CHAPTER V
SUMMARY, LIMITATIONS AND CONCLUSIONS
Summary
Photographic images in newspaper advertisements play a vital role in modelling, manipulation and creation of great advertising. They often play a key role in promoting the latest trends and guide the consumer about the products that are newly available in the market. The primary goal of this study was to determine the role and effectiveness of photographic image in newspaper ads and how they are perceived by the teenagers.
Some researchers suggest that when dealing with product advertising, images are an appropriate means to inform consumers about the products because these products have aesthetic qualities that can be better communicated through images. The popularity of images in advertisements for products might also suggest that these advertisements are effective. As a result, using images to provide information on any product or brand may be easier than developing a complex copy.
There are many products launching in market whose main target audiences are teenagers. They are very difficult to reach target groups as they rarely read newspapers and their preferences are highly divergent. There are comparatively very few people who refer newspapers ads. Even the media planner’s target teenagers through newspaper ads, but comparing to other channels it is lesser. Teenagers adopt their own style and taste of products they buy, as most of their purchasing decisions are taken independently by them. Most of the teenagers get information about the latest arrivals through television, magazine, and hoardings .etc.
Marketers love teenagers as they spend lavishly and they opt for luxury items. The products such as watches, jewellery, apparels, food items etc., are their main preferences. They get easily attracted to colours, images, models, makeup, effects and other elements of ads, but their final judgment of choosing the product is very strong. The researcher understands from the survey conducted, that there are teenagers who have access to newspapers and have an idea of the advertisements published in them.
Teenagers prefer fashion products more and this fact has been established time and again by various researchers after conducting various researches It creates a statement about the person and his being in the society. Advertisement of various fashion products has influenced teenagers and their life in many ways which has also led to changes in their attitude, confidence and societal stand. Though fashion sets it yardstick with regard to many products, it gives liberty to the people to choose the kind of product they desire with pure understanding of the fashion society they decide to adopt. These products has always made its way to the society through its various form of promotion either through television, movies, newspapers, magazines, hoardings etc.
Use of photographic images in print advertisements has brought in a lot of change in the advertising industry with the kind of work it does. Photographic images have not just helped the advertising industry but also the consumers to give a better visual understanding of the product in a much elaborate manner. Visual communication always creates a better impact in the minds of people and always helps in retaining the image in the mind of the people . It has in fact made it easy to grasp and adopt the field better. These products are made easily available to the individuals by having it published in the magazines, newspapers as they are within the reach of the people. These photographic images in advertising gives a picture of what the product looks like to people in order to communicate the message. Photographic images in print advertisements help to create an image regarding the products in the minds of people which will make people understand the message in their own so it is easy for them to connect to the photographs thus which helps in creating desire and demand amongst people.
It is very difficult to communicate the actual message to the consumers about the product as they are claimed by the manufacturers. It is a challenging task for an advertiser to convey the intended message to its consumers and need to have a serious planning in order to come up with a creative ad which helps the consumers to associate the product with.
Results from this study indicate that teenagers notice advertisements and the images have a tendency to dominate fashion advertisements. The teenaged consumers get involved in advertisements with bright images. The images help great deal to get readers involved or attracted towards an advertisement; all respondents agreed that they are more likely to purchase apparels featured as a result of their exposure to the advertisement.
For this reason, the industries could focus their promotional efforts on product placement in magazines, newspapers, movies and television. This study involves samples of two newspaper ad images of the brand - Pantaloons which is targeting the teenagers. The study involves quantitative method of research under which the main elements of these images are analysed with a survey method targeting the teenagers of Mangalore City. The semiotic and aesthetic analysis in this study has helped in understanding photographic images and their usage in different advertisements. This study helped the researcher to understand the teenager’s interest towards the fashion products and how they perceive it through the photographs. The various aspects of photographic images in a newspaper ad which shows the special features of the product advertised, such as the colour, image, model, makeup, clothing, and style which the teenagers could associate themselves with were understood under this research.
An advertiser can make the teenagers get attracted to a particular product through a print ad by indirectly involving them in these ads i.e., by showing those elements which a teenager can associate with. This will help the advertiser grab their attention and this is possible through a very creative and well framed advertisement with a very effective photographic image.
Limitations
The results of this study may not be generalized, as the sample was limited to 200 teenagers of Mangalore city, who have some knowledge of the advertisements published in newspapers. Consequently, results may not be generalizable to other media and also to less affluent teenagers living in urban or rural areas. This study only tested two printed advertisements of the brand Pantaloons and there is more scope for better understanding about the topic if different ad images are analysed. The study focuses more on the photographic images and not the copy. This study focuses mainly on the present state of affair and has not considered the past and the upcoming advertising ideas i.e. the researcher has analysed two ads of Pantaloons which had been published in newspapers and the teenagers opinions on those particular ads were taken in to consideration which cannot be applicable for the past or the future advertisements of Pantaloons as, advertisements tend to change. As the study is limited to the teenagers of Mangalore City, the statistical data might have a mixed opinion as far as the geographical region is concerned. This will have an influence of the living style of that particular region, so this study cannot be generalised for other state or regions.
Conclusions
The review of the research has provided a wide range of understanding in explaining the role of images and text in advertisements. In order to make the consumers understand the message, some continue to favour the use of text versus images. However, lack of research in this field is a cause for concern, especially because of the belief that images are secondary to the text copy of an advertisement.
The photographic images in newspaper advertisements help in communicating with the consumers about the products and brands. The study has been emphasised on teenagers of Mangalore city as the target audience, and the survey has helped the researcher to study that, photographic images in newspapers helps to attract teenagers easily as it communicates the messages among the customers about the latest products and services available to them in better way. Many companies allot their advertising work to the Advertising agencies which use their expertise in creating creative advertisings. Each and every employee in the agency participates and provides best of their expert knowledge in bringing out advertising “great advertising” and photographic images play a vital role here. The use of punch line, the words, the colours, the endorser, the cultural theme , etc. are the essential parameters that take advertising a long way in deciding the effectiveness of advertising.
On doing detailed research study on the topic, the researcher can now conclude that use of photographic images in newspaper advertisements play an indispensable part in the success achievement of any business or organization, as the research states that images in an ad have more influence on teenagers compared to that of the copy. According to the survey conducted based on the two photographic images of brand Pantaloons, published in newspapers the researcher understands that teenagers are able to judge or perceive the message and are able to decide the good and bad.
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