The popular media for advertising

E-C-404: Mass Communication and Media Studies

Hitesh S. Vaghani

Roll no. - 19

SEM - IV

Paper no. – E-C-404

Year – 2011-12

Topic: The popular media for advertising

Submitted to Dr.Dilip Barad

Department of English,

Bhavnagar University.

The word, ‘advertising ‘has it’s origin from a Latin word advertiser which means to turn to. The dictionary meaning of the word is ‘to announce publicly or to give public notice ‘. In other words, it may be interpreted as to turn the attention of the people concerned to a specific thing, Which has been announced by the advertiser publicly in order to information and influence them with the ideas, which the advertisement carries. In the business world, the term is mainly used with reference to selling the product of the concern.

Advertising, as Dr. Jones defines it, is “a sort of machine made, mass production method of selling which supplements the voice and personality of the individual salesman, such as in manufacturing the machine supplements the hands of the craftsman.”It is thus, a process of buying sponsor-identified media, space or time in order to promote a product or an idea. It is a vital tool or marketing goods, services and ideas.

The American Marketing Association has defined advertising as “any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”

We can say that Advertising may be defined in simple word as ‘the dissemination of information concerning an idea, service or product to induce action in accordance with the intent of the advertiser.’ In other words, it may be stated as an art of influencing human action by awaking the desire to possess the advertiser. It may be characterized as a specialized marketing activity to make the consumer aware of the company along with products and services it offers to sell.

Advertising Media

The channel is needed to carry advertising message to the prospective consumers which is referred to as advertising medium or media. The advertiser can choose from variety of media such as print, audio-visual, broadcast media and so on. The selection of a right medium is very important because the success of promotional activity depends upon it.

v The popular media for advertising are:-

Ø  Newspapers and magazines

Ø  Radio and Television

Ø  Outdoor and transit advertising

Ø  Direct mail point of purchase displays

Ø  Motion picture

Ø  Other media

Newspapers and magazines: - Newspapers carry the advertising to a large cross section of the society. They have been the oldest leading medium for advertising at local and regional levels. Newspapers are effective for local and retail advertising. They provide flexibility in advertising. Advertisement can be accommodated at the last minute to take advertage of some special marketing situation. This is a low cost advertising medium. The main disadvantage of newspaper advertisement is that they have short life as they are of local nature and once the newspaper is read, it is kept aside thus the repeated exposure to the advertisement is not possible. Many people read the newspaper hurriedly and do not spare time in reading the advertisements. Moreover, 60 per cent of the space in the newspaper is full of advertisement, so readers tend to not get attracted by the messages in the advertisements.

When the magazines are for special interest groups. The scope of advertisement becomes limited. The disadvantage of magazine advertisement is that they many times lack timeliness as magazine. Printing takes long time depending on the periodicity of the magazine. Compared to newspaper, advertising in magazine is expensive, so it does not attract local retailer.

Radio and Television: - Radio was successful in advertising mainly because of large number of illiterates in India, who could not take advantage of print media till the invasion of television to our living rooms. Even after the Television became the most popular medium for advertising, radio still is a broadcast medium with great outreach. It facilitates local advertising through it’s medium wave channels. The production cost of live radio advertisement is much low compared to print media and Television advertisements, as its production is mainly concerned with effective oral communication. It requires microphone and audio amplifier. When an advertiser wants different voice, sound effects and music in the advertisement, recorded radio commercial is preferable. In the recorded radio commercials, the recorded disc or tape is to be supplied. Retailers buy radio time for the advertisements of their products. This is called Retail Radio Commercial.     

Television advertising has grown tremendously in the last fifteen years. Television provides for action, motion, sound and effect, music and verbal messages in advertisements. Therefore, it has become a popular medium for advertising.

Radio and Television sell air time in three general classes of area; network, sport and local.

Network refers to television commercial on national broadcast on in prime time television programmers. Thus, the advertisers are able to have best time and reach to the national audience. It saves buying time on many local stations. Adverting during the prime time promotes the prestige of product as well as company.

Sport refers to advertising in a special or particular geographical area. Sport broadcasting time is given in the network programme during the affiliated Kendra’s breaks or during delinking period. It enables the regional advertisers to use television as advertising medium and leaves scope for producing the commercial according to the regional consumer characteristics, needs and practices.

Local television commercial refers to advertisements of retailers. They sponsor some programmes on TV. Many a times it is a cooperative effort of the retailers along with the manufacturer.

