this paper is an endeavor to understand the
trajectory of political approach of the ruling establishments in India
through the light of advertising. Especially the case study is glaring
example of the close nexus between the political and capitalist
classes. Very often they merge with the increasing number of
entrepreneur-politicians. That leads to the formation of a cultural
interface where people with lesser power as electorate continue to be
absent from.
44. Appendix
Interview of a Copy Writer
I took an interview of a Copy Writer. His name is Arindam Lahiri. He is
appointed as a copy writer in Ogilvy & Mather Advertising. He gave me a
declaration that I went there to take his interview. He allowed me to take a
single photograph. His contact number is: 9748150726. E-mail ID :
arindam.lahiri@ogilvy.com.
ARINDAM LAHIRI
Me: Do you think that there are fundamental differences
between the advertising campaigns of multinational organizations and
those of the national or regional ones?
Copy Writer: I don’t think that there are fundamental differences. Having said
that, I would also like to add that there are some aspects which seem to be
diametrically opposite. At the end of the day, you have to tell stories and
appeal to consumers’ mind in both the cases. But the way you build your story
45. may vary. It also varies according to industries or geographical locations or the
stages of evolution of a given market.
Me: What, according to you, is the relationship between consumer
culture, to which advertising is closely related, and political calculations
in a nation like India?
Copy Writer: Though I don’t want to reiterate the same old stories of base
and superstructure, one must admit that all of us work in a certain political
situation. And in a country like India where politics is a part and parcel of public
life on every level, it’s not possible for an advertising man to oversee the
relationship between consumer culture and politics or vote-bank politics.
Advertising deals with the buying decisions of the common man and their
buying capacities are heavily dependent on their political situation. In that
way, consumer culture has a very direct relationship with political calculations.
Me: How have the multinational organizations’ approaches towards
advertising evolved over the years?
Copy Writer: That’s a very difficult question and I think only an expert can
comment on this. But as far as I remember, advertising campaigns of
multinationals have been incorporating more local cultural elements over the
years. I think the digital media has necessitated that and helped them do it
successfully.
Me: How do you see neo-liberalism when it comes to advertising?
Copy Writer: Neo-liberalism has brought in significant changes in the
advertising campaigns of the national and regional brands. The protectionist
approach with which they used to operate in the license-raj era is completely
vanished. They know that they will have to fight a tougher battle and that
drives them to innovate on a continuous basis. And they have become way
braver.
46. Me: Do you think that time is ripe for a renewed perspective on Indian
advertising?
Copy Writer: Renewed perspectives are always welcome. It’s important to
tell people what your primary driving force is and establish what you want to
arrive at.
Me: Tell me about a multinational brand which you think has done a
great job in a regional or national market?
Copy Writer: I cannot single out one. I should talk about brands related to
electronics and technology. The way they have adapted to a late-industrialized
consumer culture like India is commendable in every way. For example,
Samsung, Nokia and JBL. Then there are apparel and sports brands like Nike
and Addidas. And there are a few FMCG brands like Coca-cola and Pepsi who
have done wonderful jobs.
Me: How far can advertising campaigns help brands in an economy like
India where a large portion of the population is not that much exposed
to mass media?
Copy Writer: I think advertising has a lot to offer. Advertising teaches us to
go out of our ways to help clients and the agencies have made innovation an
everyday mantra. In a situation where CSR is an inseparable part of business,
advertising can help you reach out to the hitherto untouched sectors of
society.
Me: What, according to you, is the next big thing in the advertising
campaigns of the multinational corporations in India?
Copy Writer: The very concept of the next big thing is a myth created by
advertising. Continuous innovation and adaptation to the changing scenarios
are the ways to go. Gamification is something that can be one of the next big
things in this part of the globe. But, in some markets, it’s already tried and
tested. I think we have to watch closely to see what happens next.
47. Interview of a Creative Director
I took an interview of a Creative Director. His name is
Prasenjit Bera. He is appointed as creative director a in Ogilvy &
Mather Advertising. He gave me a declaration that I went there to
take his interview. He allowed me to take a single photograph. His
contact number is: .E-mail ID : .
PRASENJIT BERA
Me: Do you think that there are fundamental differences between the
advertising campaigns of multinational organizations and those of the
national or regional ones?
