Are advertisements related to Capitalism?

Are advertisements related to Capitalism?

Name of the paper: Mass media and Communication

Roll no: 07

Prepared by: Dipti Vaghela

Dedicated to: Department of English M.K.B. University

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Introduction:

       As a part of mass media paper I made this assignment. Here there are some questions which I want to define in my assignment as under,

-        What is Advertisement?

-        What is Capitalism?

-        Are capitalism and advertisements related?

-        How we can conclude it?

What is Advertisement?

        First let’s we understand through definition as under,

‘Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.’
        From this definition we can say that it is one type of medium through which we can know something about many things. Industrial people use it for making famous their products. So it is very useful media in this time.

There are many usages of advertisements like to make people aware, to develop products, to know about currant time, etc. There are types of advertisement like print, video, poster, etc.  So it is related with so many Medias like T.V, news paper, internet, poster, magazine, radio, etc. These are very important to publish advertisements. There are types of appeals which are used in advertisement like emotional appeal, rational appeal, personal appeal, social appeal, fear appeal, humor appeal, sex appeal, music appeal, scarcity appeal, masculine Feminine appeal, brand appeal, snob appeal, adventure appeal, less than perfect appeal, romance appeal, emotional words/sensitive appeal, youth appeal, etc.

Advertisements are useful for us in various aspects. It is useful to develop knowledge of the consumers. From the advertisement consumer know about it and they can buy whatever they want. Consumers have various choices to buy the things nobody can force to buy anything so people are free to purchase anything. People can also compare two different things and look at its merits and demerits. And after comparing they decide that which one they want to buy. Thus, advertisements are very useful for everybody. It also harm to us because when we look at the advertisement of any product it looks like beautiful but in real it is not so. There are some advertisements related to washing powder and it show that all clothes become clean but when we use it at that time it is not like that. So we can say that advertisements are showing products not look as it is but more than it. So sometime it may harm to people.

There is one statement that ‘power played a vital role everywhere’. And no any single place is that where we can’t see it so obviously it is also in advertisements. So let’s know about it.  

What is Capitalism?

        Capitalism is an economic system based on private ownership of the means of production and their operation for profit. Capitalism means powerful people can enjoy this system. It is useful for rich rather than poor.  Poor people can’t afford to live in this system because it is coastally. In this time also we can see that some children want to do science but they can’t do it because privatization of schools. And for rich people it is blessing while for poor it is curse. Poor people are unable to study in science because it is too coastally so they choose another line. So we can say that Capitalism make difference between rich and poor. And we can say it is everywhere whether it is advertisement or any other thing. So now let’s know that how capitalism affect advertisement?

Are capitalism and advertisements are related?

       Yes, of course these are related with each other because to give advertisement is worthy and everybody can’t able to give it. We can see that in television advertisement is always of that company or products which are rich. Poor people and industries can’t afford to give it in advertisement.

        Now let’s we know some examples from advertisements one by one. If we look at advertisements coming in T.V so famous and rich people can give it like Parale, Dairy milk, Amul, Pepsi, Coca-cola, Colgate, etc. These all examples are those who can able to give it. While there are many other products like Gruh Udhyog, Chat puri, oil like Dhupel, etc. There are so many products which advertisements are not coming in T.v, Radio, Net, etc.

        If we think about small thing like when rich people died at that time full page coming in news paper with the title ‘Shradhanjali’. But if we think about poor people so nobody knows about them. What happened with them not a single note comes in news paper. So the difference between rich and poor we can also see in those things. If anything happened with rich people everybody knows about it but if that thing happened with poor people so nobody care for that. And we can see it everywhere.

        Indirectly through advertisement we can also communicate with each other. When we watch any advertisement about product and we think that it is good and we purchase it so indirectly it is one type of communication. But only rich can able to do it while poor can’t.