Outdoor and transit advertising:- It includes a variety of outdoor media such as hoardings, posters, information panels, bill boards, directional maps, mobile vans with loud speakers, and huge painted portraits. It also includes advertising on rail, bus and air terminals, building walls and highways. Advertising through wall displays, illuminated sky writings, electric spectaculars also come under this category. Outdoor advertising is the oldest and an important form of advertising medium. It is an effective medium of advertising in India, when illiteracy is higher. These are very effective and appealing, and create awareness and interest. These media draw the attention of the persons pressing through certain sports. These media offer long life. The details like contact addresses, names and addresses of local dealers, etc, can be given. Since they have large illustration with bright colours, they also make good impact. The major limitation of outdoor advertising is that. Since the message has to be in a brief, many times it becomes merely supplementary advertising. Detailed messages can be communicated through print media. The outdoor and front advertising offer sure exposure and repetitiveness.

Direct Mail: - It is a postal publicity. In this, the advertisements are sent directly to the prospective consumers by the advertiser himself. It could be through hand delivery, door to door distribution of advertisement or materials. It can be in the form of letter, leaflet, booklet, a catalogue, handout, circular etc. the main purpose of direct mail advertisement is to promote consumer interest and create a good will; obtaining direct sales, to have personal touch., to provide for reading and thinking about the product at leisure.

Point of purchase: - This method is also called dealer aids, dealer displays, or point of sale. In this method messages are directly communicated to the customers, inside outside and around a retail store. Window display, floor display, wall display, banners, samples, posters are usually used to promote sale at the store to attract the attention of the passers. These do not include labels, packages and containers. According to Rayudu, “The advertising materials at point of sale must be attractive, create interest, confidence, impression, education and of information value. It is the last state to remind the buyer to buy”.

Motion Picture: - Motion picture advertising is also called screen advertising. Movie theaters sell time for screening advertisement films as well as slides. These are shown before the main feature film, in intermission or between newsreel and feature film.

Other Media: - Advertising through other media includes advertising through telephones or any other directory. Bus or Train Time Tables, calendars, products such as key chains, pens, letter pads, appointment diaries, containers, and so on.

  

Types of evaluation

E-C-402: English Language Teaching-2

Hitesh S. Vaghani

Roll no. - 19

SEM - IV

Paper no. – E-C-402

Year – 2011-12

Topic: Types of evaluation 

Submitted to Dr.Dilip Barad

Department of English,

Bhavnagar University.

                                     

Introduction:-

                       At the end of turn or year the learners appear in the examinations. There is a formal system of examining them. Question papers are set and answers are written in answer books which are later checked by the teacher is believed to be examination. It is the part of evaluation. The evolution is the objective based testing. There are two words used for evolution, validity and reliability. If the evaluation is not based on these two principles of testing, it is not evaluation. The evaluation is based on objectives.

Objective based evaluation:-

                       The objective behind teaching and learning is to bring change into the behaviours of learners. So in the beginning of lesson planning the teacher states two statements; they are known as pre-knowledge and specific objectives. In other words they are known as entry behaviour and terminating behaviour so the teacher can check their behaviour accordingly. Testing the outcome of the teaching learning programme is known as objective based evaluation.

Concept of evaluation:-

                        In modern educational practice the term 'evaluation' is used in place of 'test' and 'examination'. Tests may be held periodically and examination may take place twice in a year while evaluation is regarded as a continuous process or testing pupil’s attainment an amount of grasping and the measurement or learning. The term evaluation, in this way, is much more compressive term than either test or examination. It incorporates only the scholastic achievements of pupils at a particular age or grade but it ranks to measure all round progress of the pupils in view or the objective of curriculum, measure and techniques of teaching and learning etc. It also attempts to offer valuable hints and suggestions for further improvements in teaching procedures. Thus the tests and examination are past of evaluation. Marking for testing learning achievements or the pupils, the tests are used in evaluation further in English.

       Types of evaluation:-

(1)        Oral test:-

               In testing speaking or oral capabilities of learners the teacher have to make them using language in different situations and can conduct the test having following features in it.

               The learners are asked to

               -           read aloud

               -           speak on different topics

               -           Converse with others in given situation

               -           follow direction, commands, request and instructions.

