Positive and negative site of public communication

Positive and negative site of public communication

Prepared For Hasan Shirazi Faculty of BBA North South University

Prepared by M Shakil Alam 073 098 030 Amit Deb Nath 113 1018 030 Indra Jyoti Das 081 017 030

April 23, 2013 North South University

Table of Contents

Executive Summary................................................................................................................... Introduction. Positive site of Robi Telecom advertisement Negative Site of Fair and lovely Advertisement.. Conclusion.

List of Tables

Table of Selected Advertisement.

Executive summary To critically analyze the positive and negative site of public communication we have selected two different media advertisement. We used one advertisement for only positive site and another one is for only negative site. The two advertisements that we have chosen are followed: TV Media Advertisement Robi Telecom (DASH PREMIK) Fair & lovely Critical Analyses Positive site Negative site

Positive site of Robi advertisement: Robi telecommunication prepared this add to suggest the customers to switch back to ROBI network. To attract their customers ROBI has used their package information with a strong social awareness massage through this add. At the same time Robi has made a thread for its competitor by offering people to cut off from other network to Robi network. Moreover ROBI has made the advertisement in such a way that people get curious to know who is this DESH PREMIK. All together they have successfully convey their massage to their customer through this add. Negative site of Fair & lovely advertisement: Fair & lovely state that by using fair and lovely day care people can increase skins fairness within one week but in real life it does not work, which is a negative site of this advertisement as the product doesnt work in terms of fairness. More over the time period that Fair & love has mentioned in the add is too short in terms of increase the sale volume. Furthermore as they said it can increase skins fairness within one week, and if it does work really than people might switch to another product (cream) after getting the brightness.

Positive and negative site of public communication Introduction: Public communication is a way to communicate with its audience. One of the most important aspect of this public communication is attract customers/clients by let them know about the product or company through a communication media or channel. Now a days TV, radio, mail, website are some most widely used communication media by which firms cast their advertisement to their prospective target market. There must be some positive and negative site of this kind of public communication. In this report we have choose two Media advertisement to find out positive and negative site of public communication.TV Media advertisement that we have select for our analyses are followed Table of Selected Advertisement TV Media Advertisement Robi Telecom (DASH PREMIK) Fair & lovely Critical Analyses Positive site Negative site

Positive site of Robi Telecom advertisement This advertisement has a strong structural capacity to capture the attention of its audiences. From the very beginning to the end it sustain with full of suspense by rising the question on everyones mind that Who is this DESH PREMIK. So Robi has successfully created this ad in terms of dragging their audience toward the TV or stop changing channel to watch their advertisement. Social massage is a strong site of a media advertisement. In this ad Robi has used a strong message toward our society to create awareness all over the country against unfair activity. Moreover Robi has conveyed a combine message to its competitors and customers by the statement DISHI GATCHACK KOIRA. This statement is to create awareness among the

customers to switch their network to Robi package from other operator, at the same time this statement is creating a thread for RobIs competitor. Robi has also included their attractive package information to influence their customer to come back to Robi package.All together this advertisement has created a positive impact over its audiences.

Negative Site of Fair and lovely Advertisement In fair and lovely advertisement we spot that they said their product fair and lovely day care will increase ones skins fairness within one week. It will work in a womans skin like a facial therapy, if any problem in her skin fair and lovely will reduce it too quickly. But in real world it does not happened. The talk what they say, it just stay in the advertisement. They told in the advertisement that if people use Fair and lovely for only one week they can get twice brightness than they have now. This one week is actually too short to increase the sale of their product because people might switch to another fairness product within one week if they dont satisfy with it. On the other hand if the time period would be about a month than people might used their product for a long time, as a result they could sale more. If Fair and lovely product work in seven days, if people can get twice brightness by using just one week people will just use it for just one week for the brightness and then shift to the other normal product(cream) because Fair and lovely is just used for getting brightness as they told in the advertisement . So Fair and lovely have to add something more in their concept with brightness in one week. Initially, the advertisement campaign which was launched by Fair and Lovely was somewhat biased toward darker skin and attracted a fair share of controversies with people blaming that fair and lovely mixed beauty with fairness. But now the advertisement campaign which is focused on fulfilling the dreams and transforming the women. HUL did not create prejudice, it already existed there. It is used to increase selling of their product.

Conclusion Robi telecom has successfully conveyed their messages to their target customer through this add. It has been possible due to strong structural component of the advertisement. On the other hand Fair & lovely has failed to communicate with their customer through this add, as because of poor concept and overrating of their product.