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Need for Social and Cultural Environment in Advertisements with Reference to Erotic Advertisements in Tamil Nadu
Introduction
In the past, the ethical standards of business were far different from what they are considered to be appropriate today. At present, the ethical concepts are almost ignored by the business people, particularly in the field of advertisement. In the words of Mahatma Gandhi, commerce without morality is a sin. But business people argue that when all is fair in war and love, why not the same in business too. Now a days advertising is subjected to severe criticism that they are erotic, deceptive and engage in manipulation and brain washing. The erotic element is dominant in all kinds of advertisements conveyed through television, magazines, newspapers and posters. According to the scriptures of any religion, fulfilling the material needs is not the whole or sole aim of the life. But erotic advertisement aim to cater to material welfare and ignore the satisfaction of atman or spirit. The harm it causes is given the least consideration.
Erotic advertisements
Advertisements are many kinds. But what makes are think about sex when he/she sees or reads an advertisement may be called an erotic advertisement. To be precise one or more of the following criteria is a must to dub an advertisement as erotic. When an advertisements expose human body or female anatomy and language, which may yield two meanings one of which is liable for sexual interpretation.
Aim of the study
Most of the today’s advertisements aim at appealing to our sex instincts displaying indecent exposure of the body through indecent attire. It is too pervasive and tries to influence one and all. It makes an impact on everybody’s life style, more so among the youth. In particular, women are generally portrayed as sex symbols and they are shown as dependent on men and also less intelligent. Most of the advertisements in magazines, newspapers and posters are based on erotic themes. In magazines and newspapers, when they want to tell us about controversial issues, they splash the matter on cover page or front page as sensible news items. In this way, they provide an effective advertisement to the magazine itself. Even if the matter inside is a decent portrayal of sex by a doctor, the wrapper will have and alluring and erotic caption to make more people buy that issue. The main aim of the study is to find the present advertisement weather fulfill the social and cultural objectives or not with reference to erotic advertisements.
Objectives of the study
The present study is carried out with the following objectives:
- To make a present status of advertisements in general.
- To analyze the socio-economic characterization of sample respondents.
- To study social and cultural environment in advertisements.
- To ascertain the impact of erotic advertisements.
- To offer suggestions and recommendations.
Research Design and tool for data collection
Since the primary objective of this study is to know about the social and cultural environment in advertisements with special reference to erotic advertisement on the viewers. The required data was collected based on the structured interview schedule. The necessary data for this study was collected through an interview schedule by directly approaching the respondents. In this regard, the target group of respondents was given a separate interview schedule personally and necessary terms were explained clearly to fill up the interview schedule. Thus, the necessary data for this study was collected through the interview schedule as a primary data and other relevant data was collected from some secondary sources also.
Sampling technique
Taking 204 sample respondents with the following process collected the primary data.
a) Target group of Respondents
The viewers of the television and readers of the newspapers, journals and magazines are the target group of respondents for this study. The size of the sample is only 204 respondents of the above type.
b) Area of study
The study was conducted at Tamil Nadu. In the Tamil Nadu there are four metropolitan cities, vis., Chennai, Madurai, Tiruchirapalli and Coimbatore cities were selected and data was collected.
c) Sampling type
This study was conducted based on random as well as convenience method of sampling. The target group of samples was collected from four cities in Tamil Nadu selected randomly. For each city a sample of 50 was drawn on convenient basis.
D) Research Design
The study follows the explanatory research design. This type of research design helps explaining the present status of advertisements and its fulfillment of social and cultural environment aspects. In addition, the study adopts quantitative approaches of research. This is done by way of survey and relevant data is collected and analyzed. The main reason for using quantitative research is to determine whether a particular population shares certain characteristics in common. Quantitative research is appropriate for measuring both attitudes and behaviour and there by.
Socio economic characteristics of the sample respondents
The socio-economic characteristics of sample respondents shall determine the present status of advertisement in order to fulfillment of social and cultural environment with reference to erotic advertisement. The various social-economic characteristics considered for this study are respondents’ age group, sex, occupational status and educational qualification. Thus, the present chapter is concerned with analyzing these factors.
