Description of measures used

A questionable was designed in order to fulfil the objective of the study. A questionnaire is a
research instrument consisting of questions for the purpose of gathering information from
respondents. Although questionnaires all often designed for statistical analysis of the responses,
this is not always the case. Questionnaires have advantages over some other types of surveys in
that they are cheap and do not require as much effort from the questionnaire as verbal or
telephone surveys and often the standardised answers that make it simple to compile detail.
However such standardised answers may frustrate users. Questionnaires are also sharply limited
by the fact that respondents must be able to read the questions and respond to those. Therefore
demographic groups conducting a survey by questionnaire may not be concrete. The
questionnaire consists of 10 offensive Indian pictorial advertisements and the respondents is
asked to mark the adjective as many as he/she felt, describe his/her feelings towards the adds.

Procedure- Rapport Formation

The subjects were called in the room and made to it comfortably. A small, general conversation
was initiated that the subjects felt at ease. They were told that there was nothing to be nervous
about. There is no right or wrong answer so she/he could freely fill the questionnaire.

Administration

The questionnaire was established at the place of convenience of the participants. A warm
rapport was established with the participants.

Scoring

After the questionnaire was administered on the participants, perception profile was formed in
which all the responses were summed upon a tabular format. Each individuals responses were
pooled in together which made the sample size 40.
Data Analysis and Results
Table 1: showing profiled for male and female n = 28

Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad10
Uncomfortabl 10 9 19 13 6 10 8 7 12 12
e
Irritating 11 6 6 4 7 8 7 6 5 7
Ridiculous 13 8 10 9 8 12 13 11 8 6
Disgusting 3 14 12 4 4 7 9 11 4 8
Offensive 19 16 10 12 14 19 18 15 11 10
Impolite 18 10 12 18 18 13 14 14 14 10
Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad10
Interesting 3 5 2 5 3 5 4 9 7 8
Informative 0 0 2 0 1 0 0 5 3 4
Creative 1 7 7 5 10 3 3 9 6 12
Clever 3 10 6 0 9 5 5 8 12 8
Lively 0 2 0 4 4 2 2 3 4 5
Consistent 2 5 0 2 2 1 1 5 4 6

Table 2: Showing male participants perception profile:

Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad1
0
Uncomfortabl 5 2 9 6 3 7 1 1 0 6
e
Irritating 3 0 2 0 3 2 0 0 0 1
Ridiculous 6 2 4 3 2 5 5 1 1 4
Disgusting 0 3 4 2 2 4 4 0 1 3
Offensive 11 5 5 3 5 8 8 5 5 4
Impolite 0 5 5 8 8 6 3 4 4 3
Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad10
Interesting 3 4 2 5 3 4 4 8 8 6
Informative 1 6 6 4 6 3 6 8 4 7
Creative 2 0 6 8 6 2 8 7 10 7
Clever 0 1 0 3 3 2 5 7 3 4
Lively 0 3 0 0 2 1 4 3 2 4
Consistent 2 5 0 2 2 1 1 5 4 6

Table 3: showing the female participants perception profile

Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad10
Uncomfortable 5 7 10 7 3 3 7 6 6 6
Irritating 8 7 4 8 6 6 9 7 7 8
Ridiculous 7 6 6 6 7 7 7 6 7 2
Disgusting 3 11 7 2 10 3 5 7 3 5
Offensive 8 11 5 9 3 11 10 7 6 6
Impolite 10 5 7 10 8 7 8 10 5 7
Adjectives Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad9 Ad10
Interesting 0 1 0 0 0 1 0 1 1 2
Informative 0 0 1 1 0 0 1 3 1 2
Creative 0 1 1 0 1 0 0 1 3 2
Clever 0 2 0 0 3 1 2 1 2 2
Lively 0 1 0 1 1 2 0 0 1 1
Consistent 2 0 0 2 0 3 0 2 2 2

Interpretation and Discussion

The aim of the practical was to analyse the perception towards offensive advertisement among
youth. The perceptions of youth both males and females was taken on a questionnaire that
included positive and negative adjectives that they felt best described the response offensive
advertisement. There were six positive adjectives that were included interacting, infuriating,
creative, clever, lively. The positive adjectives were depicted of a favourable and positive view
or the subjects on the advertisement. There were six negative adjectives that were uncomfortable,
irritating, ridiculous, disgusting, offensive, impolite which were incorporating a more negative
perception and a sense of unacceptability to the offensive advertisement.

The overall analysis of the responses of the subjects from the polled data shows a greater
frequency of negative adjectives being endorsed as compared to the positive adjectives. Since
our results indicate a greater number of responses to the negative adjectives, we would analyse
our findings in light of the same out of the six negative adjectives, the subjects in the
advertisement. There are six negative adjectives that are uncomfortable, ridiculous, disgusting,
and offensive, impolite which were endowing a more negative perception and a sense of
unacceptability to the offensive advertisements.

