Presented By:0 Bhavana Maru 07. 0 Dildar Choudhari 17. 0 Krutik Shah 27. 0 Nikhil Dwivedi 37.

37. 0 Saloni Mevawala 47. 0 Susheel Bhadhwa 57. 0 Vineet Gupta 67. 0 Monish Parekh 77.

Flow Of Presentation.
0 What is advertising?

0 Who regulates?
0 Advertising appeals. Definition and types. 0 Sex appeal and its types. 0 Ads banned in India and why? 0 Conclusion.

What is advertising ?
Actions to call people's attention to products or services by

introducing them to people through mass media channels. The

purpose of advertising is to create interest and opinion in the favour of the thing being presented in the ads.

Who regulates Advertisements ?

0 Advertising standards council of India (ASCI)
A voluntary self-regulatory council Formed in 1985

0 ASCI team comprises of Board of Governors and Consumer

Complaints Council (CCC)

0 All 4 sections connected with advertising viz.:

Advertisers

Advertising Agencies
Media (owners of press, television, Radio etc.) Related sectors (outdoor agencies, PR, market researchers, ad

producers, business schools etc.)

ASCI PRINCIPLES
0 To ensure the truthfulness and honesty of representations and claims

made by advertisements.
0 To ensure that advertisements are not offensive to generally accepted

standards of public decency.

0 To safeguard against the indiscriminate use of advertising for the

promotion of products which are regarded as hazardous to society

0 To ensure that advertisements observe fairness in competition

Advertising Laws
Drugs and Cosmetics Act Drugs Price Control Act Emblems and Names (Prevention of Improper Use) Act

Copyright Act
Trademarks Act Indecent Representation of Women (Prohibition) Act

Prasar Bharati
0 Established in 1997 following a demand that the Government owned

broadcasters in India should be given autonomy.

0 Objectives of Prasar Bharati Ads should be as per the laws enacted to protect the rights of the

consumers
Ads should not project a derogatory image of women and endanger

the safety of children.

The programs should not criticize friendly countries. Ads should not attack religions or communities. Ads should not be obscene or defamatory. Ads should not incite violence

How is advertisement thought of?

o They are thought on the basis of the type of product and the

advertising appeals. ( Depends on product )

What is advertising appeals means?

o Identifying a ways to connect people to buy them.

Which appeal to be used?

0 Its based on a review of the creative brief.

0 The objective of the ad.

0 The product being sold

0 The personal preferences of the creative executive.

0 The wishes of the client.

0 Ad. Experts do know that certain appeals are not effective in certain

cases like sex appeals not being effective when used in the context of products unrelated to sex.

Seven major types of advertising appeals.

FEAR HUMOR MUSIC RATIONAL EMOTIONS SCARCITY SEXUAL

Fear Appeals
0 Advertisers use fear appeals plainly because it works

Humor Appeals
0 Humor has proven to be one of the best techniques for both

getting attention and keeping it.

Musical Appeals
0 Music helps capture the listeners attention. Music is linked to: 0 Emotions

0 Memories and
0 Other Experiences

Rational Appeals
0 A rational appeal follows the hierarchy of effects stages of

awareness, knowledge, liking, preference, conviction, and purchase.

Emotional Appeals.
o Emotional advertising is often used for developing brand loyalty.

Emotional appeals reach the most creative right side of the brain.

Scarcity Appeals
0 Scarcity appeals urge consumers to buy a particular product

because of a limitation.

Sexual Appeals
0 Sexual appeals are often used as means to break through clutter.

Sexuality has been employed in advertising in five ways.

1.

Subliminal techniques approaches that place sexual cues or icons in advertisement in the attempt to affect a viewers subconscious mind.

2. Nudity or partial nudity used to promote sale of clothing, perfume and cologne etc.

3. Overt sexuality using overt sexuality in ads for products that are sexually oriented is normally accepted, but it often becomes controversial when used for other products.

4. Sexual suggestiveness

5. Sensuality:

Many respond more favorably to a sensual suggestion than an overtly sexual approach.

Are sex appeals effective?

0 There have been numerous studies of sexual appeals and

nudity.
0 Most of them conclude that sex and nudity do increase

attention, regardless of the gender of the model in the ad or the gender of the audience.
0 Normally, the attention is greater for opposite-sex

situations than same-sex situations.

0 To encourage both males and females to pay attention to its

ads, Guess often uses a male and female in a sexually provocative manner in a single advertisement.

Few Ads Banned in India.

Conclusion.
0 Although sexually oriented ads attract attention, brand recall for

ads using sex appeal is more in ads using other appeals.

0 We live in the country now called as YOUNGISTAN and now our

coming generation is broad minded to accept such

advertisements .

0 Where a movie such as Dirty Picture can be enjoyed with family

then why not Ads.