Professional Documents
Culture Documents
SUBMITTED BY:
Abhijeet Judah(03)
Amit Sharma(13)
Anuradha Singh(19)
Devpriya Ratan(28)
Neha Sharma(58)
PGDBM IInd yr.
ACKNOWLEDGEMENT
Abhijeet Judah
Amit Sharma
Anuradha Singh
Devpriya Ratan
Neha Sharma
PREFACE
CONTENT
1) EXECUTIVE SUMMARY
2) OBJECTIVE OF STUDY
3) RESEARCH METHODOLOGY
4) DATA ANALYSIS
5) RECOMMENDATION
6) LIMITATION
7) CONCLUSION
8) BIBLIOGRAPHY
9) ANNEXURE
EXECUTIVE SUMMARY
Simply because this is not 80s seller market era. Today scenario is
totally different from the past. Now this is customer market.
Organization should commence every possible trick to attract
maximum number of prospective buyers towards their product.
RESEARCH METHODOLOGY
1) Type of research: Exploratory Research.
2)Time of research:
period one week from 28th November 2007 to 4th December 2007
3)Scope of research:
Introduction
Nowadays, advertising is omnipresent in our lives, and has a really strong
influence in our decisions as consumers. The aim is no longer to inform
us of a new product and its use, it is more to create a wish to possess a
product. Moreover, advertising has become a centre of attraction.
Television shows are devoted to it, a museum was created in its honour
and we talk about it, as we would do with a movie. It can make us laugh;
it can shock us, which shows that advertising has a link with the customs
and the codes, which govern our society. For instance the Museum of
advertising in Paris presents at the moment a retrospective about Chinese
advertising from the beginning of the nineteenth century to the present
day to show the impact of governments on advertising, the link between
advertising and communist society and reflects the Chinese history.
Therefore we are led to think that advertising reflects our way of life and
of thinking. The way to represent women is a good example of it. The
advertising of the twentieth century shows indeed the evolution of the
womens status.
How does advertising represent the woman from the end of the nineteenth
century? How does it produce these changes in her social status? Until the
end of the fifties, advertising gave us the image of a passive woman who
was a housewife, a devoted wife and mother, and a symbol of beauty but
was not allowed to speak.
From 1965 the womans image changed: she asserted herself more and
more and advertising presented a new independent woman. She was no
Morals are still strong, so that a woman is not "lethal". Even if she can be
nice, or become seductive, thanks to the advertised product, advertisers
avoid being too bold.
The 1920s are the theatre of a real evolution on the vision of woman
in advertising: Paris welcomes a poster realised by Leonetto Capiello
for the "Dlices" pasta, which shows the first bare-legged pin-up. This
new representation has a direct link with the state of mind of the
"Annes folles".
Yet this evolution may not be progress : it marks the beginning of the
bodys exhibition for mercantilist aims.
In the 1950s, advertisers and manufacturers get aware that a woman has
an unemployed purchasing power ; the growth of this power incites them
to target some products to those specific needs.
In the eighties, a turning point was taken: advertising reflected the image
of a liberated woman who lived fully her love affairs as a movie realised
by L. Besson called "the intrepid" showed it. You could hear a voice
saying: "I didn't understand a thing, a new Dim, a dangerous one, fearless
and devilishly resistant, sheer Dim if ever there was one, sexy as ever"
Dim was crowned sexiest publicity campaign of the year. A new publicity
campaign was launched to celebrate the 20th anniversary of the Dim
woman: the J-P Goude publicity campaign for the Diams, a new
shimmering tights, insisted on the relationship between the woman and
her Dim tights: she felt sexy with them, and even the tights became a
male with the slogan: "His embrace Diabolical". At last the Dim up
arrived: it is stay-up stockings without garter. B. Pivot vaunted it and its
commercial (" sexy underneath and great on top") in a national
newspaper. In 1988, the brand launched a new bra in lace and adopted a
firmly provocative tone with the picture of a young lady in bra and the
slogan: "Dim moi tout!" (Tell me everything).
Advertisers follow the trend. They repeat social behaviour and try to go a
little bit further. Indeed, an advertisement must be striking to be
distinguishable from the other ones by the consumers. That is the reason
why it can be aggressive or transgressor.
But, in reality, advertisers have not a completely free hand. They must be
careful not to arouse reject and obtain a decreasing of the sales.
Moreover, most advertisements are aimed at women: for sociological
reasons, a big part of the daily economic decisions is up to women. The
advertisers as a whole are quiet prudent : they do not want to risk losing
such an essential part of their potential public.
But, according to the feminist groups, this risk does not prevent the
advertisers from trivializing violent behaviours toward women (which is
denounced in the texts of the fourth world conference for women that
took place in Beijing in 1995).
The advertisers have understood that shocking was not the only way to
sell something. The transgression can be humorous. This worked very
well for the crme frache whose sales were up 35% between January
2000 and January 2001.
This is a proof that the women can appreciate this kind of humour.
