Class 7   Chapter-21 Advertising and Democracy

D:  Answer the following questions in brief:

Q1    What does advertising mean?

Ans. Advertising is a powerful medium. It persuades the customer to purchase a particular product or service by describing its good points. It is a method of mass promotion in which a single message can reach a large number of people.

Q2    Who is a consumer?

Ans.  A consumer is a person who buys by paying the price for some goods or services (insurance, transport, electricity, etc.). 

Q3    What is meant by consumerism?

Ans.1. Consumerism is all about protection of the interest of the consumers. 

2.   It is a social movement seeking to protect the right of consumers in relation to the producers of goods and providers of services. 

3.   Consumerism is a collective consciousness on the part of consumers, businesses, government and society to enhance the consumer’s satisfaction and social welfare, that in turn will benefit all of us.

 Q4   Write the full form of BIS. Mention its function.

Ans.  Bureau of Indian Standards. BIS lays down standards for industrial and consumer goods.

Q5 State any three positive effects of advertising.

Ans.

1. Advertising, through TV programmes and newspapers, enables us to afford “luxuries” because without advertising, they would be very expensive.

2. Advertising has become a market of its own and it offers a large number of jobs along with providing information to people.

3. Advertising plays an important role in making us aware of our responsibility towards the society.

E: Answer the following questions:

Q1    Describe the relationship between advertising and democracy.

Ans.

          1. Social and public service advertisement strengthen the democracy of a country.

         

2. In a democratic set-up, every individual manufacture can advertise his product which is only possible by spending huge money.

         

3. Brands can create discrimination in the society which is undemocratic and create inequality among the masses.

         

4. Advertising creates gender discrimination and hence, is against the basic principals of democracy.

         

5. Advertising sometimes creates distance the rich and the poor. It is against democracy where everyone should enjoy equality irrespective of his or her social or economic status.

Q2    How does advertising create discrimination in the society?

Ans.

 1.  Small businesses do not have the money to spend on advertising. But they have to compete against highly advertised items that make the people believe that branded and packed goods are better. Thus, brands can create discrimination in the society which is undemocratic and create inequality among the masses.

         

2. Advertising engrains stereotype attitudes. Some advertisements show a family sitting on the table and woman cooking the food. The men are invariably shown buying computers or cars. The type of advertisements creates gender discrimination and hence, is against the basic principles of democracy.

         

3.  Many people cannot afford branded items. They feel that they are failing in their duty by not providing a particular brand of flour for their growing children. This creates distance between the rich and the poor.

Q3    What does social advertising mean? Give examples to illustrate the benefits of social advertising.

Ans.  Social or public service advertising means applying marketing and advertising principles to promote health and social issues.

Benefits of social advertising

         

1. It aims to change attitude and behavior of the public and bring about positive changes in the society like advertising campaigns for Polio drops, ORS, etc.

         

2. Social advertising has benefitted many public awareness programmes like importance of mother’s milk for the baby, method of making baby food at home with pulses and grains, need for hygiene etc

         

3. The Indian government has successfully protected the public interest by banning the advertising of tobacco and alcohol on radio, television and newspapers.

Q4    List the main features of consumerism.

Ans.

1. A consumer must be aware of his/her rights and should protect his/her rights.

         

2. He/She should raise voice against exploitation.

         

3. He/She should seek redresser of his/her complaints.

         

4. Government laws must protect the interest of the consumer.

         

5. Business houses must adopt a code of conduct for regulating their activities.

Q5 How do advertisements help in creating awareness among the citizens?Support your answer with examples.

Ans.

1. Advertising has played an important role in making us aware of our responsibility towards the society. A documentary film by the ministry of social welfare shows that girls are as capable of achieving success in their chosen fields as the boys are, when given the opportunity. It motivates the people to send their daughter to school and not think of them as a burden.

         

2. Adverstising is capable of reaching out to a large audience. Advertising techniques can be used to create the awareness among the people and motivate them to take necessary precautions. Such advertisements may be related to water conservation, energy conservation, deforestation etc.

3) Advertising is also used by many other organizations to inform the public about their objectives . achievements and projects. They are political parties, interest groups, religious groups and defence services.