Advertisements have both positive and negative impacts on consumerism. While they spread information about new products, advertisements also manipulate consumers' emotions and desires to encourage unnecessary consumption. The study found that advertisements are highly effective at creating brand loyalty and positive feelings toward products, often regardless of their true attributes. Many consumers make purchasing decisions primarily based on emotions rather than objective information. The negative consequences of this include unrealistic expectations, false impressions of products, and defining one's self-worth through material possessions. [/SUMMARY]

1. A STUDY ON ADVERTISEMENT AND ITS
AFTER EFFECTS ON CONSUMERISM
-Dipanshu Singhal
09080303913

3. Impact of Advertisement
• In recent times, the word 'Advertising' has become a fiercely mooted topic.
Advertising has positive as well as negative impact on our society.
1) Assorted techniques are enforced for persuading consumers that they want the
product which is being advertised. These techniques usually give attention to the
benefits that would be brought to the consumers rather than focusing on the actual
products
2) There are various blames that advertising is causing a negative social impact on the
lives. The chief unfavorable judgment for advertising is that it hales the public to
buy things that they are not their real want. It is arrogated that advertising plays
with emotions and encourages people to think that buying and depleting are the
activities of life

4. •Indian advertising industry with an estimated value of 13, 200-crore has made jaws drop
and set eyeballs gazing with some astonishing pieces of work that it has given in the
recent past.
•Indian economy is on a boom and the market is on a continuous trail of expansion. With
the market gaining grounds Indian advertising has every reason to celebrate.
•The Indian advertising today handles both national and international projects.
•Advertising companies use multifaceted talents and ideas to carry out successful
campaigns. With huge innovative development of electronic media, advertising has
grown as an organized industry, offering a lot of employment opportunities

5. Size of the industry
Television Current size: Rs 148 billion Projected size by 2010: Rs 427 billion; CAGR:
24%
Filmed entertainment :Current size: Rs 68 billion :Projected size by 2010: Rs 153
billion; CAGR: 18%
Print Media: Current size: Rs 109 billion :Projected size by 2010: Rs 195 billion; CAGR:
12%
Radio: Current size: Rs 3 billion: Projected size by 2010: Rs 12 billion; CAGR: 32%.
Music Current size: Rs 7,000 million crore projected size by 2010: Rs 7,400 million;
CAGR: 1%.
Live entertainment :Current size: Rs 8,000 million, Projected size by 2010: Rs 18,000
million; CAGR: 18%
Out-of-home Advertising: Current size: 9000 million, Projected size by 2010: 17,500
million; CAGR: 14%.
Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2010: Rs 7.5 billion;
CAGR: 50%.

6. Advertisers are great researchers. They spend big amounts of money on psychological
research and understand addiction thoroughly. They use this knowledge to target
children at an early age so that they get used to a certain line of products
It is argued by some folks that advertising simply reflects societal values rather than
affecting them. unfortunately, advertising is a pervasive medium of influence and
persuasion. Its influence is cumulative, often subtle and primarily unconscious.
Advertising performs much the same function in industrial society as myth did in
ancient societies. It is both a creator and perpetrator of the dominant values of the
culture, the social norms by which most people govern their behaviour. In the world
of advertising, some values are glorified and thrive and some are just eliminated.
The Indian media and advertising industry clocked a size of Rs 18,670 crore in 2013
and that saw a dramatic drop of 10 percentage points compared to 2014, where
the industry was worth Rs 20,717 crore

7. MANUPILATION OF ADVERTISEMENTS
Even though advertising today is a big informative source that gives people possibility to
know about great diversity of products, advertising controls human desires and mind.
Advertising manipulates emotions of poor people in their mind by using the exploitation
of the specific language.
1. Deleterious impact
2. Unrealizable desires.
3. Anxious consciousness.
Advertising demonstrates objects of people’s wishes on TV screen by catching the
attention of impoverished people.
1. Involving famous people.
2. Manipulating people’s wishes.
3. Costing enormous sums.
Advertising informs people about latest products on the world market by emphasizing the
advantages of a certain product.
1. Announcement about new goods.
2. Creation of strong brands.
3. Motivation for healthy life.

8. WHAT IS CONSUMERISM ?
 The theory that a country that
consumes goods and services in large
quantities will be better off
economically.
 It is an industrial society that is
advanced, a large amount of goods is
bought and sold.

10. Negative Aspects of Advertising
• Misrepresentation
Advertising aims to present a product in the best light
possible. There is some leeway in the creative process
where the problem arises when the dramatization
crosses the line into falsely representing a product.
• Unrealistic Expectation
The true negative impact of advertising lies in the fact
that advertisers to that extensive market researcher
into finding the weak spot in their product’s target
audience psyche in order to better sell their products.
For eg :Beauty and health products.

