Mrugnaa 2017

MRUGNAA Echoing the Spirit of Enquiry 2016 - 17

“Research is creating new knowledge.” -Neil ArmstrongWriting the foreword for the online publication of research papers done by ourII PUC students gives me immense pleasure. The hardwork of the young mindsover a period of 6 months will also motivate the future students at the PUC levelto think about research. Very often, research in India has had a backseat. Notmany have ventured into research because of the resources involved, but withthe changing times, there is a need for research skills to be inculcated into theyounger generation. This endeavor from the department is to inculcate researchmindedness among the student community and we come with our firstpublication of research articles. Most of the papers were researched usingsecondary data. I congratulate the department members for guiding students andespecially the teacher in charge Mrs. Dolly Martin.Anitha RavindrakumarHODSocial Sciences

Editors' PerspectiveResearch is all about finding solutions to a problem. Being a researcher requiresunhindered motivation, perseverance, unabated dedication and focus towardsfinding a solution to the problem. Maintaining a high level of rigor and intensitycan be extremely challenging, especially when things don’t go as planned.Therefore, it is imperative that a researcher follows a systematic process toensure that the intended objectives are achieved. As Ben Bernanke observed,“the more important reason is that the research itself provided animportant long-term perspective on issues that we face on a day-to-daybasis.” We at the Department of Social sciences, Christ Junior College alwaysensure that values of research are induced as a part of classroom teaching-learning process to increase curiosity and inquisition. This enables the learnersto broaden their perspectives. Hence, all our activities are focused towardsnurturing researching skills to ensure that every student gets to know the causeand effect relationship and its implications on human development. We arefortunate enough to have excellent students who have reciprocated our mission,“to strive, accomplish and sustain competence by enhancing skills andinculcating values to bring cohesiveness and excellence amongstakeholders.”At the outset, we congratulate and appreciate all the studentswho have endeavoured to undertake this academic research and publish thesame in the form of research papers. Though it was too rigorous, yet ourstudents were able to prepare quality research papers in a short span of time.Accolades to their researching spirit, let their passion towards research becherished and furthered in the years to come.Mrs Dolly MartinDr. Kanishka KFaculty, Dept. of Social Sciences

Contributors Sathyajith M S Ashwini M G D Niveditha Charithra Ajay Nayak Pallavi NPriyadarshini Venkatesh Sanjana N

EditorsFaculty in ChargeMrs. Dolly Martin Dr. Kanishka K Student Editor Pallavi N

MRUGNAA Echoing the Spirit of EnquiryROLE OF HINDUSTANI CLASSICAL MUSIC IN MUSIC THERAPY Sathyajith.M.S. II HESP 'M' 1

MRUGNAA Echoing the Spirit of EnquiryABSTRACTHindustani Classical Music is one of the oldest forms of music in the world. Ithas its roots in the hymns of the Vedas, prominently the Samaveda. From timeimmemorial, music has been a part of Indian culture. It is a complex form ofmusic. It has several components like the Raga, Taal and much more which willbe explained in the research paper. Raagas are considered to be the heart ofHindustani Classical Music.Music is a mood enhancer. Thus, most often people listen to music since earlyin the morning till late night. A Raga is characterized by its own particular“Ras” or “Mood”. Nowadays, we come across many people feeling stressed dueto various reasons. Taking this into account, the paper examines the differentRagas which have unique characteristics and how it can be used as a solution toreduce stress and whether it can be complimented with other forms of medicinefor a faster cure. Music is capable of improving happiness, peace, health andconcentration. The right kind of music helps one to relax and refresh. It ishowever important to know the method and duration for which Music Therapyis to be administered.Various questions lie before us. How can the essence and the characteristic ofthis be used in modern times? Whether incorporating this would provide asolution to various problems of an individual’s life and society at large? Thispaper would try to answer these questions and examine whether HindustaniClassical music which is a treasure left by our ancestors is exploited for ourgood and enhance prosperity of our society at large. 2

MRUGNAA Echoing the Spirit of EnquiryINTRODUCTIONMusic therapy is considered to be an effective treatment to cure physical,emotional and social ailments using music in health profession. It is consideredan established profession and several universities offer professional courses inthis. It helps one to improve social skills, status of mind which in turn helps toimprove quality of life.Aesculapius cured diseases by song and music. Apparently, Apollo is the Greekgod of music and medicine. Music therapy was used in ancient Egyptians intemples. Plato also believed that music influences human character andemotions. Robert Burton wrote in his book The Anatomy of Melancholy thatmusic and dance played a critical role in treating mental illness (Robert Burton,Anatomy of Melancholy published by NYRB, 2001).The roots of music therapy in India can be traced back to the ancient period.Shastras say every Raga impacts human body and mind. It has beenprominently explained in detail in the Sama Veda. Therefore, it is clear thatMusic Therapy has been practiced in India since several centuries. InHindustani Classical Music, each Raga has to be sung or played at a specifictime because it is believed the aura of an individual is not the same all the timeand it differs as time progresses in a day.The scope of music therapy has been expanding in India. There are professionalcourses offered in the field of music therapy. Post-Graduation is offered in someschools of music therapy. One such school which offers post-graduation inmusic therapy is Chennai School of Music Therapy.There is a need to connect the dots between the past and the present. Therefore,an attempt is made to study the role one of the oldest forms of music in themodern times to cure various ailments.OBJECTIVEThere is a belief that many of our ancient practices are based on scientificmethods... Hindustani Classical music is no exception to this. It has been widelyaccepted all over the world that this form of music has science in it which can 3

MRUGNAA Echoing the Spirit of Enquirybe used to cure various ailments starting from common cold to cancer. The useof Hindustani Classical Music in music therapy is not only growing in India butalso all over the globe. However, this form of therapy has been debunked bymany scholars citing lack of proof. Therefore, this study is to ascertain itsvalidity.The Objective of the paper is to-To understand the role of Hindustani Classical Music in music therapy.REVIEW OF LITERATUREThe current study area has not been extensively explored when compared to theothers. However, several researches which support the hypothesis have beendone.The scholars who discard Music Therapy argue that there is no existence ofaura for it to be effective as it is strongly believed in music therapy that auraexists. To support this, a scientific research conducted by a team of scientists inRussia led by Professor Korotkov concluded that ‘aura’ exists around livingbeings. It was conducted using Kirlian Camera. Now we have several otherdevices which capture the human aura like PIP(Poly Contrast interfacePhotography) and DAS (Digital Aura Scanning System).Levitin and his fellow partner, Mona Lisa Chanda, PhD, found that musicimproves the body's immune system and reduces stress. Listening to music wasalso found to be more effective than prescription drugs in reducing anxietybefore surgery. (Trends in Cognitive Sciences, April, 2013).As per a recent study conducted by Sam Porter published in ‘Journal of ChildPsychology and Psychiatry’, music therapy reduced depression significantly inchildren who received music therapy with treatment than those who did notreceive music therapy with treatment.(IANS,November 2016)There have been other researches which prove the change in the dimensions ofaura after listening to music. This clearly proves what our Shastras say, thatmusic affects our body and mind. With this, there have been researchesconducted which prove that our body involuntarily reacts to music. The bestexample given was when our body reacts to the beats. Our body reacts to it 4

