SUPPORTIVE

COMMUNICATION

INTRODUCTION
Supportive communication is a style of
communication that has a specific
set of goals and techniques . It
emphasises a problem or situation
and its potential solutions or possible
changes , instead of focusing on the
other person involved.
Supportive communication
is problem oriented not person
oriented.

Principles of supportive
communication
Principles of supportive
communication: Problem Oriented focus on things the
person can control , not on personality.

Congruent

- it focus on honest messages

where verbal messages match thoughts.

Descriptive not evaluative

descriptive
comm. Reduces the tendency to evaluate.

Specific specific statements

and absolutes.

avoid extremes

Cont......
Conjunctive - conjunctive
comm. Is joined to previous
messages in some way.

Listening all the attributes

of supportive comm. Focuses
on message delivery.

Supportive
communications
Media
Outdoor signals and billboard
advertising.
Transit and aerial advertising
Directory advertising

Cont.......

Movie theatres advertising

In flight advertising.

Supportive
communications non
media
Branding , logos , and
slogans.
Packaging and labelling.
Word of mouth
communication.

Ethical Issues of Advertising

Ethics in advertising put some moral and social

responsibility on advertisers . Ethics are moral
principles and govern the actions and decisions of
an individual or group.

Principles of ethics in advertising

Decency and honesty advertisements
should not contain statements which prevailing
standards of decency.

Social responsibility

it should not contain

any form of discrimination , including that based on
race, religion , gender etc.

Cont....
Truthful presentation

advertisements
should not contain any statement which directly
or by implications , omission, ambiguity or
exaggerated claim is likely to mislead the
consumer.

Comparison

advertisement containing
comparison should be so designed that the
comparison is not likely to mislead.

Safety and health

advertisements should
not disregard for health and safety.

Social issues in Advertising

Advertising is a social institution as it
represents social life and living . It is
a great persuasive factor.
Positive Social aspects of advertising
Informed society through
advertisements , the society is informed of
various products , their use , best bargains etc.

Rights of consumers

the rights of
consumers are made aware through
advertisement also.

Cont...
New ideas creative advertisement
render an effective service.
Environmental protection
advertisements should focus on
environmental factors like felling of
trees, urbanisation etc.
Negative social aspects of
advertising
Children and advertising.
Control of media
Message problem

Role of advertising in natural

development
Effect on demand

in case of new
products, it creates primary demand. In case f
existing products the audiences are made to
realise the need of product .

Effect on consumer choice

Effect on business cycle
Effect on national income

Cont......
Advertising and creation of utility
Effect on employment
Effect on product quality.