The overall analysis of the responses of the subjects from the data shows a greater frequency of
negative adjectives being endorsed as compared to the positive adjectives. Since our result
indicate to greater number of responses to negative adjectives, we would analyze our feelings in
light of the same six negative adjectives, the subjects led highest responses on the dimension of
impolite, offensive, ridiculous, which shows that the participants could most clearly describe
their perception of the offensive advertisement in terms of these adjectives.
The analysis in respect to the advertisements with greater negative responses. Responses shows
that the participants

A dimension wise analysis of the negative adjectives shows that on the dimension of “offensive”,
the highest score have been obtained on advertisement 1 and 7, advertisement 1 was about fair
and handsome and advertisement 7 was about addiction deodorants. N both the ads, girls were
shows as attracted to men for using the cream and powerful deodorants, depicting as if the
woman is a natural object and they will be only attracted to en if they are using these products.

On the dimension of “impolite”, highest scores can be seen for advertisement 1 Inc. 18,
advertisement 4 and 5 i.e. 18 and 18 respectively. Advertisement 1 and 4 as impolite by the
subjects during to the extreme objectification and disrespect towards the females. This indicates
that flaunting slim body is appreciated in the society otherwise if they are not slim they shouldn’t
be appreciated. Advertisements 5 were about Jawed Hakim, who styled god and goddess of
Indian tradition and cut their long hair. This was considered impolite by both men and women
because it was very disrespectful.

The subjects scores on the dimension of “ridiculous” was highest for advertisements 1 i.e. 13, 8
i.e. 11 and 3 i.e. 10. Advertisements 1 which was about fair and handsome cream, although this
ad was about men’s c ream women no wonder will definitely going to attract towards them and
are indirectly depicted with low intelligence and poor mindset level. Advertisements which was
about , which shows that women are always in search of low class work and now they are
available for men all the time. This ad was praising the prescribed gender roles in society that for
women, they have to do the household chores. Advertisement 3 was ridiculous for both men and
women because the picture shows in the advertisement was of nude man and woman only having
a python on their body, which I turn harm cultural and traditional values of the count and intern
praising the restricted nudity.

On the=the dimension of “irritating” the participants most negatively to advertisement 1 and 6

i.e. 11 and 0 respectively. Again advertisement 1, wherein a man applies a cream on his face and
woman cling to him like magnet. Possible explanation for the same would be low standards that
the, media house setups in the society by producing advertisement. Advertisement 8, also show
women as man and only good for household cleaning and household chores. A well informed
population would find such advertisements highly derogatory and would be irritated by this
extreme objectifications and disrespect towards women.

On the dimension of uncomfortable, the participants most negative to the advertisement 8 i.e. 19,
4 i.e. 13 and 10 i.e. 12. Advertising 3 and 4 again insult actual and traditional values of Indian
clothes and promote nudity which was very disrespectful. Advertising 4 also promotes slim body
for women, in this the objectification of women is clearly visible, Advertisement 10 was if
zomato, which promote millennial bt highlighting certain abusive words as their tagline which is
against the county’s cultural values and tradition.
The final dimension of “disgusting”, there were high negative advertisement 2 ,a ,am was
carrying a women on his back and the tagline says, “Take your work home” depicting as if
women is a material object. In both the advertisements, it is clear that women s showcased as
less intelligent, therefore being objectified.

The dimension based analysis ???, it can be seen that out of the advertisements, advertisement
1,2,6,7 are seen as most unfavorable, unacceptable and offensive in nature because of the
inappropriate message ideologies that use advertisements are portraying to the masses. Findings
of the current study can also be supported in the light of the precarious research studies. An
imperial research done by Harmann and his colleagues (2011) showed that the females
respondent agreed that the females are portrayed as the objects in the advertising. Author study
by Limerson and Keane (2008) indicated that the respondents in the study believed that women
are not accurately depicted in advertisements in Australia.

CONCLUSION:

The findings of the current study shows that the youth perception on the offensive
advertisements is more towards offensive advertisements is more toward the negative side as
compared to the positive. Youth showed the highest degree of offensiveness towards
advertisements 1,2,6,7 owning to the negative, inappropriate and unacceptable portrayal of
women as sexual objects and disrespectful towards county’s culture and values.

REFERENCES:

 Seman, E.S. Edegoh, 2.0 (2013). Audience perception of the portrayal of women in
television advertising. Internatioanl journal of language, literature and gender studies.
 David, G (2008). Media psychology. Marwah, Jersey: Law=urence Associates, Publishes
 https://www.researchgateIndiatoday.in/India/Story/scapping>