        If we look at it in movies, there is also we apply it. Some directors are able to produce advertisement of movies while some are not. If we compare two movies like ‘P.K.’ and ‘Rang rasiya’ so if we look at qualitatively so Rang rasiya is better than P.k. but yet P.K become more popular than Rang rasiya. And the reasons are they have not enough money to make it famous. And because of that reason movie of P.K. become more famous. There are many products, movies, etc in which power and money played a vital role. Without power or money we can’t do good things. And there is one proverb in Gujrati that “nana vagar no nathio, ne nane natha lal”. As same those who have money they are on power position.

Conclusion    

        So from these various examples we can say that power of Capital people is always there. So in advertisement also we can see the power full people did all the decisions and all the things. They are able to give enough money for advertisements and that’s why their products become more famous comparing with poor people. They are also wanted to give advertisement in many Medias but they can’t because of less money.

        Thus, we can say that advertisements and capitalism are related with each other.  (htt)

Works Cited

n.d. <Wikipedia contributors. "Capitalism." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 25 Mar. 2016. Web. 26 Mar. 2016.>.

n.d. <http://www.dictionary.com/browse/capitalism?>.

   

My semester 4 assignments

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Is happiness connected with products? from diptivaghela

Is poverty of Africa and India reflects in their literatuere? from diptivaghela

Three films.




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Caliban and Eklavya as subaltern

Topic: Comparative study between ‘A Tempest’ and ‘The Purpose’

Paper: Postcolonial study

Roll no: 07

Prepared by: Dipti Vaghela (diptivagela50@gmail.com)

Submitted to: The department of English M.K.B. University

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~ Introduction:

       As we know that there are some methods through which we can understand any text clearly. So, one of them is ‘Touch stone method’. It means we compare two texts with each other and through that we can understand it. And because of comparison we can easily understand the text.

       So, here I try to compare two texts in this assignment as under,

‘A Tempest’ by Cesaire with ‘The Purpose’ by T.P. Kailasam.

~ The Purpose by T.P. Kailasam

       Kailasam was born in a Tamil family in south Karnataka in India. He was play writer and Geologist. He wrote The Purpose in 1944 which is based on great Indian Epic ‘Mahabharata’. In this play he focus on main three characters like Arjuna, Eklavya and Guru Dron.

       In the story of Mahabharata ‘Arjune’ is the hero while studying under Dronacharya or throughout the epic. But here in The Purpose Kailasam more focus on the character of ‘Eklavya’. And he is the main hero or character of The Purpose.

       The protagonist of the play is Eklavya. He is nishada. He also want to become the best archer of the world as same Arjuna also want to be. Eklavya really like the techniques of Drona but he also recognize the Arjuna as a novice.

Ekalavya: “…..this Must be the great Drnacharya! Who else could in a few moments and with a few words turn a voice into a good archer already! Why, I am better myself for listening to him and following his words!”

       Through these type of dialogues we can see that how he love to be best archer. But only because of his caste he can’t be like Arjuna or perhaps better than Arjuna. So, after all we can say that T.P. Kailasam give the eyes to Arjuna. And he wants to highlight the character of Eklavya who is very minor character in Mahabharata. And through the archery Eklavya want to save the innocent animals from cruel animals and desire to learn archery. So his purpose is not self centre but it is for others. Wile, Arjuna wants to be the greatest archer of the world. So, we can say that his purpose is self centered. Thus, Kailasam gives the voice to the subaltern character like Eklavya. So now let’s know something about A tempest.

~ A Tempest by Cesaire

       The Tempest is one of William Shakespeare’s final plays, written around the year 1610. And then on the base of that play Aime Cesaire write A Tempest. It is a politicized take on Shakespeare’s play. It is really a “post-colonial response to The Tempest”. It story from the point of view of Caliban and Ariel. In this version Caliban is black slave ane the spirit Ariel is represented as a mulatto slave. The dialogue on Caliban’s part is much harsher and more frequent. Caliban’s aggression and hate towards Prospero is a bit more evident. Prospero is also a good example of the role power plays in the story. When Caliban swears his loyalty to him he readily agree and takes advantage of this. Caliban’s character and the way Prospero treats him is a good representation of colonial attitudes towards indigenous people.