MRUGNAA Echoing the Spirit of Enquirywhen it by responding to it rhythmically.Some manuscripts in the Library ofTanjore also say that a specific Raga can be used to cure a particular ailment.After thorough studies a list of Ragas and the ailments it can cure has beenprepared. However, it is criticized for lacking scientific basis.Low pitchedswaras are capable of leading to relaxation, as observed with the alpha-levels ofthe brain waves. They may also lead to favourable hormonal changes in thesystem. (Crandall, 1986).METHODOLOGYThe study is mainly based on data from secondary sources. Therefore it ismainly descriptive in nature. With this, primary data has also been collected.The sample size was 10. Each of them was given a particular Raga as per theailment and their feedback was taken. They were minor health ailments such asstress, fatigue, cold and acidity. Out of 10, 5 of them listened to Rag DarbariKanada, 3 of them listened to Rag Bhairavi and 2 of them listened to PuriyaDhanashree. All of them were asked common questions after they went throughthe therapy. Therefore, this study also includes Primary Data. The sample agedfrom 16 to 43 years. All of them were from Bengaluru. Of the questions asked,all were asked 2 common questions for an objective analysis.FINDINGSSecondary Data AnalysisThe analysis of secondary data would be discussed first. Data from varioussources has been analysed. Most of the secondary data required to understandthe role of Hindustani Classical music in music therapy has been analysed. Asseen in the Review of Literature, the existence of aura which gets affected bymusic has been proven by scientific studies. As seen, it is also proven that auragets affected due to music. This has been confirmed through scientific methods.As mentioned in Review of Literature, each Raga cures a particular ailment andeach Raga has to be sung at a particular time depending upon the state of mindof the listener. The list of Ragas is as follows- 5

MRUGNAA Echoing the Spirit of EnquiryRaga and its Effects  RagaKafi educes a humid, cool, soothing and deep mood  Raga PooriyaDhansarieduces sweet, deep, heavy, cloudy and stable state of mind and prevents acidity.  Raga Bageshri helps to arise a feeling of darkness, stability, depths and calmness. This raga is also used in treatment of diabetes and hypertension.  Raga Darbari (DarbariKanada) is very effective in easing tension. It is a late night raga composed by Tansen for Akbar to relieve his tension after hectic schedule of the daily court life.  Raga Bhupali and Todi to gives tremendous relief to patients of high blood pressure.  Raga Ahir-Bhairav (Chakravakam) helps to sustain chords which automatically bring down blood pressure.  Raga Malkauns and Raga Asawari (Natabhairavi) helps to cure low blood pressure.  Raga Tilak-Kamod (Nalinakanti), Hansdhwani, Kalavati, Durga(SuddhaSaveri) -evoke a very pleasing effect on the nerves.  Raga Bihag, Bahar (Kanada), Kafi&Khamaj is used to cure patients suffering from insomnia. It is also used in the treatment of sleep disorders.  Raga Bhairavi is used to provide relief to Cancer, Severe Cold, Sinus and toothache.  Raga Malhar is used in the treatment of asthma and sunstroke.  Raga Todi, Poorvi&Jayjaywanti helps to cure cold and headache.  Raga Marva helps to purify blood.  Raga Natabhairavi is believed to cure headache and psychological disorders.  Raga Brindavani Sarang is believed to provide greater energy.  Raga Chandrakauns is very helpful for heart ailments. 6

MRUGNAA Echoing the Spirit of EnquiryThe above list has been prepared after thorough research in the field. UsingRagas to cure ailments is termed ‘Raga Chikitsa’. Some studies claim it to bebased on science. However, it is widely accepted that Raga Chikitsa is not basedon science completely but on their elemental composition.Primary Data AnalysisComing to the analysis of primary data, respondents were not informed thatthey were being experimented for the study. It was done without theirknowledge. They were given a particular Raga based on the above list after theycomplained about an illness. Stress and fatigue As mentioned, 5 of them listened to Raga DarbariKanada as they complained about stress and fatigue. Out of 5, 3 of them felt relieved after listening to the music. They heard the music between 10.p.m. to 12.a.m. Out of the three, two preferred to continue with the therapy when required. Though the other two were not relieved, they felt slightly better after hearing to the Raga. Though the success rate is factually 60%, it can be said to be about 75% as even the others felt slightly better and experienced positive changes. Cold Two of them were asked to listen to Raga Bhairavi as they complained of cold. They were made to hear the Raga for two consecutive days. This was complimented with other medicinal systems. The respondents felt better after listening to the Raga. However, they were not cured from cold after listening to this. Yet, one of them said that it acted as a catalyst for cure. The other respondent said that it certainly had some role in curing. Though it cannot be analysed in an objective manner, it can be concluded that in these two cases success rate of the therapy was certainly above 50%. Acidity Two of them listened to Raga Puriya Dhanashree after they complained about acidity. It was complimented with other forms of medicine. However, both of them did not feel any positive change after the therapy. Therefore the success rate was null. 7

MRUGNAA Echoing the Spirit of EnquiryCONCLUSIONAfter analysing the data thoroughly, several conclusions can be drawn from it.As seen in the analysis, overall success of the ‘Raga Chikitsa’ was above 50%.After calculating based on certain objective criteria it can be concluded that thesuccess rate was about 55%-60%. It can be said that the Role of Hindustaniclassical music is effective on humans beyond reasonable doubtIt would not be wrong to say that Hindustani Classical Music has a major role incuring ailments. It can be finally concluded that- although it cannot be used as aprimary treatment, it can surely be complimented as a supplementary treatmentwhich can act as a catalyst in curing the ailment.LIMITATIONSThe limitations of the study are as follows-  The sample size of 10 was very small. This has to be done on a large scale for accurate results.  Due to geographical limitations, the results cannot be considered to be universal.  As there was no questionnaire, the responses were not objective. Therefore, the analysis of the results cannot be considered to be accurate.  As only 3 Ragas were used for the study, the effect of several other Ragas in curing ailments cannot be inferred.  It was experimented only with minor ailments. Therefore, its effect in curing major ailments cannot be inferred 8

MRUGNAA Echoing the Spirit of EnquiryBIBLIOGRAPHYOnline/Electronic-  Amy, Novotney (November 2013). Music as Medicine. Retrieved from http://www.apa.org/monitor/2013/11/music.aspx  Ayurveda and Music Therapy. Retrieved from http://ayurveda- foryou.com/music/music.html  Burton, Robert. The Anatomy of Melancholy. Retrieved from http://www.goodreads.com/book/show/557658.The_Anatomy_of_Mel ancholy  IANS (November 2016). Music Therapy May Reduce Depression in Children. Retrieved from http://www.news18.com/news/lifestyle/music-therapy-may- reduce- depression-in-children-1309010.html  Maclsaac, Tara (June, 2015). We Each Have a Mysterious Bioenergy Field Around Us: Study. Retrieved from http://www.theepochtimes.com/n3/1392518-we-each-have-a- mysterious-bioenergy-field-around-us-study/  Mahesh, Anuradha (2012). Music Therapy for wellness. Retrieved from https://anuradhamahesh.wordpress.com/music-therapy/  Mahesh, Anuradha (2014). Raga and Timings. Retrieved from https://anuradhamahesh.files.wordpress.com/2014/05/raga-and- timings- updated-22ndaug2015.pdf  Sairam, Dr.T.V. Raga Chikitsa, the Indian Music Therapy. Retrieved from http://ayurveda-foryou.com/music/raga_chikitsa.html 9

