Introduction
Newspaper in India is regulated by
Ministry of Information and Broadcasting (I & B) and registered by
Registrar of Newspapers for India (RNI). Print media started in India 1780. The
first newspaper in India THE BANGAL GAZATTE was started in 1780.
Today in India has more than 84000
registered newspaper and biggest newspaper market in the world- over 32.92 Cr.
copies circulated per day.
The first classified was published in
Bangal Gazatte, it was weekly newspaper. Then after its journey was started and
today Indian government spent Rs. 4,19,70,52,667 Cr. year 2011-2012 by
Directorate of advertising and visual publicity (DAVP)
Social
advertising means not promotion or sell of the product or commercial services.
It does not result in rupee but it is raise awareness about a quality of life
or a social issue. It acts with the
matters of public interest such as social change, political ideas, economic
policies, developmental programmes etc. Advertisements play very important role
in our life, as indicators of social and economic progress. They reveal the
direction of change in our values. In fact, a society without advertisements is
unthinkable. Advertising has become an important medium of mass education.
Social
Advertising campaigns could improve the pace of development and guide social
change. They can uplift the tone or tenor of the society. Social advertising is
an important part of Indian public, policy whether that policy relates to
communications, family welfare, education, health, and environment or to
national integration.
Social
Advertising represents ad formats that engage the social context of the user
viewing the ad. Whereas in traditional, non-social, advertising the ad is
targeted based on what it knows about the individual person or the individual
page, in social advertising the ad is targeted based on what it knows about the
individual user's social network.
Social
Advertising is the first form of advertising that systematically leverages
historically "offline" dynamics, such as peer-pressure, friend
recommendations, and other forms of social influence.
Social
Marketing Sells a Behavior Change to a targeted Group of Individuals.
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Accepts a New Behavior
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Modify a Current Behavior
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Reject a potential Behavior
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Abandon an Old Behavior
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“It's about applying marketing and advertising
principles to promote health and social issues and bringing about positive
behavioral change.”
Social
advertising is used for implementation of programs designed to bring about
social change using concepts from commercial marketing. Through this board
activity we try to create the general awareness about various social and
ecological problems.
The
Government and social organistions have started advertising campaign to inform,
educate people in different areas of social interest. They used the print media
as the major source for the communication. By-performing some street plays and some
celebrity endorsement advertisements in our board.
Social
advertising identified the social problem and then an advertising campaign
designed to solve the problem. The social problem may be related to some kind
of behavior like smoking or taking drugs, they give out the message like
anti-smoking, anti-drugs etc. in newspapers, on bill boards, and in the form of
short advertisements on television.
Advertising
ideas, such as, reduce traffic jam, improve health, conserve of natural
resources, family Planning, educate girls, and eradicate child marriage etc.
serve basic social and economic needs.
Social advertising approach is used
for informing, educating and persuading the society on basic issues.
In the situation of social problem,
advertising can play a key role and can help in social encourage and change. If
today we are aware about family planning, AIDS, Iodised Salt, Pluse Polio,
Cancer, TB, Drinking Water, reduction of Superstition etc. it is due to effective role of social
advertising. Social advertising also helped in generating awareness of
Environment Protection, Female infanticide, Pollution safety, Literacy, women
Education, Girls Welfare, etc.
Objective
For tackling social problem, advertising can
play an important role. That’s why there is a need to study the effectiveness
of social advertising in terms of its influence on the behavior of society.
Specifically the objective of the research is:
1. To study the impact of social
advertising on Indian society.
2. To study the contribution and
effectiveness of the medium of social advertising.
3. To study the one advertising campaign
how much educate.
Broad
aims of the study and the specific objectives
The
broad aim of the study is:
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To
find out the impact of the Social advertising on the behavior of Indian
Society.
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Hypothesis
Specifically the Hypotheses of the research are:
1. Only
government organistion play big role in social advertising.
2. Minor
impact of social advertising by private organisation.
3. Social
advertising is not for profit or sale of any product.
4. Social
Networking site has no impact on Society.
Review of literature
The importance of social
advertising has been realized in 1970’s in India and several researchers have
contributed to increase the awareness of social advertising. There will be an extensive research to
measure the impact of social advertising by the central and state government on
society. It will be a comprehensive, investigating the overall extent of
disclosure.
Review 1:
The effective use of the mass media is a
critical component of HIV/AIDS prevention In South Africa : Nancy
Coulson
While analyzing The effective use of the mass media is a
critical component of HIV/AIDS prevention In South Africa by Nancy
Coulson analyzed that how to utilize the mass media to
directly impact on community action. The reach of mass media to South Africans
was widely acknowledged. In South Africa there was:
99%
of people have access to the radio
75%
have access to television
7%
readership of newspapers and
69%
of young people watch TV five or more days a week.