Creative Director : Of course there are. Since multinational organizations
have wider markets in mind, they hesitate to bring in local flavours , which, I
think are important markers of advertising in a post-colonial world. And
moreover, multinational organizations are less emotional and more calculative
as far as business approach is concerned. It’s hard to ignore when you study
their advertising campaigns.
48. Me: What, according to you, is the relationship between consumer
culture, to which advertising is closely related, and political calculations
in a nation like India?
Creative Director : On the surface level, it might seem that consumer culture
and political calculations are two very distant things. But if you consider the
power of entrepreneurs in the political circles and the way they control
political ups and downs, it becomes clear that the two have a close
relationship. In the financial course of the country, consumer culture acquires
a central part. And I am not as ignorant as to say that politics and economy in
India are mutually exclusive.
Me: How have the multinational organizations’ approaches towards
advertising evolved over the years?
Creative Director : I think a silent revolution has come about in this regard.
Take a random brand and analyze their campaigns over the years. You’ll come
to discover that their “from above” approach to the regional market has
completely disappeared and they have learnt to value consumers’ insights
instead of talking at them.
Me: How do you see neo-liberalism when it comes to advertising?
Creative Director : I think neo-liberalism has opened up a number of
avenues. The increased buying capacities of the middle classes have given rise
to new consumer sectors and advertising campaigns nowadays must value
them. Besides, technological innovations have provided the concept creators
with innumerable new means to address newer concerns.
Me: Do you think that time is ripe for a renewed perspective on Indian
advertising?
Creative Director : It’s actually high time we got a renewed perspective.
Digital advertising has made its mark in India. But there are other uncharted
territories. New professional sectors are joining advertising. The nation is
heading towards a new era.
49. Me: Tell us about a multinational brand which you think has done a
great job in a regional or national market?
Creative Director: I have to give it a thought. I think I must say about the
brand we all grew up with. Cocacola. It has really come a long way over the
years. The way it has transformed itself for the Indian market is unimaginable.
Moreover, you must remember that it had to make a comeback in the early
1990s after a long ban. Since then, it’s been a treat for the senses.
Me: How far can advertising campaigns help brands in an economy like
India where a large portion of the population is not that much exposed
to mass media?
Creative Director: That’s pretty challenging. But not a problem anymore. In
the ongoing century, that particular problem will be taken care of and
advertising has to come up with something really exciting to make that
happen.
Me: What, according to you, is the next big thing in the advertising
campaigns of the multinational corporations in India?
Creative Director: The world is moving very fast. There’s nothing lined up.
Everything is going on. So the next big thing is a hollow coinage now. We’ll
have to work harder and usher in the next big thing. Perhaps it happened just
yesterday.
50. NOTES
Neo-liberal India
Karl Marx (5th
May 1818-14th
March1883)
He was a German philosopher, economist, social scientist, sociologist,
historian, journalist and has a great contribution in revolutionary
movement.
Fredrick Engels (28th
November – 5th
August 1895)
He was a German social scientist, political theorist, author,
philosopher and father of Marxian theory.
Louis Pierre Althusserian (16th
November 1918-22nd
October )
He a was French Marxian philosopher.(RSA/ISA)
Antonio Gramsci (22nd
January 1891- 27Th
April
1937)
He was an Italian Marxist theorist and politician,( Civil Society).
Stuart Hall (3rd
February 1932- 10th
February 2014)
He a was cultural theorist and sociologist.
51. Frankfurt school
The Frankfurt school refers to a group of German American theorists
who developed powerful analysis of changes in western capitalist
society that occurred since the classical theory of mass. In the 1920s
and 1930s theorists such as Max Horkheinmar, Theodore Adorno,
Herbert Marcuse,Erich Fromm & Leolo Wenthal produce some of the
first account “within critical social theory” of the importance of mass
culture and mass communication in social reproduction and
domination.
Max Horkheinmar : German philosopher , sociologist, famous for his
work is work in the critical theory “Eclips of ream”.
Theodore Adorno : German sociologist , philosopher, leading
member of Frankfurt School. Writing “Dialectic of enlightment”
Herbert Marcuse : German American philosopher-sociologist and
political theorist.
Erich Fromm : German psychologist, philosopher & sociologist.
Leolo LoWenthal : German psychologist.
Fabian Society
It is an organization founded in England in 1884 to spread socialist
principles gradually by peaceful means.