Indeed, at the risk of repeating a stereotype, we can think that women buy
these products.
Do the advertisements reflect the evolution of women's place and role in
society? In a way, we can assert that the advertisers knew how to adjust to
the global evolution of the customs. Moreover, the way advertising treats
women nowadays is not only the reflection of the advertisers' misogyny.
It reflects as well the hippie and feminist movements' failure: They asked
for equality. As a matter of fact, women have not yet got it.
Therefore in India advertiser are led to think that advertising reflects our
way of life and of thinking. The way to represent women is a good
example of it. The advertising of the twentieth century shows indeed the
evolution of the womens status.
However transferring to the men's image, the degraded women's one is
certainly not the appropriate solution. Moreover, the so-called evolutions
of advertising are ambiguous to say the least, notably with regard to the
nudity of the men. A few years ago, the advertisers said the consumers
considered it repelling. Considering the increase of the commercials
showing naked male bodies, nudity does not repel anymore and is even
DATA ANALYSIS
Age
Valid
15 - 20
20 - 25
25 - 30
30 - 35
Above 35
Total
Frequency
10
25
5
5
5
50
Valid Percent
20.0
50.0
10.0
10.0
10.0
100.0
Age
25
Frequency
20
15
25
50.00%
10
10
20.00%
5
10.00%
5
10.00%
25 - 30
30 - 35
5
10.00%
0
15 - 20
20 - 25
Age
SEX
Above 35
Valid
Male
Female
Total
Frequency
35
15
Valid Percent
70.0
30.0
50
100.0
Sex
40
Frequency
30
20
35
70.00%
10
15
30.00%
0
Male
Female
Sex
Education background
Graduate
Post graduate
Total
Frequency
20
30
Valid Percent
40.0
60.0
50
100.0
53
Education background
30
Frequency
20
30
60.00%
10
20
40.00%
0
Graduate
Post graduate
Education background
Totally Agree
Agree
Neither Agree nor
Disagree
Disagree
Totally Disagree
Total
Frequency
5
25
Valid Percent
10.0
50.0
10.0
10
20.0
10.0
50
100.0
Frequency
20
15
25
50.00%
10
10
20.00%
5
5
10.00%
5
10.00%
5
10.00%
0
Totally Agree
Agree
Disagree
Totally Disagree
INTERPRETATION
Axe deospray
Amul Macho
Frequency
15
13
Valid Percent
30.0
26.0
11
22.0
8.0
7up
Minto fresh Green
Fast track goggles
Total
14.0
50
100.0
INTERPRETATION
ON CALCULATING MODE = 2
Featuring
of
female
models
in
mens
products
adopted by advertiser
Totally Agree
Agree
Frequency
11
25
Valid Percent
22.0
50.0
4.0
14.0
10.0
50
100.0
Frequency
20
15
25
50.00%
10
11
22.00%
7
14.00%
5
10.00%
2
4.00%
0
Totally Agree
Agree
Disagree
Totally Disagree
INTERPRETATION
Totally Agree
Agree
Neither Agree nor
Disagree
Disagree
Totally Disagree
Total
Frequency
5
20
Valid Percent
10.0
40.0
6.0
15
30.0
14.0
50
100.0
Frequency
15
20
40.00%
10
15
30.00%
5
7
14.00%
5
10.00%
3
6.00%
0
Totally Agree
Agree
Disagree
Totally Disagree
INTERPRETATION
Yes
No
Can't say
Total
Frequency
29
17
Valid Percent
58.0
34.0
8.0
50
100.0
Frequency
20
29
58.00%
10
17
34.00%
4
8.00%
0
Yes
No
Can't say
INTERPRETATION
Celebrities advertisement
Female models
advertisement
Family emotional
advertisement
Animated advertisement
Total
Frequency
24
Valid Percent
48.0
10
20.0
10
20.0
12.0
50
100.0
25
Frequency
20
15
24
48.00%
10
10
20.00%
10
20.00%
6
12.00%
0
Celebrities advertisement
Female models
advertisement
Family emotional
advertisement
Animated advertisement
INTERPRETATION
Findings
RECOMMENDATION
All things who glitters are not gold but in today market scenario all
things who glitter are costlier than gold.
From the study and research which was done it is now quite clear that
advertisement in which female models are cast are more attractive
than male model advertisement.
LIMITATIONS
Limitation of time.
CONCLUSION
ANNEXURE: QUESTIONNAIRE
AGE
SEX
MALE. FEMALE..
EDUCATIONAL BACKGROUND
10+2.
, GRADUATE.
POST GRADUATE ,
DISAGREE. ,
TOTALLY DISAGREE..
DISAGREE. ,
TOTALLY DISAGREE..
DISAGREE. ,
TOTALLY DISAGREE..
CELEBRITIES ADVERTISEMENTS .
ANIMATED ADVERTISEMENTS
BIBLIOGRAPHY
BOOKS :
1) Business today
WEBSITES:
1) www.google.co.in