               -           tell story or narrate situation

   Advantages:-

1.            They test the ability of students to express themselves orally.

2.            They test the ability of pronunciation of students.

3.            They test the reading skill of student.

4.            They help the student in the development of personality.

5.            They prepare student to face interviews in future.

6.            They test the understanding of oral and written language.

Disadvantages:-

1.             There is no place of writing in oral test.

2.            They are time consuming because all the students are tested individually. Hence it can not be used for over crowded class.

3.            There is subjectivity in marking.

(2)          Written Test:-

               This test is drawn on the basis of evaluating writing skills of learners. Some of the means of writing exercises are given as under.

-              Writing of formal or informal letters.

-              Picking out the main ideas of paragraphs.

-              Writing down a summary of a passage.

-              Writing an essay.

               In a formal examination, the best and most comprehensive written test is a composition on a particular subject. The main aim of written tests is to test is to test language grammar, vocabulary, punctuation and handwriting. Following are the language items for written test.

-              Vocabulary

-              Comprehension

-              Language study (structure and usages grammar)

-              Composition

-              Translation

::              Types of question:-

                Following are the types of question:

(1)            Essay type questions:-

                Essay type questions are also called along answer question as well as traditional type of questions. This type of question is the most commonly used type of all the types of questions. These types of questions are very much criticized. The reasons for criticism are as noted below   

Limitations\ demerits:-

1.              Students have to write essays to answer the of questions.

2.             This type of question cannot cover the whole course.

3.             The assessment of the answers of this type of questions becomes subjective. The assessment of the same answer by the same examiner at different times also does not remain the same.

4.             This type of questions does not test all the four language skills.

5.             Because of subjectivity in the assessment of this type of tests success in examination becomes a matter of chance for students.

6.             This type of tests encourages cramming.

                Inspite of the above noted limitation of essay type questions they find place in the question paper because this type of questions are not without any advantage or any merits. The advantages of this type question are as noted below:

7.             They encourage guess work.

8.             These question may be vague and the pupil does not understand what the examiner really wants.

9.             They test the student’s originality, his ability to organize the material and to present it in his own words and style.

  Merits/ Advantages:-

-                Essay type question test student’s ability to express.

-                Essay type question test student’s ability to reason and organise their ideas.

-           Essay type question test students knowledge of different language items viz sentence structure, vocabulary, spelling, use of punctuation marks  using capital letters and also paragraphing the answer.

-                They are easy to construct.

(2)             Short - answer type question:-

                  This type of question is a mid - way between the essay type question and the objective type questions. This type of questions overcomes some limitations of the essay type questions.

-                 The assessment of the answer of this type of questions becomes more objective and less subjective.

-                 This type of questions covers a very large content.

-                 As the assessment is less subjective, examination does not remain simply a matter of chance or luck.

-                 The assessment also does not become so bring as the assessment of essay type questions.

                  But the short answer questions do not test student’s ability to express and organise ideas. They also do not test all the four skills of language learning.

(3)             Objective type questions/ tests:-

                  This type of questions are also called new type tests. The objective type questions can be divided into two broad categories; Oral tests and written tests. There are many advantages and disadvantages of objective type questions. They are as noted below:

                   Advantage / Merits:-

-                  The assessment of the answer of this type of questions is always objective.

-                  This type of questions can cover the whole course.

-                  The examination does not remain a matter of chance or luck

-                   It does not encourage cramming.

-                   Objective tests are useful for measuring specific skills and specific items of knowledge.

-                   Assessment becomes easy and less tiring for teachers.

                    Disadvantages / Limitations:-

-                   Objective tests are difficult to construct.

-                   Objective tests require special sitting arrangement for the students. In the absence of special sitting arrangements for the students copying answers in the examination hall becomes easy.

-                   Objective tests, if not properly framed, would encourage students to indulge in guess work.

-                   Here no attention is given to language.

   Paper -4

Vaghani Hitesh s

Roll no. - 38

SEM - I

Department of English

Paper no. – 4

Year – 2010-11

Topic:

Goldsmith Sheridan & Antisentimental comedy

                                                                        

                                                                           Submitted to Ruchira Dudharejiya

Department of English,

Bhavnagar University.

Goldsmith Sheridan & Antisentimental comedy

Different forms of comedy:-

                                                        “Artificial comedy” is another name for the comedy of manners which reached the height of its achievement during the Restoration in England. In the history of British drama, the comic genius of the British nation has expressed it self in several distinct forms. Its most striking manidestation are: Romantic comedy; comedy of humours; comedy of manners etc.