William Mazzarella
Proffessor of Anthropology and of social science in UC Berkeley
college, writes and teaches on the political anthropology of mass
publicity, with special reference to India. His books include
Shoveling Smoke : Advertising and Globalization in
contemporary India (Duke,2003) and Censorium : Cinema and the
open Edge of mass publicity (Duke,2013).
52. Sub-alter
Subaltern is the social group who are socially, politically and
geographically outside of the hegemonic power structure of the
colony and of the colonial homeland.
Post-liberalized Indian advertisement
Advertising in post liberal India took on the task of creating
consumers. Indian advertising campaigns, which aimed to
affect a change in the post-liberalization of the Indian masses.
Fast moving consumer goods (FMCG)
Fast moving consumer goods are the products that are sold quickly
and at relatively low cost. Example includes non-durable goods such
as soft drinks (like coca-cola) ,toiletries ,over-the-counter drugs, toys,
processed foods and many other consumables.
Raymond Williams(31st
August 1921-26th
January
1988)
He was a Welsh academic, novelist and critic. His writing on politics,
culture, mass media and literature are a significant contribution to
the Marxist critique of culture and arts.
53. Bibliography
Books
B
Basu, Kaushik. Economic Graffiti. New Delhi: Oxford University
Press, 1991.
C
Chakrabarty, Dipesh. Provincializing Europe: Post-colonial
Thought and Historical Difference. Princeton: Princeton
University Press, 2000.
F
Fiske, John. British Cultural Studies and Television. London:
Oxford University Press, 1992.
G
Gurevitch, Michael, Tony Bennett, James Curran & Janet
Woollacott (Ed.). Culture, Society and the Media. London: 1982.
54. H
Heath, Robert. Seducing the Subconscious. New York: Wiley-
Blackwell, 2012.
Hervey, David. The Condition of Post-modernity . Oxford: Basil
Blackwell, 1989.
K
Karl Marx, Friedrich Engels. The Communist Manifesto. New
York: Pluto Press, 2008.
Kemper, Steven. Buying & Believing . Chicago: University of
Chicago Press, 2001.
Keshavan, Naryan. "Swadeshi Goes Global." Outlook, April 27,
1998.
M
Marx, Karl. Capital (Volume 1). New York: Vintage, 1976.
Mazzarella, Wil Nandy, Pritish. "This Bane of Swadeshi
Politics." Rediff on the Net, March 1998.
55. O
Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983.
P
Pinney, Christopher. "The Gloss of Political Economy." 2006.
S
Sahlins, Marshal. Culture and Practical Reason. Chicago:
University of Chicago Press, 1976.
Singh, Ramesh. Indian Economy. New Delhi: Tata McGraw Hill,
2011.
. Shoveling Smoke. New Delhi: Oxford University Press, 2003.
W
William D. Wells, John Burnett, Sandra Moriarty. Advertising:
Principles and Practice. New Delhi: Pearson, 2006.
67. Pie-chart
Number of survey 50.
They are divided among three age groups :
18-27 (48% people)
28-39 (36% people)
40-50 (16% people)
28-39
40-50
18-27
68. 1.Do you enjoy the advertisement which can be seen in mass
media?
The people who sometimes enjoy the
advertisement which can be seen in mass media.
18-27 all are students. 45.83% of them sometimes enjoy
the advertisement which can be seen in mass media. 28-39 are also divided
according to educational qualification. 16.66% of them sometimes enjoy the
advertisement which can be seen in mass media. People who are belong the
age of 40-50 are also divided according to educational qualification. 50% of
them sometimes enjoy the advertisement which can be seen in mass media.
The people who enjoy the advertisement which
can be seen in mass media
18-27 all are students . 45.83% of them enjoy the
advertisement which can be seen in mass media. 28-39 are also divided
according to educational qualification. 83.33% of them sometimes enjoy the
advertisement which can be seen in mass media. People who are belong
18-27
28-39
40-50
18-27
28-39
40-50
69. the age of 40-50 are also divided according to educational qualification. 50%
of them enjoy the advertisement which can be seen in mass media.
The people who enjoy do not the advertisement
which can be seen in mass media
People who are belong the age of 18-27 all are
students.. 8.33% of them do not enjoy the advertisement which
can be seen in mass media. People who are belong the age of
28-39 are also divided according to educational qualification and
people who are belong the age of 40-50 are also divided
according to educational qualification, none of them do not
enjoy the advertisement which can be seen in mass media.
