Keywords To Remember
- Advertisement:
A public announcement or message made through media to promote a product, service, or idea. - Advertising Medium:
A channel or method used to communicate advertisements, such as TV, radio, internet, newspapers, etc. - Brand Ambassador:
A well-known personality, usually a celebrity, who promotes a brand through advertisements. - Consumer:
A person who buys goods or services for personal use. - Consumerism:
A social and economic movement aimed at protecting the rights and interests of consumers. - Commercialisation:
The process of managing or running something primarily for financial gain. - Mass Media:
Various means of communication that reach a large audience, such as television, radio, internet, newspapers, etc. - Public Service Advertisement (PSA):
An advertisement intended to raise awareness or change public attitudes about social issues, not for commercial profit. - Quack Advertising:
False or misleading advertisement that makes unrealistic claims, especially in health and personal improvement products. - Word-of-Mouth Publicity:
Informal promotion of a product or service by satisfied customers. - Packaging:
The process or technique of wrapping products for sale, often used as a branding tool. - Redressal:
Compensation or setting right a wrong or grievance, especially by legal means. - Exaggeration:
Making something seem better or more important than it really is, often used in advertising. - Inequality:
Lack of equality or fair treatment between different groups, especially in access to goods and services. - Stereotype:
A widely held but fixed and oversimplified image or idea of a particular type of person or thing. - Discrimination:
Unjust or prejudicial treatment of different categories of people or goods, often based on brand, gender, class, etc. - Democracy:
A form of government where all individuals have equal rights and freedom, including the right to express and advertise. - Consumer Awareness:
Understanding by a buyer of their rights and responsibilities when purchasing goods and services. - Sample Product:
A free trial or small quantity of a product given to customers to encourage them to buy it. - Consumer Court:
A special court in India that deals with disputes between consumers and sellers regarding faulty or misrepresented goods and services. - Bureau of Indian Standards (BIS):
The national standards body of India that sets the quality and safety standards for goods and services. - AGMARK:
A certification mark that assures the quality of agricultural products in India. - Luxury:
A product or service that is not essential but is expensive and gives pleasure. - False Advertising:
Advertising that misrepresents the characteristics or effects of a product, misleading the consumer. - Brand Loyalty:
A consumer’s preference for a particular brand, often driven by emotional or psychological attachment.
Something To Know
A. Tick (✔) the correct option.
- Advertising persuades the customers to-
(a) enjoy animations.
(b) purchase a particular brand of product or service.
(c) watch serials.
(d) listen to jingles.
Answer – (b) purchase a particular brand of product or service.
- The availability of many brands-
(a) tells the customer about the best brand.
(b) tells the customer about what not to buy.
(c) creates confusion in the mind of the customer.
(d) encourages the customer to buy all of them.
Answer – (c) creates confusion in the mind of the customer.
- Public Service Advertising promotes-
(a) campaigns for health and social issues.
(b) the latest films.
(c) the urge to read about society.
(d) seeing more advertisement.
Answer – (a) campaigns for health and social issues.
- Advertising leads to-
(a) many breaks during a programme.
(b) an attitude to establish harmony in society.
(c) awareness about governmental schemes.
(d) stereotype attitudes.
Answer – (d) stereotype attitudes.
- Advertising inculcates-
(a) the desire to buy whatever is available.
(b) wasteful expenditure.
(c) balanced understanding about products.
(d) promotion of goods.
Answer – (b) wasteful expenditure.
B. Fill in the blanks.
- Huge amount is spent on _____________ to target the feelings of the customer.
Answer – advertisements
- Advertisements create an associated picture of _____________ in the mind of public.
Answer – happiness
- Advertising through ‘stars’ also creates brand _____________ .
Answer – loyalty
- Gender discrimination is against the basic principle of _____________ .
Answer – democracy
- Many people cannot afford _____________ items.
Answer – branded
C. Write True or False for the following statements.
- Social and public service advertisements strengthen the democracy of a country.
Answer – True
- It is against democracy to ban advertisements on tobacco and alcohol.
Answer – False
- All food items are standardised by Agmark.
Answer – True
- A consumer cannot protect his/her rights.
Answer – False
- The branded items or packaged items are always better than the unbranded or open items.
Answer – False
D. Answer the following questions in brief.
- What does advertising mean?
Answer – Advertising means promoting a product, service, or idea to persuade the public to buy or support it, often using mass media.
- Who is a consumer?
Answer – A consumer is a person who buys goods or services for personal use by paying the price.
- What is meant by consumerism?
Answer – Consumerism is a social movement that protects the interests and rights of consumers against unfair trade practices.
- Write the full form of BIS. Mention its function.