MRUGNAA Echoing the Spirit of EnquiryMARKETING STRATEGIES UNDERTAKEN BY INDIAN POLITICAL PARTIES Ashwini M II HEPP ‘N’ 10

MRUGNAA Echoing the Spirit of EnquiryABSTRACTIndian Politics has been under the influence of marketing strategies sinceindependence. It has seen the rise and fall of numerous political parties and themarketing strategies was one of the major factors that contributed to theirperformance. This study aims at understanding the various marketing strategiesused by political parties, and also aims at establishing a co-relation betweenmarketing strategies and party performance at the elections. This study isinspired by the field of political marketing, and wishes to add on to the existingknowledge in the field, albeit from an Indian perspective.Descriptive methodology has been adopted to conduct this study and secondarydata from various journals were collected and analyzed, keeping the currentIndian political scenario in mind. Effective Campaigns, Powerful Speeches,Advertisements, Media Appearances, Style and persona of the candidates andmost importantly public perception of the candidates or the political partyinfluences the way the party performs at the elections. The present Indianpolitics is influenced by technology and this study also aims to understand itsimplications in the mind of an Indian voter. 11

MRUGNAA Echoing the Spirit of EnquiryBACKGROUND AND INTRODUCTIONMarketing is nothing but a management process through which goods andservices move from concept to consumer. In the modern world, a person ischallenged by the variety of choices he has in every aspect of life includingpolitics. Human Decision making is governed by various factors such as pastexperience, knowledge, cognitive bias, individual beliefs and differences.Marketing uses these very factors to try and move the decision making of aperson in a desired direction.Democracy is the most popular form of Government in the present world.Abraham Lincoln rightly said, \"Democracy is Of the People, By the People andFor the People.\" This means that people get to decide who governs them, andwhere there is choice, there is marketing. -Political Marketing refers to the usage of marketing strategies to promoteoneself or his/her political party in order to gain political power.It includes formation and maintenance of political brand or image, publicrelations, advertisements, opinion research, neuro imaging etc to earn thegoodwill of people. According to Harold Lasswell (1902-78), \"Politics is thestudy of who gets what, when, where and how.\" Political marketing focuses onthe \"how\" aspect of politics. It analyzes the effect of various factors thatdetermine public opinion on politicians and political parties. It focuses onaspects like appearance, style and tone of speech, personality, media exposureof politicians, their relationship with citizens, and loyalty of people towards aparty. It also explores how sometimes a political party is known by its leaderand sometimes politicians are known by the political party.It is very important to understand the nuances of political marketing as India isthe world's largest democracy and the decision of an Indian voter duringelections (central/local level) affects many others. This study attempts tounderstand the effects of various marketing strategies such as mass media andcampaigns in the mind of an Indian voter. 12

MRUGNAA Echoing the Spirit of EnquiryHYPOTHESISMarketing Strategies is an important tool that politicians use to turn voters intheir favor.RESEARCH QUESTIONSSome of the research questions were:1. What is a marketing strategy?2. What are the different marketing strategies undertaken by Indian political parties?3. Is there any impact on the party’s performance after using marketing strategies?4. Is there a co-relation between the performance of political parties and marketing strategies?5. What is the impact of marketing strategies on political party performance?OBJECTIVE OF STUDYPolitical marketing is a field that has its presence felt in France, UK, Germany,Australia, New Zealand and United States of America as a sub discipline ofmarketing. Many journals and books are being written and also conferences arebeing held in order to discuss the effects of political marketing. But in India, itis a field that is largely left unexplored. So the aim of the study is to add to thecurrent knowledge of marketing in politics and to see the Indian politics throughthe lens of marketing. The objectives of the study are: To understand the concept of marketing strategies and its implications on the performance of the political parties. To evaluate and draw conclusion about the marketing strategies undertaken by the Indian political parties.REVIEW OF LITERATUREThe voters in the present day democracy, is exposed to a myriad of informationabout politicians. This is where the importance of perception comes in. Soundbites, appearance and personality are the 3 aspects of a politician that affect howthe electorates perceive the politicians. This was the opinion of 50 political 13

MRUGNAA Echoing the Spirit of Enquirymarketing opinions in Belgium (De Landtsheer, De Vries, Vertessen, 2008). Ittalks about the importance of intuition in the decision making of the voter andthe various factors that determine that intuition such as the style statement of thepolitician, his/her way of delivering speeches, media appearances, leadershiprecord etc. Studies also talk about the trend of a voter taking his/her decisionsbased on emotions rather than critical thinking (De Landtsheer, De Vries,Vertessen, 2008). When talking about the sound bites and metaphors, the studystates that the voters form opinions based on the style and quality ofinteraction/speeches/messages rather than its content. Politicians use persuasivelanguage in their messages so that people get influenced. It enables thepoliticians to magnify certain problems, hide some others and to also suggestsolutions to the problems. Their research on 1100 Belgian and Dutch votersshow that voters prefer male politicians to be aged around 35-40,with a highforehead, dark and grey hair combined, wearing a classic dark suit withwhite/blue shirt with a coloured tie. Voters also prefer female politicians agedaround 40-45, with dark/grey short/medium length hair, wearing a formal dresswith contrasting colours (De Landtsheer, 2004). It also talks about the voters'preference to extroverted and outgoing candidates. The article also says thatthese preferences are based on the perception of the voters and the politiciansthrough their appearance and marketing strategies gain positive public opinionabout them.Another study talks about the 3 approaches that politicians take in order toattract voters. The selling oriented approach, which involves the traditionalmethod where the politicians use campaigns, policies, manifestos, andideologies to attract people. The second is the instrumental approach whichinvolves the 'give and take policy' where the politicians offer freebies and targetat short term goals. The last and the best approach is the relational approachwhich focuses on relationship building and long term goals for development andmutual cooperation and benefit (Vankov, 2013). A study in Britain talks abouthow when a person is loyal to a party/politician they tend to filter out all thenegative information about them and retain only the positives and achievements(Smith, 2009).METHODOLOGYThis Study is conducted using the descriptive methodology. Secondary data wascollected from various journals including,  Journal of Political Marketing  Journal of Politics and Governance  Lakshya Journal of Science and Management 14