Romantic comedy:-

                                         Romantic comedy achieved its greatest successes in the hands of Shakespeare. Shakespeare’s comedies are essentially romantic. They are romantic because there is in them a mingling of the romantic love-interest with mirth and fun; because they are also a mixture of serious or tragic elements and comic elements; and because they do not observe any of the classical unities of time, place and action. In addition to all this, these comedies are rich in characterization both as regards range or variety and depth. The Merchant of Venice, as you like it, and Twelfth Night are among the masterpieces of romantic comedy.

Comedy of Humours:-

                                              The comedy of humours reached the height of its success in the hands of Ben Jonson. Jonson tried to recall comedy from its romantic entanglements and to restore it to the position which it held in ancient Roman times. The characters in the comedies of Jonson represent certain well-marked traits which are known as humors. The boastful soldier, the clever servant, the greedy and jealous husband, the gay young man, the dupe-such are the characters in Jonson’s play, Every Man in His Humour.  Likewise, a vainglorious knight, a public jester, an affected courtier, a doting husband, and certain others exhibit their respective oddities or traits in the play, Every Man out of His Humour. Even in his masterpiece, Volpone, Jonson represents the characters of a miser-cum-sensualist, a clever servant, a shameless lawyer, a wiling cuckold who offers his wife in return for an inheritance, a foolish English traveler, and so on. This play is chiefly a satire on vice and has an obvious moral purpose. In fact, a moral purpose is the dominant motive behind Jonson’s comedy of humours.

Comedy of Manners or Artificial comedy;-

                                                                                     The comedy of manners, which is often described as artificial comedy, arose during the Restoration. The comic dramatists of this period wrote plays picturing the external details of life, the fashions of the time, its manners, its modes of speech, its interests. Their characters were chiefly men and women of fashion, and their plots and love-intrigues are developed with clever and witty dialogue. The scenes are laid in the drawing-rooms, the coffee-houses, the streets, and the parks and gardens of London. The Puritans had suppressed drama which was revived with the Restoration of monarchy in England. The comic plays of this period represent the reaction of the public and the authors against Puritanism. These plays represent social institutions especially marriage, in a ridiculous light. Social conventions are attacked and mocked at chiefly for the sake of witty raillery or to give point to an intrigue. The first of this school of comic dramatists was Sir George Etherege, who established the comedy of manners. He was followed by William Wycherley, William Congreve, Sir John Vanbugh, and George Farquhar. Congreve is easily the greatest writer of the comedy of manners. His masterpiece, the way of the world, carries the interest of dialogue, the verbal exchanges between character and character, to its extreme development. As a painter of the contemporary life of fashion and the manners of fashionable society, Congreve has no equal his use of irony and paradox in exposing the foibles of society masterly and his wit is unsurpassed.

The Revival of the comedy of Manners or the Artificial Comedy by Goldsmith and Sheridan:-

                                                                             Goldsmith and Sheridan wrote comedies free from the sentimentality and the moralizing which had overwhelmed the comic plays of their time. They did so by reviving the comedy of manners or artificial comedy of the Restoration. In this context, Sheridan occupies a commanding position with his plays, The Rivals and The School for sandal, the letter being his masterpiece. The school for scandal indeed represents almost the perfection of artificial comedy. This play reveals the selfishness, envy, and hypocrisy of the society of the time with a remarkable skill and a sure knowledge of theatrical effect. Here Sheridan captured the current forms of fashionable speech and heightened them with fine phrases and sustained wit. He built up a comedy of manners or an artificial comedy with more striking situations in it than any other play in English. It is without dispute the most brilliant artificial comedy written in the eighteenth century, and one of the most successful ever produced on the stage. It gives us a satirical picture of the contemporary scene-the love of fashion, the extravagant habits of young men, the love-intrigues, the exorbitant rates of interest charged by money-lenders, and the hypocrisy of fashionable men and woman. The author also pokes fun at contemporary journalism, with sarcastic references to “The Town and country Magazine” and to Mr. Snake.”

The Meaning of the Comedy of Manners:-

                                                                                    The comedy of manners is a phrase often used in literary history and criticism. It is particularly applied to the Restoration dramatists in England, and especially to Congreve and Wycherly; but it is a type of comedy which can flourish in any civilized urban society, and we see it again in Sheridan and in Oscar Wilde. This kind of comedy makes fun not so much of individual human beings and their humours as of social groups and their fashionable manners. It is generally satirical, though in a good-natured way. The comedy of manners is a highly articial form of drama and is generally full of verbal wit.  