2. Do you think that the quality of the products could
be made out by an advertisement?
People who think that the quality of the products could
be made out by an advertisement sometimes.
18-27
28-39
40-50
18-27
28-39
40-50
70. People who are belong the age of 18-27 all are students.
54.16% of them think that the quality of the products could be made out
by an advertisement sometimes. 28-39 are also divided according to
educational qualification. 88.88% of them think that the quality of the
products could be made out by an advertisement sometimes. People who
are belong the age of 40-50 are also divided according to educational
qualification. 50% of them think that the quality of the products could be
made out by an advertisement sometimes.
People who think that the quality of the
products could not be made out by an
advertisement .
People who are belong the age of 18-27 all are students.
29.16%of them think that the quality of the products could not
be made out by an advertisement. People who are belong the
age of 28-39 are also divided according to educational
qualification. 11.11%of them think that the quality of the
products could not be made out by an advertisement. People
who are belong the age of 40-50 are also divided according to
educational qualification. 37.5%of them think that the quality of
the products could not be made out by an advertisement.
18-27
28-39
40-50
71. People who think that the quality of the
products could be made out by an
advertisement .
People who are belong the age of 18-27 all are students. 16.66% of
them think that the quality of the products could be made out by an
advertisement. People who are belong the age of 28-39 are also divided
according to educational qualification, none of them think that the
quality of the products could be made out by an advertisement. People
who are belong the age of 40-50 are also divided according to educational
qualification. 12.5% of them think that the quality of the products could
be made out by an advertisement.
3. Do you use products manufactured by multinational
company?
People who sometimes use products manufactured by
multinational company.
18-27
28-39
40-50
72. People who are belong the age of 18-27 all are students.
58.33%of them sometimes use products manufactured by multinational
company. People who are the belong age of 28-39 are also divided according
to educational qualification. 83.33%of them Peoples People who are belong
the age of 40-50, 37.5%of them sometimes use products manufactured by
multinational company.
People who use products manufactured by
multinational company.
People who are belong the age of 18-27 all are students.
20.83%of them use products manufactured by multinational company. People
who are the belong age of 28-39 are also divided according to educational
qualification. 16.66%of them use products manufactured by multinational
18-27
28-39
40-50
18-27
28-39
40-50
73. company. 40-50 are also divided according to educational qualification. 62.5%
of them use products manufactured by multinational company.
People who do not use products manufactured by
multinational company
People who are belong the age of 18-27 all are students. 20.83%of
them do not use products manufactured by multinational company.
People who are the belong age of 28-39 are also divided according to
educational qualification, and the people 40-50 are also divided
according to educational qualification do not comment on this topic.
4. Do you think that the products of multinational
companies are better than the Indians ones?
People who think that the products of multinational
companies are better than the Indians ones
People who are belong the age of 18-27 all are students. 33.33%of them
think that the products of multinational companies are better than the
Indians ones. People who are belong the age of 28-39, 33.33%of them
think that the products of multinational companies are better than the
18-27
28-39
40-50
18-27
28-39
40-50
74. Indians ones. People who are belong the age of 40-50 are also divided
according to educational qualification. 25%of them think that the
products of multinational companies are better than the Indians ones.
People who think that the products of
multinational companies are better than the Indians
ones in some products.
People who are belong the age of 18-27 all are students. 54.16%of them
think that the products of multinational companies are better than the
Indians ones in some products. People who are belong the age of 28-39
are also divided according to educational qualification. 66.66%of them
think that the products of multinational companies are better than the
Indians ones in some products. People who are belong the age of 40-50
are also divided according to educational qualification. 75% of them think
that the products of multinational companies are better than the Indians
ones in some products.
People who do not think that the products of
multinational companies are better than the Indians
ones
18-27
28-39
40-50
75. People who are belong the age of 18-27 all are students. 12.5% of them
do not think that the products of multinational companies are better
than the Indians ones in some products. People who are belong the age
of 28-39 are also divided according to educational qualification. All of
them are not comment on the topic that the products of multinational
companies are better than the Indians ones or not. People who are
belong the age of 40-50 are also divided according to educational
qualification. All of them are not comment on the topic that the products
of multinational companies are better than the Indians ones or not.
5.Do you spend at least one hour in social media to look
for new advertisement?
