Impact Of Social ment On Indian Society 1n1f45
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Introduction Newspaper in India is regulated by Ministry of Information and Broadcasting (I & B) and ed by Registrar of Newspapers for India (RNI). Print media started in India 1780. The first newspaper in India THE BANGAL GAZATTE was started in 1780. Today in India has more than 84000 ed newspaper and biggest newspaper market in the world- over 32.92 Cr. copies circulated per day. The first classified was published in Bangal Gazatte, it was weekly newspaper. Then after its journey was started and today Indian government spent Rs. 4,19,70,52,667 Cr. year 2011-2012 by Directorate of advertising and visual publicity (DAVP) Social advertising means not promotion or sell of the product or commercial services. It does not result in rupee but it is raise awareness about a quality of life or a social issue. It acts with the matters of public interest such as social change, political ideas, economic policies, developmental programmes etc. ments play very important role in our life, as indicators of social and economic progress. They reveal the direction of change in our values. In fact, a society without ments is unthinkable. Advertising has become an important medium of mass education.
1.
Impact of Social ment on Indian Society
2
Social Advertising campaigns could improve the pace of development and guide social change. They can uplift the tone or tenor of the society. Social advertising is an important part of Indian public, policy whether that policy relates to communications, family welfare, education, health, and environment or to national integration. Social Advertising represents ad formats that engage the social context of the viewing the ad. Whereas in traditional, non-social, advertising the ad is targeted based on what it knows about the individual person or the individual page, in social advertising the ad is targeted based on what it knows about the individual 's social network. Social Advertising is the first form of advertising that systematically leverages historically "offline" dynamics, such as peer-pressure, friend recommendations, and other forms of social influence. Social Marketing Sells a Behavior Change to a targeted Group of Individuals.
1.
Accepts a New Behavior
Modify a Current Behavior
Reject a potential Behavior
Abandon an Old Behavior
Impact of Social ment on Indian Society
3
“It's about applying marketing and advertising principles to promote health and social issues and bringing about positive behavioral change.” Social advertising is used for implementation of programs designed to bring about social change using concepts from commercial marketing. Through this board activity we try to create the general awareness about various social and ecological problems. The Government and social organistions have started advertising campaign to inform, educate people in different areas of social interest. They used the print media as the major source for the communication. By-performing some street plays and some celebrity endorsement ments in our board. Social advertising identified the social problem and then an advertising campaign designed to solve the problem. The social problem may be related to some kind of behavior like smoking or taking drugs, they give out the message like anti-smoking, anti-drugs etc. in newspapers, on bill boards, and in the form of short ments on television. Advertising ideas, such as, reduce traffic jam, improve health, conserve of natural resources, family Planning, educate girls, and eradicate child marriage etc. serve basic social and economic needs. Social advertising approach is used for informing, educating and persuading the society on basic issues.
1.
Impact of Social ment on Indian Society
4
In the situation of social problem, advertising can play a key role and can help in social encourage and change. If today we are aware about family planning, AIDS, Iodised Salt, Pluse Polio, Cancer, TB, Drinking Water, reduction of Superstition etc. it is due to effective role of social advertising. Social advertising also helped in generating awareness of Environment Protection, Female infanticide, Pollution safety, Literacy, women Education, Girls Welfare, etc.
Objective For tackling social problem, advertising can play an important role. That’s why there is a need to study the effectiveness of social advertising in of its influence on the behavior of society. Specifically the objective of the research is: 1. To study the impact of social advertising on Indian society. 2. To study the contribution and effectiveness of the medium of social advertising. 3. To study the one advertising campaign how much educate.
Broad aims of the study and the specific objectives The broad aim of the study is: -
To find out the impact of the Social advertising on the behavior of Indian Society.
-
1.
Impact of Social ment on Indian Society
5
Hypothesis Specifically the Hypotheses of the research are: 1. 2. 3. 4.
Only government organistion play big role in social advertising. Minor impact of social advertising by private organisation. Social advertising is not for profit or sale of any product. Social Networking site has no impact on Society.