The Themes and the Characters in the comedy of Manners:-

                      The comic dramatists of the Restoration in England devoted themselves to picturing the external details of life, the fashion of the time, its manners, its interests, and its mode of speaking. They depicted the fashionable drawing rooms, the coffee house, the streets gardens and parks of London. Their characters were chiefly people of fashion; and their plots were, for the most part, love-intrigues developed with cleaver dialogue.

What is Sentimental comedy:-

                                                            The period of the Restoration in England had witnessed the emergence and vogue of what came to be known as the comedy of manners. By the year 1700, this comedy ceased to flourish. The eighteenth century saw the rise and popularity of another kind of comedy known as the sentimental comedy. The sentimental strain in English comedy became in this century more marked than it had ever been before. The audiences in the middle years of this century wished to be moved not to laughter but to tears. They also expected some kind of moral enlistment by witnessing a comedy on the stage. In short, they loved something moral and pathetic, something edifying and genteel; they wanted an agreeable dramatic sermon with a happy ending. One of the principal writers of this kind of comedy was Richard Steele whose best play in this line was The Conscious LOVERS. Two dramatists of the eighteenth century, however, reacted against the sentimental comedies of the time. In the face of the sentimental comedy, Goldsmith and Sheridan attempted a revival of the Restoration comedy of manners without its coarseness and immorality; and they both succeeded because of their theatrical talents. However, even they were ultimately powerless against the tide of tears which flowed in response to scenes of touching distress and moving repentance in most comedies of the time.

What “The School for Scandal” Would Have Become in the Hands of a Sentimental Dramatist:-

                                                                                The School for Scandal is an excellent example of the anti-sentimental kind of comedy attempted by Sheridan. In this play there is no excess of feeling or emotion or sentiment in any scene. Sheridan shows a commendable restraint in his treatment of the subject. He moves us to laughter and never to tears; and the laughter is more or less intellectual. In the hands of another dramatist of that period, the theme of this play might have developed into sentimental drama. ‘The Teazles’ domestic life would have provided comic relief; Maria, a defenceless ward in Sir Peter’s household would have become the pathetic heroine slandered by the scandal-club and pestered by Joseph’s insidious attention. Sir Oliver, probably her father in disguise, would have appeared in the final Act to rescue her from persecution and to restore her to her faithful lover Charles who had plunged into dissipation because she was too modest to reciprocate his love. That Sheridan was quite capable of so tearful a treatment is proved by his Ode to Scandal   but here he confined himself, with admirable skill and judgment, to making vice ridiculous. Most of the character here exemplify some vice or weakness with that consistent exaggeration which provokes laughter because, on the stage, it seems true to life.

Joseph, the Hypocritical Man of Feeling:-

                                                                                   In this play Sheridan introduces no such sentimental scenes as are to be found between Julia and Faulkland in The Rivals. He presents Charles, the true man of feeling who gaily avoids fine sentiments, and Joseph, the hypocritical man of feeling who conceals malice under false moral or noble sentiments. The word “sentiment” or “sentimental” is repeatedly used in the play in relation to Joseph: thus Lady Sneer well refers to him as “a sentimental knave”, while Sir Peter, on more than one occasion, refers to him as “a man of sentiment”. The word “ sentiment “ or “ sentimental ”    here is intended to convey certain moral attitudes, but we know very well from the very outset that Joseph merely pretends to be a moral individual. Charles has a laugh at Joseph’s brand of morality when he says that, if a beautiful woman were to offer herself to him, he would borrow some of Joseph’s morality. Joseph’s intrigue with Lady Sneer well, his joining her in spreading slanderous stories about Charles in order to hinder Charles’s marriage with Maria, his making amorous advances to Lady Teazle when he is actually trying to win Maria as a wife, his presenting to be a well-wisher of  Sir Peter’s when he is at the same time trying to seduce Sir Peter’s wife, his ingratitude towards Sir Oliver who had sent him a large sum of money from India, his complete lack of feeling for a needy relative in distress, his complete want of any brotherly affection or regard for Charles-all these show him to be a complete hypocrite-cum-knave. Thus the question of any genuine sentiment in this man’s heart does not arise at all; nor does he have any moral scruple. Joseph himself is perfectly aware of his own hypocrisy and the mask which he wears in order to deceive people. After Sir Oliver, in the disguise of Mr. Stanley has left him, he shows this awareness in a soliloquy by clearly stating that his aim is “to gain the reputation of benevolence without incurring the expense”.