People who spend at least one hour in social
media to look for new advertisement not daily
People who are belong the age of 18-27 all are students. 45.83%of them
of spend at least one hour in social media to look for new advertisement
18-27
28-39
40-50
18-27
28-39
40-50
76. not daily. People who are belong the age of 28-39 are also divided
according to educational qualification. 72.22% of them of spend at least
one hour in social media to look for new advertisement not daily. People
who are belong the age of 40-50 are also divided according to educational
qualification. 25% of them of spend at least one hour in social media to
look for new advertisement not daily
People who spend at least one hour in social
media to look for new advertisement .
People who are belong the age of 18-27 all are students.
16.66%of them of spend at least one hour in social media to
look for new advertisement. People who are belong the age of
28-39 are also divided according to educational qualification.
16.66%of them of spend at least one hour in social media to
look for new advertisement. People who are belong the age of
40-50 are also divided according to educational qualification.
12.5% of them of spend at least one hour in social media to look
for new advertisement.
People who do not spend at least one hour in
social media to look for new advertisement .
18-27
28-39
40-50
77. People who are belong the age of 18-27 all are students. 37.5% of them
of do not spend at least one hour in social media to look for new
advertisement. People who are belong the age of 28-39 are also divided
according to educational qualification. 16.66% of them of do not spend
at least one hour in social media to look for new advertisement. People
who are belong the age of 40-50 are also divided according to educational
qualification. 62.5% of them of do not spend at least one hour in social
media to look for new advertisement.
6. Do you think that the coca-cola is popular soft
drinks to the youth?
People who think that the coca-cola is
popular soft drinks to the youth
People who are belong the age of 18-27 all are students. 58.33% of them
think that the coca-cola is popular soft drinks to the youth. People who
are belong the age of 28-39 are also divided according to educational
qualification. 22.22% of them think that the coca-cola is popular soft
18-27
28-39
40-50
18-27
28-39
40-50
78. drinks to the youth. People who are belong the age of 40-50 are also
divided according to educational qualification. 37.5% of them think that
the coca-cola is popular soft drinks to the youth.
People who think that the coca-cola is
popular soft drinks to the youth very little
People who are belong the age of 18-27 all are students. 25% of them
think that the coca-cola is popular soft drinks to the youth very little.
People who are belong the age of 28-39 are also divided according to
educational qualification. 55.55%of them think that the coca-cola is
popular soft drinks to the youth very little. People who are belong the age
of 40-50 are also divided according to educational qualification. 62.5% of
them think that the coca-cola is popular soft drinks to the youth very
little.
People who do not think that the coca-cola is
popular soft drinks to the youth
People who are belong the age of 18-27 all are students. 16.66% of them
think that the coca-cola is not popular soft drinks to the youth. People
18-27
28-39
40-50
18-27
28-39
40-50
79. who are belong the age of 28-39 are also divided according to educational
qualification. 22.22% of them think that the coca-cola is not popular soft
drinks to the youth. People who are belong the age of 40-50 are also
divided according to educational qualification. They not comment on this
topic.
7. Do you think that the consumers are highly
influenced by these advertisements?
People who think that the consumers are highly
influenced by these advertisements
People who are belong the age of 18-27 all are students. 33.33% of them
think that the consumers are highly influenced by these advertisements.
People who are belong the age of 28-39 are also divided according to
educational qualification. 38.88% of them think that the consumers are
highly influenced by these advertisements. People who are belong the
age of 40-50 are also divided according to educational qualification.
62.5% of them think that the consumers are highly influenced by these
advertisements.
People who think that the consumers are highly
influenced by these advertisements sometimes.
18-27
28-39
40-50
80. People who are belong the age of 18-27 all are students. 54.16% of them
think that the consumers are highly influenced by these advertisements
sometimes. People who are belong the age of 28-39 are also divided
according to educational qualification. 55.55% of them think that the
consumers are highly influenced by these advertisements sometimes.
People who are belong the age of 40-50 are also divided according to
educational qualification. 37.5% of them think that the consumers are
highly influenced by these advertisements sometimes.
People who do not think that the consumers are
highly influenced by these advertisements
sometimes.
People who are belong the age of 18-27 all are students. 12.5% of them
think that the consumers are not highly influenced by these
advertisements. People who are belong the age of 28-39 are also divided
according to educational qualification. 5.55% of them think that the
consumers are not highly influenced by these advertisements. People
who are belong the age of 40-50 are also divided according to educational
qualification. They are not comment on this topic.