       Caliban is a rebellious black slave, who has been taught Prospero’s language only so that he can understand his orders and who asks to be called X, since Prospero has stolen his identity. In some of the scene, Ariel and Caliban argue about modes of resistance. Caliban calls him an Uncle Tom and demands ‘Freedom now’. He criticizes Prospero for using the courtiers’ hunger as a means of punishing them.  Prospero orders the arrest of Caliban and his fellow conspirators. Gonzalo attempts to convert Caliban to Christianity but fails. In his speech Caliban rejecting Prospero’s colonialist domination and threatening. Then Prospero decides that his duty is to remain on the island not to be master but the leader of the orchestra’ and to counter Caliban’s violence with violence. In a final image, Prospero is a futile old man, ruler over a population of one, and fragments of Caliban’s songs are heard in the distance.

~ Meaning of Subaltern

       It refers to the populations that are socially, politically and geographically outside of the hegemonic power structure of the colony and of the colonial homeland. As intellectual discourse, the concept of the subaltern is problematic because it originated as a Eurocentric method of historical enquiry for Africa, Asia, and the Middle East. The term “subaltern” is used in the fields of history, anthropology, sociology, human geography and literary criticism. (Wikipedia)

       In postcolonial theory the term subaltern describes the lower classes and the social groups who are at the margins of a society. As in our India, some of the castes which we call ‘Shudra’ they all are subalterns. High castes people not except them as normal and they not even touch to those people. In Gujarati we can say ‘abhadavu’. So those all people are subalterns.

~ Eklavya and Caliban as Subalterns.

       If we think about these two characters, so these are subalterns. Ekalavya is from lower caste and because of his low caste he can’t get education. They have no right to learn. He is smart than Arjuna and yet he can’t be great archer because of his caste. Even he learnt archery by his self, without any Guru and yet powerful people not give him right to be an archer. So we can say that Eklavya as subaltern character. His intention to be archer is good and yet he can’t to do it.

       As same the character of Caliban is also represent this kind of identity. He has no power because he is black man but he raises his voice against his master because he has language. Without language he can’t do it. So if we want to be rebellious when we have language. And behind these all things power played a vital role in our society. On most of the position we can see high caste’s people. And that’s why power is in their hands. There is one dialogue in hindi movie ‘Raja ki ayegi barat’. In this movie one old person(judge) give advise to Rani Mukharaji that “ Haq kabhi manganese nahi milata kabhi kabhi use chinana bhi padata he”. And this dialogue is most appropriate here. So we can say these two characters are subalterns in The Tempest and Mahabharata.

~ Subalterns are in our contemporary society

       In our contemporary society we can see many of the people who suffer a lot because of their caste. In our villages now a day’s also we can see some of the people are living out of village. In village those people are from low caste and that’s why they have no right to live in the society. They are cleaning our society and yet they are not clean so high caste people not touch them. So they all are subalterns of our society.

       I have personal experience of this kind, one day I went to Ahmadabad with my sister. We lived one night in the house of my sister’s friend. At that time their behavior is not normal with us, they give enough of food to us but they were not eating with us. Then in the morning we leave and then in auto rickshaw I asked to my sister and at that time she said that perhaps they are ‘Harijan’ and that’s why they were not eating with us. And then I thought that what the condition of our society is?

~ Conclusion      

       Thus, we can say that the characters like Eklavya and Caliban are in history and present. And these types of characters are there because there are some characters who are ruling over them. In these types of situations we can see that the power played a vital role behind these all things.

       There are some poor people because there are some rich. There are days and nights, sun and moon, joy and sorrow, etc. So if there are subalterns because some powerful people are there and that’s why it happened. If there is some question so defiantly there are some reasons behind this. But question is that we are not thinking like that or we are not habituated to think like that.

       We can see those types of characters in past and present or may be in future also. And we don’t know that when it stop? But we can try it first on our self. Because first we have to follow it and then and then we tells to other to do like that.

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Works Cited

Wikipedia contributors. "Subaltern (postcolonialism)." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 14 Oct. 2015. Web. 3 Nov. 2015.