Answer – BIS stands for Bureau of Indian Standards. Its function is to lay down standards for industrial and consumer goods to ensure quality and safety.
- State any two positive effects of advertising.
Answer – It spreads awareness about products and services.
It promotes public awareness on health and social issues.
E. Answer the following questions
- Describe the relationship between advertising and democracy.
Answer – Advertising allows free expression and promotion of products or ideas, which supports democratic values. However, it also creates inequality when small businesses cannot afford to advertise and compete with large brands.
- How does advertising create discrimination in the society?
Answer – Advertising promotes branded products, making people believe they are superior. This creates a divide between rich and poor, and also reinforces gender stereotypes, which is against democratic equality.
- What does social advertising mean? Give examples to illustrate the benefits of social advertising.
Answer – Social advertising promotes messages for public welfare and societal change. For example, campaigns on Polio Drops, girl child education, or road safety help bring awareness and improve public behavior.
- List the main features of consumerism.
Answer – Consumers should know and protect their rights.
Raise voice against exploitation.
Seek redressal of complaints.
Voluntary organisations should support consumers.
Laws and business conduct must protect consumer interests.
- How do advertisements help in creating awareness among the citizens? Support your answer with examples.
Answer – Advertisements inform people about health, safety, and social responsibilities. For example, campaigns about the importance of hygiene or mother’s milk educate the public and encourage better practices.
Value Based Question
Raghav’s parents went on a shopping spree during Diwali holidays. They bought many branded products including a new refrigerator. All went well for two days but suddenly the refrigerator started giving trouble,” its light went off, its cooling decreased and handle also became loose. Raghav’s father called up the famous store “Troma” to complain about the refrigerator but the manager refused to listen. He argued that they are busy due to festive rush. They should call after a week. They were not ready to take any action.
What should Raghav’s parents do now?
Answer – They should collect all documents like the cash memo and warranty card and file a complaint.
How can they get their problem resolved?
Answer – They can approach the District Consumer Court for redressal and demand either a replacement or repair of the faulty refrigerator.
What legal action can be taken against the dealer?
Answer – A complaint can be lodged under the Consumer Protection Act for deficiency in service, and the dealer may be penalised or made to compensate for the faulty product.
Something To Do
- Take one advertisement and give your opinion about how it encourages stereotyping of roles.
Answer – An advertisement showing only a mother cooking food and serving her family stereotypes women as homemakers. It ignores the fact that men can also cook and take part in household chores.
- Make an advertisement to create awareness about literacy or health.
Answer – “Let Every Child Read & Write!”
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- Discuss with your teacher and parents and list ways in which school students can create awareness about important social issues.
Answer – Organise street plays and skits.
Distribute posters and pamphlets.
Participate in cleanliness and health drives.
Use social media responsibly to spread awareness.
- Prepare an advertisement for admission to your school giving all the salient features of the school.
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Additional Questions And Answer – 01
- Fill in the Blanks (with Answers)
- Advertising is a powerful tool used to influence the __________ of consumers.
Answer: choices - Public service advertisements are sponsored by the __________.
Answer: government - The __________ symbol is used for standardisation of food items.
Answer: Agmark - BIS ensures the __________ of products through certification.
Answer: quality - Consumer awareness helps in fighting against __________ practices.
Answer: unfair - Repetitive advertising creates a __________ image in the minds of consumers.
Answer: lasting - __________ advertising educates people on social and health issues.
Answer: Public service - Consumers should always ask for a __________ after purchase.
Answer: bill or receipt - Advertisements create a desire to own __________ goods.
Answer: branded - The principle of __________ ensures equal rights for all.
Answer: democracy
- Multiple Choice Questions (MCQs)
- Which of the following is a government-issued quality mark?
(a) BIS
(b) STAR
(c) ISO
(d) UPSC
Answer: (a) BIS - What does consumer awareness help to protect?
(a) Companies’ interests
(b) Producers’ profits
(c) Rights of consumers
(d) Celebrities
Answer: (c) Rights of consumers - Which one is an example of public service advertising?
(a) Toothpaste ad
(b) “Swachh Bharat Abhiyan”
(c) Mobile phone promotion
(d) Fashion brand promotion
Answer: (b) “Swachh Bharat Abhiyan” - Advertising often promotes what kind of lifestyle?
(a) Simple
(b) Minimalist
(c) Luxurious
(d) Rural
Answer: (c) Luxurious - Consumer rights are protected under the –
(a) Food Safety Act
(b) Consumer Protection Act
(c) Advertising Guidelines
(d) Civil Rights Act
Answer: (b) Consumer Protection Act
III. True or False Questions (with Answers)
- Advertisements always provide complete and true information.
