SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES REPORT

NAVRASAS

IN ADVERTISING

(The report on Seminar on Contemporary Management Issues, submitting towards the partial fulfilment for the award of MBA degree)

Submitted To:By:Anubha kulshrestha MAHAWAR

Submitted
YASHWANT MBA Semester II

ST. WILFREDS INSTITUTE OF MANAGEMENT AND TECHNOLOGY

2010-2012

ACKNOWLEDGEMENT
At the dusk of this project, it gives me immense pleasure to thank Anubha kulshrestha for providing me this opportunity to do this project on the cause realated marketing . I am highly indebted to madam for her continuous support , supervision, motivation and guidance throughout the tenure of my project inspite of her hectic schedule who truly remained driving spirit in my project & enabled me to complete this project successfully which otherwise would not have been possible without her constant encouragement and motivation. I am deeply indebted to my Faculty members from the Department of MBA whose help, stimulating suggestions and encouragement helped me in all the time of research for and writing of this seminar report. Especially, I would like to give my special thanks to my family members whose patient love enabled me to complete this work.

Yashwant Mahawar

PREFACE
The research provides an opportunity to a student to demonstrate

application of his/her knowledge, skill and competencies required during the technical session. Research also helps the student to devote his/her skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data. The research is on the topic of NAVRASAS IN INDIAN ADVERTISING & THEIR IMPACT ON CONSUMERS and gives an understanding of improving corporate performance and help worthy causes having vital impact on college students. This provides an idea about the decision making process that is being inculcated by college students during the purchase of products that are being supported by a cause. Although I have tried my level best to prepare this report an error free report every effort has been made to offer the most authenticate position with accuracy.

CONTENTS:
1. INTRODUCTION 2. MEANING OF ADVERTISING 3. SIGNIFICANCE OF ADVERTISING 4. ADVERTISING ARE IMPORTANT 5. FUNCTION 6. VARIOUS ADVERTISING PLATFORMS 7. APPEALS OF ADVERTISING 8. HOW ADVERTISING WORK 9. WHAT ADVERTISING DOES NOT DO
10. NAVRAS

IN INDIAN ADVERTISING

Introduction to Advertising:
Advertising is an important tool of promotion. Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional.) Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern India characterized by tough competition in the market and fast changes in technology, and fashion and taste customers. In this chapter, we shall study the nature, functions and media of advertisement used by modern business firms. Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them.

What is advertising?
Advertising is the dissemination of information concerning an idea, product or service to induce action in accordance with the intent of the advertiser. According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization. Advertising is any paid form of non-persona: presentation and promotion of ideas, goods or services of an identified sponsor. The message which is presented or disseminated is known as advertisement'.

Significance of Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

Advertisements are a widely used form of communication for influencing customers to purchase a particular product and service. An advertisement uses the principle of positive reinforcement and motivates people to go in for particular brand, thus, helping the company in creating brand image and brand loyalty.

Advertising can be used to build up

A long-term image for a product, for ex. Coca Cola ads.

Or to trigger quick sales, For ex. A Big Bazaar ad for a weekend sale.

Advertisements are important for:

standardized products products aimed at large markets products that have easily communicated features products low in price products sold through independent channel members and/or are new.

Broadcast Ad spending is at an all time high due to heavy competition in the: Computer industry Telecommunications Industry Auto Industry

FUNCTIONS

Identification function : To identify a product and differentiate

it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products.

Communicate information: About the product, its attributes,

and its location of sale; this is the information function.

Induce consumers : To try new products and to suggest reuse of

the product as well as new uses; this is the persuasion function.

The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality. EXAMPLE : This is found in the long-running advertising for Ivory Soap. In the late 1800s, a soap maker at Procter and Gamble left his machine running during his lunch period and returned to find a whipped soap that, when made into bars, floated. The company decided to capitalize on this mistake by advertising Ivory Soap with the phrase It Floats. This characteristic of Ivory Soap served to uniquely identify it and differentiate it from other bars of soap. Persuasion is also evident in the long-running Ivory Soap advertising campaigns. The advertiser, Procter and Gamble, has linked Ivory Soap with obtaining benefits that are important to customers: a fresh and healthy appearance for women, a mild, nonirritating method for bathing babies, and a novelty for children in the tub (since it floats). The benefits of the product suggest reasons to buy and use Ivory Soap and thus provide a basis for persuading consumers. Different benefits are important to different customers. Thus, to realize its full potential as a persuasive tool, advertising must often be tailored to emphasize those benefits that are important and meaningful for a particular type of customer or a particular use of the product. Advertising existed in ancient times in the form of signs that advertised wares in markets. In Europe and colonial America, criers were often employed by shopkeepers to shout a message throughout a town. Medicine shows, in which there was a combination of entertainment and an effort to sell a product, usually a patent medicine or elixir, presaged

