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NCERT Class 7 Social Science Chapter 17 Understanding Advertising
Also, you can read the NCERT book online in these sections Solutions by Expert Teachers as per Central Board of Secondary Education (CBSE) Book guidelines. CBSE Class 7 Social Science Solutions are part of All Subject Solutions. Here we have given NCERT Class 7 Social Science Chapter 17 Understanding Advertising and After, NCERT Class 7 Social Science Textbook of Our Pasts – II: History, Social and Political Life – II: Civics, Our Environment: Geography. for All Chapters, You can practice these here.
Understanding Advertising
Chapter: 17
Social And Political Life-II [Civics]
QUESTIONS WITH ANSWERS
Answer the Following Questions:
Q.1. What do you understand by the word ‘Brand’? List two reasons why building brands is central to advertising.
Ans: The term ‘brand’ refers to the special identification or name that is associated with a product. Building brand is central to advertising because:
(a) The product is signed or stamped by a particular name.
(b) It differentiates it from other products available in the market.
For example: The buyers of TRIMURTI POP’ know that they are buying a guaranteed product with ISI mark.
Q.2. Choose two of your favourite prints advertisement. Now look at each of these and answer the following questions:
(a) What visuals and text is being used in these advertisements to attract your attention?
Ans: Advertisement (1)
Advertisement (2)
(a) Advertisement (1)
(i) Visual – Display of furniture items.
(ii) Text – Quality, Brand, Discount.
Advertisement (2)
(i) Visual – Display of CCTV
(ii) Text – Features, Quality, Availability.
(b) What values are being promoted in these advertisements?
Ans: People can afford best things at cheaper price.
(c) Who is this advertisement speaking to and who is it leave out?
Ans: Advertisement (1) is speaking to the middle class people and is leaving out the people belonging to higher societies, while. Advertisement (2) is speaking to the business group and is leaving out the common mass.
(d) If you could not afford the brand that is being advertised how would you feel?
Ans: I would feel a little bit depressed.
Q.3. Can you explain two ways in which you think advertising affects issues of equality in a democracy?
Ans: Yes, the two ways in which I think advertising affects issues of equality in a democracy are:
(i) In a democracy, all the people are equal and should be able to lead a life of dignity, advertising tends to promote a certain lack of respect for the poor people. The branded goods are costly and through advertisements, their image is created which appeals elite people. Poor people cannot afford them.
(ii) Advertising is focusing on only the lives of the rich and leaving the issues of poverty, discrimination and dignity aside. The issues avoided here are central to the functioning of equality in democracy.
Q.4. Making an advertisement requires a lot of creativity. Let us imagine a situation in which a manufacturer has just made a new watch. She says that she wants to sell this watch to school children. She comes to your class and asks you all to create a brand name as well as an advertisement for the watch. Divide the class into small groups and each group creates an advertisement for this watch. Share it with the class.
Ans: Hint: (i) Write the salient features of watch.
(ii) Warranty period.
(iii) Rate of discount.
(iv) Sketch the diagram of wrist and hand watch.
INTEXT QUESTIONS
Q.1. Look at the two advertisements given below and fill in the table that follow:
Ans:
Q.2. Do you think there is a problem in using the image of the mother as the only person who takes care of the child in the care soap at advertisement?
Ans: There is the mother at home who takes care of child’s feeding and cleanliness generally.
She decides what soap her child should be bathed with. Her decisions are considered final regarding child’s care. This is the reason in using the image of the mother in the care soap advertisement.
Q.3. Observe the advertisement given below and answer the questions that follow:
(i) Who do you think is the target audience for the social advertisements above?
Ans: In the advertisement the target audience is the disabled children.
(ii) What is the message that each social advertisement is trying to get across?
Ans: Freedom is birthright to the disabled children also. Unless they get education, this freedom won’t come to them. Hence, they have every right to get education.
(iii) Having read about diarrhoea epidemic in the chapter on State Government, can you make a social advertisement on what precautionary steps should be taken to prevent diarrhoea?
Ans: When the train is coming.
Write the slogan with the help of your teacher.