18-27
28-39
40-50
18-27
28-39
40-40
81. 8. Do you think that the advertisements are most
important things for publicity of the products?
People who think that the advertisements are
most important things for publicity of the
products in every case.
People who are belong the age of 18-27 all are students. 20.83% of them
think that the advertisements are most important things for publicity of
the products in every cases. People who are belong the age of 28-39 are
also divided according to educational qualification. They are not
comment on this topic. People who are belong the age of 40-50 are also
divided according to educational qualification. They are also not
comment on this topic.
People who think that the advertisements are
most important things for publicity of the products.
People who are belong the age of 18-27 all are students. 75% of them
think that the advertisements are most important things for publicity of
the products. People who are belong the age of 28-39 are also divided
18-27
28-39
40-50
18-27
28-39
40-50
82. according to educational qualification. 100% of them think that the
advertisements are most important things for publicity of the products.
People who are belong the age of 40-50 are also divided according to
educational qualification. 100% of them think that the advertisements
are most important things for publicity of the products.
People who do not think that the advertisements
are most important things for publicity of the
products.
People who are belong the age of 18-27 all are students. 4.16% of them
think that the advertisements are not most important things for publicity
of the products. People who are belong the age of 28-39 are also divided
according to educational qualification. They are not comment on this
topic. People who are belong the age of 40-50 are also divided according
to educational qualification. They are also not comment on this topic.
18-27
28-39
40-50
83. 9. In which medium you have last seen the
advertisement of coca-cola?
The people who have last seen the advertisement
of coca-cola in PRINT medium
People who are belong the age of 18-27 all are students. 54.16%
of them have last seen the advertisement of coca-cola in print
medium. People who are belong the age of 28-39 are also divided
according to educational qualification. 54.16% of them have last
seen the advertisement of coca-cola in print medium. People who
are belong the age of 40-50 are also divided according to
educational qualification. 62.5% of them have last seen the
advertisement of coca-cola in print medium.
The people who have last seen the advertisement
of coca-cola in AUDIO-VISUAL /ONLINE medium
18-27
28-39
40-50
18-27
28-39
40-50
84. People who are belong the age of 18-27 all are students. 29.16% of
them have last seen the advertisement of coca-cola in audio-visual/
online medium. People who are belong the age of 28-39. are also
divided according to educational qualification. 22.22% of them have
last seen the advertisement of coca-cola in audio-visual/ online
medium. People who are belong the age of 40-50 are also divided
according to educational qualification. 37.5% of them have last seen
the advertisement of coca-cola in audio-visual/ online medium.
The people who have last heard the
advertisement of coca-cola in AUDIO medium
People who are belong the age of 18-27 all are students. 16.66% of them
have last heard the advertisement of coca-cola in audio medium.
People who are belong the age of 28-39 are also divided according to
educational qualification. 5.55% of them have last heard the
advertisement of coca-cola in audio medium. People who are belong
the age of 40-50 are also divided according to educational qualification.
They are not comment on this topic.
18-27
28-39
40-50
85.
86. Summary
So my findings are , getting from survey and interviews are :
Peoples are enjoyed the advertisement which can be seen in
mass media in the era of neo liberal period in India.
Peoples think that sometimes they are well informed about the
ingredients of any product through advertisement.
Peoples sometimes use products manufactured by
multinational company only influenced by advertisement in the era of
neo liberal period in India.
We all know that advertising make this multinational product
famous to the world .
Peoples spend at least one hour in social media to look for new
advertisement, advertising of neo-liberal period has responsible for
this circumstances.
Advertisement in this new era promotes coca-cola as a popular
soft drinks to the youth .
The consumers are highly influenced by these advertisements.
The advertisements of neo- liberal period are most important
things for publicity of the products.
Majority have last seen the advertisement of coca-cola in print
medium.
There are important markers of advertising in a post-colonial
world and moreover, multinational organizations are less emotional
and more calculative as far as business approach is concerned.
Advertising in a post-colonial world are now built a
remarkable position.
Advertising campaigns of multinationals have been
incorporating more local cultural elements over the years.
New professional sectors are joining advertising. The nation
is heading towards a new era.
Consumer culture like India is commendable in every way.
Continuous innovation and adaptation to the changing
scenarios are the ways to go.
