In addition to commercial advertising and ideological propagandathere
is social advertising, which refers to the advertisements whichdeal with social causes and are aimed at the welfare and well-being of the people. Its target audience is not specific class but the masses whocan be educated about socially relevant issues like health, familywelfare, literacy, national security, to mention a few issues only. Theimportance of such advertisements has reached such heights thateven the government falls back upon them quite often to highlight theissues to immediate concern. Undoubtedly, in today’s context, carryingout campaigns through social communication is of paramountimportance. The society, the economy, the politics and the mediaexposure are bringing about changes
which are so radical and dynamicthat they are creating dissonance and upheavals. In order to withstandthe negative effects of changes, we certainly need these kinds of campaigns through advertising or propaganda, for sustainingcommunication with the masses at large. In short, advertising not onlyinfluences the buyer’s perception but also his responses to socialproblems. It has its negative effects but the positive side far out-stripsthe negative side. WE TALK MORE, WORK LESS
Undeniably, there are millions of people in India who think little,act even less but talk too much. Indulgence in idle gossip, disgruntledattitudes, bitter criticism of all and sundry, frustration over their sorryplight, fate and “kismat”, have in fact become national pastimes. Thenumber of those who can claim that they keep their tongue within theirlips and never talk in vain is limited. The talk of the common people,mostly irresponsible, creates the impression that they have little to do.Indians are indeed typical of the people of the Orient who have nothingworthwhile to say, and yet contrive to spend the longest time in sayingit. Those who have endless time on their hands are great babblers. Thinking and reflection postulate...
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