The Tripod - Women, Advertising and Media
THE TRIPOD - WOMEN, ADVERTISING AND MEDIA Ms. C. Shalini
Head, Department of Commerce(Marketing Management)
M.O.P Vaishnav College for Women(Autonomous) ,
Chennai-600 034
Tamil Nadu, India &
Dr. Lalitha Balakrishnan
Head, PG Department of Business Administration
M.O.P Vaishnav College for Women(Autonomous) ,
Chennai-600 034
Tamil Nadu, India
THE ‘WHY?” OF ADVERTISING:
Advertising has very powerful influence on the content of most media that is available to the public audience. Advertisers who are allowed to sell their goods within the context of the media that is being created often cover the costs of creating, producing and distributing media. Since it is the advertisers' money that is allowing for the production of media, the companies that are using this resource tend to have a lot of say as to how the content is presented. They feel this is necessary for attaining a marketable audience. This influence often dictates how extreme the representations are and to what extent controversial or eclectic information is presented.
Marketable audiences have a reciprocal influence on media. Without an audience to aim their sales pitches at, advertisers would have little or no incentive to fund the projects that house their ads. So the demographics of a 'marketable audience' are also key in determining what type of content is displayed. This is where the viewers of media can start to have an effect on media. The responsibility of the viewer is to be critical in how the advertising effects their attitudes as consumers. Advertisements are often misleading, in that they represent only the best aspects of a product and leave out information that would deter someone from buying their product (e.g. environmental effects, economic effects, social effects). The viewer needs to take some responsibility in researching the products and services that they put their money toward, and should refrain from patronizing companies that have a detrimental effect on
Head, Department of Commerce(Marketing Management)
M.O.P Vaishnav College for Women(Autonomous) ,
Chennai-600 034
Tamil Nadu, India &
Dr. Lalitha Balakrishnan
Head, PG Department of Business Administration
M.O.P Vaishnav College for Women(Autonomous) ,
Chennai-600 034
Tamil Nadu, India
THE ‘WHY?” OF ADVERTISING:
Advertising has very powerful influence on the content of most media that is available to the public audience. Advertisers who are allowed to sell their goods within the context of the media that is being created often cover the costs of creating, producing and distributing media. Since it is the advertisers' money that is allowing for the production of media, the companies that are using this resource tend to have a lot of say as to how the content is presented. They feel this is necessary for attaining a marketable audience. This influence often dictates how extreme the representations are and to what extent controversial or eclectic information is presented.
Marketable audiences have a reciprocal influence on media. Without an audience to aim their sales pitches at, advertisers would have little or no incentive to fund the projects that house their ads. So the demographics of a 'marketable audience' are also key in determining what type of content is displayed. This is where the viewers of media can start to have an effect on media. The responsibility of the viewer is to be critical in how the advertising effects their attitudes as consumers. Advertisements are often misleading, in that they represent only the best aspects of a product and leave out information that would deter someone from buying their product (e.g. environmental effects, economic effects, social effects). The viewer needs to take some responsibility in researching the products and services that they put their money toward, and should refrain from patronizing companies that have a detrimental effect on