Table 1.Age wise classification of the respondent
Age Group
No. of Respondents
Percentage
Below 35 Years
76
37
35 Years-45 Years
71
35
Above 45 years
57
28
Total
204
100
The majority of the respondents (37%) belong to the age group of below 35 years.
Table 2. Sex wise classification of the respondents
Sex
No. of Respondents
Percentage
Male
112
55
Female
92
45
Total
204
100
The majority of the sample respondents are male.
Table 3.Occupational Status wise classification of the respondents
Occupational Status
No. of Respondents
Percentage
Students
58
28
Business
71
35
Salaried
75
37
Total
204
100
The majority of the sample respondents (37) were salary people.
Table 4. Educational Qualification wise classification of the respondents
Age Group
No. of Respondents
Percentage
Upto school level
45
22
College level
142
70
Uneducated
17
8
Total
204
100
The majority of respondents (70%) were college level educated.
Table 5. Respondents Opinion about Present Status of the Advertisement
Sl.No.
Opinion
No. of respondents
Percentage
1.
Mostly advertising are based on erotica
64
31.37
2.
Fail to fulfilling social and ethical objectives
38
18.63
3.
Unnecessary sex used in advertisements
27
13.24
4.
Women are generally portrayed as sex symbols
51
25.00
5.
Develops bad taste
11
5.39
6.
Determine the dress code of the teenagers
13
6.37
Total
204
100
The majority of the 64 (31.37%) respondents had opinion that present advertisements are mostly based on erotica.
Table 6.The type of media emphasizing the erotic advertisement
Media
No. of Respondents
Percentage
Television
96
47
Newspaper
23
11
Magazines
63
31
Others
22
11
Total
204
100
Majority of the respondents suggest that the type of media mostly emphasizing the erotic advertisement in television (47%) and magazines (31%).
Table 7. The Nature of Product used more sex in their advertisement
Product
No. of Respondents
Percentage
Cosmetic items
57
28
Condoms
35
17
Soft drinks
42
20
Vehicle
24
12
Electronic products
18
9
Textile products
28
14
Total
204
100
The majority of the respondents (57) opined that cosmetic advertisements used more sex in their advertisements than other nature of product.
Table 8.Respondents’ Agreeability about impact of erotic advertisements
Agreeability
No. of Respondents
Percentage
Strongly agree
78
38.24
Agree
12
5.88
Disagree
63
30.88
Strongly disagree
51
25.00
Total
204
100
Table 9.Respondents’ agreeability about impact of social and cultural related advertisement
Agreeability
No. of Respondents
Percentage
Strongly agree
98
48.04
Agree
16
7.84
Disagree
49
24.02
Strongly disagree
41
20.10
Total
204
100
Out of 204 respondents, 114 (55.88%) were totally agreed that the social and cultural related advertisements attract the viewers more than erotic advertisements.
Hypothesis: The personal factors of the respondents have no significant influence over the opinion factors about the present status of the advertisement.
The opinion factors are classified as:
- Mostly advertising is based on erotica.
- Fails to fulfill social and ethical objectives.
- Unnecessarily sex used in advertisements.
- Women are generally portrayed as sex symbols.
- Develops bad taste.
- Determine the dress code of the teenagers.
Table 10. Personal factors and general opinion of the sample respondents
about present status of the advertisement
Sl.No.
Personal Factors
Chi-square
Table value
Accepted / Rejected
1.
Sex
2.45
9.49
Accepted
2.
Age
16.20
21.03
Accepted
3.
Education
25.86
21.03
Rejected
4.
Occupation
13.21
15.51
Accepted
It is revealed from the table that the above-formulated hypothesis was rejected in the case of education status. In all the other cases of the personal factors, the hypothesis was accepted. Thus, the education status of the sample respondents shall influence the opinion of advertisement at present status.
Findings
Based on the data collection and analyzed for this study it has been find the majority of the respondents (64) had opinion that present advertisement are mostly based on erotica. 51 respondents were agreed that women are generally portrayed as sex symbols in advertisements. 38 respondents agreed that present advertisements are failed to fulfilled social and ethical objectives in advertisements. More over 27, respondents agreed that unnecessarily sex is used in advertisement. 13 and 11 respondents agreed that present advertisement also determines the ‘dress code’ of the teenagers and it develops bad taste respectively.
