A review of contemporary advertising criticism vividly points out the important role that social issues play in debate

concerning the values and propriety of modern advertising. Most criticism falls into one or more of the following four categories. The content of advertising.

The most wide spread criticism of advertising concerns the execution of specific ads and commercials. The use of sexual themes, debasement of language by using misspelled words and incorrect grammar, the creation of stereotypes, and the pandering to the children are among the most often heard criticism. The portrayal of some group in an unflattering or unrealistic manner are the primary issues of criticism. In recent years, the advertising industry has taken positive steps to correct this situation.

Every advertising company should look forward to solve this type of problem. Company should use proper language, attractive language to overcome this problem.

The Product being Advertised

This criticism is probably the most frustrating to advertisers. They argue that it is unfair to single out particular products for censure simply because some segment of the population doesnt feel comfortable or is personally opposed to them. In recent years, the most vocal public opposition has been against tobacco and alcoholic beverages advertising. Of course, critics have been successful in eliminating atleast certain type of these ads, particularly on broadcast media.

Due to the potential health hazards associated with both tobacco and alcohol, critics have gained wide spread public support and even grudging acknowledgment of the problem in some advertising circles. However it is much more difficult for advertising to deal with those who want to ban advertising for condoms, personal hygiene items and other controversial products. Advertisers argued that public criticism of this type of advertising is unrealistic and tries to prevent society from gaining useful information about legitimate products.

The advertisement of tobacco & alcoholic beverages should be stopped otherwise it creates bad effect in the mind of young stars.

Excessive Advertising Exposure

Another commodity heard criticism of advertising is that there is simply too much of it and that it is often intrusive. Most of the criticism in this category is directed towards television, since print ads are easily ignored by simply turning the page. Both direct mail and telemarketing are fighting a constant battle against those who wish to place legal restrictions against the use of these promotional techniques. Advertisings unwanted Influences on Society

Much of the criticisms in this category are more urban legend than scientific fact. But like all legends, they have taken on a life of their own, and no amount of argument will dissuade those who view advertising is the devil incarnate. Charges that advertising makes people buy things they dont want or need lowers morals and generally exploits the most susceptible segments of society are among the most common in this category of criticism. Most research shows that mass communication, especially overtly persuasive communication such as advertising, has a very difficult time making even small changes in behavioural intentions or attitudes. The idea that we see an ad and are compelled against our wishes to purchase a product is preposterous. Like any mass communication there are going to be times when some reader or listener behaves in a manner totally contrary to the intent of the sender of the message.

INNOVATIONS WITH CELEBRITY USAGE Your dont need a major celebrity for a testimonial to be effective, especially in an era when even minor stars sometimes demand lakhs of rupees per commercial. Non celebrities ( real People ) may add credibility to some spots, for example a nutritionist or a chef at a commercial for health foods, fast food,etc.

Politicians can also be used as celebrities, as suggested by Shunu Sen, for product endorsement. However, a key requirement is that the celebrity used must be a role model amongst the target

audience of the product being endorsed. He fears that this may not apply to our politicians, unless the target audience comprises of those who: Wish to keep money in Swiss banks Want to beat up anyone who crosses their path Are habitual breakers of law He further makes himself clear by saying, I do not say that all our politicians (or most of them) do any of the things I have said above. Its just that even though they are blameless and have sacrificed their lives for the nation, the people who may see them as role models may be the sort of people I have described above.

Taking the stars to the homes of the consumer is another innovations that Pepsi as a brand does, starting from a date with Aishwarya etc.

DOS & DONTS OF CELEBRITY USAGE

DOS OF CELEBRITY USAGE

Testimonials should come from persons viewed by consumers as competent to pass judgment on the product they are endorsing. Eg. Azhar, Sachin and Rahul Dravid used in Pepsi Ads.

It is very important to match the person to the product. You should create your setting strategy first, and then seek the personality of the spot. DONTS OF CELEBRITY USAGE

In the past, most advertisers used only one celebrity endorser for their product. Today, because of the very public problems of so many celebrities (drug abuse, messy divorces, etc.) many advertisers fear risking their products credibility on one person. Hence the multiple celebrity approach to testimonials. Pepsi cola, Coca-Cola and Oldsmobile are example of companies that use several endorsees.

You need to choose as spokes-person someone who is likable and believable but not so powerful as to over whelm the product. Remember that the product should be the hero. A good recent example where a brands strategy takes good care of the fact that the product remains the hero is as follows. Mayur suiting is a brand of Rajasthan Spinning & Weaving Mills Ltd (flagship co. of the Rs. 1,200-crore LNG Bhilwara group ). Its ad account, worth a few crores, recently shifted from Contracts Delhi branch to Foresight. Contracts Shahrukh mayur Khan was effective in establishing brand recall, concedes the company, but there were other reasons for the change in the agency. Also it is well known that Shahrukh Khan has since risen in celebrity status by leaps and bounds, and so has his endorsement fee.

Foresight felt that it would be beneficial to create a star system (similar to Lux, where heroines change with the times) rather than use a single star. And hence we created a new brand image. it has shifted from being The perfect fit to Pasand stars ki (the choice of the stars),explains Arun Kapoor, Chief Executive, Foresight.

The next challenge was choosing the star, and among the many names that came up for consideration Bobby Deol, Sharad Kapoor, among them), Chandrachur Singh, with his great potential,was the unanimous choice. Mayur is a mid priced brand, and it is hoped that Chandrachur Mayur Singh will help bring in the volumes from even the up market star-struck fans.

There are four spots in all, two of which show Chandrachur in action (in one he is trying to learn a few dialogues, another has him perfecting intricate dance steps). The other two try to break off from the prototype and do not have the models name attached to the brand. They project Chandrachur as a fumbling star of the future. It is what he wears that attract attention, and not what he is. The fourth among the lot is an indication of things to come. That henceforth, Mayur will overshadow the celebrities that don the suiting, however big they might be. Most of the suiting brands which have taken the celebrity route have got stuck after a while, says R.N. Seth, general manager, marketing, LNG Bhilwara group, citing the example of Digjam and Gwalior which have been unable to find replacements for Shekhar Kapoor and M.K. Pataudi, respectively.

On the contrary this is what the team working on Taj Mahal Tea, down in HTA Bangalore, have to say about a brand to get away with its overpowering endorsers what do your do when you have a celebrity spokes-man virtually rampaging your brand? When your communication turns into wallpaper? When your brands aging faster than you can say wah? Change the hero or shift the focus? We opted for the latter and so was born a multimedia campaign thats carried consumers and clients away.... all by a certain whiff! Yes! The aroma of Taj Mahal Tea became the new hero with the same Ustaad now starring in a never before role in a grand production. The commercial context Ustaad Zakir Hussian, exploits his star value and.... hold your breath... shows. Zakir succumbing to the magnetic Aroma. It draws Zakir away from the middle of concerts, press

conferences and even music lessons. Thus creating a furor and making Zakir, the center of gossip. Radio spots, POPs... all add to make it a mega hit. Time to say Wah Taj, you will agree!