Branding: This term actually came from cattle grazing. In America, cattle of different owners often got mixed up while grazing together in ranches. To solve this problem, the owners began to mark their cattle with a particular sign. This was done by stamping the animal with a red hot iron stamp and the process was called branding.
Quesiton 1: What do you understand by the word brand? List two reasons why building brands is central to advertising?
Answer: A special identification or name that is associated with a product is called a brand. Advertising creates this special identification. Brand building is central to advertising because it helps in differentiating the product from that of the competitor. It also convinces the consumer to give preference to the concerned brand.
Question 2: Choose two of your favourite print advertisements. Now, look at each of these and answer the following questions:
(a) What visuals and text is being used in these advertisements to attract my attention?
Answer: This advertisement uses a picture of a child and his mother. The child is at his study table, probably preparing for an examination. A glass; full of a nutritional supplement is on the table. The mother is looking contented.
(b) What values are being promoted in these advertisements?
Answer: A child should be extra intelligent and should always be at the top of his class.
(c) Who is this advertisement speaking to and who is it leaving out?
Answer: This advertisement is speaking to all those people who have aspiration to excel in life. It is leaving out the people who are not good at academics. It is focusing on study and ignoring extracurricular activities.
(d) If you could not afford the brand that is being advertised how would you feel?
Answer: I do not use this brand and my parents do not think that nutritional supplements are required at all. They believe in providing balanced diet to me. They also encourage me to pursue my hobbies and never pressurize me to score 100% in all subjects.
Question 3: Can you explain two ways in which you think advertising affects issues of equality in a democracy?
Answer: The two ways in which advertising affects the concept of equality are as under:
Question 4: Making an advertisement requires a lot of creativity. Let us imagine a situation in which a manufacturer has just made a new watch. She says that she wants to sell this watch to school children. She comes to your class and asks you all to create a brand name as well as an advertisement for the watch. Divide the class into small groups and each group create an advertisement for this watch. Share it with the class.
Answer: Suggested Brand Name: Zoomba
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