Review of literature The importance of social advertising has been realized in 1970’s in India and several researchers have contributed to increase the awareness of social advertising. There will be an extensive research to measure the impact of social advertising by the central and state government on society. It will be a comprehensive, investigating the overall extent of disclosure. Review 1: The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa : Nancy Coulson While analyzing The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa by Nancy Coulson analyzed that how to utilize the mass media to directly impact on community action. The reach of mass media to South Africans was widely acknowledged. In South Africa there was:
99% of people have access to the radio 75% have access to television
1.
Impact of Social ment on Indian Society
6
7% readership of newspapers and 69% of young people watch TV five or more days a week. Author analyze The South African government and the donor community was invested extra money than ever before in mass media campaigns for HIV/AIDS prevention. At the year 2001 the Department of Health HIV/AIDS prevention and care and department investing amount to almost R100 millions. At that time and the evaluation, impact and cost effectiveness of mass media work for HIV/AIDS prevention. Beyond Awareness II campaign, Soul City and loveLife, some limited situation was formed to the prevention campaigns organized through the Government Communication and Information Service (GCIS) in collaboration with the Department of Health that specifically promotes their brand of condoms In South Africa there were three major programmes that developed by the national mass media platform for HIV/AIDS prevention. There were two awareness campaigns 1. The Multimedia Edutainment Programme SOUL CITY. 2. The Youth Programme LOVELIFE. After finishing these two programme in October 2000 and subsequently the Department of Health has specially made a new association, the AIDS Action Team (ACT), to deliver the next phase of government HIV/AIDS communication. A number of recommendations are made to help improve the sharing of expertise across programmes, behavioral
1.
Impact of Social ment on Indian Society
7
surveillance, the utilization of the mass media to impact on community action, the needs of rural communities and the role of health workers. Before to the development of Soul City, the Beyond Awareness campaigns and loveLife, the use of the national mass media for HIV/AIDS prevention was in poor condition. Soul City was the longest running and most experienced project. That multi-media edutainment project and estimates to have spent up to 70% of their total budget on HIV/AIDS work. (Soul City had also covered a wide range of other health promotion topics in addition to HIV/AIDS.) Their target audience was both black and coloured South Africans between the ages of 16-65. Print media and an adult education complement the television and radio series and lifeskills programme. Soul City had educated in several other African countries. In 2000 Soul City launched a children’s series called “Soul Buddyz” targeting children aged between 8-12 years old. Soul City estimatesthat each series costs in the region of R30 million spent over two and a half years including all development, production and evaluation costs. Soul City is mostly donor funded and has received in total approximately R8 million from the Department of Health. In the last year they received R1 million and from 2002 this figure will be doubled.
Author analyze Soul City’s latest evaluation suggests that “pro-social”
1.
Impact of Social ment on Indian Society
8
modeling found in their edutainment format is a powerful mechanism to effect change in individuals and communities. The specific community factors that appear to be impacted on by this approach include more caring service delivery, better understanding of issues and a change in attitudes and awareness by community leadership and an impact on community action and events
loveLife was launched in 1999. loveLife programme was different from traditional approaches to HIV prevention, relying on a combination of commercial marketing and public Developments in the use of mass media at the national level for HIV/AIDS prevention in South Africa. Inthese programme health techniques to promote a new healthy lifestyle among 12-17 years old target group. It was a five year programme to reduce the rate of HIV infection among 15-20 years old by 50% in five years. loveLife combines high-powered media awareness and education with development of adolescent-friendly reproductive health services and other outreach and programmes for hard to reach youth in poor communities. The annual budget for loveLife was R150 million; R60 million is spent on their media component including television, radio, advertising and print media. One the other hand statistic used by loveLife as a measure of their impact are the 60 000 calls made per month to the loveLife sexual
1.
Impact of Social ment on Indian Society
9
health helpline. This figure is double the present call volume to the national AIDS Helpline.
On the whole, this is an interesting study
covering almost all aspects of well planed social ment. How the ment medium was used to educate and inform the South Africans about HIV/AIDS with in a time frame.
Review 2: While examine the MAKE THE NEXT GENERATION TOBACCO-FREE: Regina M. Benjamin While examine the MAKE THE NEXT GENERATION TOBACCO-FREE Regina M. Benjamin, Most young people don’t consider the long-term health consequences associated with tobacco use when they start smoking. Because most high school smokers are not able to break free from the powerful, addicting effects of nicotine, about three out of four will smoke in adulthood. Among those who persist in smoking, one third will die about 13 years earlier than their nonsmoking peers. This Surgeon General’s report details the causes and the consequences of tobacco use among youth and young adults by focusing on the social, environmental, advertising, and marketing influences that encourage youth and young adults to initiate and sustain tobacco use. This is the first time tobacco data on young adults as a discrete population has
1.
