MEANING OF STANDARD

A level of quality or ascertainment.

MEANING OF ADVERTISEMENT
The activity of attracting public attention to a product or

business, as by paid announcements in the print, broadcast, or electronic media. Advertisement refers to connecting the people with the information of launching of new products and also the development in prevailing products in the market.

WHO STARTED ADVERTISEMENT?

International advertising was a concept introduced as back as in 1923 by a personality none other than the manager of Goodyear Tyres and Rubber Company, David Brown.
Standardization in advertising

refers to defining certain standards and working on it throughout the world.

HISTORY OF ADVERTISEMENT IN INDIA

1780 -James Augustus Hickey brought out the first newspaper in India called Calcutta General Advertiser or Hickey's Bengal Gazette(Calcutta).

RISE OF ADVERTISEMENT AGENCIES IN INDIA

1905- B. Dattaram's, India's first advertising agency, from

Mumbai filled this vaccum. 1920- other agencies like Gujarat Advertising and Allied Advertising had come up. 1930
The Radio emerged as media. Colour movies. The first Indian Advertising Agency to

offer both creative work as well as space selling was Sista's Advertising and Publicity Services.

TYPES OF ADVERTISEMENTS
Print advertisement
Outdoor advertisement Broadcast advertisement Covert advertisement Surrogate advertisement Public service advertisement Celebrity advertisement

PRINT ADVERTISING
It offers newspapers, magazines, brouchers and fliers

for advertising purposes. It has always been a popular advertising medium and is a common practice.

OUTDOOR ADVERTISING
It includes billboards,

tradeshows and events. The billboard advertising is very popular as it helps to grab the attention of the passers by. The companies organize trade fairs and exhibitions for advertising their products.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan

BROADCAST ADVERTISING
It includes televisions, radios and the

internet. Televisions are the most popular means of advertising since they have been introduced. The Radio might have lost its charm owing to the new age media, however the radio remains to be the choice of small-scale advertisers.

COVERT ADVERTISING
It refers to advertising in movies.
In it, products or the brands are showcased in movies,

television shows or even sports. For examples: Appearance of brand NOKIA displayed on TOM

CRUISEs phone in the movie MINORITY REPORT. Use of CADILLAC CARS in the movie MATRIX RELOADED.

SURROGATE ADVERTISING
It refers to advertising indirectly.
It is prominently seen in cases where

advertising a particular product is banned by Law. For example: KINGFISHER Beer brands which is

often seen to promote its brand with the help of Surrogate advertising.

PUBLIC SERVICE ADVERTISING

It is a technique that makes use of advertising as an

effective communication medium to convey socially relevant message about important matters and social welfare causes like AIDS, ENERGY CONSERVATION, DEFORESTATION,ILLITERACY and so on. In U.S.A, the Radio and Television stations are granted on the basis of a fixed amount of Public Service Advertisements aired by the channels.

CELEBRITY ADVERTISING
Using Celebrities involves signing up Celebrities for

advertising campaigns, which consists of all sorts of advertising including Television Ads or even Print Advertisements. For Examples: MR. SHAHRUKH KHAN, the famous Bollywood Actor

has been seen in the ad of PEPSODENT Toothpaste. MR. AKSHAY KHANNA, the famous Bollywood Actor is the Brand Ambassador of THUMBS UP and is also acting for its Ads.

 KAREENA KAPOOR, the famous Bollywood Actress, is the Brand Ambassador of SONY ERICSSON Mobile Phones.

INTRODUCTION
Advertising standards and self-regulation by the

advertising industry is an important issue, particularly so in a country such as India where we have our share of the vigilante outfits, the selfstyled moral brigade who make a hue and cry if they find any ad offensive.

NEED OF STANDARDIZATION IN ADVERTISEMENTS

SELF REGULATORY ORGANISATION IN INDIA

ADVERTISING STANDARDS COUNCIL OF

INDIA(ASCI)

It was founded in 1985. The mandate of ASCI is that all advertising material

must be truthful, legal and honest, decent and not objectify women, safe for consumers-especially children.

 ADVERTISING STANDARDS AUTHORITY (ASA) is also quite proactive. It has conducted surveys of the national and regional press to check compliance with the ASA codes. Its results have been encouraging. 97 per cent of ads were found to comply with the codes in one such survey.

PROCEDURE FOR LODGING A COMPLAINT IN ASCI (ADVERTISING STANDARDS COUNCIL OF INDIA)

BANNED ADVERTISEMENTS IN INDIA

Recently banned advertisement: AXE MENS DEODRANT Man transformed into a chocolate figure after spraying of deodrant. Women biting chocolate from various parts of body. Was banned by Ministry of IB after a complaint from viewer.

Advertising Standards slammed Reliance Comm. and Idea mobile for misleading TV commercials DONT WALK WHEN YOU TALK

Contd.
PEPSICO Advertisement angered the child-labour activists. Ad depicting a ten year old boy carrying Pepsi to the Indian Cricket team, negotiating a difficult route to them, finally emerging from an underground tunnel.

IS ASCI TOOTHLESS???
YES WHY???

MISLEADING ADVERTISEMENTS

Contd.
Wrinkle free cream showing impossible.

Contd.

MAGGIE: not possible in 2 minutes

Contd.
HORLICKS: TALLER, STRONGER, SHARPER

Contd.
FAIR & LOVELY FAIRER DOESNT MEAN BETTER

REASONS
The ASCI does seem to suffer from a lack of media

support.
It can exert pressure on advertisers and media who do

not toe the line.

Cases receive intensive media coverage.

LATEST CONTROVERSIES REGARDING ADVERTISEMENTS

FLYING MACHINE
Released a print advertisement. Used vulgar tagline to highlight the oomph and cool quotient in an old brand. WOMEN RIGHTS ACTIVISTS and the director of CENTRE OF SOCIAL RESEARCH objecting to it.

TATA SKY MADE COMPLAINT AGAINST AIRTEL

Protesting the claims of superior picture quality. Suggests that other platforms have inferior picture quality. ASCI agreed to review the ad which seeks to disparage other digital platforms.

CONCLUSION
The advantage of a better economy in globalization and resolution of cultural differences in adaptation, play an integrated role in advertisement.

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