000			01803nam a22001697a 4500
003			OSt
005			20160101183817.0
008			160101b xxu||||| |||| 00| 0 eng d
100			_aTREHAN, KULVEEN: GUPTA, AASTHA _920264
245			_aBRANDS EXPLORE HUMAN RELATIONSHIPS FOR CONSUMER ENGAGEMENT : A CRITICAL ANALYSIS OF TELEVISION ADVERTISING IN INDIA _cTREHAN, KULVEEN
260			_aNEW DELHI _bMR. SATYA GILANI ON BEHALF OF ASSOCIATED MANAGEMENT CONSULTANTS (P) LTD., _cDECEMBER 2015
300			_a32-46
500			_aWITHIN THE CRITICAL CODES OF ADVERTISING EXECUTIONS, HUMAN RELATIONS ( PERSONAL AND SOCIAL) IN TELEVISION ADS WERE EXAMINED TO KNOW THE RECURRING RELATIONSHIP PROJECTIONS IN THE PRESENT DAY INDIAN ADVERTISING. IT WAS FOUND THAT THE INDIVIDUALS RELATIONSHIP WITH SELF IS EMERGING AS A PREFERRED ONE, WITH ROMANTIC LOVE AND FAMILY RELATIONS OFTEN USED EITHER AS SITE OR SUBJECT TO POSITION THE BRAND AS INTEGRAL, AT TIMES INTIMATE, AND MORE OFTEN, INDENFIFIABLE IN THE PRODUCT CATEGORY. EVIDENCE POINTED OUT AT THE HOMOGENIZATION OF PRODUCT-CONSUMER RELATION AS WELL AS EXISTING CHARACTER - CHARACTER AND CHARACTER - CONSUMER RELATIONS ACROSS DURABLES, NON-DURABLES, OR OTHER IDENTIFIED SPONSORS. FROM THE PURPOSIVE SAMPLE, IT WAS NOTED THAT TELEVISION ADS USED COLLECTIVISTIC APPEALS TO USE OR CREATE MOMENTS IN LIFE DRIVEN BY THE NEED TO LOVE AND BELONG. PRODUCTS ARE SELDOM DIRECTLY TALKED US BUT ARE ARTFULLY WOVEN IN RELATIONSHIP SLICES IN SEAMLESS COMMUNICATION AND PERSUASION.
650			_aHOMOGENIZATION, ATTACHMENT, INTERPERSONAL RELATIONSHIP, MUTUALLY, LEGITIMATION ADS, COLLECTIVE APPEALS, PUFFERY _920265
942			_2ddc _cJA-ARTICLE
773	0		_030302 _955726 _aGILANI, MEENAKSHI _b _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5555145 _tINDIAN JOURNAL OF MARKETING _w _x _z
999			_c40979 _d40979