MRUGNAA Echoing the Spirit of Enquiry  Economic AlternativesThe data was also collected from various presentations and articles across theinternet.The collected data was then analyzed from the perspective of thecurrent Indian political scenario. The 2014 General Elections in India was oneof the main events that were kept as reference points. It was done so because itsaw the uprising of BJP and the formation of full majority government after along time. The \"Saffron Power\", \"Modi Wave\" or \"Acche Din\" was the talk ofthe nation. This study attempts to understand the efforts behind the huge successof \"Modi\" as a brand.RELEVANCE OF THE STUDYMarketing strategies has long been influencing voters in India. There have beenpractices of traditional forms of marketing, which includes long speeches byleaders, introduction of new policies based on public opinion, few or noadvertisements. But in the new era of democracy, politicians have access toopinion research, environment analysis which gives them additional informationabout voters. It is crucial for the voters to analyze the politicians and to lookbeyond the policies, promises and freebies of a politician. This study hopes tocomprehensively tell the readers about the various marketing strategies used bythe politicians and its impact on the public opinion about the politicalparty/politician. There has been very less analysis of the effects of marketingstrategies on the Indian electorate and this study hopes to add to the knowledgein the field of political marketing. This study also aims at studying therelationship between the various marketing strategies used and the final decisionof the voter.FINDINGSIn a democracy, a voter is presented with a lot of choices, and his decision,affects many others in the country. Marketing Strategies like mass media, socialmedia, public relations, campaigns and opinion research are used by politiciansand political parties in order to win the goodwill of the people.CAMPAIGNS AND POLICY MAKINGAddressing the key issues of the public in speeches and rallies are veryimportant, because this makes the public form positive opinions about them.This makes the public believe that the parties are genuinely interested in solvingtheir problems. The problems of each constituency/locale are studied through 15

MRUGNAA Echoing the Spirit of Enquiryopinion research, before campaigning in that locale. Politicians vary their styleand content of campaigning according to the place and the type of people wholive there. They understand what people aspire and then promise to offer themonce they are elected to power, through their election agendas and manifestos.Makarand Upadhyaya and Vinita Mohindra in their study of ‘Political Brandingin India’ have described the election to be like a moment of sale, where thevoters have a choice to select the person they want, based on the previousknowledge they have about that candidate or party, and that previous knowledgeis influenced by various factors like the candidate’s personality, the party’simage, his/her campaigns, election promises etc.BJP’s India Shining campaign for the 2004 Elections in India is one of the earlyinstances where planned strategies and campaigns were used in order to betterthe chances of winning elections. The Government spent around 20 milliondollars on funding the national television advertisements and newspaperadvertisements. The latest influential campaign was during the 2014 GeneralElections. Slogans such as, “Acche Din Aane Wale Hain” and “Ab Ki BaarModi Sarkar” became the talk of the town and this propelled BJP and its leaderNarendra Modi to massive popularity and eventually they emerged as thewinners of the elections. Their slogans provided the people a hope for a betterIndia. Also campaign strategies such as “Chai Pe Charcha” establishedNarendra Modi as a common man whom people can look up to. His simplicityand innovative methods of connecting with the citizens made him popularamong the masses. He also kept up with the 21st century trend by livetelecasting and streaming his speeches and rallies. He is also known for hisunique usage of holograms. He also used social media such as Twitter andGoogle+ hangouts to connect with the people seamlessly and to create a feelingof being accessible always.In the past, direct campaigning or one to one campaigning was mostly used bythe politicians. This was because of the absence of mass media and the lack ofawareness among the citizens. In order to have a lasting impression, politiciansused to offer the items, which they kept as election symbols to the people. Forexample, if a party’s election symbol was an umbrella, candidates used to gohouse to house offering umbrellas to people, reminding them to vote for theparty, which has an umbrella as its symbol. This kind of campaigning is stillprevalent in some parts of India such as Tamil Nadu. But with the introductionof mass media, such as newspapers and televisions, the campaigns became astage affair, where the politician would come and address the people’s issues,talk about the party ideologies and promises and connect with the audienceemotionally. There is a considerable increase in the usage of technology by the 16

MRUGNAA Echoing the Spirit of Enquirypoliticians of the present day, ranging from live chats and social media to usingonline streaming and holograms. There is also an increase in the number ofplanned campaign strategies and usage of public opinion research. The voterturnout for the 2009 General Elections was 59.7%, while the voter turnout forthe 2014 General Elections was 66.38%. Here we can see that there is anincrease in the voter turnout in 2014 General Elections and we can say thatcampaigns and marketing strategies are one of the factors that caused theincrease in the voter turnout.There are various styles of campaigns by political parties. Some political partiesare known to campaign in the traditional approach, where they campaign abouttheir party ideology to the masses during campaigns. India has a mix of both leftwinged and right winged parties and both these types used the rallies andspeeches as a platform to promote their ideology. Recently India has seen thegrowth of many regional parties and their increasing power over nationalpolitics. Emotionality is a strong concept used here in order to win people’ssupport. This is mainly because people form political parties on commonideologies, such as caste, religion or even profession. They feel that in order tobe represented they need to form a political party, which has resulted in manythe emergence of many small parties. For example, there are political partiesthat specially work in the interest of farmers, dalits etc.Another style is the instrumental approach where the political parties campaignson short term goals. This is the most common method of campaigning that wesee in the present time. Here the parties focus more on advertisements in media,posters, rallies and speeches. The candidate learns about the people’s aspirationsand promises to deliver them after they are elected to power. They makeextensive speeches, promoting themselves and their party; they even criticizethe opposition party. Distribution of gadgets, household items, cash and liquoris done in order to win votes from the people. This kind of campaigning swaysthe people who are less politically aware, into voting for that party. Tamil Naduis a state which is known for the freebies that people get during election time.The election promises are short lived and the politicians appear responsible onlytill they attain power. Though this method is widely prevalent, it hinders thegrowth of the nation. The third style of campaign approach is the relationalapproach which works on long term approach. This is a more reliable method,which takes the societal needs into consideration. This style focuses more onrelationship building and long term exchange. There is a lot more involvementof the citizens and the policies are designed around the needs of the voters andsociety. The present Government is an example of such style of campaigningand policies. It has thought of long term goals such as clean environment, better 17

MRUGNAA Echoing the Spirit of Enquirytechnology, awareness, improved economy etc. and created programs such asSwatchh Bharat Abhiyan, Digital India, Make in India and Skill India. Creatingsuch policies enhances India’s image worldwide. It assures people that theGovernment is taking care of the country and also looks to improve it. Thisensures that the people have faith in the government and its working. This is themost ideal approach to campaigning.ROLE OF PERCEPTION IN POLITICSSometimes a political party is known by the candidate who represents it andsometimes a candidate is known by the political party he/she represents. Thisdepends on the popularity of the candidate, the history of the political party andpublic opinion on both the person and the party.In India, we have seen a trend, where people vote for the party they like,without even knowing which candidate they are voting for. This is mainly dueto the lack of awareness and lack of interest from the voters’ side to gatherinformation about the candidates who stand in election. It is also because of thelarger and more influential image of the political party. Parties spend a largeamount of their budget promoting themselves and not the candidates, hence thepeople remember the party symbols, slogans, promises and giveaways ratherthan the candidate and his future plans. This makes the people relate to and getemotionally attached to a party more than its candidates. Here comes the loyaltyfactor, where people vote for the party they are loyal to, no matter who stands inthe election, and no matter how bad the political party is. Instead they becomeunofficial campaigners for the party and try to gather support for the party.On the other hand if the leader of a party is very influential, and has greatpopularity, the party’s image is overshadowed by the leader’s image. Theleaders’ physical presentation, media appearances, experience and track recordas a leader are some of the factors which influence the public perception of theleader.Making inspirational and motivating speeches during rallies and campaignsmakes a leader more favorable among the masses. Dr. APJ Abdul Kalam isknown for his motivational speeches and he is regarded as one of the bestleaders of India. More recently Narendra Modi is seen as a powerful speakerand is known for the speeches he gave during elections, during IndependenceDay, at the United Nations and at Madison Square. He also airs a monthly talkshow in the radio, which is called as Mann Ki Baat, where he talks about theevents of the previous month and about what to look forward in the future. Thismakes people feel very connected to him. 18