modern advertising by creating an entertainment context in which advertising was embedded.

Various Advertising Platforms:

Print and Broadcast ads Packaging outer Packaging inserts Motion Pictures Brochures and booklets Posters and Leaflets Directories Reprint of Ads Billboards Display signs Point-of-purchase displays Audio-visual material Symbols and logos videotapes

 Growing need of Appeals in advertising:

In earlier times, advertisements were used primarily to inform people about products and services. No doubt, cognitive elements, such as objective information and rational thinking, have immense influence on the buying behaviour of a person. At the same time, emotions too have a powerful role to play. In todays increasing competitive marketing environment, emotional appeal is being used as a very strong technique in advertising communications.

Advertising message should appeal, directly or indirectly, to those key needs which influence behaviour response. Without going into communication theories and models, we shall deal with the message content, its structure and the format to be employed for the formulation of an appropriate message.

The message content refers to what the advertiser has to say to the target audience that will produce the desired response. It may be an appeal, a time, an idea or a unique selling proposition. Infect, the message content ultimately formulates some kind of benefit, motive or reason why the audience should respond to, or do, something.

Appeals in Advertising:

In order to make advertisements effective, the advertising agencies have to identify needs of customers and also the driving force that pushes them to pursue their needs. According to the motivational theory, need is converted into a specific want, which drives one towards action to satisfy the want. Therefore, advertisements have to zero in on appeals that have the power to attract the attention of consumers, arouse their latent desires or influence feelings, and thus lead them to the advertised product or service. Appeals are defined as cues that provide the intended stimuli. Advertising agency should use relevant appeals, directly or indirectly, in order to influence the behaviour of buyers. Appeals can be categorised into three broad groups: Rational/ informational appeal Emotional/ transformational appeal. Moral appeal

Rational Appeals in Advertising

Rational Appeals are those directed at the thinking process of the audience. They involve some sort of a deliberate reasoning process, which a person believes would be acceptable to other member of his social group. They attempt to show that the product would yield the expected functional benefit. Although there may be some disagreement regarding which motives are rational and which are emotional, the following are some buying motives which are normally considered rational under ordinary circumstances.
1. High Quality: People buy television, music systems, furniture, refrigerator, electrics gadgets, kitchenware and a host of consumer durables for their high quality. Many consumer goods are bought for their quality, such as clothing, beverages, food items, etc. and not merely taste or fashion, or style.

2. Low Price: Many people buy low-price locally made air-conditioners for their homes because they believe that these products will show a product performance similar to, or slightly inferior to, that of nationally reputed brands at higher price. Whether this is true or not, a person, as long he believes this to be true, things his reason will be accepted as a Good one by his social group. In this case, he is exhibiting a rational motive.

3. Long Life : Long life, like of a car tyre that will give 30,000 kms, before its utility has been exhausted.

4. Performance : Performance, as of a ball-point pen that wont release excessive ink or skip under any circumstances.

5. Ease of Use : Ease of use, as of a screwdriver with a magnetized tip which clings to the metal head of the screw, or a timer in the kitchen mixer which switches off automatically after a predetermined time period.

6. Re-sale value : Re-sale value as of a 2-wheeler scooter. Bajaj has a better resale value than any other make.

7. Economy : Economy, in the operating expenses of some brands of refrigerator is greater because they consume less electricity.

Many 2-wheeler maker claim a better mileage per litre consumption of fuel than similar other vehicle.

