期刊名称：International Journal of Research in Management, Science & Technology
印刷版ISSN：2321-3264
出版年度：2015
卷号：3
期号：2
出版社：Prannath Parnami Institute of Management & Technology, Hisar
摘要：The audio-visual appeal of Television makes it one of the most effective medium of Mass Communication. With the advent of Satellite Television Channels, it has it has virtually shrunk the whole world. Television has become an integral, most important, highly potent and the most talkative member of households. The market driven economy has made Television as the most sought after mass media for advertising. Behind every advertisement, there are thousands of hours spent in research and development, data analysis, strategic planning, plan preparation, creative conceptualization and mechanical production. The American Marketing Association, Chicago, defines advertising as“any paid form of non-personalpresentation of ideas, goods, and services by an identified sponsor” (Runyon, 1984). An advertiser uses the advertisement as a double edged weapon, which changes the attitude of a consumer and makes the positive image of a particular product in the mind of consumers. Advertisement, a crux of any market economy, plays a pivotal role in the economic progress of a nation. Advertising is indeed the only decreed method, which helps to reach masses, the potential buyers. Advertising, being dynamic, changes with the changing methods of distribution and consumption (Durai, 2006). The rapid pace of urbanization has ensured the reach of products beyond urban pockets and brought the vast rural settlements within the reach of producers by transcending geographical barriers. The entry of more than one player has ensured neck throat competition necessitating the manufacturers to advertise their products in order to reach out and impress upon the target audience/consumers. Markets are loaded with products with the manufacturers vying for impressing the consumers in order to get maximum gains. Busting new grounds and keeping the traditional consumers intact has become utmost difficult and important. In such a scenario Television, due to its reach, penetration and impact, has emerged as the most potent and sought after mass media. Huge amount of absurdity is found in Television advertisements. Absurdity is a dramatic framework consisting of theme, action, characters, language, setting and tone. This drama literature is the common link with market literature (Stern, 1992). In order to attract the consumers, manufacturers and advertisers play a plethora of market stunts. Resultantly, a trend has started to rope in a celebrity upon whom the audience has unflinching faith and who commands reverence amongst the audience.