Impact of Social ment on Indian Society
10
been explored in detail. The research also highlights successful strategies to prevent young people from using tobacco. We need your help on this public health issue. Everything from making your home and car tobacco-free zones to demanding smoke-free policies in your community can make a difference. Mass media campaigns against tobacco use—most often TV ads—have proven very effective at helping prevent tobacco use by young people. Studies show that teens respond most to ads that trigger strong negative feelings, such as ads about how smoking and secondhand smoke harm health and ads that expose the tobacco industry’s marketing strategies that target young people. Even ads that are designed for adult audiences help reduce tobacco use among young people. Every 3 or 4 years, new groups of children and teens reach the age where they are vulnerable to influences encouraging them to smoke. To be effective, mass media campaigns must be repeated so they will reach new vulnerable populations. If the young people don’t start using tobacco by age 26, they almost certainly will never start. The good news is that there are many things we can do to help keep teens and young adults tobacco-free.
1.
Impact of Social ment on Indian Society
11
Review 3: The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11: Biljana Scott While analyzing The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, Biljana Scott observed that the terrorist attacks of 9/11 have brought an old problem into new focus: how to unite a population potentially divided along racial, ethnic and denominational fault lines. In the light of unprovoked and indiscriminate racist attacks on Muslim-looking minorities, multimedia advertising campaigns were mounted in several countries in order to control racism and sell multiculturalism. Author selected Three recent ad campaigns: the US Ad Council’s “I am an American,” the UK Commission for Racial Equality’s “The Unique Faces of Britain,” and the equivalent Scottish campaign “One Scotland Many Cultures.” These campaigns are compared to “The Family of Man” exhibition of 1955 and to the groundbreaking “United Colors of Benetton” campaign of the last two decades. Advertising is the obvious medium for governments that opt for persuasion. Social advertising, known as Public Service Advertising (PSA) in America, aims to sell concepts rather than commodities and addresses issues in the public interest, such as health, safety and racial equality.
1.
Impact of Social ment on Indian Society
12
Author analyzed the impact of all the three advertising campaigns, which promote the multicultural national identity. I am an American: This television ad shows individuals of different ages, races, religions and occupations looking at the camera and saying, each in their own distinct accent and intonation, the single sentence: “I am an American.” “I am an American” proved to be hugely popular, as witnessed by the many congratulatory responses sent to the Ad Council’s. The Unique Faces of Britain: According to the author this campaign, produced by the Commission for Racial Equality (CRE), consists of a poster featuring numerous head and shoulder shots of ordinary people on the street. As with the “I am an American” campaign, the individual pictures represent different ages, ethnic groups and in this case, towns of origin. The heading reads: “Britain. We all make it unique.” The message adds: “56 million people, over 300 languages and at least 14 faiths make us what we are today.” Regional variants of this poster were produced in some cities. The Unique Faces of London poster, for instance, produced in conjunction with the Greater London Authority, “features photographs of men, women and children of different ethnic backgrounds, creating a snapshot of the many faces of London in 2001.” It was produced, says the
1.
Impact of Social ment on Indian Society
13
CRE “in response to fears of a racist backlash against London’s Asian communities due to the current international situation,” Author analyzes the impact of the message might seem to be in inverse proportion to its wordiness, the reaction to this campaign was nevertheless very positive: “The response has been great. We’ve had calls from local people saying it’s really made them feel at one with their neighbours — and interestingly those calls haven’t just been from minority groups.”
One Scotland Many Cultures: The Scottish anti-racist campaign, which was not conceived solely as a reaction to the racist fallout of the 9/11 attacks, is a more sustained multi-media venture than its English or American equivalents. It consists of an extensive Multiculturalism for the Masses Biljana Scott Intercultural Communication and Diplomacy 161 website which provides information on diverse topics related to the integration of ethnic minorities in Scotland. These include a history of migration, comprehensive statistics on demographic trends, as well as notification of nationwide activities and events related to the campaign, chatlines, teaching resources, useful links and much more besides. The aim of the “One Scotland.”
