Keyword

TV, Commercials; Advertising ethics; Attitude towards ads.

Abstract

It is argued that advertising must be utilitarian, however the perception of viewers’ response indicate that it is far from the truth. This study investigates these issues from a consumer point of view and explores the attitudes and their perceptions towards Television advertising. For the last 25 years, there has been a massive spurt of television channels offering a plethora of programs are interceded by commercial breaks. This paper explores the attitudes of the viewer’s towards television advertising. The results indicate that the information content is very low, there is too much of falsity and deceptiveness. There is no effective regulation by regulatory authorities; and much of television advertising goes unnoticed by viewers. With all these negative perceptions about advertising, the viewer’s still feel that advertising is essential but not at the level that it is being telecast with so much frequency. The viewers also feel that advertising creates affluence attitude and leads to cultural degradation of society, but these issues have low priority. To conclude, advertising per se is not bad but an obsession by the advertisers will have a bad effect on the society.


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