Answer: False - All advertisements are meant to create social awareness.
Answer: False - Consumers have the right to be informed about the products they buy.
Answer: True - BIS and Agmark help in ensuring product quality.
Answer: True - Advertisement of tobacco is banned in India.
Answer: True - Celebrity endorsements always mean the product is good.
Answer: False - Public service advertisements can bring about social change.
Answer: True - Advertisements never cause gender stereotyping.
Answer: False
- Competency-Based Questions
- Riya saw two different brands of biscuits advertised on TV. Both claimed to be the healthiest. She felt confused. What should she do before buying?
Answer – Riya should check the ingredients, manufacturing date, nutritional value, and quality mark (like Agmark) before making a decision. - A public advertisement encourages people to save water. How is this beneficial to society?
Answer – It spreads awareness about water conservation, which is crucial for the environment and future generations. - A person buys a branded mixer but it stops working in 2 days. The shopkeeper refuses to help. What can the person do?
Answer – The person should approach the consumer court with the bill and warranty card to file a complaint.
- High Order Thinking Skill (HOTS) Questions
- Why do you think advertisements often use film stars and cricketers?
Answer – Celebrities have mass appeal and influence people’s choices. Their endorsement builds trust and increases sales, though it may not reflect the real quality of the product. - Can advertisements affect the cultural values of a country? How?
Answer – Yes, some advertisements promote western ideals or luxury lifestyles, which may reduce appreciation for traditional values and local products. - How does advertising influence the choices of children?
Answer – Children often get attracted to colorful ads and demand products without understanding their utility, leading to unhealthy eating habits or unnecessary purchases.
- Short Answer Questions (30-40 words)
- What is the main objective of advertising?
Answer – The main objective of advertising is to promote goods or services and influence the buying decisions of consumers by creating awareness and generating interest. - How can a consumer be protected from misleading ads?
Answer – A consumer can be protected through awareness, verifying facts, using consumer courts, and relying on standardised quality marks like BIS and Agmark. - What are the drawbacks of excessive advertising?
Answer – Excessive advertising can lead to wasteful spending, unrealistic expectations, promotion of stereotypes, and increased materialism among consumers.
VII. Long Answer Questions (60–70 words)
- Explain the role of public service advertisements in society.
Answer – Public service advertisements aim to educate people on social, environmental, and health issues such as cleanliness, traffic rules, and vaccination. They are non-commercial and help bring about positive changes in society by spreading important messages that benefit the community. - How does advertising affect consumer behavior?
Answer – Advertising influences consumer behavior by shaping perceptions, creating brand loyalty, and encouraging the desire to purchase products. It uses visuals, celebrities, and emotional appeal to make products look attractive and sometimes pushes consumers to make impulsive purchases. - What is consumer awareness and why is it important?
Answer – Consumer awareness is the understanding of rights and responsibilities while purchasing goods. It helps buyers avoid fraud, demand quality, and make informed choices. It is essential for protecting consumers from exploitation and ensuring fair trade.
Additional Questions And Answer – 02
Fill in the Blanks Questions and Answers
- Question: Advertisements persuade customers to buy a product by describing its good points, which are often ______.
Answer: Advertisements persuade customers to buy a product by describing its good points, which are often exaggerated. - Question: Advertising uses mass media like television, radio, and ______ to spread its message.
Answer: Advertising uses mass media like television, radio, and newspapers to spread its message. - Question: A huge amount of money is spent on advertisements to motivate customers to buy a particular ______.
Answer: A huge amount of money is spent on advertisements to motivate customers to buy a particular product. - Question: Advertisements often create an associated picture of ______ and happiness in customers’ minds.
Answer: Advertisements often create an associated picture of success and happiness in customers’ minds. - Question: The use of ______ ambassadors in advertising creates brand loyalty among consumers.
Answer: The use of brand ambassadors in advertising creates brand loyalty among consumers. - Question: ______ advertising promotes health and social issues to bring positive changes in society.
Answer: Social advertising promotes health and social issues to bring positive changes in society. - Question: Social advertising campaigns have raised awareness about issues like ______ Drops and ORS.
Answer: Social advertising campaigns have raised awareness about issues like Polio Drops and ORS. - Question: The Indian government has banned advertising of ______ and alcohol on radio and television.
Answer: The Indian government has banned advertising of tobacco and alcohol on radio and television. - Question: Advertising enables media to afford “luxuries” by generating ______ from publicity.
Answer: Advertising enables media to afford “luxuries” by generating revenues from publicity. - Question: “Quack” or false advertising often makes misleading promises like immediate ______ loss.