1.
Impact of Social ment on Indian Society
14
Author analyzed all three campaigns proved to be genuinely moving and persuasive, affirming a sense of identity and of belonging which the majority of people, judging from their , were grateful to be reminded of and proud to be a part of. While it is ittedly difficult to measure the influence of such advertising, these three campaigns nevertheless epitomise the attempt to create “communication programs which make a measurable difference in society.”
Methodology In this research data would be collect from both primary and secondary resources. Primary data would collect self istered questionnaire, where secondary data would collect from various central & state government, magazine, articles, newspaper and journals, etc. Research approach This research employs the method of Qualitative research through quantitative analysis to gather an in-depth understanding of the behavioral changes caused by the social advertising on society and the reasons that govern such behavior.
1.
Impact of Social ment on Indian Society
15
Bibliography 1. Nancy Coulson, (Independent Public Health Specialist), Developments in the use of the mass media at the national level for HIV/AIDS pr invention in South Africa 2. Regina M. Benjamin, M.D., M.B.A.Surgeon General, Preventing Tobacco Use Among Youth and Young Adults, (2012). 3. Biljana Scott, MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, pp.157-173. 4. Yogita Narang, Atul Narang, Dr. Shalini Nigam, IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) International Journal of Research in Finance & Marketing http://www.mairec.org, effect of public service advertising and the effectiveness of media- an exploratory study of four campaigns, pp.-480-512. 5. Malanie Wakefield-PhD, Brain Flay-Dphil, Mark Nichter-PhD, Gary giovino-Phd, (2003), Effect of Anti-smoking Advertising on youth Smoking: a review, pp.-229-247.. 6. Prof. Thomas Babor, Dr. Joan Colom, Prof. Gerard Hastings, Dr. Ann Hope, Dr. Bas van den Putte, Mr. Anders Ulstein, (2005-2007), The Impact of Alcohol Advertising, ELSA project report on the evidence to strengthen regulation to protect young people 7. Debarati Dhar, (2006-2008), advertising and its social responsibility
1.
Impact of Social ment on Indian Society
Introduction Newspaper in India is regulated by Ministry of Information and Broadcasting (I & B) and ed by Registrar of Newspapers for India (RNI). Print media started in India 1780. The first newspaper in India THE BANGAL GAZATTE was started in 1780. Today in India has more than 84000 ed newspaper and biggest newspaper market in the world- over 32.92 Cr. copies circulated per day. The first classified was published in Bangal Gazatte, it was weekly newspaper. Then after its journey was started and today Indian government spent Rs. 4,19,70,52,667 Cr. year 2011-2012 by Directorate of advertising and visual publicity (DAVP) Social advertising means not promotion or sell of the product or commercial services. It does not result in rupee but it is raise awareness about a quality of life or a social issue. It acts with the matters of public interest such as social change, political ideas, economic policies, developmental programmes etc. ments play very important role in our life, as indicators of social and economic progress. They reveal the direction of change in our values. In fact, a society without ments is unthinkable. Advertising has become an important medium of mass education.
1.
Impact of Social ment on Indian Society
2
Social Advertising campaigns could improve the pace of development and guide social change. They can uplift the tone or tenor of the society. Social advertising is an important part of Indian public, policy whether that policy relates to communications, family welfare, education, health, and environment or to national integration. Social Advertising represents ad formats that engage the social context of the viewing the ad. Whereas in traditional, non-social, advertising the ad is targeted based on what it knows about the individual person or the individual page, in social advertising the ad is targeted based on what it knows about the individual 's social network. Social Advertising is the first form of advertising that systematically leverages historically "offline" dynamics, such as peer-pressure, friend recommendations, and other forms of social influence. Social Marketing Sells a Behavior Change to a targeted Group of Individuals.
1.
