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Question 1. What do you understand by the word brand? List two reasons why
building brands is central to advertising?
Solution:
By ‘brand’, we mean that a particular product is marked with a name and logo which
differentiates it from other products in the market. Building a brand is central to advertising
so that buyers don’t get confused among the various products in the market. But just naming
the product is not enough; the buyers have to be convinced that a particular brand is better
than others. Advertising promotes brands to convince buyers to buy different products.
Question 2. Choose two of your favourite print advertisements. Now, look at each of
these and answer the following questions:
a. What visuals and text are being used in these advertisements to attract my
attention?
b. What values are being promoted in these advertisements?
c. Who is this advertisement speaking to and who is it leaving out?
d. If you could not afford the brand that is being advertised, how would you
feel?
Solution:
The two advertisements I have selected are, “Fighting Against Illiteracy” and
“Bournvita”.
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a. The advertisement for the campaign against illiteracy uses colors and text in bold
font. Similarly, the advertisement for Bournvita uses vibrant colors to highlight
the product.
b. The campaign against illiteracy highlights values of providing basic facilities to
all citizens. The Bournvita ad highlights the need to remain healthy and energetic
at the same time.
c. The advertisements for the campaign against illiteracy and Bournvita speak to
those who can understand English, but are meant for all citizens.
d. I would feel left out if I could not afford to participate in the campaign against
illiteracy or consume Bournvita as I find both advertisements appealing and I
connect with their messages.
Question 3. Can you explain two ways in which you think advertising affects issues of
equality in a democracy?
Solution:
Advertising focuses on the lives of the rich and famous and makes us forget issues of poverty
and discrimination. It makes us take decisions by conditioning our minds and has a potential
to create discontent if a certain product is not affordable.
Usually, only large companies can advertise. If you own a small business, you will not have
the money to show your product on TV or national newspapers and magazines. This affects
small businesses and many times, people working in small businesses are unable to sell their
products and are sometimes, forced out of their livelihoods.
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F E B . 20 . 21 . 22
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