Answer: “Quack” or false advertising often makes misleading promises like immediate weight - Question: Small businesses often rely on ______ of mouth publicity due to lack of funds for advertising.
Answer: Small businesses often rely on word of mouth publicity due to lack of funds for advertising. - Question: Advertisements showing women cooking and men buying cars create ______ discrimination.
Answer: Advertisements showing women cooking and men buying cars create gender - Question: Many people feel a sense of ______ when they cannot afford branded items.
Answer: Many people feel a sense of inability when they cannot afford branded items. - Question: The distance between the rich and poor created by advertising is against the principles of ______.
Answer: The distance between the rich and poor created by advertising is against the principles of democracy. - Question: A consumer is a person who buys goods or services by paying a ______.
Answer: A consumer is a person who buys goods or services by paying a price. - Question: In the past, there was a direct relationship between the ______ and the consumer.
Answer: In the past, there was a direct relationship between the seller and the consumer. - Question: Consumer awareness in India is low due to lack of ______ and awareness among the masses.
Answer: Consumer awareness in India is low due to lack of education and awareness among the masses. - Question: The Government of India has set up the Bureau of ______ Standards (BIS) to protect consumers.
Answer: The Government of India has set up the Bureau of Indian Standards (BIS) to protect consumers. - Question: All food items in India are standardized by the ______ mark.
Answer: All food items in India are standardized by the AGMARK - Question: To file a complaint in a Consumer Court, one must attach a cash memo and ______ card.
Answer: To file a complaint in a Consumer Court, one must attach a cash memo and warranty
Multiple Choice Questions and Answers
- Question: What is the primary purpose of advertising?
a) To inform the public about social issues
b) To persuade customers to buy a product or service
c) To educate the masses about democracy
d) To promote small businesses
Answer: b) To persuade customers to buy a product or service - Question: Which of the following is NOT a medium used for advertising?
a) Television
b) Radio
c) Classroom
d) Billboards
Answer: c) Classroom - Question: What do advertisements often exaggerate to attract customers?
a) The price of the product
b) The good points of the product
c) The weight of the product
d) The expiry date of the product
Answer: b) The good points of the product - Question: What do advertisements aim to create in customers’ minds?
a) Confusion and doubt
b) A picture of success and happiness
c) A sense of fear
d) A feeling of mistrust
Answer: b) A picture of success and happiness - Question: How do brand ambassadors influence consumers?
a) By offering discounts
b) By creating brand loyalty
c) By providing free samples
d) By reducing product prices
Answer: b) By creating brand loyalty - Question: What is the purpose of social or public service advertising?
a) To sell branded products
b) To promote health and social issues
c) To create competition among brands
d) To advertise tobacco products
Answer: b) To promote health and social issues - Question: Which campaign has social advertising supported?
a) Polio Drops awareness
b) Tobacco promotion
c) Alcohol consumption
d) Luxury car sales
Answer: a) Polio Drops awareness - Question: What has the Indian government banned advertising on radio and television?
a) Soft drinks
b) Tobacco and alcohol
c) Mobile phones
d) Educational services
Answer: b) Tobacco and alcohol - Question: How does advertising benefit the media?
a) By increasing production costs
b) By generating revenues from publicity
c) By reducing the need for entertainment
d) By limiting the audience reach
Answer: b) By generating revenues from publicity - Question: What is a common problem associated with “Quack” advertising?
a) It provides accurate information
b) It makes misleading promises
c) It promotes social welfare
d) It supports small businesses
Answer: b) It makes misleading promises - Question: How do small businesses typically promote their products?
a) Through television ads
b) Through word of mouth publicity
c) By hiring brand ambassadors
d) By placing billboards
Answer: b) Through word of mouth publicity - Question: What type of discrimination do some advertisements create?
a) Racial discrimination
b) Gender discrimination
c) Religious discrimination
d) Educational discrimination
Answer: b) Gender discrimination - Question: What feeling do some people develop when they cannot afford branded items?
a) A sense of pride
b) A feeling of inability
c) A sense of achievement
d) A feeling of relief
Answer: b) A feeling of inability - Question: Why is the distance between the rich and poor created by advertising undemocratic?
a) It promotes equality
b) It creates inequality
c) It supports small businesses
d) It encourages education
Answer: b) It creates inequality - Question: Who is a consumer?
a) A person who sells goods
b) A person who buys goods or services
c) A person who manufactures products
d) A person who advertises products
Answer: b) A person who buys goods or services - Question: What has replaced the personal relationship between the seller and consumer?