Accepts a New Behavior
Modify a Current Behavior
Reject a potential Behavior
Abandon an Old Behavior
Impact of Social ment on Indian Society
3
“It's about applying marketing and advertising principles to promote health and social issues and bringing about positive behavioral change.” Social advertising is used for implementation of programs designed to bring about social change using concepts from commercial marketing. Through this board activity we try to create the general awareness about various social and ecological problems. The Government and social organistions have started advertising campaign to inform, educate people in different areas of social interest. They used the print media as the major source for the communication. By-performing some street plays and some celebrity endorsement ments in our board. Social advertising identified the social problem and then an advertising campaign designed to solve the problem. The social problem may be related to some kind of behavior like smoking or taking drugs, they give out the message like anti-smoking, anti-drugs etc. in newspapers, on bill boards, and in the form of short ments on television. Advertising ideas, such as, reduce traffic jam, improve health, conserve of natural resources, family Planning, educate girls, and eradicate child marriage etc. serve basic social and economic needs. Social advertising approach is used for informing, educating and persuading the society on basic issues.
1.
Impact of Social ment on Indian Society
4
In the situation of social problem, advertising can play a key role and can help in social encourage and change. If today we are aware about family planning, AIDS, Iodised Salt, Pluse Polio, Cancer, TB, Drinking Water, reduction of Superstition etc. it is due to effective role of social advertising. Social advertising also helped in generating awareness of Environment Protection, Female infanticide, Pollution safety, Literacy, women Education, Girls Welfare, etc.
Objective For tackling social problem, advertising can play an important role. That’s why there is a need to study the effectiveness of social advertising in of its influence on the behavior of society. Specifically the objective of the research is: 1. To study the impact of social advertising on Indian society. 2. To study the contribution and effectiveness of the medium of social advertising. 3. To study the one advertising campaign how much educate.
Broad aims of the study and the specific objectives The broad aim of the study is: -
To find out the impact of the Social advertising on the behavior of Indian Society.
-
1.
Impact of Social ment on Indian Society
5
Hypothesis Specifically the Hypotheses of the research are: 1. 2. 3. 4.
Only government organistion play big role in social advertising. Minor impact of social advertising by private organisation. Social advertising is not for profit or sale of any product. Social Networking site has no impact on Society.
Review of literature The importance of social advertising has been realized in 1970’s in India and several researchers have contributed to increase the awareness of social advertising. There will be an extensive research to measure the impact of social advertising by the central and state government on society. It will be a comprehensive, investigating the overall extent of disclosure. Review 1: The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa : Nancy Coulson While analyzing The effective use of the mass media is a critical component of HIV/AIDS prevention In South Africa by Nancy Coulson analyzed that how to utilize the mass media to directly impact on community action. The reach of mass media to South Africans was widely acknowledged. In South Africa there was:
99% of people have access to the radio 75% have access to television
1.
Impact of Social ment on Indian Society
6
7% readership of newspapers and 69% of young people watch TV five or more days a week. Author analyze The South African government and the donor community was invested extra money than ever before in mass media campaigns for HIV/AIDS prevention. At the year 2001 the Department of Health HIV/AIDS prevention and care and department investing amount to almost R100 millions. At that time and the evaluation, impact and cost effectiveness of mass media work for HIV/AIDS prevention. Beyond Awareness II campaign, Soul City and loveLife, some limited situation was formed to the prevention campaigns organized through the Government Communication and Information Service (GCIS) in collaboration with the Department of Health that specifically promotes their brand of condoms In South Africa there were three major programmes that developed by the national mass media platform for HIV/AIDS prevention. There were two awareness campaigns 1. The Multimedia Edutainment Programme SOUL CITY. 2. The Youth Programme LOVELIFE. After finishing these two programme in October 2000 and subsequently the Department of Health has specially made a new association, the AIDS Action Team (ACT), to deliver the next phase of government HIV/AIDS communication. A number of recommendations are made to help improve the sharing of expertise across programmes, behavioral
1.
Impact of Social ment on Indian Society
7
surveillance, the utilization of the mass media to impact on community action, the needs of rural communities and the role of health workers. Before to the development of Soul City, the Beyond Awareness campaigns and loveLife, the use of the national mass media for HIV/AIDS prevention was in poor condition. Soul City was the longest running and most experienced project. That multi-media edutainment project and estimates to have spent up to 70% of their total budget on HIV/AIDS work. (Soul City had also covered a wide range of other health promotion topics in addition to HIV/AIDS.) Their target audience was both black and coloured South Africans between the ages of 16-65. Print media and an adult education complement the television and radio series and lifeskills programme. Soul City had educated in several other African countries. In 2000 Soul City launched a children’s series called “Soul Buddyz” targeting children aged between 8-12 years old. Soul City estimatesthat each series costs in the region of R30 million spent over two and a half years including all development, production and evaluation costs. Soul City is mostly donor funded and has received in total approximately R8 million from the Department of Health. In the last year they received R1 million and from 2002 this figure will be doubled.
