Abstract: The paper is a study of advertising campaigs launched by big corporate houses during elections with the aim of encouraging electorates to vote. Lok Sabha polling began in India on April 7, 2014 and was concluded on May 12, 2014. Big corporate houses utilised this time by launching TVCs and social advertising campaigns to encourage the electorate to exercise their right to vote. Even some news channels also launched TVCs for increasing voter awareness.
The overall turnout in all the nine phases of polling this year stood at 66.48 per cent, posting the highest in the history of Lok Sabha elections, surpassing the previous best of 64.01 per cent in 1984.
Tata Tea, Rupa Frontline, HUL, Google India, ABP News are some companies who have tried to encourage people to vote through their social advertising campaign.
Survey research method was adopted while the questionnaire was used as an instrument of data collection. The findings show that TVCs launched by corporate organizations are liked by viewers and encouraged them to vote.
The findings also show that TVCs with the election as a theme have good recall value among the viewers. Based on the findings, the paper concludes that the advertising campaigns launched by big corporate houses have positive impact on electorate and motivated them to vote in general elections.
Keywords: Voting, Elections, Social Advertising, Television Commercials
Title: Television Commercials to encourage electorates to vote: A study of advertising campaigns by big corporate organizations
Author: Manasvi Maheshwari, Vineet Dahiya
International Journal of Social Science and Humanities Research
ISSN 2348-3164 (online), ISSN 2348-3156 (Print)
Research Publish Journals
