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DUTTA, PRITHA (2012) INCREDIBLE INDIA TVC AND YOUTH TODAY. Masters thesis, Christ University.

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The paper deals with the television commercial of Incredible India. It studies whether these advertisements can be used to generate goodwill for the country. Incredible India advertisements are a rare combination of extraordinary words, music and visual. It is an initiative by the Government of India to promote tourism. They are small snippets capturing India at its best. The advertisement frequency is low. But if strategically used can prove beneficial in creating benevolence towards the country. The paper throws light on the negative treatment given to news by todays broadcast media. It analyzes whether the effect of it can be countered by the portrayal of beautiful India in the Incredible India advertisements. It studies if the result of viewing this advertisement can lead to overlooking of the flaws of our country. It specially tries to look into the effect that it might have on the youth. The methodology used for this study is experiment based. The researcher initially showed the respondents five television commercials and then followed it by distributing questionnaires which would help learn the consequences of viewing the advertisement. The limitation of the paper was the lack of journals, articles or related materials on the concerned topic. Nevertheless, considering all materials that were present, the research gave a holistic prospective to the advertising campaigns and its effect on the youth.

Item Type:Thesis (Masters)
Subjects:Thesis > Masters > MS Communication
ID Code:5924
Deposited By:Knowledge Center Christ University
Deposited On:22 Jan 2014 20:53
Last Modified:22 Jan 2014 20:53

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