This is an assignment of advertising for the 2nd year 4th semester. The total of advertisement is collected from 3 magazines. They are:
· Wave
· Nari
· Kamana
As per the assignment part the advertisement analysis from three major perspectives is done. They are
· Marxist
· Feminist
· Hinduism
The content of the all three magazine’s advertisement are as follows:
Wave Magazine:
1. Advertisement Name: Yamaha FZ
Gender Used: Male
Introductory Statement: Bike of the Year
2. Advertisement Name: Honda Stunner
Gender Used: None
Introductory Statement: Absolute Sensation
3. Advertisement Name: Mero Mobile
Gender Used: None
Introductory Statement: Shubha Ratri Dekhi Subha Prabhat Samma
4. Advertisement Name: Together The Fashion Store
Gender Used: 2 male & 2 Female
Introductory Statement: Casual & Beyond
5. Advertisement Name: Dabur Vatika Shampoo
Gender Used: None
Introductory Statement: Active Natural Ingredients, 25% extra
6. Advertisement Name: Campus France
Gender Used: None
Introductory Statement: Wasn’t built in one day. Start now.
7. Advertisement Name: Ace Paragon Education centre
Gender Used: Female
Introductory Statement: Its Choice Not Chance That Determines Your Destiny.
8. Advertisement Name: Orbit Education Centre
Gender Used: None
Introductory Statement: The Power to Know
9. Advertisement Name: Liril Soap
Gender Used: Female
Introductory Statement: Refreshingly Yours
10. Advertisement Name: THT Live 27221
Gender Used: None
Introductory Statement: Ringtones
11. Advertisement Name: UFO
Gender Used: 1 Male & 1 Female
Introductory Statement: Express Your Attitude
12. Advertisement Name: Fair & Lovely
Gender Used: 1 female
Introductory Statement: More than Just Fairness
13. Advertisement Name: Sunsilk Shampoo
Gender Used: 1 Female
Introductory Statement: Win the Fight against Hairfall
14. Advertisement Name: Close Up Toothpaste
Gender Used: 1 Male & 1 Female
Introductory Statement: New Active Clean Mouthwash
15. Advertisement Name: Panther Condoms
Gender Used: None
Introductory Statement: For Pleasure and Protection
16. Advertisement Name: Gossip
Gender Used: 1 Girl
Introductory Statement: Get Them Girls
17. Advertisement Name: Peter England
Gender Used: 1 Male 1 female
Introductory Statement: Festive Impressions
18. Advertisement Name: Informatics
Gender Used: None
Introductory Statement: Bachelor Degree Offer
19. Advertisement Name: Fastrack
Gender Used: 1 Male
Introductory Statement: Move on
20. Advertisement Name: Fair & Lovely
Gender Used: 1 female
Introductory Statement: More than Just Fairness
21. Advertisement Name: Dabur Vatika Shampoo
Gender Used: None
Introductory Statement: Active Natural Ingredients, 25% extra
22. Advertisement Name: Big FM
Gender Used: None
Introductory Statement: Sunnus ani Sunaunoos
Nari Magazines:
23. Advertisement Name: Wai Wai Noodles
Gender Used: 2 Male & 1 Female
Introductory Statement: Aja Feri Wai Wai
24. Advertisement Name: No Marks
Gender Used: 1 Female
Introductory Statement: Double role of skin protection and shining
25. Advertisement Name: Mayos Noodles
Gender Used: 1 Male
Introductory Statement: Prizes rekha Ko Khel.
26. Advertisement Name: Sewa Detergent Powder
Gender Used: 2 Female
Introductory Statement: Aba Luga Matra Haina Afno Vagya Chamkaunoos
27. Advertisement Name: Mystique collection
Gender Used: None
Introductory Statement: Better quality in Reasonable price
28. Advertisement Name: Emerald Academy
Gender Used: 6 female
Introductory Statement: Childhood Education courses
29. Advertisement Name: Bargrikit
Sub Advertisement: Party Palace
Sub Advertisement: Beautician training
Sub Advertisement: Cooking training
Sub Advertisement: Hotel Training
Sub Advertisement: Cooking Training
Sub Advertisement: Nari Magazine Advertisement
Sub Advertisement: Teeth Maintenance Centre
30. Advertisement Name: Nepal
Gender Used: None
Introductory Statement: Every Sunday
31. Advertisement Name: Siam Barber Shop
Gender Used: 3 Female 2 Male
Introductory Statement: 3 services under 1 roof
32. Advertisement Name: Lux Soap
Gender Used: 1 female
Introductory Statement: Orchid, Exotic Petal and Jojoba Oil.