MRUGNAA Echoing the Spirit of EnquiryHe makes very good use of the speeches, which are known as the gateways topublic thinking. Physical presentation is also very aspect of a politician.Jawaharlal Nehru is still famous for his Nehru Jacket and his unique charm.Jayalalitha of Tamil Nadu is known for her saris, while Mamata Banerjee ofBengal is known for her simplistic looks. Even Modi is known for wearing asignature coat which had his name imprinted on it. Arvind Kejriwal is knownfor his shawl and the cap, which signifies his party and politicians in south areknown for their white attire with a towel. Also the perceived personality of thepolitician adds on his image. People usually prefer politicians who are outgoing,optimistic, charismatic and he should be seen as the one who plans well for thefuture. People hear of Modi going to various nations to improve its relationswith India and also people see Modi attending various World Summits andConferences. This makes the people think that Modi is a very confident person,who is working for the betterment of India.Also Modi is known for having many media appearances, and is constantly innews, which makes him very popular among the people. All of the abovefactors cause leader worship, which is very common in Indian politics. Peopleblindly vote for the party that the leader belongs to. Celebrities are also calledupon during election campaigns to attract people’s attention.CONCLUSIONIn the new era of democracy, a voter is exposed to a lot of information. When aperson reads good things about a politician or a party, he tends to form goodopinion about that party/politician and vice versa. But we should not just beordinary citizens, but we should be informed citizens. Before forming opinionswe must make sure that the news we read is correct, this is done by verifying itwith other sources. We should also analyze a politician, his speeches, hiscampaigns and his style before forming an opinion on him. India is a countrywith youth power and the youth is the one who is exposed to this informationquickly in form of mass media and social media.Trust is an important factor in politics. If people have good opinion on aparty/candidate, they build trust on them, which is very difficult to break. Theyalways vote for that party/candidate no matter how bad they are. On the otherhand, if people have negative opinion on a party/candidate it is very difficult toregain their trust and the party must strive hard to gain the support. Peopleexpress their resentment through not voting for that party, or by voting to theirrival party or by not voting at all. But no vote means that the citizen is notresponsible and it only adds on to the agony of problems that India has. In order 19

MRUGNAA Echoing the Spirit of Enquiryto remove the corrupt from power, we must vote for change and vote for a partywho will work for our development.LIMITATIONSOne of the limitations of the research was - Being unable to go and collectprimary data on the effects of mass media and marketing strategies ofpoliticians on the minds of the people. Secondary data was instead collected andanalyzed from an Indian perspective.The other limitation was that the factor of partisanship – which is the level ofinvolvement of people in political affairs – was not taken into consideration. Itwas assumed that citizens actively take part in election procedure and seekinformation about the candidate and make an informed decision at the polls.However, in reality we can see that not all people actively participate in politicalaffairs and make an informed decision.RECOMMENDATIONSThe field of political marketing is vast and there is a vast scope of study. Manypolitical scientists and scholars around the world have debated about the ethicalconcept of marketing strategies. In a democracy, people have all the right tochoose for the candidate they prefer, but the usage of marketing strategies,influences people and makes them believe that one party/candidate is better thanthe other. The ethical perspective of marketing can be one of the areas werefurther studies can be done. Also, there have been reports of neuro marketing –usage of medical technologies to study the effects of marketing stimuli – beingused in the U.S Presidential elections and other elections across the world. Thistoo can be further studied upon. 20

MRUGNAA Echoing the Spirit of EnquiryBIBLIOGRAPHY  Nikolay Vankov. (2013). The strategic dimensions of Political Marketing. Economic Alternatives, 74-80.  Gareth Smith. (2009). Conceptualizing and Testing Brand Personality in British Politics. Journal of Political Marketing. 8:3, 209-232. Doi: 10.1080/15377850903044858  Roshan Kumar. (2015). Political Marketing in India. Lakshya: Journal of Science and Management (LJSM), 67-70.  Stephan C. Henneberg. (2008). An Epistemological Perspective on Research in Political Marketing. Journal of Political Marketing, 7:2, 151- 182, DOI: 10.1080/15377850802053158  Christ'l De Landtsheer , Philippe De Vries & Dieter Vertessen. (2008). Political Impression Management: How Metaphors, Sound Bites, Appearance Effectiveness, and Personality Traits Can Win Elections. Journal of Political Marketing, 7:3-4, 217-238, DOI: 10.1080/15377850802005083  Dianne Dean & Robin Croft. (2009). Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behaviour. Journal of Political Marketing, 8:2,  130-146, DOI: 10.1080/15377850902813386  Makarand Upadhyaya, & Vinita Mohindra. (2012). Political Branding In India. Journal of Politics & Governance, 4-12. 21

MRUGNAA Echoing the Spirit of EnquiryRELEVANCE OF HIDDEN CURRICULUMIN THE CREATION OF WORKFORCE IN A CAPITALIST ECONOMY G.D.NIVEDITHA II PPES ‘O’ 22

MRUGNAA Echoing the Spirit of EnquiryABSTRACTHidden curriculum, in the simplest words, can be understood as the by-productof the Educational system. It refers to the set of values, beliefs and norms thatare transmitted in a classroom and the social environment. It could beunderstood as the teachings of the world and a person's place in it which aretransmitted, usually unintended in the routines, unofficial/official rules,structures of school, which indirectly teach the students to imbibe certainvalues, etc.This paper focuses on the role of the education system in the reproduction of alabour force ideal for a capitalist economy. A capitalist economy is that wherethe factors of production are controlled by the market forces rather than thegovernment and the ultimate aim of this economy is Profit maximization. Thiseconomy looks for an efficient and highly academic, skilled labour force,equipped with knowledge of using modern technology. It is evident that thesociety has a certain level of expectations that has to be met by the students.The education system exists to indirectly impart these values and norms that arerequired for an individual to be able to collaborate with the modern economicsystem. It ultimately aims in creating a docile workforce, assigning them withsocial roles in schools that they will likely be adhering to in their future. 23

MRUGNAA Echoing the Spirit of EnquiryINTRODUCTIONAccording to the Blackwell dictionary of Sociology, Hidden curriculum can bedefined as a concept used to describe the often unarticulated andunacknowledged things that students are taught in school.\" Moreover, thehidden curriculum generally refers to the \"subtle or not-so subtle messages thatare not part of the intended curriculum\"The phrase ‘hidden curriculum’ is reportedly coined by Philip.W.Jackson inhis book 'Life in Classrooms' in 1968. According to him, education is a'socialization process' where school tends to impart certain values, norms, etc. inchildren that impact them for the rest of their lives. The schools are the placewhere children spend the majority of the day and thus naturally schools have anupper hand over imparting the norms and morals in the children.According to Samuel Bowles and Herbert Gintis in their book ' Schooling inCapitalist America ' “Schools are not as an agency of social mobility but asreproducing the existing class structure, sending a silent, but powerful messageto students with regard to their intellectual ability, personal traits, and theappropriate occupational choice and this takes place through the hiddencurriculum.”THESIS STATEMENTThe formal education system, usually unintentionally, imparts certain valuesand norms that help in the creation of an ideal workforce that only serves for theinterests and profits for the capitalist economy.RESEARCH QUESTIONS  What is hidden curriculum?  What are the requirements of a capitalist economy in terms of labour force?  How does the Formal Education system exist to fulfil this purpose of hidden curriculum? 24