(A) What do you think is the target audience for the social advertisements below?
Ans: (a) Disabled children.
(b) Persons crossing unmanned railway crossing.
(B) What is the message that each social advertisement is trying to get across?
Ans: (a) Freedom is the birthright of disabled children too and they have right to education.
(b) Railways run faster than us. So we should not cross the railway crossing, when the train is coming.”
SOME OTHER IMPORTANT QUESTIONS FOR EXAMINATION
Very Short Answer Type Questions
Q.1. Write the two products which were promoted by early print advertising.
Ans: Books and medicines.
Q.2. How are ‘brand values’ conveyed to consumers?
Ans: The brand values are conveyed through the use of visuals and words to give consumers an overall image that appeals them.
Q.3. Why do companies need to show the advertisements again and again?
Ans: Since there are so many advertisements about the same product in the market today, companies have to show them again and again to have it stick in people’s minds.
Q.4. What do you mean by advertisements?
Ans: Advertisements draw our attention to products and make us interested in buying them.
Q.5. Who makes mass selling possible?
Ans: Advertising makes mass selling possible.
Q.6. Make a difference between loose and packet deals.
Ans: There is a little difference between deals that are sold loose and those sold in packet.
Q.7. Give the name of place and year when the weekly newspapers advertising begin.
Ans: The weekly newspaper advertising began in England in 17th century.
Q.8. Which was the commonest means of advertising in ancient times?
Ans: Commonest means of advertising practised in ancient times is known as ‘Word of Mouth’.
Q.9. Write the name of four kinds of advertising.
Ans: There are four kinds of advertising:
(i) Public advertising.
(ii) Political advertising.
(iii) Commercial advertising.
(iv) Social advertising.
Q.10. Explain ‘Branding’.
Ans: It refers to stamping a product with a particular name or sign. This is done in order to differentiate it from other products in the market.
Q.11. What is meant by brand-franchise?
Ans: When the reputation of the brand is well-established and then it becomes the ability to attract the people and draw ultimately the attraction of buyers, it is termed as ‘brand-franchise’.
Q.12. What is door-to-door advertisement?
Ans: The samples of the product are exhibited or distributed from door-to-door to make people aware of the product.
Q.13. What is the telecast rate for a 30 second advertisement on a major T.V. channel?
Ans: The telecast rate for a 30 second advertisement on a major T.V. channel is Rs. 1.65 lakh.
Q.14. Why is electronic media the most popular means of advertisement?
Ans: It is because this is most attractive to the brains of the customer as they have an audio-visual impact.
Q.15. What is the aim of advertising?
Ans: The aim of advertising is to create the demand for the product and to encourage people to buy the product.
Q.16. How do customers know about the new products in the market?
Ans: It is through advertisements that customers get to know about new products in the market.
Short Answer Type Questions
Q.1. ‘Branding means only giving the product a special name’. Do you agree with the statement? Why or why not?
Ans: ‘Branding’ does not mean only giving the product a special name. The manufacturer has to give reason to the consumer why buy a special product. He has to differentiate it from other products.
Q.2. What is the importance of ‘advertising’ in a society?
Ans: (i) Advertising helps to sell different products in the market.
(ii) It creates an urge for change of life-style and uplifting social status.
(iii) Because of ever-increasing number of goods and advertisements, things which were considered as luxury are now a vital necessity of life.
Q.3. Describe the guerilla promotions.
Ans: Now-a-days, with the passing of time, advertising is changing even further with the ‘guerilla promotions’. It includes unusual approach such as:
(i) It involves interactive advertising where the public can respond to become a part of advertising message.
(ii) It promotes staged encounter in public places.
Q.4. What is commercial advertising? What are its various types? Explain.
Ans: Commercial advertising accounts for a major portion of advertising. It is linked with buyers and sellers. It aims mainly at promoting the interests of the advertiser which is usually a large business organisation.
Commercial advertising is divided into four types of advertising.
These are:
(i) Product advertising.
(ii) Classified advertising.
(iii) Industrial advertising.
(iv) Institutional advertising.
Q.5. What is included in commercial advertising?
