Significance of Political Advertisements in Indian Society: A Critical Analysis on ‘Swachh Bharat Mission’

Ananya Singh; Pooja Jain

Ananya Singh Manipal University Jaipur, India
Pooja Jain Manipal University Jaipur, India

Keywords: Political Campaign, Digital Platform, Swachh Bharat Mission, Transforming Society, Social Empowered

Abstract

The aim of the study is to investigate the role of political advertisement in Indian society. The study intends to shed light on emergence of Indian advertising as a catalyst supreme power in targeting the social issues raised for public welfare. This objective laid a strong motive in bringing improvement in society by changing the outlook of every Indian citizen. For the said purpose, an inductive measure was used to identify whether an Indian citizen associates himself/herself with the cause shown through the advertisement campaigns. A qualitative research approach was adopted. To be more specific, a case study on ‘Swachh Bharat Abhiyaan’ was taken into consideration as the assessment platform for public opinion. Also, a survey was conducted and opinion of people regarding political advertisement was gathered and analyzed. The findings of the current study highlights that political advertisement lays a significant impact on the society directly through a strong persuasion mechanism and indirectly by receptive viewing interest through effective advertisement communication. Inception of Swachh Bharat Mission is a vision to public awareness towards sanitation, open defection and waste management. This study provides an insight of understanding on the level of perception and change in human behaviour and mind set towards the social reform of Indian society.

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