Once when I was home for a weekend, my brother called me aloud. He was watching the television and wanted to show me an interesting advertisement. Yes, I did enjoy it. Getting back to my work, I realized how much we look ahead to these ads for the entertainment they provide. At college and at work, I have found television advertisements being talked about with much deep-rooted interest. Yes, they do influence us too.

The establishment and flourishing of the visual media industry and the growth of a consumerist state, advertisements have gained the status of the prominent marketing strategy. Today, ads have grown much beyond the dimensions of marketing, flowering into a full-fledged popular culture.

Advertisements are being viewed for the entertainment value that they offer. It is the entertainment part of the ads that appeals to a larger group of viewers, especially youngsters. They prefer the jingles and the entertainment to information.  (Reference to the study conducted by Dr V Mukunda Das of ‘Hindu’). This differs with groups.

A viewer of television ads will not miss recognizing them as INFOTAINMENTS. These, at times, cease to exist as entertainments alone. The creative elements of ads hold the attention of the viewers. The ads of virgin mobile, mentos, surf excel, happy dent white are just a few to name.

Upon the entertainment factor, the models in these ads are becoming popular with a group of advertisement celebrities emerging in the vicinity. Of course, the obvious appearance of celebrities from fields of cinema and sports.

The language, dresses, hairstyles, music, lifestyle, etc promoted by these ads come to be recognised as the status quo. The phrases, music, dialogues, mannerisms and concepts employed and propagated by the ads could be seen reflecting in the day-to-day life of an average Indian. References of these television ads in movies, stage shows and even real life talks, show the continuum. Upon this, the greatest impact that these ads are making upon the viewers is the effect on their very life style.

In most of the cases, the shopping sensibility is guided more by the credibility of the ads rather than the products. It is the value or signification associated to the products by the T.V ads that sells the product. Social respect, discrimination, health, beauty, success, power, and other attributes are bought with the object.

The television ads promote an entirely novel visual popular culture, which very effectively succeeds in rendering the consumerist principles across the viewer community. These ads have very successfully drawn out a parallel culture.

Advertisements are emerging as a popular art form, thereby influencing the marketing strategies and promoting consumerism. Next time you sit in front of the television, just check how much time you devote for advertisements and how much you enjoy it. J

Popularity: 1% [?]