Author analyze Soul City’s latest evaluation suggests that “pro-social”
1.
Impact of Social ment on Indian Society
8
modeling found in their edutainment format is a powerful mechanism to effect change in individuals and communities. The specific community factors that appear to be impacted on by this approach include more caring service delivery, better understanding of issues and a change in attitudes and awareness by community leadership and an impact on community action and events
loveLife was launched in 1999. loveLife programme was different from traditional approaches to HIV prevention, relying on a combination of commercial marketing and public Developments in the use of mass media at the national level for HIV/AIDS prevention in South Africa. Inthese programme health techniques to promote a new healthy lifestyle among 12-17 years old target group. It was a five year programme to reduce the rate of HIV infection among 15-20 years old by 50% in five years. loveLife combines high-powered media awareness and education with development of adolescent-friendly reproductive health services and other outreach and programmes for hard to reach youth in poor communities. The annual budget for loveLife was R150 million; R60 million is spent on their media component including television, radio, advertising and print media. One the other hand statistic used by loveLife as a measure of their impact are the 60 000 calls made per month to the loveLife sexual
1.
Impact of Social ment on Indian Society
9
health helpline. This figure is double the present call volume to the national AIDS Helpline.
On the whole, this is an interesting study
covering almost all aspects of well planed social ment. How the ment medium was used to educate and inform the South Africans about HIV/AIDS with in a time frame.
Review 2: While examine the MAKE THE NEXT GENERATION TOBACCO-FREE: Regina M. Benjamin While examine the MAKE THE NEXT GENERATION TOBACCO-FREE Regina M. Benjamin, Most young people don’t consider the long-term health consequences associated with tobacco use when they start smoking. Because most high school smokers are not able to break free from the powerful, addicting effects of nicotine, about three out of four will smoke in adulthood. Among those who persist in smoking, one third will die about 13 years earlier than their nonsmoking peers. This Surgeon General’s report details the causes and the consequences of tobacco use among youth and young adults by focusing on the social, environmental, advertising, and marketing influences that encourage youth and young adults to initiate and sustain tobacco use. This is the first time tobacco data on young adults as a discrete population has
1.
Impact of Social ment on Indian Society
10
been explored in detail. The research also highlights successful strategies to prevent young people from using tobacco. We need your help on this public health issue. Everything from making your home and car tobacco-free zones to demanding smoke-free policies in your community can make a difference. Mass media campaigns against tobacco use—most often TV ads—have proven very effective at helping prevent tobacco use by young people. Studies show that teens respond most to ads that trigger strong negative feelings, such as ads about how smoking and secondhand smoke harm health and ads that expose the tobacco industry’s marketing strategies that target young people. Even ads that are designed for adult audiences help reduce tobacco use among young people. Every 3 or 4 years, new groups of children and teens reach the age where they are vulnerable to influences encouraging them to smoke. To be effective, mass media campaigns must be repeated so they will reach new vulnerable populations. If the young people don’t start using tobacco by age 26, they almost certainly will never start. The good news is that there are many things we can do to help keep teens and young adults tobacco-free.
1.
Impact of Social ment on Indian Society
11
Review 3: The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11: Biljana Scott While analyzing The MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, Biljana Scott observed that the terrorist attacks of 9/11 have brought an old problem into new focus: how to unite a population potentially divided along racial, ethnic and denominational fault lines. In the light of unprovoked and indiscriminate racist attacks on Muslim-looking minorities, multimedia advertising campaigns were mounted in several countries in order to control racism and sell multiculturalism. Author selected Three recent ad campaigns: the US Ad Council’s “I am an American,” the UK Commission for Racial Equality’s “The Unique Faces of Britain,” and the equivalent Scottish campaign “One Scotland Many Cultures.” These campaigns are compared to “The Family of Man” exhibition of 1955 and to the groundbreaking “United Colors of Benetton” campaign of the last two decades. Advertising is the obvious medium for governments that opt for persuasion. Social advertising, known as Public Service Advertising (PSA) in America, aims to sell concepts rather than commodities and addresses issues in the public interest, such as health, safety and racial equality.