Emotional Appeals in Advertising

It is the type of advertising in which the copy is designed to stimulate one's emotions, rather than one's sense of the practical or impractical. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs. The copy is written to arouse fear, love, hate, greed, sexual desire, or humor, or otherwise create psychological tension that can best be resolved by purchase of the product or service. Each of us enters the world as an irrational individual. For infants, feelings are everything. Our earliest response is to nonverbal communication. In the first years of life, mother's smile is comforting. Thunder is threatening. Life is simple. Meanings are clear. Then we invest 12 years or more in formal education to learn how to think rationally. By adulthood, it has become a habit. Emotion-based advertising speaks the primal tongue. It communicates through design and colour, Motion and stagecraft, Music and tonality. The primal mind evaluates the photo in a magazine advertisement or a televised image just as it would a real life situation. We immediately recognize that the Marlboro man is a rugged individualist because we see his tattoo. He controls his destiny as we would like to be in command of ours. By emulating him, we, too, might find fulfillment.

Fantasy commercial
Style of commercial that uses special effects or caricatures to create the idea of fantasy about the product, such as the Little Elves who make cookies, or Mr. Clean, or the Jolly Green Giant. The technique of a fantasy commercial is principally to appeal to the emotions to arouse interest in the product. In a fantasy commercial, the focus is the message itself.

Fear appeal Advertising that attempts to create anxiety in the consumer on the basis of fear, so that the consumer is encouraged to resolve this fear by purchasing the product or service. For example, an advertisement may use people's fear of offending or of rejection to influence them to purchase personal products such as mouthwash or deodorant. Another example of fear appeal is an advertisement for fire insurance that pictures a family devastated by the fire that has destroyed their home. There are two types of Fear appeals which are:

Positive Fear appeal Advertising copy approach that attempts to alleviate a person's anxiety about buying and using a product. The positive appeal stresses the positive aspects of a product and the positive gains for a person who purchases the product.

Negative Fear appeal Advertising copy approach that points out the negative aspects of life without the advertised product. The negative appeal attempts to increase people's anxiety about not using a product or service and stresses the loss they will experience if they do not purchase the product or service.

Logical appeal Advertising approach that appeals to the consumer's practical or functional needs in an attempt to appeal to the consumer's sense of logic. In a logical appeal, the product or service is positioned as the logical choice for the consumer. For example, if an individual on a diet wants to drink beer, then the logical choice would be a light beer or perhaps a beer that is "less filling."

Moral Appeal in Advertising:

Moral Appeal is that appeal to the audience which appeals to their sense of right and wrong. These are often used in messages to arouse a favourable response to social caused, such as prohibition, adult literacy, social forestry, anti smuggling and hoarding, consumer protection, equal rights for woman, social responsibility projects of corporations, rural development, siding weaker sections of society, employment generation, and so on. There are messages which appeal for generous donations for flood victims and for famine operation these are often based on moral appeal. Many commercial advertisements are criticized on moral grounds. The most controversial ad campaigns are by multinational companies marketing baby food products. Many WHO experts are critical of these corporations which promotes bottle feeding against breast feeding.

How Advertising Works

Advertising is a form of communication. Like all forms of communication, it has many different effects and these effects are often related to one another. The message in an advertisement, no matter how strong and persuasive, will have no effect if the consumer does not see the advertisement or pay attention to it. One useful framework for understanding these multiple effects and their interrelationships is called the hierarchy of effects model. The hierarchy of effects model identifies different stages in the communication process. Effective communication must begin by obtaining the attention of the consumer. Then, the consumer must process the information carried in the advertisement. Such processing of information may be followed by an evaluation of the information, the source of the information, and ultimately the desirability of any actions suggested by the communication. This evaluation process may, in turn, give rise to the formation of attitudes, the development of intentions for future action, and, eventually, an action. Different characteristics of an advertisement have effects at different points in this hierarchy.

Getting Attention
In the context of advertising, the first hurdle for an advertiser is to obtain the attention of the consumer. This involves two important actions. First, it is important for the advertiser to know where a communication should be place to increase the odds of reaching a particular type of consumer; this is the media decision. Careful analysis of the consumer use of various media (e.g., what television shows they watch, what route they take to work, and what magazines they read) allows the advertisers to identify those media to which target consumers are most likely to be exposed. Placing an advertisement in a place where relevant consumers are unlikely to see it assures that the advertising will be ineffective. However, just because a consumer happens to view a television show or read a magazine in which an advertisement is placed does not a guarantee that

the consumer will see the advertisement. The consumer may have left the room when the television commercial aired or may not have read the particular part of the magazine in which the advertisement appeared. Advertisers solve this problem by repeating advertising in the same and in different media in order to increase the probability that a given consumer will actually be exposed to the advertising. Thus, a key task for the advertiser is to identify those media to which relevant consumers regularly attend and develop a schedule of repetition for the advertisement that maximizes the number of consumers who will be exposed to the advertising message. This is typically the responsibility of the media department in an advertising agency.

