Perception of Consumers on Social Responsibility Content in Commercial Advertisements

Abstract

Advertisements play an indispensable role in persuading the consumers in procuring their products and also in deploying their branding values to the society. Generally, advertisements are crafted with the underlying aspects, highlighting the Unique Selling Proposition (USP) of the Brand that makes their product lucrative, which indeed influences the decision-making of the consumer, whether to buy the product or not. Hypodermic theory incorporates more about the influence of advertisements on the mind of people. Advertisements are often conceived with innovative ideas and creative efforts that spotlight the nature and key features of the product that motivates the target group to purchase the products. In this day and age, commercial advertisements are designed with social responsibility content to lure the attention of the people. Some advertisements portray the social issues like contamination of freshwater lakes, scarcity of water, pollution, poverty and much more relevant topics along with their products. To some extent, the consumers find it difficult to apprehend the objective or the USP of the product. This research study focuses on the opinion of consumers and viewers about the advertisements crafted with social responsibility and also its relevance of this social responsibility marketing whether the unique selling proposition of the brand to the consumer.