a) Social advertising
b) Commercialization
c) Word of mouth publicity
d) Government regulations
Answer: b) Commercialization - Question: Why is consumer awareness low in India?
a) Due to lack of education and awareness
b) Due to excessive advertising
c) Due to high consumer rights
d) Due to government support
Answer: a) Due to lack of education and awareness - Question: What organization in India sets standards for consumer goods?
a) Bureau of Indian Standards (BIS)
b) Consumer Court
c) Ministry of Social Welfare
d) Indian Advertising Agency
Answer: a) Bureau of Indian Standards (BIS) - Question: What standardizes food items in India?
a) ISI
b) AGMARK
c) BIS
d) Consumer Court
Answer: b) AGMARK - Question: What must a consumer attach to file a complaint in a Consumer Court?
a) A newspaper article
b) A cash memo and warranty card
c) A social advertisement
d) A brand ambassador’s photo
Answer: b) A cash memo and warranty card
True/False Questions and Answers
- Question: Advertisements often exaggerate the good points of a product to attract customers.
Answer: True - Question: Advertising uses only television to spread its message.
Answer: False (It uses multiple media like radio, newspapers, billboards, etc.) - Question: Advertisements aim to create a picture of failure in customers’ minds.
Answer: False (They aim to create a picture of success and happiness.) - Question: Brand ambassadors are used in advertising to create brand loyalty.
Answer: True - Question: Social advertising promotes the sale of luxury products.
Answer: False (It promotes health and social issues.) - Question: The Indian government has banned advertising of tobacco and alcohol on television.
Answer: True - Question: Social advertising campaigns have raised awareness about Polio Drops and ORS.
Answer: True - Question: Advertising does not generate revenues for the media.
Answer: False (It generates revenues from publicity.) - Question: “Quack” advertising often makes misleading promises like immediate weight loss.
Answer: True - Question: Small businesses often have the funds to advertise on television.
Answer: False (They rely on word of mouth publicity due to lack of funds.) - Question: Advertisements showing women cooking create gender discrimination.
Answer: True - Question: Advertising creates equality between the rich and poor.
Answer: False (It creates inequality.) - Question: People who cannot afford branded items may feel a sense of inability.
Answer: True - Question: Inequality created by advertising aligns with the principles of democracy.
Answer: False (It is against democracy.) - Question: A consumer is a person who buys goods or services by paying a price.
Answer: True - Question: Commercialization has strengthened the relationship between the seller and consumer.
Answer: False (It has ended the personal relationship.) - Question: Consumer awareness in India is high due to widespread education.
Answer: False (It is low due to lack of education and awareness.) - Question: The Bureau of Indian Standards (BIS) sets standards for consumer goods in India.
Answer: True - Question: AGMARK standardizes all food items in India.
Answer: True - Question: To file a complaint in a Consumer Court, a consumer needs a cash memo and warranty card.
Answer: True
Competency-Based Questions and Answers
- Question: A student learns that advertisements persuade customers to buy products. How do they achieve this using mass media?
Answer: Advertisements persuade customers by using mass media like television, radio, newspapers, and billboards to reach a large audience with a single message. They describe the product’s good points, often exaggerated, and create an image of success and happiness, as seen in ads showing a family enjoying branded flour. Attractive visuals and jingles make the message catchy, convincing consumers to choose their brand over others. - Question: You read that brand ambassadors create brand loyalty. How does their involvement influence consumer behavior?
Answer: Brand ambassadors, often popular stars, create brand loyalty by leveraging their fame to influence consumers, especially youth, who identify with them. People favor brands associated with successful figures, believing the product enhances their status, as seen with celebrity-endorsed products. However, ambassadors are replaced when their popularity fades, showing that loyalty is tied to the star’s current relevance rather than the product’s quality. - Question: A classmate notes that social advertising promotes health issues. How has it contributed to public awareness in India?
Answer: Social advertising in India has raised awareness about health issues like Polio Drops and ORS, encouraging vaccination and hygiene practices. Campaigns on the importance of mother’s milk, homemade baby food, and traffic rules have educated the public, changing attitudes. For instance, a documentary by the Ministry of Social Welfare motivated parents to educate girls, promoting gender equality and societal responsibility. - Question: You learn that the Indian government banned tobacco and alcohol ads. How does this protect public interest?
Answer: The Indian government’s ban on tobacco and alcohol ads on radio, television, and newspapers protects public interest by reducing exposure to harmful substances. This prevents the normalization of smoking and drinking, especially among youth, curbing health issues like addiction and disease. By limiting such advertising, the government promotes healthier lifestyles, aligning with social welfare goals and safeguarding vulnerable populations from misleading promotions. - Question: A teacher explains that advertising creates gender discrimination. How do stereotypical ads impact societal views?