Author analyze The South African
government and the donor community was invested extra money than ever before in
mass media campaigns for HIV/AIDS prevention. At the year 2001 the Department
of Health HIV/AIDS prevention and care and support department investing amount
to almost R100 millions. At that time and the evaluation, impact and cost
effectiveness of mass media work for HIV/AIDS prevention. Beyond Awareness II
campaign, Soul City and loveLife, some limited situation was formed to the
prevention campaigns organized through the Government Communication and
Information Service (GCIS) in collaboration with the Department of Health that
specifically promotes their brand of condoms
In South Africa
there were three major programmes that developed by the national mass media
platform for HIV/AIDS prevention.
There were two
awareness campaigns
1.
The Multimedia Edutainment
Programme SOUL CITY.
2.
The Youth
Programme LOVELIFE.
After finishing
these two programme in October 2000 and subsequently the Department of Health
has specially made a new association, the AIDS Action Team (ACT), to deliver
the next phase of government HIV/AIDS communication. A number of
recommendations are made to help improve the sharing of expertise across
programmes, behavioral surveillance, the utilization of the mass media to
impact on community action, the needs of rural communities and the role of
health workers. Before to the development of Soul City, the Beyond Awareness
campaigns and loveLife, the use of the national mass media for HIV/AIDS
prevention was in poor condition.
Soul City was the
longest running and most experienced project. That multi-media edutainment
project and estimates to have spent up to 70% of their total budget on HIV/AIDS
work. (Soul City had also covered a wide range of other health promotion topics
in addition to HIV/AIDS.) Their target audience was both black and coloured
South Africans between the ages of 16-65. Print media and an adult education
complement the television and radio series and lifeskills programme. Soul City
had educated in several other African countries. In 2000 Soul City launched a
children’s series called “Soul Buddyz” targeting children aged between 8-12
years old. Soul City estimatesthat each series costs in the region of R30
million spent over two and a half years including all development, production
and evaluation costs. Soul City is mostly donor funded and has received in
total approximately R8 million from the Department of Health. In the last year
they received R1 million and from 2002 this figure will be doubled.
Author analyze Soul City’s latest evaluation suggests that “pro-social” modeling found in their edutainment format is a powerful mechanism to effect change in individuals and communities. The specific community factors that appear to be impacted on by this approach include more caring service delivery, better understanding of issues and a change in attitudes and awareness by community leadership and an impact on community action and events
loveLife was
launched in 1999. loveLife programme was different from traditional approaches
to HIV prevention, relying on a combination of commercial marketing and public Developments
in the use of mass media at the national level for HIV/AIDS prevention in South
Africa. In-these programme health techniques to promote a new healthy lifestyle
among 12-17 years old target group. It was a five year programme to reduce the
rate of HIV infection among 15-20 years old by 50% in five years. loveLife
combines high-powered media awareness and education with development of
adolescent-friendly reproductive health services and other outreach and support
programmes for hard to reach youth in poor communities. The annual budget for
loveLife was R150 million; R60 million is spent on their media component
including television, radio, advertising and print media.
One the other
hand statistic used by loveLife as a measure of their impact are the 60 000
calls made per month to the loveLife sexual health helpline. This figure is
double the present call volume to the national AIDS Helpline. On the whole, this is
an interesting study covering almost all aspects of well planed social
advertisement. How the advertisement medium was used to educate and inform the
South Africans about HIV/AIDS with in a time frame.
Review 2:
While examine the MAKE THE NEXT GENERATION
TOBACCO-FREE: Regina M. Benjamin
While examine the
MAKE THE NEXT GENERATION TOBACCO-FREE Regina M. Benjamin, Most young people
don’t consider the long-term health consequences associated with tobacco use
when they start smoking. Because most high school smokers are not able to break
free from the powerful, addicting effects of nicotine, about three out of four
will smoke in adulthood. Among those who persist in smoking, one third will die
about 13 years earlier than their nonsmoking peers.
This Surgeon
General’s report details the causes and the consequences of tobacco use among
youth and young adults by focusing on the social, environmental, advertising,
and marketing influences that encourage youth and young adults to initiate and
sustain tobacco use. This is the first time tobacco data on young adults as a
discrete population has been explored in detail. The research also highlights
successful strategies to prevent young people from using tobacco.
We need your help
on this public health issue. Everything from making your home and car
tobacco-free zones to demanding smoke-free policies in your community can make
a difference. Mass media campaigns against tobacco use—most often TV ads—have
proven very effective at helping prevent tobacco use by young people. Studies
show that teens respond most to ads that trigger strong negative feelings, such
as ads about how smoking and secondhand smoke harm health and ads that expose
the tobacco industry’s marketing strategies that target young people. Even ads
that are designed for adult audiences help reduce tobacco use among young
people.
Every 3 or 4
years, new groups of children and teens reach the age where they are vulnerable
to influences encouraging them to smoke. To be effective, mass media campaigns
must be repeated so they will reach new vulnerable populations. If the young
people don’t start using tobacco by age 26, they almost certainly will never
start. The good news is that there are many things we can do to help keep teens
and young adults tobacco-free.