MRUGNAA Echoing the Spirit of EnquiryOBJECTIVES  To analyze hidden curriculum.  To analyze the existence of hidden curriculum in a formal educational setup through the norms/rules imposed by schools.  To evaluate the role of hidden curriculum in the creation of workforce for the capitalist economy.REVIEW OF LITERATUREThe main sources of reference used are certain informational websites andworks of other researchers, which have been critically analysed for the study.First of all, the Wikipedia defines Hidden curriculum as 'side effect of aneducation, (lessons) that are learnt but not openly intended.' It gives a briefdescription about the educational history- analysing factors that may have ledto the issue of hidden curriculum. It then goes about to talk about the variousaspects of formal education; the practises that may unintentionally transmitthese norms. It then talks about the function of hidden curriculum as interpretedby various sociologists and schools of thoughts.‘Stratification within the Classroom: An Examination of the Role of Educationin the Reproduction of Labour Market Inequalities’ research paper by AwishAslam has spoken about the history of schooling and how education, whosefunction initially was transmission of knowledge from one generation toanother, has completely changed after industrialisation and capitalism; it hasgiven itself to the reproduction of the existing class structure rather than theupward transmission of social mobility.METHODOLOGYIt is a descriptive paper where the information has largely been procured fromsecondary sources of data, i.e. various research articles and books. 25

MRUGNAA Echoing the Spirit of EnquiryRELEVANCEThis study is highly relevant in the global economic era which is largely acapitalistic. The capitalist economy, though with its benefits and scope,certainly does have limitations just like any other economic system.One of the major cons in a capitalist economy is the exploitation of the labourforce. Studies conducted by sociologists, views of the various school ofthoughts, etc., show how the labour force is exploited because it has beentrained to accept the various rules/norms so imposed by the capitalist economy,mainly fostered through the formal education system. It is really important tothus understand how any formal education works, how the various rules andnorms of the education system, slowly but gradually, curb the students’creativity and make them empty vessels to be filled in with the information andknowledge the school system wants to give. Thus, it works in helping increating the ideal docile, unimaginative workforce every capitalist demand for.The capitalist economy exploits the labour force, yet the labourers don’t ask fortheir rights and equality.As this paper tries to analyse the different aspects of education system in termsof the hidden values and rules and norms which could possible aid in thiscreation of a exploitative labour force, further studies on this section could givepossible suggestions to reduce the impact of hidden curriculum in a formaleducational setup in the creation of a docile work force. Marxists over thecenturies have tried to understand formal education's impact on the capitalisteconomy. They have tried to understand how education can actually help inremoving the ‘false consciousnesses' from the minds of the proletariat- a beliefthat their position in society is through natural order and due to merit andabilities and efforts of each individual. According to Karl Marx, this falseconsciousness is actually a by-product of the dominant ruling class ideologieswhich are imposed upon the subordinate classes.There has been a new trend for ‘informal’ education systems, which try to moveaway from such norms controlling the children. It is the high time for more suchliberal education systems to come up in order to curtail the creation of moresuch labour forces to favour the capitalist economy. 26

MRUGNAA Echoing the Spirit of EnquiryANALYSISDifferent views on Hidden Curriculum:FUNCTIONALIST VIEW:Functionalism is one of the major theoretical perspectives in Sociology largelybased on the works of Emile Durkheim, Herbert Spencer, etc.According to functionalism, society is a system of interconnected parts thatwork together in harmony to maintain a state of balance and social equilibriumfor the whole.The hidden curriculum is seen as functional since it helps in the transmission ofnorms and values that need to be shared. The unconscious internalisation ofthese values leads to 'value consensus, integration, collective conscience and asense of belongingness'. The hidden curriculum prepares the child to live inharmony with others in society. It helps in imparting values that help anindividual to adjust and to adhere to the social norms.According to this perspective, schools “teach”:  STUDENTS SHOULD ALWAYS LEARN TO LOOK SMART via the school uniform; thus teaching them that as civilians they have to look smart to be accepted in society  PUNCTUALITY through disciplining people who are late; thus teaching them the importance of adhering to time in society  ADHERING TO SOCIAL NORMS- Said/unsaid, official/unofficial through various school rules and adhering to the time table; adhering to the unsaid social norms in society and thus remain good citizens.  BENEFITS OF WORKING HARD AND DOING ADDITIONAL WORK via Homework; to teach them that in order to survive in society, one has to work hard. 27

MRUGNAA Echoing the Spirit of EnquiryFEMINIST VIEW:Feminism is a social, political, economic and cultural movement which fightsfor equal rights for women as compared to those given to men and vice versa.Radical feminists like Oakley and Delphi argued that the hidden curriculum is adevice to reinforce patriarchal system in the society. The school systemfunctions in such a way that the girls' aspirations, ambitions and expectationsare lowered. Girls are given different treatment by teachers and they areencouraged to follow certain fields that are traditionally related to their feminineroles at home. In short, radical feminists saw the hidden curriculum as a meansto perpetuate gender inequalities in society. (It is important to understand thatthese views have been proposed by feminists over the centuries and some ofthem might not apply to the modern educational system owing to the variousreforms bought about in the same): ACCEPT GENDER-SPECIFIC OCCUPATIONS - gender specific roles in school where boys may be asked to move heavy furniture and other heavy objects while girls may be asked to serve tea or sweets, etc.' INFLUENCE ON FORMAL EDUCATION- girls may have been encouraged to opt for gender specific subjects and may have been given gender specific career advice. Thus girls were encouraged towards Arts and Humanities and Domestic Science and away from sciences other than biology and away from woodwork and metalwork while boys were encouraged especially to opt for science, technology, metal work and woodwork, etc. DRESSING SENSE IN SOCIETY via differences in boys and girls school uniform rules. For many years girls have not been allowed to wear trousers to school although they are perhaps more comfortable than skirts/dresses in a school environment.The above norms/values in many ways dictate an individual's position in thesocial hierarchy as determined by the dominant ruling class in the society.Formal Education System:As the main objective of this paper is to identify different aspects of schoolingwhich ultimately imparts the values in creating the ideal labour force, it isimportant to understand that hidden curriculum exists openly in the practises ofthe institution, it’s just that it is hidden because the values/norms that areimparted go unaware in the eyes of the teachers, students and parents. 28