33. Advertisement Name: Anna Lifan Scooter
Gender Used: 1 Female
Introductory Statement: My Identity My Bike
34. Advertisement Name: Dabur Lal Toothpaste
Gender Used: 1 male & 1 Female
Introductory Statement: Strong teeth with Freshness
35. Advertisement Name: Vatika Soap
Gender Used: 1 Female
Introductory Statement: Swachha Twocha
36. Advertisement Name: Aahoo Scooter
Gender Used: 1 Male & 1 Female
Introductory Statement: Superior Riding Technology
37. Advertisement Name: Kantipur Saving & credit co-operative
Gender Used: None
Introductory Statement: Swarai Ana Dhukka
38. Advertisement Name: Magic Chappal
Gender Used: None
Introductory Statement: Sayathari Paila Eutai Chal
39. Advertisement Name: Dabur Anmol Shampoo
Gender Used: 1 Female
Introductory Statement: Silky Black Long Hair
40. Advertisement Name: Nivea baby Protection
Gender Used: Child
Introductory Statement: Now in Nepal
41. Advertisement Name: Sleek Kitchen
Gender Used: None
Introductory Statement: Now in Nepal
42. Advertisement Name: Family Oil
Gender Used: 1 Female
Introductory Statement: Pariwarko lagi Tori ko Tail Family nai ho.
Kamana Magazine:
43. Advertisement Name: Vatika Shampoo
Gender Used: None
Introductory Statement:
44. Advertisement Name: Puja Soap
Gender Used: 1 Male & 1 Female
Introductory Statement: Dherai Feez basna Tikau.
45. Advertisement Name: Oranjeboom
Gender Used: 1 male & 1 Female
Introductory Statement: Life ma Boom Boom Cha
46. Advertisement Name: Dr. Muscle Kitchan Cleaning
Gender Used: None
Introductory Statement: Science of Tough Cleaning
47. Advertisement Name: Shaktiman Cement
Gender Used: 1 Male
Introductory Statement: Bastabik Nepali Cement
48. Advertisement Name: Lion Washing Soap
Gender Used: None
Introductory Statement: New Improved
49. Advertisement Name: E Net Pvt. Ltd.
Gender Used: None
Introductory Statement: SMS & Win 50 hrs. Internet
50. Advertisement Name: Clinic All Clear Antidandruff Oil
Gender Used: 1 male
Introductory Statement: With Vitamin A, B& E.
51. Advertisement Name: Neel David Saloon
Gender Used: 2 Male & 2 Female
Introductory Statement: 20% Discount for Gents or female.
52. Advertisement Name: Suchana Tatha Sanchar Mantralaya
Gender Used: None
Introductory Statement: ………
Advertisement from Marxist Perspective
Marxism is the ideology put forwarded by Karl Marx in mid 19th Century through his Communist Manifesto which divided the whole society into two major classes namely Proletariat and Bourgeoisie on the economic basis. Karl Marx by Bourgeoisie means that group of people in the society who own means of production like Industry and factories.
Ownership over means of production is not only the determined factor but also the Consumerism that determine your social class. Karl Marx heavily emphasized on industry, but nowadays somebody be uplifted to higher class by consuming the product also.
Thus Consumerism is triumphant in contemporary society. That means, in today’s society consumption of common goods has become one of the strong factors to create relationship between people. If two stranger happen to be die-hard fan of a same celebrity than there is high possibility that they will become intimate friends. We even feel in our own life that two students eating in the same restaurant regularly seems to flourish friendship fast and easy.
J. Williamson also argues that it is advertisement that is behind consumerism. For example in Nepal before 20 years when we think about breakfast than we use to think about Sel roti, Achar but nowadays noodles has become the breakfast, lunch and Tiffin for us. Advertising is portraying the product in such a manner that people begin to perceive it as a need and they start consuming it in one way or other. Similary“Dhido and Shisno”, one of the Nepalese food variety, was eaten only in village areas but nowadays advertising has made this variety of Nepalese food as one of the important and famous menu of the restaurant and hotels such people are ready to pay high amount to eat it or consume it.
Advertising has become an ideology because advertising is creating certain world view. In one way or other ad are modifying our behavior and we are consuming the goods that we may not have consumed if there were no advertising.
