Name: EVARSHATA KAUSHIK

Class –MA2
Session :2023-24
25 SEPTEMBER 2023
SUBMITTED TO

THE IMPACT OF GLOBAL ADVERTISMENTS ON INDIAN YOUTH

ABSTRACT
Advertising is marketing communication with users of a product or service or the public to
promote or sell a product, service or idea. Advertising sponsors are usually companies that want
to promote their products or services. In advertising, the advertiser pays for and controls the
message. Advertising is distributed and transmitted through various media. Including traditional
media such as newspapers, leaflets, magazines, television, radio and news media. Like search
results, blogs, social media, text messages or websites. The purpose of commercial advertising is
to increase consumption of one's products or services through "branding" which associates the
name or image of the product with certain characteristics in the mind of the consumer. The
advertising industry has a huge influence on the younger generation. In today's world, where the
influence of social media among the youth is extensive, advertising is at an all-time high and
reaches an equally large audience. Advertisements have become part of the daily life of young
people, and they are used to being bombarded with multiple advertisements throughout the day.
Advertisements have become so common to them that they don't even realize they are watching
or hearing them. They are sure to have a compelling impact on youngsters. Advertising is a key
media industry not only in itself, but also because of the mediating structural relationship
between commercial media and the consumer goods and service industry on the one hand. It can
be considered a production-marketing-media complex. However, the traditional business model
that fostered this relationship in the age of mass media has now been challenged by the new
forms of social interaction provided by the Internet. Thus, such a fundamental change forces us
to critically examine the understanding of advertising. At the center of the industry, advertising
plays a significant role in the development of worldwide and international brands. Advertising is
the archetypal "modern" industry. As an important information-intensive commercial
(professional) service, it is intrinsically related to the contemporary globalization processes.
Globalization of the advertising industry has indeed accelerated due to the ever-increasing
reliance on advertising to develop, maintain and distribute product markets in a "global
consumer world". The following research aims at demonstrating the influence of advertising of
global brands among Indian youth. It also explains that modes of

Advertising characterized by humor, sexuality and semi-naked bodies imposes an impact on

