“A Study on Print Advertisements with Special Reference to the Appeals Used in Indian Magazines in the Year 2010”

Abstract

Abstract

This study was done on present day advertising’s use of emotional and rational appeals in magazines. It investigated appeals used in two general interest magazines (India Today & Reader’s Digest) and two specific interest magazines (Filmfare & Business Today). The research also investigated the various product categories that are being advertised in these four magazines. The study discovered that in all the four magazines, the rational appeal was the most used followed by a combination of both rational and emotional appeals in the advertisements. More than 50 % of ads in all the magazines were picture dominant, which clearly says that the ads used in today’s magazines depend more on visuals than text alone to deliver their message. The researcher could also find out that majority of the ads uses colour to present their message. The research revealed that the product categories that are advertised the most of today’s magazines are automobiles/motor cycles, electronic products & appliances, banking & insurance, beauty care/cosmetics, clothing/designers, services (hotels/resorts, tour packages, tourism etc.) and educational products & services. The research revealed that quality appeal is the most commonly used appeal in magazines. It was also found out that majority of the ads was framed ads since there was a relation between the visuals used and the text.