Exposure to an advertisement still does not mean that a consumer will attend to it. A consumer may simply turn the page of a magazine, look away from the television, or click on a banner advertisement on the Internet to make it go away without ever paying attention to the advertisement. Thus, obtaining the attention of consumers who are, in fact, exposed to an advertisement is a significant challenge for advertisers. Various characteristics of advertisements have been found to increase the likelihood that consumers will attend to an advertisement. Advertisements that include relevant information for the consumer, such as a product benefit that is important to the consumer, are especially likely to attract attention.

Information that is new to the consumer is also likely to obtain the attention of the consumer. Various creative devices such as the use of humor, a well-known celebrity, or an especially entertaining presentation also tend to attract attention. The

latter devices must be used carefully; if they are not well integrated with the primary message of the advertiser, the consumer may attend to the advertisement, but only focus on the creative device (the humor, the identity of the celebrity) rather the intended message of the advertiser. Advertisers often refer to characteristics of advertisements that gain attention but distract the viewer from the primary message as creative clutter. An especially challenging dimension of advertising revolves around balancing the repetition of an advertisement, which is intended to increase the probability of a consumer being exposed to it, with the likelihood the consumer will attend to the advertisement when exposed.

Consumers are less likely to attend to advertisements they have already seen, and the more often an individual consumer has seen an advertisement previously the less likely they are to pay attention to it when exposed again. This phenomenon is referred to as advertising wearout.

Wearout can be a particular problem when advertising in markets where the likelihood of advertising exposure varies considerably across consumers. The number of repetitions of the advertisement needed to reach some consumers may be so great that the advertisement wears out among other consumers who are more readily exposed to the advertisement. To combat such wearout, advertisers will often use multiple advertisements that vary in terms of execution or presentation but carry similar messages. Such variation tends to reduce advertising wearout by providing something new to the consumer that serves as the basis for attracting attention.

Processing Information
Consumers may attend to advertisements for a variety of reasons. Attention alone is not sufficient to make the advertising successful. Advertisements that are interesting, entertaining, and even irritating can attract attention; however, such advertisements may not result in the consumer attending to or understanding the intended message of the advertiser. Assuring that consumers attend to and understand the intended message rather than peripheral characteristics (such as a joke or song) requires careful crafting of the advertising message. Advertising research has demonstrated that the message must be clear and meaningful to the consumer; if the consumer does not comprehend the message, it will not have the desired effect. Thus, it is important when creating the advertisement to understand how consumers think about products and product benefits and to use language that the consumer will understand. It is also important that the product and the product message be the focal point of the advertisement. Most of the time or space in the advertisement should be devoted to the product and the product message should be well integrated within the advertisement. Advertising that consists primarily of creative clutter and does not focus on the product is unlikely to be effective. Longer advertisements tend to facilitate better information processing, but the benefit of a longer advertisement may not always be sufficiently large enough to justify the additional costs of a longer advertisement. An especially important issue in the creation of advertising is related to understanding how much information consumers want about a given product. For some products, consumers may want a great deal of information and may wish to exert a great deal of effort in processing the information. In many cases, however, especially for products of relatively low cost, consumers do not want very much information and are unwilling to process more than a modest amount of product information. In fact, consumers may differ with respect to the amount of information processing they are willing to do even

for the same product. Thus, the advertiser must understand how much information individual consumers desire and how much variability exists among consumers with respect to their willingness to process information. Such an understanding not only indicates how much information to put in an advertisement, it also suggests which media may be most appropriate for delivering the message. Complex messages are generally better delivered in print advertising, while simple messages can generally be delivered on television or radio.

