IMPACT OF SURROGATE ADVERTISING ON INDIAN ADOLESCENTS: A COMPREHENSIVE SURVEY ANALYSIS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i5.2024.4352Keywords:
Surrogate Advertisement, Adolescents, Urban, Rural, CorrelationAbstract [English]
Surrogate advertising, a marketing technique where brands promote prohibited products under the guise of related goods or services, has gained significant traction in India. This study surveys the effect of such advertising on adolescents, a highly impressionable demographic. Using data collected from 500 adolescents aged 13-18 across urban and rural regions of India, this research highlights the prevalence, perception, and potential behavioral impacts associated with exposure to surrogate advertisements. The results indicate a notable awareness of such advertisements and a positive correlation between exposure and perception toward the associated restricted products. Recommendations for policy reform and awareness campaigns are provided.
References
Dhannur, Mr Vijaykumar, and Ms Deepti Shetty. "Impact of Surrogate Advertisements on Youth." Pathh & Anveshi 2013 On “INDIA OF MY DREAMS AT 2050”: 218.
Patil, Ashok R., and Ranjit Singh. "ASSESSMENT OF LEGAL FRAMEWORK TO REGULATE DIRECT AND INDIRECT ADVERTISING OF TOBACCO PRODUCTS." Journal of the Indian Law Institute 63.2 (2021): 211-230.
Patthi, Basavraj, et al. "Glorified marketing influence among adolescents results in experimentation of tobacco use-systematic review." Journal of Indian Association of Public Health Dentistry 16.3 (2018): 188-192. DOI: https://doi.org/10.4103/jiaphd.jiaphd_166_17
Sharma, P., & Gupta, A. (2022). *The Influence of Surrogate Advertising on Youth in India*. Journal of Marketing in India.
Bhatia, Gayatri, and Siddharth Sarkar. "Tobacco industry and surrogate advertising in South East Asia region: moves and countermoves." Indian Journal of Psychological Medicine 45.2 (2023): 185-188. DOI: https://doi.org/10.1177/02537176221123221
Arora, Sonia, and Anupam Bawa. "Response to personalized marketing communication: an empirical investigation comparing users and non users of surrogate shoppers." Journal of Internet Commerce 21.2 (2022): 246-269. DOI: https://doi.org/10.1080/15332861.2021.1947741
Das, Aritra, et al. "Mid-upper arm circumference as a substitute of the body mass index for assessment of nutritional status among adult and adolescent females: learning from an impoverished Indian state." Public health 179 (2020): 68-75. DOI: https://doi.org/10.1016/j.puhe.2019.09.010
Advertising Standards Council of India (ASCI) Regulations. Retrieved from [ASCI website].
Government of India. *Regulatory Guidelines on Advertising Bans for Alcohol and Tobacco Products*.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Sonia Riwaria, Dr. Mamta Shah
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
