文章基本信息

标题：THE TRANSMUTATION IN ADVERTISING APPEALS: A THEORETICAL PERSPECTIVE WITH INDIA-CENTRIC CASES
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作者：Alok Kumar ; Pramod Pathak
期刊名称：Management Insight
印刷版ISSN：0973-936X
出版年度：2014
卷号：9
期号：2
语种：English
出版社：Management Insight
摘要：Appeal in Oxford Dictionary means to make a serious, urgent, or heartfelt request or try to persuade someone to do something by calling on (a particular principle or quality) or to be attractive or interesting. Appeals have managed to become an integral part of the Indian advertising in the recent past. The effect has been further accentuated by the influx of technology in young minds and the growing literacy amongst individuals, both males and females. The expansion of the working class in the typical "Indian middle class" and the net increase in the disposable income somewhere have helped advertising to grow in the country with one of the best creative minds at work. Ads need to be appealing to assure one of its root meanings. The current study is a small attempt at identifying how the 'appeal' saga has influenced us in the recent past. The study actually tries to explore the intricacies of the psychology persisting behind applying the advertising appeals to communicate about products and services and how these appeals have transmuted over time-scale. To exemplify and illustrate the same, few Indian cases have been taken whose appeals have changed over a certain time-frame. This change represents the changing Indian society, its environment, its economic scenario and the way they look at the world.