Information Evaluation
After a consumer has processed information, there is a need to evaluate it. The consumers will need to determine how believable the information is and how relevant it is to their individual situation in life and to their behavior as consumers. This evaluation phase poses significant problems for advertisers. Most consumers tend to discount the information in advertising because they understand that the purpose of the advertising is to persuade. Making an advertising message believable is not easy; though often it is sufficient to make the consumer curious enough to try the product. Such curiosity is often referred to as interested disbelief. Advertisers use a variety of devices to increase the believability of their advertising: celebrities or experts who are the spokespersons for the product, user testimonials, product demonstrations, research results, and endorsements.

Attitude Formation
In some cases, the objective of the advertiser is immediate action by the consumer; this is typical of direct-response advertising where the goal is to have the consumer do something immediately (buy a product, make a pledge, and so

on). In most cases, however, there is a lag between advertising exposure and any action on the part of the consumer. In such cases, an important communication goal of an advertiser is to create a positive attitude toward their product. Attitudes are predispositions or tendencies to behave or react in a consistent way over time. There is an affect, or feeling, dimension associated with attitudes, and there are generally various beliefs that provide justification for the feeling and predisposition. The goal of advertising is to have a positive impact on attitudes; these attitudes, in turn, influence future behavior. When the consumer next goes to the store to buy a particular type of product, these attitudes influence the choice of the product. In some cases, the goal of advertising may be to create negative attitudes. For example, in various antidrug and antismoking public-service announcements, the objective of the communication is to reduce the likelihood that the viewer will use drugs or smoke. Attitudes and attitude formation are among the most widely researched phenomenon in communication research. Various theories have been offered to explain how attitudes are formed and how they may be reinforced or modified. Advertising plays a role in attitude formation, but it is important to recognize that the advertised product itself is the most important determinant of attitude in the long term. A bad experience with a product will create a negative attitude that no advertising is likely to overcome. On the other hand, advertising can play an especially important role in inducing consumers to try a product for the first time, and if the product is satisfactory, a positive attitude will result. In addition, advertising can reinforce positive attitudes by reminding consumers of product benefits, desirable product characteristics, and positive product experiences.

Intentions and Behavior

Ultimately, the success of advertising rests on whether it influences behavior. Product advertisers want consumers to buy

their product; political advertisers want voters to vote for their candidate; and sponsors of public-service announcements related to the harmful effects of smoking want the incidence of smoking to decline. While such effects are of primary interest for understanding the influence of advertising, advertising is only one of many factors that influence such behaviors. A consumer might want to buy an advertisers product, but may not find it in the store, or another less-desirable product is so much less-expensive that the consumer chooses it instead. It is possible, in some cases, to identify the direct effects of advertising on behavior, but in most cases, there are simply too many other factors that can influence behavior to isolate the effects of advertising. It is for this reason that most advertising research focuses on other effects in the hierarchy of effects. When measuring the direct effect of advertising on behavior is of interest, it is necessary to design carefully controlled experiments to control for all factors other than advertising.

What Advertising Does Not Do

Some writers have argued that advertising can create needs and stimulate unconscious and deep-seated motives. This view has led some critics of advertising to argue that advertising is a persuasive tool with the dangerous potential to create consumer needs. John Kenneth Galbraith, in The New Industrial State (1985), suggests that the central function of advertising is to create desiresto bring into being wants that previously did not exist. It is certainly true that people frequently want things when they become aware that they exist and advertising does contribute to such awareness. It is also the case that people sometimes do not realize that they have a need until they become aware of a solution that meets this need. Advertising is not able to create needs that did not already exist, however. Indeed, advertising is a relatively weak persuasive tool. The evidence of this weakness is abundant and unambiguous. First, the failure rate for new products is very high (approximately 90%). This fact is not consistent with the claim that advertisers can actually mold peoples needs. If advertisers could create needs, they should then be able to compel consumers to buy their products. Second, experts argue that advertising works best when it is working with, rather than counter to, the existing interests of the consumers. For example, for many years, low-calorie beer had not been able to find a consumer need to address and the product had limited sales. When the Miller Brewing Company introduced its Lite brand of beer and positioned it as the beer with fewer calories (which makes it less filling), it became an instant success. Advertising has the power to create awareness, inform, and persuade. It is a communication tool of enormous complexity, however. Much advertising does not have its intended effect. The reasons for this failure lie in the variety and complexity of the effects of advertising. Like all successful communication, effective advertising is guided by a thorough understanding of

its intended audience and how that audience will receive the intended message.