youth. The advertising industry has a strong influence on young people. Due to the vast influence
of social media on young people, modern society has increased the number of advertisements
that reach the same large audience. Today's children are used to being bombarded with
advertisements all day long and advertisements have become a part of their daily life. Today they
are so used to seeing and hearing advertisements that they don't even realize they are doing it.
Advertisements are persuasive to teenagers. Consumers and advertisers are constantly looking
for ways to market and sell their products to a younger audience, making their ads and
campaigns memorable, leaving a lasting impression. Many major Global brands like
Zara,Chanel,DIOR,H&M,etc play a major role in influencing younger adults. Pepsi and Coca
Cola are some of the major marketers targeting this group. Some of India's biggest advertisers
are exploring other media to tap into the huge consumer market in rural areas, where even a
small percentage of the market share has millions of consumers. Media options such as video
vans and point of view of purchase screens were an attempt by mainstream advertisers to
communicate with rural shoppers in their local languages rather than the dominant languages on
television, Hindi and English. These kinds of strategies used by the big global companies create
a sense of relativity with the particular ae group which further increases the attention towards
these brands. Some of the strategies used supported Indian celebrities and organizations related
to national passions such as cricket. The Korean company L.G. sponsored the Indian cricket
team in the 2003 Cricket World Cup and Adidas, which previously did Indian ads in London,
started doing them in India in 1999. They used the advertising agency Swamy/BBDO and
featured Indian cricket star Sachin Tendulkar (Chawla). 1999). L'Oréal dramatically increased its
sales by using Diana Haydin, Miss India became Miss World, alongside its regular models
(Fannin 1999). Some of the strategies used were products related to Indian celebrities and
national passions such as cricket. The Korean company L.G. sponsored the Indian cricket team
in the 2003 Cricket World Cup and Adidas, which previously did Indian advertisements in
London, started doing them in India in 1999. They used the advertising agency Swamy/BBDO
and featured Indian cricket star Sachin Tendulkar. L'Oréal dramatically increased its sales by
using Diana Haydin, Miss India became Miss World, alongside regular models The expansion of
global advertising contributes to the social and cultural changes that have followed of the
economy since the 1990s. Advertising promotes cultural change by introducing new values
(individualism, definitions of beauty), reinforcing other values such as materialism and
consumerism, and diminishing and displacing other central values of Indian society. In the early
1990s, Bajpai and Unnikrishnan realized that television had an important role to play in the
expansion of consumer values in Indian society and the effective treatment of indian youth as
future consumers and the values promoted supported these goals: individualism and the nuclear
family. The expansion of consumer values in Indian society and the effective care of children as
future consumers and the values promoted supported these goals: individualism and the nuclear
family (1996: 229-33). Contemporary advertising of personal products reinforces women's
decorative roles by focusing on image and appearance. The largest foreign advertisers in India
are cosmetics and personal products companies (Hindustan Lever, Procter and Gamble, Colgate
Palmolive). The beauty industry, with its relentless presentation of unrealistic stereotypes,
creates anxiety and increases self-consciousness about image and appearance. The products are
offered as a treatment (Hamilton and Benniss 2005). The image of women in advertising plays
an important role in defining modern ideals of beauty, and multinational corporations promote
the Eurasian Western ideal of beauty in the media throughout Asia, mostly through standardized
advertising (Yu 2002, Goon and Craven 2003). Advertisers reinforce narrow stereotypes about
female beauty. All depictions of women are light-skinned, what Thapan calls "light-skinned
hegemony" (2004) and subtle Western features. Fair skin was undoubtedly a traditional sign of
aristocratic heritage and class loyalty in India (Goon and Craven 2003). A large part of the
population with darker skin and different facial features is now devalued due to neglect.
International companies have also been established in the market that sell skin whitening cream.
Back in the 1990s, Hindustan Lever ran an ad in India based on the idea that women would
improve their job prospects by whitening their skin, and that idea was sold under the banner of
removing dark circles under the eyes. Even what defines beauty in India has been challenged by
big companies. The traditional role and position of women sometimes challenged the campaigns
of foreign companies. In 1995, J.W. Thompson launched a print campaign for women's rights
(Bhandarkar 1995). Procter and Gamble challenged traditional values and notions of privacy
while promoting Whisper sanitary napkins (New in India) by supporting their products with
hygiene and beauty care sheets (Smita 2002b). However, most advertisements reinforce
traditional stereotypes. Srinivas found that traditional Indian gender stereotypes continue to play
an important role in advertising in India, where they are used to reinforce the value of products
(1999). Das found that Indian magazine ads portrayed men as dominant and authoritative, while
women were portrayed as housewives (2000). Shoma Munshi's research on the representation of
women in 1990s Indian advertising found that traditional roles of women in the family were
undermined, often with humor and irony. The traditional roles of women as wives, mothers and
daughters were transformed and changed to reflect social changes to give them more consumer
power, and emancipation was equated with buying products (1998). One of the characteristics of
modern advertising in industrialized countries is the constant pushing of the boundaries of
intimacy and the promotion of sexuality, but in India the rules are still strict. Some product
groups were closely associated with certain values. The 1990s saw a huge expansion of cigarette
advertising, which aimed to associate cigarettes with success, wealth, achievement, bravery and
the Western lifestyle, which were central themes for premium brands. Lower socioeconomic
groups were targeted for taste and group loyalty (Bansal et al 2005). Younger women tend to be
in western clothing in advertisements for high-tech and modernization-related products, such as
mobile phones associated with modernity (Example 1). Most men across India have adopted
western styles of clothing, but the high promotion of men's underwear in rural areas shows this
as a growth area. Major international companies in the fast food, mobile phone, clothing and
sports footwear markets are targeting the youth market strongly. Mobile advertising aimed at
young people is at the forefront of outdoor advertising. Western values such as independence,
hedonism and self-expression are more prevalent in advertisements aimed at young people. The
core message is one of empowerment and self-identity through branded products and new
technology, and this is an area of potential cultural change that could contribute to the weakening
of the extended family and conventional marriages. Advertisements target these niche media,
including magazines (Gen X), television channels such as MTV, and Internet fan sites such as
myenjoyzone.com for Coca-Cola (Smita 2002a). The Cullity of MTV in India study found that
although consumers forced MTV to Indianize its Western import programming after its
introduction in 1994, the hybridity of the new cultural images continued to promote many
Western values, especially the beauty ideal of thinness. Women continue to be defined by the
home and traditional virtues of cleanliness, although they have left the home through education
and work (2004). The emphasis on youth was reinforced by results of a cross-cultural study
which found that older people are underrepresented in advertising in India, with older women
three times less represented than older men.

CONCLUSION

The liberalization of the Indian economy in the early 1990s led to the rapid entry of foreign firms
and foreign advertising agencies to sell the products of foreign firms to the enormous potential
Indian market of over a billion people. The volume of advertising, promotion of international
products and control of international offices increased. The purpose of advertising is to sell
products or ideas, so the massive expansion of foreign companies and advertising, either from
abroad or from India, meant a massive expansion of sales of foreign products. Increases in
advertising expenditures and promotion of foreign products have an impact on culture by
undermining traditional habits and behaviors, creating new wants and desires, often for products
such as soft drinks that have no nutritional benefits, and through strategies. which shape cultural
values and beliefs.

Works Cited
SINGH, PUTHEM JUGESHOR. World Affairs: The Journal of International Issues,

vol. 16, no. 4, 2012, pp. 166–68. JSTOR, https://www.jstor.org/stable/48566263. Accessed 26

Sept. 2023. Title of Book. Edition, Publisher, Year of publication.

Ciochetto, Lynne. (2008). Advertising in a globalised India. Popular Culture in a Globalized

India. 192-204. 10.4324/9780203884065.

“Impacts Of Advertising On Indian Values And Culture.” Edubirdie, 21 Feb. 2022,

edubirdie.com/examples/impacts-of-advertising-on-indian-values-and-culture/
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