Analysis of Magazines Advertisement from Marxist Perspective:
Marxism was propounded by Karl Marx to end the existing social order of domination by ruling class i.e. Bourgeoisie, so any ads that doesn’t represents the ruling class and try to undermine the lower class comes under strong criticism. Similarly the ads that promote consumerism is highly unconsidered unacceptable from Marxism point of view. Talking about the wave magazines the first advertisement of Yamaha FZ and second advertisement of Stunner Bike are targeted for high class audience. The buying of those kinds of products requires a high amount of money and so targeted to the particular kind of audience. This kind of advertisement creates a difference between the people and creates the class difference. Talking about the clothing UFO, Gossip and Peter England are quiet expensive clothing stores. In overall analyzation of the Whole Wave magazine and its advertisement contents, it is targeted to the youths of high class family. The advertisement in the magazine clearly shows that. Talking about the Nari Magazine the Mayos advertisement is dragging the low class audience but in a hope to get a high class life. It is showing the chance of getting car or bikes while consuming the Mayos noodles. This clearly shows how the advertising is creating a different ideology in humans that there is easy chance to be rich while eating noodles. Similarly, in the Ahoo Scoter and Anna Lifan Scooter advertisement the direct price of the bike in installment has been shown. This theory gives audience hope that they can also try out the high life with just a little cost. These advertisements show that Nari magazines are targeted to the middle class family. The kamana magazine has not contained such a particular advertisement which directly can divide the audience. It has more taken the general and simple household advertisements. But as per the Marxism the advertising is somehow bending the attitude of the people and making attracted towards its products.
Advertisement From Feminist Perspective:
Feminism is the world view that analyses the world from the stand point of females. Feminism mainly focuses on how to change the existing male-dominated social order. It can be both negative and positive as well. Positive in a sense that the advertisement can show that women can also do everything that man is doing. This kind of advertising creates discourse in the women that they are equal to the men. The equality thing makes women buy the advertised products. The negative perspective can be the advertisement can bring the women more vulgarly to attract the negative sex. The extra body show, adding more nudity in advertisement has been shown that negatively stroke women making them the commodity.
Analysis of Magazines Ads from Feminism Perspective:
Women are always the hot topic in Advertisement. The model in advertisement to be more particular the female model can be responsible for the sell of or success of many advertisements. There is advertisement with the female commodity that has been raised to the higher level of criticism. Still the Nepali society is quiet conservative and in such a criteria Females are to be handled correctly by Advertising agencies. Talking about my collection of advertisement the advertisement of Aahoo Scoter, Ana Lifan Scoter, Emerald Academy, Ace Paragon where women are portrayed as somebody who is educated, learned, skilled, intelligent and capable of handling their life on their own way. This is highly appreciative initiation from Feminist perspective. Likewise the advertisement of Orangeboom, UFO, Wai Wai, Together Clothing, and Close-up has shown women and Men equal doing the same thing. This is also a positive part of advertising which tries to make an emphasis that both are equal.
Sometime female characters are used in unethical manner which is unacceptable from Feminist perspective. For example in Vatika, Lux, fair and lovely, together, Liril, semi nude body of female are scattered from one end to others. The sole motive is to attract the customer by using the female body as a sex symbol which is considered highly unacceptable from feminist perspectives.
Over all these advertisement shows that only the number of female character doesn’t determine whether they are criticized or appreciated from feminism perspective but what count is how they are portrayed. Most often ad giving the theme of breaking the stereotypes is highly encouraged by Feminist.
Advertisement From Hinduism Perspective:
Hinduism is such the philosophy which inspire it’s follower to satisfy with whatever they need rather whatever they want. It argues need is limited but there is no boundary for the want. Hinduism takes need as primary aspect of life and want as the secondary one. So anything that arouses want cannot be taken positively by Hinduism. Hinduism at the farthest can adore the awareness ad but cannot stand along with the promotional ads of certain brand and product.
Advertisement being the backbone of consumerism cannot be accepted by Hinduism gracefully.
Analysis of Magazines Ads from Hinduism Perspective:
The advertisement of Orangeboom is totally against the Hindu Perspective. As the relation of Two Sexes in Hindu religion can’t be shown close until marriage. But that sort of advertisement can really make a negative impact.
In the Advertisement of products like Liril Hindu perspective is totally against that sort of advertisement. Hinduism never welcomes the nudity of a girl and is not acceptable thing in society as well.
According to Hindu religion, Gold and silvers are regarded to be a precious and religious thing. The advertising of Sewa Detergent and Kantipur Credit and Transfer has Cleary mentioned about the above things which is quiet inside the Hinduism.
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