Navarasas in advertising:

Indian tradition recognizes nine emotions. Having its origin in Sanskrit, the term navaras(nine emotions), refers to various emotions expressed in traditional Indian dance, drama, music, etc. These are:

Shringara (love, eroticism, attractiveness, beauty) Hasya (laughter, humor, comedy) Raudra (anger, fury) Karuna (compassion, mercy, kindness, sympathy) Bibhatsa (disgust, aversion, loathing) Bhayanaka (fear, terror, horror) Veera(heroism, bravery) Adbhutha (wonder, surprise, amazement) Shanta (peace, tranquility, harmony) Two more rasas are often recognized in Indian Advertising:

Vatsalya (parental love, particularly mothers love) Bhakti (spiritual devotion)

Objective of the study:

In present scenario, we can see that one of the important approaches adopted by advertising agencies is to use emotions in advertising. Consumer emotions have a significant impact on purchase and consumption decisions. Indian tradition typically recognizes nine emotions also known as known as navarasas, which are revealed in poetry, music, dance and drama. This study links these emotions used in contemporary Indian advertising to the nine emotions identified in Indian tradition. It also presents the result of a survey that throws light on consumer responses to the advertisements based on these emotions.

Need for the study:

The modern world of marketing communication has become colorful and inundated with advertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewers attention. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of an unsuspecting persons time to inform him or her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subjects attention. In helping to achieve this, use of emotions is a widely used marketing strategy. In this jet age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, sometimes, some advertisements attract consumers notice because of the emotional appeal in them. So its good to study such an important topic to get an overview of the impact of these emotions in advertising.

Application of Advertisements:

Navrasas

In

Indian

Advertising agencies in India are using the various rasas (emotions) in order to evoke emotional appeal in he consumers minds and thereby motivate them to take decisions in favour of the products advertised. Now the report will further states the examples of the uses of navrasas in Indian Advertising, with vatsalya being added as the tenth emotion. The emotion identified in the form of navrasas form the bulwark of many advertisements, and there is much scope for recognizing, studying in detail and exploiting the potential of these rasas much further in Advertising.

I. SHRINGARA

This emotion in advertisements may encompass love, eroticism, feminine beauty and seductive charm.

One of the best examples would be the television commercial for

Clinic All Clear shampoo in which John Abraham and Bipasha Basu show their affection for each other in a playful mood.

Airtel ads featuring Vidya Balan and Madhavan. And most recently the one with Abhishek Bachchan and Aishwarya Rai for Lux.

One of the major reasons behind the success of these ads campaign was the emotion love shown in the ads. Nevertheless, these products except Airtel, hadnt need any male celebrity for these products. But these love emotions made these advertisements a big hit thus, no one noticed this thing.

A recent advertisement that comes to mind when one thinks of the seductive charm is the one for Slice mango drink featuring Katrina Kaif.

Of course, one has the advertisements, like Axe Deodorant, which highlight achieving magnetic power to attract opposite sex.

Needless to mention that feminine beauty is most commonly used in advertisements, regardless by the context it is actually needed or not. Nonetheless, many advertisements for textiles/clothing, jewellery, cosmetics and personal care products targeted at women make relevant and effective use of this dimension to communicate their messages.

II. HASYA
Hasya Rasa or humor is also used fairly often in Indian Advertising. The advertisements that make people smile and laugh are more likely to remain in the memory of the people.

One of the most memorable advertisements which adopt humor in a light hearted way is the one for Happydent chewing Gum, which shows the shiny bright teeth, following the use of the chewing gum as being used as a source of lighting in a variety of situations.

Several other advertisements for Happydent also follow the same theme. Among other brand that have used humor repeatedly and with good effect in their advertisements are Fevicol and Bingo.

III.

RAUDRA

Raudra rasa depicts anger. It is a feeling which occurs when one is irritated or hurt by something or some event. Anger is used in advertisements to induce a strong feeling to change something, and the product that is advertised is offered as the solution.

The Tata Teas societal campaign JAAGO RE is a very good example of this.

Ideas latest advertisements in which they raised a social issue to save our trees campaign, is a very good example that depicts this emotion of Anger.

