Television Advertising & Indian Urban Children: An Introduction
Advertising, ‘the hidden persuader [i] ’, ranks fifth amongst the big businesses of the world (Chunawalla & Sethia, 2003) [ii] . Advertisers use advertisement for many purposes with many different possible effects. However, what guides the producer-manufacturer-corporate establishment to use this mode on consumers is the persuasive power of the medium. Through television, we learn new behaviours as the result of perceived needs. NIKE and Lexus went from perceived as luxury items to needed items through advertising. Apparently, men now must have big screen TVs and women want constantly to buy shoes. At least, this is the message given out through advertising. In addition, the way in which we buy products has changed. For example, there is a MasterCard commercial that shows a woman walking down the street impulsively buying on credit, and receiving a feeling that the end result is: Priceless. Skills and knowledge have changed by television advertising immediate communication and awa...