Answer: Stereotypical ads, like those showing women cooking and men buying cars, reinforce gender discrimination by portraying rigid roles, implying women belong in domestic spaces while men handle technology. This shapes societal views, perpetuating biases that undermine equality. Such ads contradict democratic principles by limiting perceptions of individual capabilities, as a man can cook, and a woman may excel in technology, challenging these outdated norms. - Question: During a discussion, you hear that advertising creates inequality. How does this affect democracy in society?
Answer: Advertising creates inequality by promoting branded items that many cannot afford, fostering a sense of inability among the poor, as seen with parents unable to buy branded flour. This widens the gap between rich and poor, contradicting democracy’s principle of equality. It disadvantages small businesses lacking ad funds, limiting their reach, and creates discrimination, undermining the democratic ideal of equal opportunity for all. - Question: You read that small businesses rely on word of mouth publicity. How does this impact their competition with branded products?
Answer: Small businesses, like those selling homemade sweets, rely on word of mouth publicity due to limited funds, making it hard to compete with branded products heavily advertised on mass media. Consumers often believe branded items, like packaged porridge, are better, overlooking quality unbranded goods. This disadvantages small businesses, reducing their market share and highlighting the undemocratic nature of advertising’s bias toward financially strong brands. - Question: A news report highlights the rise of consumerism in India. How does it aim to protect consumer rights?
Answer: Consumerism in India seeks to protect consumer rights by promoting awareness and collective action against exploitation. It encourages consumers to voice complaints, seek redressal, and demand transparency on safety and durability from producers. The Bureau of Indian Standards (BIS) and AGMARK set quality standards, while consumer courts address grievances, ensuring businesses adopt fair practices, benefiting consumers and enhancing social welfare through accountability. - Question: You learn that commercialization ended the personal relationship between sellers and consumers. How does this affect trust?
Answer: Commercialization has replaced the personal seller-consumer relationship with impersonal transactions, reducing trust. In the past, direct interactions ensured respect and quality assurance, as buyers could examine goods. Now, consumers face risks of cheating, like overcharging or poor quality, as seen with packaged goods. Lack of transparency on safety and durability further erodes trust, necessitating consumer awareness and government regulations to protect buyers. - Question: A teacher mentions the role of the Bureau of Indian Standards (BIS). How does it safeguard consumer interests?
Answer: The Bureau of Indian Standards (BIS) safeguards consumer interests by setting quality standards for industrial and consumer goods, ensuring safety and reliability. It standardizes food items through AGMARK, preventing substandard products. By enforcing regulations, BIS protects consumers from misleading claims, like those in “Quack” ads, and ensures fair practices, empowering buyers to make informed choices and hold manufacturers accountable for quality and safety.
High Order Thinking Skills (HOTS) Questions and Answers
- Question: Why might the use of mass media in advertising be effective in persuading consumers, and what does this suggest about the role of communication in influencing behavior?
Answer: Mass media in advertising, like television and billboards, reaches a large audience with a single, visually appealing message, often exaggerated, creating a desire for products associated with success. This suggests communication plays a key role in influencing behavior, as consistent, emotionally engaging messages can shape perceptions, drive consumer choices, and build brand loyalty, leveraging the power of widespread, impactful outreach in shaping societal trends. - Question: How does the use of brand ambassadors reflect the psychological impact of advertising, and what does this indicate about the role of social influence in consumer decisions?
Answer: Brand ambassadors leverage their popularity to create brand loyalty, as consumers, especially youth, associate products with the success of these figures, psychologically linking ownership to status. This indicates social influence in consumer decisions is significant, as people are swayed by admired personalities, prioritizing perceived social value over product quality, highlighting how advertising manipulates aspirations to drive purchasing behavior in a competitive market. - Question: Why might social advertising be crucial in a democratic society, and what does this reveal about the role of media in promoting social responsibility?
Answer: Social advertising, like campaigns for Polio Drops, educates citizens on health and social issues, fostering responsibility and equality in a democratic society. It motivates positive behaviors, such as educating girls, as seen in Ministry documentaries. This reveals media’s role in promoting social responsibility, as it amplifies awareness, encourages collective action, and supports democratic values by empowering informed, engaged citizens to address societal challenges. - Question: How does the ban on tobacco and alcohol ads reflect government priorities in a democracy, and what does this suggest about balancing public health with commercial interests?