11. • False Image
Advertisers use different means to attract people, as they
use famous songs and cartoons characters to attract
children and teenagers. They sometimes use celebrities
to advertise their products.
• Children
Children are affected the most. At a younger age one
allows his or her mind to be molded and constructed.
As there is a link between food advertising and
children’s preference regarding what they will
consume.

13. The main purpose of this study is to understand the advent of social media in the
businesses and corporate companies of Delhi.
•This study emphasizes on the advent of advertisement in modern society.
•It identifies the finer fabric of how the consumer has given in to the advanced marketing
strategies applied by companies
•It depicts the social stigma attached to the act of consumption.
OBJECTIVES
Primary Objectives
To study the advent of advertisement and its impact on consumerism
Secondary Objective
To study the factors that force the consumer to succumb to the advertisements and
marketing tactics of companies.
To study the social stigma of consumption and psychological pressures forcing society
towards over consumption.
DATA COLLECTION TECHNIQUES
 Interviews
 Questionnaires and Surveys
 Documents and Records

14. SAMPLE SIZE
Accordingly, 80 end consumers were selected at random from big retail outlets during
their purchasing spree and were questioned.
The data has been analyzed in order to arrive at present situation of consumerism by the
end customer.
SAMPLING TECHNIQUE
The technique of Random Sampling has been in the analysis of the data.
METHOD OF DATA COLLECTION
Primary Data
• Questionnaire
• Formal Interviews
Secondary Data
• Information acquired through Internet
• Official Websites and Social Media Accounts/Handles of companies
• Books and relative literature

32. FINDINGS AND SUGGESTION

33. • Despite 85% active consumers are earning and spending their own money since they are
employed, still an astounding figure of 15% consumers who were unemployed were having
at least 6% of big spenders of the total respondents
• Habitual consumerism was found to be quite persistent, as for some people this process
was a day to day occurrence, with their always being something that they need to feel
happy or content. And on the other end of the spectrum, this was the odd occasion when
one felt down and seeked the odd item to regulate themselves.
• Consumers were found to be dwindling between psychological dilemmas like if they saw
something clever like the coffee table in the shape of a yin and yang, they got an urge to
have it
• Electronics was found to be one of the most substantially desired product line for
shoppers
• It was found that a majority of respondents have purchased products solely on the basis
of the brand name, without giving a thought to the factualness of the product and it value
for money
• It was found that the most powerful effect of advertising was just to create a good feeling
about a product by surrounding it with other things that the respondents liked

34. •It was clearly found that when evaluating brands, consumers primarily use emotions
(personal feelings and experiences) rather than information (brand attributes, features,
and facts).
• Admiration for people with materialistic possessions was seen to be high in comparison
to the ones with good education and good reputation in society
• Advertisement culture has confused consumers into believing that luxury procurement
is what signifies a high social status
• Celebrity endorsements were found to be more successful in comparison to others. So
advertisements are using cultural icons and movie stars to leave the most deepening
impact
• One clear aspect of the after effect of advertisements is that the majority of
respondents feel that their material possessions define them and how well they are
doing in life

35. • Buy nothing. Unfortunately this is not an option for most people, as the global market
extends to societies that for centuries have relied on non-money economies.
• Ethical Consumption. Today, large numbers of people recognise that national
governments are less powerful than trans- and multi-national corporations.
• Choices. When buying something, start from the premise, "What do I need?" not, "What
do I want?" The latter attitude is often expressed in the absurd concept of window
shopping . This entails putting yourself into the advertisers chosen territory
• Education . The consumer class needs to be provided with the necessary information for
them to begin publicly challenging the notion that consumerism is the only way to live.
• Solidarity. Anything that strengthens the position of the exploited majority (80% ot the
world's population) will in itself act as challenge to consumer culture..

36. CONCLUSION

37. • On the basis of theoretical analysis three aspects -cognitive, emotional and
behavioural – were identified and evaluated during the survey. The survey results
revealed that the customer’s attention, as one of the psychological cognitive aspects
under research, was influent mostly by ads in press and
brochures.
• The research data showed that the second psychological aspect (emotional) influences
the respondents mostly because it caused positive feelings for the biggest part of
respondents (79 %). It can be concluded that the final aim of advertising behavioural
aspect) was achieved – adverts make a psychological
impact on the customer
• This philosophy is blatantly apparent in urban India where consumerism is rampant.
Indian consume exponentially more than many other country in the world and are the
leaders in waste production. Out of this ambience of self-indulgence springs forth the
Anti-Consumerism movement