MRUGNAA Echoing the Spirit of EnquiryKarl Marx and Friedrich Engels in their book “The Communist Manifesto” havesaid that ' the ruling ideas of each age have ever been the ideas of the rulingclass'.The clearly evident authoritarian-hierarchy within the educational systemsprepares an individual for hierarchies even in the workplace, prepares him/ herto be obliged to listen to the authority, i.e. the ruling class, without rebellingagainst it.This paper is mainly going to focus on the Marxist view of hiddencurriculum.MARXSIST VIEW:Marxism is a system of economic, social and political philosophy based onideas that view change in terms of economic factors. This philosophy wasdeveloped by Karl Marx and Friedrich Engels in the 19th century which lays thebasis for communism-a school of thought that is against the capitalistic modelof the economy.This school of thought believes that institutions such as religion, massmedia, political and 'Educational systems' reinforce the idea that onlypowerful and rich should rule the society.Their view on hidden curriculum and formal education could be understood inthe simplest way:1. It perpetuates class inequality:The bourgeoisie, i.e. the middle class will spend all their capital in sending theirchildren to the best institutions and to receive the best education, who in turn,will move into the economy to work in middle class jobs. Whereas, on the otherhand, the proletariat, i.e. the working class, won’t be able to afford to send theirchildren to such best educational institutions, who in turn, will move on to workin working class jobs.2. It legitimises class inequality:Makes students believe that they will receive income based on their naturalabilities even at the workplace, because, back at school, students are made tobelieve that every child has an equal opportunity and access to education andthe grades depend upon the ability and effort. 29

MRUGNAA Echoing the Spirit of Enquiry3.In teaching skills future capitalists require in labour force:This is achieved through the hidden curriculum. Marxists argue that hiddencurriculum helps to reproduce an exploitative, unequal/ unjust class structure. Itperpetuates inequalities and prepares the individual to become a docile,obedient and complying worker. The hidden curriculum is thus a mechanism ofthe capitalists to perpetuate the system.The power of authority that is exercised by the school makes the pupil believethat only conformity will bring rewards. It teaches the students to accept thehierarchal system existing in the school. It generally means how a role assignedto an individual is considered as a natural role, is accepted as a part of thehuman nature, which, in reality is actually a part of the class-ridden society Theformal education system awards marks for the performance of the students intheir examination and the students also put in hard work in expectation ofexternal rewards- the very basis of the capitalist economy.According to the view:  School assemblies teach respect for dominant ideas.  To follow teachers’ instructions without question in the same way you have to follow a boss’ orders. - Passive subservience  They produce pupil 'types' who will accordingly receive more or less education and enter the labour force at different points- perpetuating different classes.  They are forced to believe that they are allocated different roles in the economy on the basis of merit and thus the wealth inequalities are fair because they arise out of natural abilities and work differences.  They provide knowledge which may be useful for enhancing capitalistic profitability  The formal education system as a whole represents the hierarchy in the economic class system. - Acceptance of hierarchy  Studying for the sake of attainment of marks.-Motivation by external rewards. Studies conducted by Bowles and Gintis (major pioneers in development of the concept of hidden curriculum) show how there is a relationship between high academic performance and reliability and punctuality- making of an unimaginative, uncreative and uncomplaining work force ideal for the capitalist economy. 30

MRUGNAA Echoing the Spirit of EnquiryCONCLUSIONCapitalism is gradually gaining control over the entire world economy. Theidea of capitalism and birth of labour movements as given and studied by theMarxists and various other sociologists talk about the importance of educationsystem and the relevance of the hidden curriculum in a formal setup infavouring the profits of the capitalist. Thus, it becomes essential to study thebasis of educational norms and values and bring about structural changes inthese formal institutions both in order to solve the issue of the perpetuatinglegitimised class inequalities and the creation of the docile, unimaginative,highly competitive labour force.LIMITATIONSOne of the major drawbacks of this paper is that there has been very lessresearch conducted in this area. As this paper is fuelled only by the secondarysources of data, the authenticity of the data/ information so procured isquestionable. The available research articles online need valid authorisation foraccess too.Primary source of data procurement would have been more helpful inunderstanding the various rules/ values that are imparted in a classroom andimbibed by the students. Also, primary data could have been useful in acquiringinformation about the requirements of a profit organisation in terms of labourforce. 31

MRUGNAA Echoing the Spirit of EnquiryBIBLIOGRAPHY  http://www.blacksacademy.net/content/3225.html  http://www.markedbyteachers.com/gcse/sociology/the-hidden- curriculum-hegemony-and-capitalism.html  http://www.earlhamsociologypages.co.uk/edfunctionsmarx.html  http://www.holisticeducator.com/hiddencurriculum.html  https://sociologytwynham.com/category/education/  http://www.earlhamsociologypages.co.uk/Gender%20and%20Hidde n%20Curriculum.html  https://sociologytwynham.com/2008/12/20/hidden-curriculum-3/  https://revisesociology.com/2015/01/27/marxist-perspective- education/  https://revisesociology.com/2015/11/22/marx-key-ideas-summary/  http://www.encyclopedia.com/  https://revisesociology.com/  http://www.doceo.co.uk/tools/hidden.html  Wikipedia  Education and violation: conceptualizing power, domination, and agency in the hidden curriculum - Noah De Lissovoy  http://www.tandfonline.com/author/de+Lissovoy%2C+Noah 32

MRUGNAA Echoing the Spirit of EnquiryTHE EFFECT OF ADVERTISEMENTS ON CONSUMER BEHAVIOUR Charithra Ajay Nayak II PPES ‘O’ 33

MRUGNAA Echoing the Spirit of EnquiryABSTRACTIn the present-day scenario, the learning of consumer behaviour has becomevery essential. Consumers are recognized as the kings of the market. Nobusiness can function without the presence of consumers. Consumer satisfactionplays a major role in the success of every business activity. Advertisements areclosely linked to consumer behaviour.This research paper aims at studying the influence of advertisements onconsumer behaviour through a consumer survey. It also highlights theimportance of a Gap Analysis that tracks the expectations of the consumersbefore a new product is launched. 34

MRUGNAA Echoing the Spirit of EnquiryINTRODUCTIONConsumer BehaviourA consumer is defined as a person who buys goods and services from themarket for his/her own use is called a Consumer. Every consumer showspreference towards particular goods and services. This inclination is mainlydetermined by advertisements.Consumer Behaviour can be defined as: ‘consumer behaviour is the actions anddecision processes of people who purchase goods and services for personalconsumption’. (Engel, Blackwell, and Mansard)The Concept of BrandIt is that element of a product that is a unique symbol, mark, logo, word,sentence or a blend of these items that companies utilize to differentiate theirproducts from others in the marketplace.Factors That Drive a Brand1) Clear Vision2) A sense of belonging3) Competitors/ substitutes (benchmarking)4) Sensory Appeal5) Story Telling6) Grandeur7) Evangelism8) Symbols 35

MRUGNAA Echoing the Spirit of EnquiryAdvertisingAdvertising is how an industry encourages the public to purchase their products,services and ideas. An advertisement (abbreviation: Ad) is something that drawsfine interest towards these things. It is usually planned by an advertising agencyfor a standard sponsor, and performed through a variety of media. Ads appearon television, as well as newspapers, magazines, radios, and hoardings. Theyintend to persuade the customers to buy their products, by portraying thesuperiority of the product rather than its inferiority. They make sure someelement of their Ad is catchy which immediately compels the audience to havea desire to own it.Advertisers control our buying behaviour by using efficient mechanisms thatincorporate stereotyping and targeting a segment. Emotions are idiosyncraticbased on things such as our profession, attitude, personality, self esteem, andway of life, relationships and friends and so on.Relationship between Consumer Behaviour and AdvertisingConsumer behaviour and advertising influence each other at a micro level,because the core aim of advertising includes using the behaviour of potentialbuyers. The knack of advertising is to make use of diagrammatic images andpersuasive replica to provide the consumers with a sense of desire or need forgoods or services. As stated by many studies, this is also linked to the subjectmatter of marketing, the means by which advertising is delivered to consumersthrough advertisements, networking and other means of communication. Thestudy of consumer behaviour and advertising is commonly a case of trial anderror.HYPOTHESISAdvertisements have a significant impact on consumer behaviour.REVIEW OF LITERATUREFrequent reports have tested the efficiency of advertising in the past decade.The common procedures of advertising effectiveness include ad recall, adrecognition, brand awareness, clicks or click through rate, attitude towards the 36

