Understanding media and advertising pushpa

UNDERSTANDING MEDIA AND
ADVERTISING
Done By: Pushpa Anand

What is media.
Changing technology.
Media and money.
Role of media in democracy.
Media ethics and
accountability.
What is advertising.
What are brands.
Advertisement and social
values.
Index

"m e d i a " r e f e r s t o v a r i o u s
m e a n s o f c o m m u n i c a t i o n .
F o r
e x a m p l e , t e l e v i s i o n , r a d i o
, a n d t h e n e w s p a p e r a r e
d i f f e r e n t t y p e s o f m e d i a .
T h e t e r m c a n a l s o b e u s e d
a s a c o l l e c t i v e n o u n f o r
t h e p r e s s o r n e w s
r e p o r t i n g a g e n c i e s . I n
t h e c o m p u t e r
w o r l d , "m e d i a " i s a l s o u s e d
a s a c o l l e c t i v e n o u n , b u t
What is media

Changing technology
Over the years the technology
changed and print media
became the new means of
communication. The printing
press introduced by Johannes
Gutenberg in 1453 marked the
beginning of a revolution in the

for a couple of centuries. News
papers became easily available
in only nineteenth centaury. In
the twentieth centaury
technology such as
printing, record pressing and
film duplication led to the
duplication of

Do you know?
First dated printed book known as
diamond sutra was printed in china
in 868ad.

Electronic media
Technology not only improves the quality
but also brings about a change in our
thinking. Today, we cannot imagine a life
without TV, mobiles and internet. The TV
and internet which use satellite and cable
technology have helped to bring images
from across the globe to our homes. One
can view a number of channels which are
aired from different countries. For
example, most of the cartoon shows that

Media and money
In bringing news or a favourite
programme to your homes a number of
technicians like cameramen, light
men, sound recordist, etc, and several
artists or newsreaders are required.
This is like any other professions in
which people have to be paid for
services rendered. Therefore, the mass
media requires a lot of money to run its
operations. The most popular method
used to earn money by mass media for

Role of media in democracy
Media plays an important role in a democracy. It enlightens and
empowers the people. Access to information is essential to the
health of democracy for two reason and they are as follows:
 it ensures that citizens make responsible, informed choices
rather than acting out of ignorance or misinformation..
Information serves as a check by ensuring that elected
representatives uphold their oaths of office and carry out the
wishes of those who elected. It is in providing this information
that the media plays an important role.
Media can present a balanced report only when the media
channel is indipendent.It should not be under the control and
influence of any body in the coverage of its news. In most
democracies, laws have been enacted to give ample freedom to
the journalists and ordinary citizens to access information on
government policies.

Role of media in Indian democracy

Media ethics and
accountability.Most of the newspapers and magazines carried reports or
presented data on the rising levels of seas and melting of
the glaciers at a rapid rate. The areas that are most prone
to such changes have been covered in the reports.
However, at a number of places the media has failed to
fulfill is responsibilities.
For example, many TV channels tend to focus on stories
related to the films, important celebrities and their lives.
Some even present great details of the fashion shows
conducted in the cities. At the same time, the burning issue
of farmers committing suicide goes unnoticed.
Hardly 25% of national news bulletins are about
health, education, development, welfare, environment, etc.
Ideally in a democracy, the media should shoulder
responsibility for three things.

Information tool and forum for discussion: Newspapers and
public affairs programmes on radio and television
inform, educate and engage the public and prompt them to
take action.
Media as peace and consensus builder: At times the media
helps in peace building efforts.
The media is crucial for a democracy.

What is advertising
The very purpose of giving such
information is to make the customers
aware about a product or service and
induce them into buying it. This entire
promotional activity is called
advertising. The manufacturer is called
an advertiser; the message or the
information supplied is called
advertisement the medium through which
such information is supplied like
journal, magazines, television etc, are
called the media of advertising.

What are brands?
In fact advertisement is all about creating an image or a brand. A brand may be
defined as a name, term, sign, symbol or design or a combination of these which
differentiate the product of one company from that of its competitors or other
identical products.
Giving special names to a product by the company is termed as branding. All the
companies would want their brand to sell more than the other brands.
Therefore, the companies advertise through different media to highlight the
uniqueness of their products. The consumer would get confused about which
brand to buy because of the variety offered.
Each brand adheres to a specific value that is important for the consumer. This
is known as brand value.

Advertisement and social values
They often change our perception of how we see things and
ourselves. Advertisements in this way act as a strong influence
on our lives.
Advertisements, thus, play an important role in guiding our
choices. Not only do we select products based upon the
advertisements but our own lives are also affected by it. For
example, sometimes when people associate themselves with a
particular lifestyle shown in an advertisement they try to
imitate it in the real life as well.

Making an advertisement
Advertising is essential in getting the people to buy a brand. The
question now arises how the people who advertise decide on the type
of images, text and personal emotions to sell a product. To
understand this, let us see how an advertisement is made.
First of all, the company or the manufacturer decides upon the
product that they wish to launch.
The company then hires an advertising agency.
It is the task of the advertising agency to find out who would be the
target consumer and launch a campaign accordingly.
The advertising agency carries out a survey across various cities and
sections of the society and comes up with a campaign to launch the
product successfully in the market.

Advertising and democracy
There is a deep link between democracy and
advertisement. Most of the advertisements are
targeted at the segments that are better off in the
society.
A lot of money is spent in the making of the
advertisements. Then showing them on various media
is also a costly affair. To retain its image in the
minds of the people, the advertisements have to be
shown again and again. This naturally results in
spending of a huge amount of money.
The small producers sell their products in weekly
markets and neighbourhood shops.

Conclusion
Though advertising appeals to the personal emotions of
the people and have a strong influence on our
lifestyles, as citizens of a democratic society, we must
make independent choice. We must encourage
advertisement with social message and discourage
products that highlight the inequalities in society.

Understanding media and advertising pushpa

Understanding media and advertising pushpa

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Understanding media and advertising pushpa