The television commercial for naukri.com, in which the leaving employee pronounces his bosss name incorrectly, can be considered a possible example, though not a very apt one.

IV. KARUNA
This is the opposite of hasya rasa. It is a sympathetic response created in situations, such as the time of departure of relatives, personal loss, death of a loved one, etc. Advertisements that use this emotion induce feelings of sympathy and empathy. These days political parties are harnessing this rasa during election times in order to gain support from the public. Advertisements that convey a social message against child marriage, domestic violence, etc., also have an element of karuna in them.

Some ads that shows the emotions of sympathy in them are

Save our tiger initiative by Aircel.

Surf excels daag ache hai ad that shows a small kid making his little sister smile, when she fell in the mud on the road.

V. BIBHATSA
Bibhatsa rasa reflects a feeling of discomfort, annoyance, disgust, etc. Advertisements that use this emotion highlight a problem that evokes bibhatsa and then offers a solution for the same.

For example, the advertisements for emergency contraceptivs unwanted 72 and I-pill highlights the mental and social problems that arise due to unwanted pregnancy. The ad promotes the product as a solution.

VI. BHAYANAKA
This rasa uses the elements of fear. People are afraid of the ugly side of life and. Therefore, always try to avoid it. Using this emotion, advertisements try to build brand image by pitching hope against fear.

Advertisements for Insurance often leverage on this emotion, such as

ICICI Prudentials Jeete raho, LICs zindagi ke sath bhi zindagi ke baad bhi Aviva Life Insurances kal par control Max New Yorks your partner for life etc.

The advertisement for saffola cooking oil is also in the same vein, where the wife chooses saffola to prevent a heart attack, feeling the cholesterol of her husband. Other advertisements of this kind are those that remind the viewer to pay service tax and file income tax returns to avoid penalties and to enjoy peace of mind.

VII. VEERA
This rasa reflects heroism and undertaking arduous and risky tasks. It is coupled with pride and success, and drives the person towards selecting the advertised brands through its association with heroism.

One of the advertisements that use this emotion is that for Mountain Dew, with the punch line Dar ke aage jeet hai(there is victory ahead of fear), where the fear of river rafting is overcome by drinking Mountain Dew.

Beside this, Thumps ups advertisements are mostly based on the macho and heroic appeal. For instance, one of its ads features Akshay Kumar undertaking mind-blowing stunts in order to quench his thirst and the punch line used is Thumps Uptaste the Thunder

VIII.

ADBHUTA

The rasa generates the feelings of surprise or astonishment, together with a warm feeling. Advertisements for Center Shock chewing gum and Tide detergent comes under this category.

For instance, in one of the advertisements, a young man approaches an elderly barber for an extraordinary hair style and the barber gives him Center Shock to chew after munching it, the young man discovers to his shock that he has automatically received a very strange hair style.

An advertisement for Tide detergent shows a lean wrestler lifting up his adversary who is far stouter, to suggest the astonishing whitening power of Tide.

IX. SHANTA
Everyone wants to live in peace, harmony and comfort. This rasa is used in advertisement to induce people to use the product that gives them pleasure and peace of mind.

Possible examples are advertisements promoting tourism and travel, such as Malaysia, truly Asia.

Advertisements for Ayurvedic treatments and for luxury resorts, such as Ananda in the Himalayas also use the tranquillity suggested by shanta rasa to promote themselves.

Another example in the Indian context is the promotional advertisements of campaign of promoting Indian tourist places Incredible India.

X. Vatsalya
This is regarded as the most beautiful feeling, i.e., the love of parents or the mother, in particular, towards children.

Baby products that celebrate motherhood such as Johnsons baby products, Pamper diapers, Dabur Lal oil, etc., use this emotion in their advertisements.

Pears soap is another good example of this emotion as its ad shows the love between a mother and a daughter.

Reference:

Philip Kotler and Kevin Lane Keller and Abraham Koshy and Mithileshwar Jha, Marketing Management- A South Asian Perspective, Twelfth Edition, An Imprint of Pearson Education.

Journal- Marketing Mastermind, January 2010 edition, edited at Icfai University Press, Andhra Pradesh, India

Webliography:

www.iupindia.org www.youtube.com www.magindia.com