Answer: The ban on tobacco and alcohol ads prioritizes public health in a democracy, aiming to reduce addiction and disease by limiting exposure, especially to youth. This suggests governments must balance public health with commercial interests, as unrestricted advertising can harm society, while businesses seek profit. Such regulations protect vulnerable populations, aligning with democratic principles of welfare over unchecked commercial freedom, ensuring societal well-being. - Question: Why might stereotypical advertisements undermine democratic principles, and what does this indicate about the impact of media on societal norms?
Answer: Stereotypical ads, showing women cooking and men buying cars, undermine democracy by perpetuating gender discrimination, contradicting equality. They shape societal norms, reinforcing biases that limit individual roles, as women may excel in tech and men in cooking. This indicates media significantly impacts norms, as repeated stereotypes normalize inequality, necessitating responsible advertising to align with democratic values of fairness and inclusivity. - Question: How does advertising’s creation of inequality challenge the democratic ideal of equal opportunity, and what does this suggest about the need for regulation in advertising?
Answer: Advertising creates inequality by favoring branded products, marginalizing small businesses unable to afford ads, and making the poor feel inadequate, as with unaffordable branded flour. This challenges democracy’s equal opportunity ideal by prioritizing wealthier producers. It suggests regulation is needed to ensure fair competition, protect consumers from false claims, and promote equitable access, aligning advertising practices with democratic principles of fairness and inclusivity. - Question: Why might small businesses struggle to compete with branded products, and what does this reveal about the role of economic power in shaping market dynamics?
Answer: Small businesses struggle as they lack funds for mass advertising, relying on word of mouth, while branded products dominate with media campaigns, convincing consumers of superior quality, as with packaged porridge. This reveals economic power shapes market dynamics, as wealthier brands leverage advertising to influence perceptions, marginalizing smaller players, highlighting the need for equitable systems to ensure fair competition and consumer choice. - Question: How does consumerism aim to empower consumers in a democratic society, and what does this indicate about the importance of awareness in protecting rights?
Answer: Consumerism empowers consumers by promoting awareness of rights, encouraging complaints against exploitation, and ensuring redressal through courts, as supported by BIS standards. It fosters accountability in businesses, enhancing welfare. This indicates awareness is crucial in protecting rights, as informed consumers can demand transparency and quality, ensuring democratic principles of fairness and protection are upheld against commercial exploitation in a market-driven society. - Question: Why might the loss of personal relationships between sellers and consumers affect trust, and what does this suggest about the role of transparency in modern commerce?
Answer: The loss of personal seller-consumer relationships due to commercialization reduces trust, as consumers face risks of overcharging or poor quality without direct interaction, unlike past respectful exchanges. This suggests transparency in modern commerce is vital, as providing complete information on safety, durability, and effects, enforced by regulations like BIS, rebuilds trust, ensuring consumers make informed choices and are protected from exploitation in impersonal markets. - Question: How does the Bureau of Indian Standards (BIS) contribute to consumer protection, and what does this reveal about the role of government in ensuring fair trade practices?
Answer: The Bureau of Indian Standards (BIS) sets quality standards for goods, ensuring safety and reliability, while AGMARK standardizes food items, protecting consumers from substandard products and misleading ads. This reveals the government’s role in ensuring fair trade practices is critical, as regulatory bodies enforce accountability, prevent exploitation, and promote trust, aligning commerce with democratic principles of consumer welfare and equitable market access for all.
Short Questions and Answers
- Question: What is the primary purpose of advertising?
Answer: To persuade customers to buy a product. - Question: Name one medium used for advertising.
Answer: Television. - Question: What do advertisements often exaggerate?
Answer: Good points of the product. - Question: What picture do advertisements create in customers’ minds?
Answer: Success and happiness. - Question: How do brand ambassadors influence consumers?
Answer: By creating brand loyalty. - Question: What does social advertising promote?
Answer: Health and social issues. - Question: Name one social issue promoted by advertising.
Answer: Polio Drops awareness. - Question: What has the Indian government banned advertising on TV?
Answer: Tobacco and alcohol. - Question: How does advertising benefit the media?
Answer: By generating revenues. - Question: What is “Quack” advertising known for?
Answer: Making misleading promises. - Question: How do small businesses promote their products?
Answer: Through word of mouth publicity. - Question: What type of discrimination do some ads create?
Answer: Gender discrimination. - Question: What feeling arises when people cannot afford branded items?
Answer: A sense of inability. - Question: Why is advertising’s inequality undemocratic?
Answer: It creates inequality. - Question: Who is a consumer?
Answer: A person who buys goods or services. - Question: What has ended the personal relationship between seller and consumer?
Answer: Commercialization. - Question: Why is consumer awareness low in India?
Answer: Lack of education and awareness. - Question: What organization sets standards for consumer goods in India?