1.
Impact of Social ment on Indian Society
12
Author analyzed the impact of all the three advertising campaigns, which promote the multicultural national identity. I am an American: This television ad shows individuals of different ages, races, religions and occupations looking at the camera and saying, each in their own distinct accent and intonation, the single sentence: “I am an American.” “I am an American” proved to be hugely popular, as witnessed by the many congratulatory responses sent to the Ad Council’s. The Unique Faces of Britain: According to the author this campaign, produced by the Commission for Racial Equality (CRE), consists of a poster featuring numerous head and shoulder shots of ordinary people on the street. As with the “I am an American” campaign, the individual pictures represent different ages, ethnic groups and in this case, towns of origin. The heading reads: “Britain. We all make it unique.” The message adds: “56 million people, over 300 languages and at least 14 faiths make us what we are today.” Regional variants of this poster were produced in some cities. The Unique Faces of London poster, for instance, produced in conjunction with the Greater London Authority, “features photographs of men, women and children of different ethnic backgrounds, creating a snapshot of the many faces of London in 2001.” It was produced, says the
1.
Impact of Social ment on Indian Society
13
CRE “in response to fears of a racist backlash against London’s Asian communities due to the current international situation,” Author analyzes the impact of the message might seem to be in inverse proportion to its wordiness, the reaction to this campaign was nevertheless very positive: “The response has been great. We’ve had calls from local people saying it’s really made them feel at one with their neighbours — and interestingly those calls haven’t just been from minority groups.”
One Scotland Many Cultures: The Scottish anti-racist campaign, which was not conceived solely as a reaction to the racist fallout of the 9/11 attacks, is a more sustained multi-media venture than its English or American equivalents. It consists of an extensive Multiculturalism for the Masses Biljana Scott Intercultural Communication and Diplomacy 161 website which provides information on diverse topics related to the integration of ethnic minorities in Scotland. These include a history of migration, comprehensive statistics on demographic trends, as well as notification of nationwide activities and events related to the campaign, chatlines, teaching resources, useful links and much more besides. The aim of the “One Scotland.”
1.
Impact of Social ment on Indian Society
14
Author analyzed all three campaigns proved to be genuinely moving and persuasive, affirming a sense of identity and of belonging which the majority of people, judging from their , were grateful to be reminded of and proud to be a part of. While it is ittedly difficult to measure the influence of such advertising, these three campaigns nevertheless epitomise the attempt to create “communication programs which make a measurable difference in society.”
Methodology In this research data would be collect from both primary and secondary resources. Primary data would collect self istered questionnaire, where secondary data would collect from various central & state government, magazine, articles, newspaper and journals, etc. Research approach This research employs the method of Qualitative research through quantitative analysis to gather an in-depth understanding of the behavioral changes caused by the social advertising on society and the reasons that govern such behavior.
1.
Impact of Social ment on Indian Society
15
Bibliography 1. Nancy Coulson, (Independent Public Health Specialist), Developments in the use of the mass media at the national level for HIV/AIDS pr invention in South Africa 2. Regina M. Benjamin, M.D., M.B.A.Surgeon General, Preventing Tobacco Use Among Youth and Young Adults, (2012). 3. Biljana Scott, MULTICULTURALISM FOR THE MASSES: SOCIAL ADVERTISING AND PUBLIC DIPLOMACY POST-9/11, pp.157-173. 4. Yogita Narang, Atul Narang, Dr. Shalini Nigam, IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) International Journal of Research in Finance & Marketing http://www.mairec.org, effect of public service advertising and the effectiveness of media- an exploratory study of four campaigns, pp.-480-512. 5. Malanie Wakefield-PhD, Brain Flay-Dphil, Mark Nichter-PhD, Gary giovino-Phd, (2003), Effect of Anti-smoking Advertising on youth Smoking: a review, pp.-229-247.. 6. Prof. Thomas Babor, Dr. Joan Colom, Prof. Gerard Hastings, Dr. Ann Hope, Dr. Bas van den Putte, Mr. Anders Ulstein, (2005-2007), The Impact of Alcohol Advertising, ELSA project report on the evidence to strengthen regulation to protect young people 7. Debarati Dhar, (2006-2008), advertising and its social responsibility
1.
Impact of Social ment on Indian Society
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