MRUGNAA Echoing the Spirit of Enquiryad and the brand, and purchase consideration. The effectiveness of these threemeasures was assessed by their ability to calculate purchase decision.As a promotional stratagem, advertising provides as a chief tool in creatingproduct consciousness and condition the mind of a credible consumer to takeconcluding purchase decision. An advertiser’s most important motive is to reachpotential customers and influence their awareness, attitudes and buyingbehaviour. (Ayanwale et al., 2005) conducted a research on advertisement ofBournvita; he established that advertising has a major influence on consumers’likeness for Bournvita food drink. Television advertising is a form ofadvertising in which goods, services, organizations, ideas, etc., are promoted viathe medium of television.Another study states that through television, advertisers can get in touch with awide variety of consumers (Abideen et al., 2011). Over a number of years in thepast, many models and constructs have been deliberated in the marketing andadvertising literature, each having the purpose of trying to comprehend theprocesses used by consumers to make brand or product evaluations when theyare exposed to advertisements (Muehling et al., 1993). These works haveinvestigated associations among cognitive responses directed towards the brand.METHODOLOGYThe process of this research paper was divided into two parts, i) ConsumerSurvey ii) Information from the Advertising Agency. The research methodologysignificantly involves Primary Data or First Hand Information.A brand and an advertising agency paired up for the launch of a new product i.e.Hair Oil for men. To carry this out, a consumer survey had to come in pictureand I approached them for the same, therefore my role came into picture. Aconsumer survey had to be conducted to understand what drove the consumerstowards the product and what they expected from this new product so that theAdvertising Agency could get a clear picture as to how to go about the newadvertisement to attract consumer demand.A sample size of 20 men of the age 18-50 was taken into consideration. Thedata was analyzed and graphs were created with respect to the results. Thismethodology proves to be effective as the results derived will be useful in 37

MRUGNAA Echoing the Spirit of Enquirycreating an efficient advertisement for the new product to attract consumerdemand.DATA ANALYSISFor this survey a sample size of 10 was taken into consideration and the targetsegment was men falling under the age group of 18-50 years.Fig.1: Refer to Question Number One 38

MRUGNAA Echoing the Spirit of EnquiryFig.2: Refer to Question Number TwoFig.3: Refer to Question Number ThreeFig.4: Refer to Question Number Four 39

MRUGNAA Echoing the Spirit of EnquiryInterpretation 1. Parachute Oil is the most preferred brand among all hair oils. 2. Hair Oil is mostly consumed for stress relief. 3. Advertisements are the prime sources that influence a consumer’s behaviour. 4. Oil is used weekly by a good Majority.Gap AnalysisAfter the Survey was conducted, the research paper aimed at highlighting thegap analysis between EXPECTATION and REALITY of the consumers. Sincethe research is still in process, this paper aims at bringing out the gap in theexisting hair oils and what the target segment expects from the new product.  The existing oils in India are not particularly focused on men.  These oils are suited mostly for the women’s hair type.  These oils are usually greasy and not preferred.Expectation of the Target Segment  A Hair Oil should be launched, which is more suitable to men’s hair type.  Men should endorse these hair oils.  An attempt should be made to produce a less/ non-greasy hair oil.  Prices should be affordable enough to create consumer demand.  Advertisements should showcase true attributes.CONCLUSIONThis paper aims at highlighting the importance of a consumer survey that has asignificant role to play in terms of consumer demand. The survey helps theadvertising agencies to improve the quality of their advertisements andovercome the limitations to gain a better response from the target segment. Inaddition to that, Advertisements have always been an influential factor withrespect to consumer behaviour. If an Advertisement seems appealing to aconsumer, then his demand for that product increases automatically and viceversa. 40

MRUGNAA Echoing the Spirit of EnquiryLIMITATIONSEvery research falls short in covering some area of the topic extensively.Similarly, this research also has some limitations: 1. Consumer’s Psyche wasn’t traced completely. 2. An increase in the sample size would in-turn increase the scope of the research. 3. If the Firm had launched the product, the Research would’ve been more effective in terms of quantity.BIBLIOGRAPHY  www.JStor.org  www.effectivepapers.com/  www.economics.uchicago.edu  www.wikipedia.com  www.iosrjournals.org  Business Today Magazine 41

MRUGNAA Echoing the Spirit of EnquiryPERCEPTION OF YOUTH REGARDING VERBAL AND NONVERBAL COMMUNICATION DURING INTERACTION Pallavi N II PPES ‘O’ 42

MRUGNAA Echoing the Spirit of EnquiryABSTRACTVerbal communication refers to the sharing of information between individualsby using speech. It serves as a means of communicating one’s dreams, desires,needs, knowledge to another individual(s).Communication which occurs through receiving and transmitting of wordlessclues is non-verbal communication. It usually has to do with signals which arevisual in nature such as body language, distance etc.Although verbal communication is an important mode of communication, non-verbal clues, too, influence the way a message is perceived. More often thannot, the youth which come under the ages of 15-25 are seen to be very rash incoming to conclusions and are quick judgers.Thus, through this research, the perception of the degree to which the youthunderstand non-verbal and verbal cues are weighed and seeks to prove ordisprove the hypothesis based on primary data findings. 43

MRUGNAA Echoing the Spirit of EnquiryINTRODUCTIONCommunication is defined as, exchanging, reciprocation, transmitting ofinformation through mediums such as writing, speaking, body language, etc.Effective communication is achieved when the recipient perceives andunderstands the given clues either verbally or nonverbally.When an individual interacts, he uses 40% of verbal communication as opposedto 60% non-verbal.Teenagers are at an age where their mind is still developing and hence, theirperception is said to be of a mediocre level. Perception of the non-verbal cluesin communication is said to be lacking or insufficient.HYPOTHESISYouth perceive verbal communication more than non-verbal communicationduring interaction.REVIEW OF LITERATUREVarious studies have been conducted on communications. One such researchwas done by a Dr. Albert Mehrabian, author of Silent Messages. He found that7% of any message is conveyed through words, 38% through certain vocalelements, and 55% through nonverbal elements (facial expressions, gestures,posture, etc). Subtracting the 7% for actual vocal content leaves one with the93% statistic. (as per the paper submitted by Dr.Albert Mehrabian, author ofsilent messages)However, a research conducted by Blake later on came to prove that the amountof communications that is non-verbal varies from 60% to 90% depending on thesituation and the individual.Another research was conducted where a single word was conducted in ninedifferent tones, and the reaction of the subject was judged. Thus, a conclusionwas derived, that stated that even though we deduce more from nonverbalcommunications, it is only an added flavor to the existing verbal one. 44