Review 3:
The MULTICULTURALISM FOR THE MASSES: SOCIAL
ADVERTISING AND PUBLIC DIPLOMACY POST-9/11: Biljana Scott
While analyzing
The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY
POST-9/11, Biljana Scott observed that the terrorist attacks of 9/11 have
brought an old problem into new focus: how to unite a population potentially
divided along racial, ethnic and denominational fault lines. In the light of
unprovoked and indiscriminate racist attacks on Muslim-looking minorities, multi-media
advertising campaigns were mounted in several countries in order to control
racism and sell multiculturalism. Author selected Three recent ad campaigns:
the US Ad Council’s “I am an American,” the UK Commission for Racial Equality’s
“The Unique Faces of Britain,” and the equivalent Scottish campaign “One
Scotland Many Cultures.” These campaigns are compared to “The Family of Man”
exhibition of 1955 and to the groundbreaking “United Colors of Benetton” campaign
of the last two decades. Advertising is the obvious medium for governments that
opt for persuasion. Social advertising, known as Public Service
Advertising (PSA) in America, aims to sell concepts rather than commodities and
addresses issues in the public interest, such as health, safety and racial
equality.
Author analyzed
the impact of all the three advertising campaigns, which promote the
multicultural national identity.
I am an American:
This television
ad shows individuals of different ages, races, religions and occupations
looking at the camera and saying, each in their own distinct accent and
intonation, the single sentence: “I am an American.” “I am an American” proved
to be hugely popular, as witnessed by the many congratulatory responses sent to
the Ad Council’s.
The Unique Faces of Britain:
According to the
author this campaign, produced by the Commission for Racial Equality (CRE),
consists of a poster featuring numerous head and shoulder shots of ordinary
people on the street. As with the “I am an American” campaign, the individual pictures
represent different ages, ethnic groups and in this case, towns of origin. The
heading reads: “Britain. We all make it unique.” The message adds: “56 million
people, over 300 languages and at least 14 faiths make us what we are today.”
Regional variants
of this poster were produced in some cities. The Unique Faces of London poster,
for instance, produced in conjunction with the Greater London Authority,
“features photographs of men, women and children of different ethnic
backgrounds, creating a snap-shot of the many faces of London in 2001.” It was
produced, says the CRE “in response to fears of a racist backlash against
London’s Asian communities due to the current international situation,”
Author analyzes
the impact of the message might seem to be in inverse proportion to its
wordiness, the reaction to this campaign was nevertheless very positive: “The
response has been great. We’ve had calls from local people saying it’s really
made them feel at one with their neighbours — and interestingly those calls
haven’t just been from minority groups.”
One Scotland Many Cultures:
The Scottish
anti-racist campaign, which was not conceived solely as a reaction to the
racist fallout of the 9/11 attacks, is a more sustained multi-media venture
than its English or American equivalents. It consists of an extensive
Multiculturalism for the Masses Biljana Scott
Intercultural
Communication and Diplomacy 161 website which provides information on diverse
topics related to the integration of ethnic minorities in Scotland. These
include a history of migration, comprehensive statistics on demographic trends,
as well as notification of nationwide activities and events related to the
campaign, chatlines, teaching resources, useful links and much more besides. The
aim of the “One Scotland.”
Author analyzed
all three campaigns proved to be genuinely moving and persuasive, affirming a
sense of identity and of belonging which the majority of people, judging from
their feedback, were grateful to be reminded of and proud to be a part of.
While it is admittedly difficult to measure the influence of such advertising,
these three campaigns nevertheless epitomise the attempt to create
“communication programs which make a measurable difference in society.”
Methodology
In this research data would be collect from
both primary and secondary resources. Primary data would collect self
administered questionnaire, where secondary data would collect from various
central & state government, magazine, articles, newspaper and journals,
etc.
Research
approach
This research employs the method of
Qualitative research through quantitative analysis to gather an in-depth
understanding of the behavioral changes caused by the social advertising on society
and the reasons that govern such behavior.
Bibliography
1. Nancy Coulson, (Independent Public Health
Specialist), Developments in the
use of the mass media at the national level for HIV/AIDS pr invention in South
Africa
2.
Regina
M. Benjamin, M.D., M.B.A.Surgeon General, Preventing Tobacco Use Among Youth
and Young Adults, (2012).
3. Biljana Scott, MULTICULTURALISM FOR THE MASSES:
SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, pp.157-173.
4. Yogita Narang, Atul Narang, Dr. Shalini Nigam, IJRFM Volume 2, Issue 2 (February 2012)
(ISSN 2231-5985) International Journal of Research in Finance &
Marketing http://www.mairec.org, effect of
public service advertising and the effectiveness of media- an exploratory study
of four campaigns, pp.-480-512.
5. Malanie
Wakefield-PhD, Brain Flay-Dphil, Mark Nichter-PhD, Gary giovino-Phd, (2003),
Effect of Anti-smoking Advertising on youth Smoking: a review, pp.-229-247..
6. Prof.
Thomas Babor, Dr. Joan Colom, Prof. Gerard Hastings, Dr. Ann Hope, Dr. Bas van
den Putte, Mr. Anders Ulstein, (2005-2007), The Impact of Alcohol
Advertising, ELSA project report on the
evidence to strengthen regulation to protect young people
7. Debarati Dhar, (2006-2008), advertising and
its social responsibility
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