{"title":"变相说服消费者:名人影响力在代用广告中的作用","authors":"Jaspreet Dahiya, Himanshi Himanshi","doi":"10.59231/sari7687","DOIUrl":null,"url":null,"abstract":"In this changing world, we came from the era where there is no TV, social media, digital, newspapers are not available. People sell their product on the basis of their quality, goodwill, or price. Now the era has been changed, we have stepped into generation alpha where everything is available on your mobile. We can search in just on click, if a company want to sell something they just have to do right advertising at right time. In today’s world advertising play an important role for the companies as much as food in the life of human, advertising is basically done through newspapers, TV, radios, Pamphlets, social media, YouTube ads, celebrity influencing etc. There are many types of advertising done by the company to sell their products and make profit out of them. One of them is “Surrogate advertising ” which refers to the ads which replace some specific product with a general product under the same Brand name, packaging. Hence, advertising for some products which are prohibited by GOI (which are Tobacco, alcohols, liquor) but the company is advertising that product by using the same name, taglines, packaging, that recalls the banned product again in the mind of customers. Consumer perception is in disguise because the advertising is done by masking products which are banned to advertise by GOI. Celebrity influence also plays an important role in advertising the prohibited product. Wherever, they promote water, soda, kesar pan masala, red & white etc. that indirectly hint towards a product which is restricted. And customers who see their favorite influencer consuming that product buy those products which they were hinting at in those ads because those ads are not clear about specific products.","PeriodicalId":447056,"journal":{"name":"Shodh Sari-An International Multidisciplinary Journal","volume":"255 ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"CONSUMER PERSUASION IN DISGUISE: THE ROLE OF CELEBRITY INFLUENCE IN SURROGATE ADVERTISING\",\"authors\":\"Jaspreet Dahiya, Himanshi Himanshi\",\"doi\":\"10.59231/sari7687\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In this changing world, we came from the era where there is no TV, social media, digital, newspapers are not available. People sell their product on the basis of their quality, goodwill, or price. 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Consumer perception is in disguise because the advertising is done by masking products which are banned to advertise by GOI. Celebrity influence also plays an important role in advertising the prohibited product. Wherever, they promote water, soda, kesar pan masala, red & white etc. that indirectly hint towards a product which is restricted. 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引用次数: 0
摘要
在这个不断变化的世界里,我们来自一个没有电视、社交媒体、数字媒体和报纸的时代。人们根据产品的质量、商誉或价格来销售产品。现在,时代变了,我们进入了阿尔法时代,一切都可以在手机上找到。我们只需点击一下就能搜索到,如果一家公司想要销售某样东西,他们只需在正确的时间做正确的广告。在当今世界,广告对公司来说就像食物在人类生活中一样重要,广告基本上是通过报纸、电视、广播、小册子、社交媒体、YouTube 广告、名人影响等方式进行的。为了销售产品并从中获利,公司做了许多类型的广告。其中一种是 "代用广告",它是指在相同的品牌名称和包装下,用一般产品代替某些特定产品的广告。因此,一些被印度政府禁止的产品(如烟草、酒类)的广告,但公司却通过使用相同的名称、标语、包装来宣传该产品,从而使消费者再次想起被禁止的产品。消费者的感知是伪装的,因为广告是通过掩盖政府禁止宣传的产品来完成的。名人的影响力在违禁产品的广告宣传中也发挥了重要作用。无论他们在哪里宣传水、苏打水、kesar pan masala、红白葡萄酒等,都会间接暗示产品是被限制的。顾客看到自己喜欢的有影响力的人在消费这些产品,就会购买他们在广告中暗示的产品,因为这些广告并不清楚具体的产品。
CONSUMER PERSUASION IN DISGUISE: THE ROLE OF CELEBRITY INFLUENCE IN SURROGATE ADVERTISING
In this changing world, we came from the era where there is no TV, social media, digital, newspapers are not available. People sell their product on the basis of their quality, goodwill, or price. Now the era has been changed, we have stepped into generation alpha where everything is available on your mobile. We can search in just on click, if a company want to sell something they just have to do right advertising at right time. In today’s world advertising play an important role for the companies as much as food in the life of human, advertising is basically done through newspapers, TV, radios, Pamphlets, social media, YouTube ads, celebrity influencing etc. There are many types of advertising done by the company to sell their products and make profit out of them. One of them is “Surrogate advertising ” which refers to the ads which replace some specific product with a general product under the same Brand name, packaging. Hence, advertising for some products which are prohibited by GOI (which are Tobacco, alcohols, liquor) but the company is advertising that product by using the same name, taglines, packaging, that recalls the banned product again in the mind of customers. Consumer perception is in disguise because the advertising is done by masking products which are banned to advertise by GOI. Celebrity influence also plays an important role in advertising the prohibited product. Wherever, they promote water, soda, kesar pan masala, red & white etc. that indirectly hint towards a product which is restricted. And customers who see their favorite influencer consuming that product buy those products which they were hinting at in those ads because those ads are not clear about specific products.