Answer: Bureau of Indian Standards (BIS). - Question: What standardizes food items in India?
Answer: AGMARK. - Question: What must a consumer attach to file a complaint in a Consumer Court?
Answer: Cash memo and warranty card.
Long Questions and Answers (60-70 Words)
- Question: Describe how advertisements persuade consumers using mass media.
Answer: Advertisements persuade consumers through mass media like television, radio, and billboards, reaching a large audience with a single message. They exaggerate product benefits, creating a success image, as seen in ads showing a family enjoying branded flour. Attractive visuals and jingles make ads catchy, while brand ambassadors foster loyalty, convincing consumers to choose their product over others by appealing to emotions and aspirations. - Question: Explain the role of brand ambassadors in creating brand loyalty.
Answer: Brand ambassadors, often popular stars, create brand loyalty by leveraging their fame to influence consumers, especially youth, who associate products with success, as seen in celebrity-endorsed ads. People favor these brands, believing they enhance status. However, ambassadors are replaced when their popularity fades, showing loyalty is tied to the star’s relevance, not product quality, manipulating consumer preferences in a competitive market. - Question: Discuss how social advertising contributes to public awareness in India.
Answer: Social advertising in India raises awareness about issues like Polio Drops and ORS, promoting vaccination and hygiene. Campaigns on mother’s milk, homemade baby food, and traffic rules educate the public, changing attitudes. A Ministry documentary motivated parents to educate girls, fostering gender equality. By addressing health and social issues, social advertising encourages responsibility, contributing to a more informed and equitable society. - Question: Explain how the ban on tobacco and alcohol ads protects public interest.
Answer: The Indian government’s ban on tobacco and alcohol ads on radio, television, and newspapers protects public interest by reducing exposure to harmful substances, preventing addiction and health issues, especially among youth. This limits the normalization of smoking and drinking, promoting healthier lifestyles. It aligns with social welfare goals, safeguarding vulnerable populations from misleading promotions and prioritizing public health over commercial interests. - Question: Describe how stereotypical advertisements create gender discrimination.
Answer: Stereotypical advertisements create gender discrimination by portraying women cooking and men buying cars, reinforcing rigid roles. This implies women belong in domestic spaces while men handle technology, undermining equality. Such ads shape societal biases, limiting perceptions of individual capabilities, as a man can cook and a woman may excel in tech, contradicting democratic principles of fairness and perpetuating outdated gender norms. - Question: Discuss how advertising creates inequality and affects democracy.
Answer: Advertising creates inequality by promoting branded items many cannot afford, fostering a sense of inability among the poor, as with branded flour. This widens the rich-poor gap, contradicting democracy’s equality principle. It disadvantages small businesses lacking ad funds, creating discrimination. Such inequality undermines democratic ideals of equal opportunity, highlighting the need for regulations to ensure fairness in market access and consumer perceptions. - Question: Explain why small businesses struggle to compete with branded products.
Answer: Small businesses struggle to compete with branded products due to limited funds for advertising, relying on word of mouth, while brands dominate with mass media campaigns. Consumers often believe branded items, like packaged porridge, are better, overlooking quality unbranded goods. This bias reduces small businesses’ market share, highlighting advertising’s undemocratic nature, as economic power influences consumer perceptions, marginalizing smaller players in the market. - Question: Describe how consumerism protects consumer rights in India.
Answer: Consumerism in India protects rights by promoting awareness, encouraging complaints against exploitation, and ensuring redressal through courts. The Bureau of Indian Standards (BIS) sets quality standards, while AGMARK standardizes food items, ensuring safety. Consumers are empowered to demand transparency on product safety and durability, holding businesses accountable. This fosters fair practices, enhancing social welfare and aligning with democratic principles of consumer protection. - Question: Explain the impact of commercialization on seller-consumer relationships.
Answer: Commercialization has ended the personal seller-consumer relationship, replacing it with impersonal transactions, reducing trust. In the past, direct interactions ensured respect and quality, as buyers examined goods. Now, consumers risk overcharging or poor quality, as with packaged items lacking transparency on safety. This necessitates regulations like BIS to ensure accountability, protecting consumers from exploitation in a market-driven system where personal bonds are absent. - Question: Discuss the role of the Bureau of Indian Standards (BIS) in consumer protection.
Answer: The Bureau of Indian Standards (BIS) protects consumers by setting quality standards for goods, ensuring safety and reliability. It standardizes food items through AGMARK, preventing substandard products and misleading claims, like in “Quack” ads. By enforcing regulations, BIS ensures fair practices, empowering consumers to make informed choices and holding manufacturers accountable, aligning commerce with democratic principles of consumer welfare and market fairness.