• Branding Unity: Impact of Advertisements on Patriotism, Unity and Communal Harmony

    Author(s):
    JYOTI RAGHAVAN
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2014
    Group(s):
    Communication Studies, Cultural Studies, Digital Humanists, Electronic Literature, Television Studies
    Subject(s):
    Advertising, Public culture, Communication, Journalism, Mass media
    Item Type:
    Article
    Tag(s):
    Public service advertisements, corporate social responsibility, positioning, branding
    Permanent URL:
    http://dx.doi.org/10.17613/jnsg-a245
    Abstract:
    Patriotism and national unity have become favorite brand positioning propositions for advertisers in India. The paper explores the reasons behind the popularity of these patriotic themes that also embrace notions of nationhood, communal harmony and national unity in commercials and public service advertisements. While these patriotic themes used to be the exclusive domain of the government media in the country, they are being taken up in a big way by private business houses in their public communication endeavors. The research study has examined six frequently telecast advertisements on Indian television networks centered upon the theme of national pride, communal harmony and national unity. While tracing the historical context of these advertisements, the paper also attempts to study their impact upon the public. The primary research for the study comprised interviews with respondents to explore the impact of these advertisements upon the public. The findings of the study show that positioning brands on the themes of national pride, unity and patriotism succeed in establishing a strong emotional connect in public minds leading to brand recall.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 months ago
    License:
    All Rights Reserved
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