- As per respondents’ point of view, Television (96) and Magazines (63) mostly emphasized erotic advertisements.
- Out 204 respondents, 114 were agreed that if advertisements are based on social and cultural value it attracts the viewers more than erotic advertisements.
- The cosmetic advertisement used more erotic advertisements followed by soft drinks, condoms, textile products, and vehicle and electronics products.
- The education status of the respondents shall influence the opinion of erotic advertisements.
Conclusion
It is concluded from the explored statistical analysis that male and female respondents differ in the opinion about the erotic advertisement not fulfilling the culture and ethical values of society and at the same time they agreed that these type of advertisement attack the viewers in brand recall point of view.
The educational qualifications of the respondents are found to be absolutely independent in judging the consequence of erotic advertisement on the ethical values of the society. So it is concluded that the common sense with in the main kind itself judges the negative consequence of erotic advertisement.
The different age of respondents make them to differ significantly expressing the opinion that ethical value of the society being spoiled by the erotic advertisements and higher age group of the respondents profoundly believe that the erotic advertisement would create the impact among the budding society in a monstrous dimension.
It is also concluded from the source of primary data that the advertisement through television and magazines makes more negative affects on the youngsters due to erotic advertisement. Because the respondents feel that erotic advertisement is highly sensible. Further more the respondents revealed that, product like body deodorant, condoms, soaps and soft drinks used more sex in their advertisement.
Suggestion
Particularly in Tamil Nadu ethics mean strict moral values and principles. People here are more sensitive and emotional. They give more value to the cultural and social aspects than to the benefits that accrue. At the present scenario, the buyer’s behaviour has changed into new ways of finding the product through advertisements from old way of finding the advertisements through the products. More over, people are not prepared to waste their time in making enquiries about the products before buying them. They simply evaluate the quality of product through the standard of advertisement. Suppose the advertisement is below the expected standard or quality and do not comply with their belief system, they simply reject the product. Hence the culture, subculture and social aspects are key factors to determine the good or bad taste of advertisement.
From the point of view of society, erotic advertisements should be considered as an evil, even though they attract customers. The erotic advertisements ignore morality and ethics prevailing in the society. The aim of the erotic advertisements is more profit making and they give more importance to material values. At present some of these advertisements also determine the “dress code” of the teenagers. Suppose it is not proper attire, it may lead to sexual harassment. So the advertisements should be prepared and exhibited in a healthy and decent manner. Decent and healthy advertisements, as we see in case of many products make greater impact on the society than the erotic advertisements. Hence the modern business world should think of the welfare of the future society than giving more importance to profit making in the short run.
References:
- S.Watson Dunn, Arnold M.Barban, 1982, advertising: Its role in modern marketing – Holt Saunders international editions.
- Leon G.Schiffman and Lesile Lazar Kanuk, 1997, Consumer Behaviour 6th Edtion, Upper Saddle River, NJ: Prentice Hall.
- Stephen A.Greyser, 1972, “Advertising Attacks and Counters”, Harvard Business Review.
- Telser, Lester.G, 1994, Advertising and the Consumer, Merrill Educational Publishing.
- Zaveri-Bhawana, 1982, Effect of the Use of Women in Advertising. A Project Report of the students of the advertising and sales promotion management course, Indian Institute of Management, Ahmedabad.
- National Advertising Review Board, 1981, Advertising Self Regulation and its Interaction with Consumers, New York.
- www.yahoo.com/Search/Sex in Advertisement.
About the Author
Malaysia! What did they do to deserve this?…………….?
In a recent media report, about 25 military personells out of about 70 house buyers were cheated of their house purchases with a private developer 10 years ago. Their salaries are still being deducted by the banks to service the loans taken out for the houses purchased, but only about 30% of the project has been completed when the developer abandoned it citing rising cost and other excuses. All pleas and reports to the Pahang government has gone on deaf ears. Corrupted officials? or The government just does not care?
Simple. Does the government get anything by helping? No. In fact, they might even get something from the developer by staying quiet. Therefore, no help. However, the military personnel might have better chance of getting help from the government when election is near. Because this is when the government WILL get something out of helping them (The votes. Read: indirect/discreet vote buying).
Just sayin’..
Alan Brymer and The Assistant Who Pays Their Own Salary
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