Ans: Commercial advertisements are directly linked with the consumers. These are intended to promote the sale of products. It includes:
(i) Street furnitures.
(ii) Musical stage show.
(iii) On walls.
(iv) Magazine and newspapers.
(v) Benches of the bus-stop, railway station, subway platforms and trains.
Q.6. Explain ‘false advertising’ or ‘deceptive advertising’.
Ans: ‘False advertising’ is the technique through which the companies try to catch viewer’s attention by making false claims about their products through advertisements. This is done when the product is not doing well in the market, or when the company wants to increase the price of the goods.
Q.7. What do you understand by infomercial?
Ans: Infomercial, a long-format television commercial is a new type of advertisement today, typically of 5 minutes or longer. It presents a significant amount of information in an attempt to promote a product.
Q.8. What is brand value?
Ans: Brand value is a term used to refer goods and services which are associated with a particular name, sign which is so popular among the consumers. Consumers prefer to buy products with high brand value because of their popularity, it is also believed to be high quality and are also associated with status symbol.
Q.9. Why giving a name to a product is not enough?
Ans: Giving a name to a product is not enough because:
(a) To sell a product in the market, its unique or special features must be highlighted.
(b) A customer would buy a product only when he is convinced that the product is better than all others available in the market.
Long Answer Type Questions
Q.1. How does an advertisement get made?
Ans: (i) As new company ventures into the market or an already existing company launches a new product, it decides upon to attract the attention of consumers who are already using too many brands.
(ii) The consumer profile for the product is determined. For this, market surveys are conducted.
(iii) A campaign is visualised that will appeal to the specific target audience.
(iv) Market research professionals are appointed for the job.
(v) Once the market strategy is considered useful, the various media are selected, through which advertising will be done.
(vi) A brand identity is created that appeals the target audience. For example: In the case of advertisement of soap; the soap can be associated with the loving care of the mother.
Q.2. Write the difference between commercial and social advertisement.
Ans:
Q.3. Why do we feel tempted to buy the branded products advertised?
Ans: We may feel tempted to buy these products because persons whom we consider our heroes tell us that they are worth buying. Often several of our cricket heroes and our favourite film stars try and sell products of different brands to us through advertisements.
In addition, advertisement often show us images of the life style of rich people and seldom show us the reality of brand.
Q.4. What are the basic needs of good advertising?
Ans: The basic requirements of good advertising are:
(i) It should be well-designed in conformity with the law and regulation of the country.
(ii) It should not go against morality.
(iii) It should not be against the religious susceptibilities of the people.
(iv) In case of a commercial advertising everything related to the product should be provided accurately.
(v) It should not have derogatory references to anyone.
Q.5. Write the disadvantages of adver-tisements.
Ans: Advertisements do not promote equality.
(i) Only large companies can afford to advertise. Small companies do not have enough resources to go for expensive advertisements. As a result their products do not sell so good in the market even though they may be of better quality.
(ii) Advertisements make us believe that things that are packaged and have a brand name are far better than things that do not come in packets. We fail to realise that the quality of goods has little to do with the packaging that it comes in.
(iii) Advertising tends to promote certain in lack of respect for the poor. They are neither seen in advertisements nor can they use advertised goods.
(iv) Poor people start feeling that they are unable to give their loved ones the care that branded products appear to offer.
(v) Advertising focuses on the lives of rich and we tend to forget about issues of poverty, discrimination and dignity which are central to the functioning of equality in democracy.
Q.6. How are political advertisements different from social advertisement?
Ans: (i) Political Advertisement: These are aimed to inform the people about policies, achievements and goals of political parties.
This type of advertising gains momentum during the time of elections. An example of this was the announcement of Atal Bihari Vajpayee government’s plan to go for early elections in 2004.
Political advertisement found in the form of leaflets, handouts, posters and commonly show symbols and photo of the candidates so that people recognize and elect their leaders.
(ii) Social Advertisement: Advertisements made for the purpose of drawing the attention of public towards social issues are grouped as social advertisement. It includes advertising for social issues like: Save the Environment, Pulse Polio Campaigns, Save Water etc.
Q.7. What is social advertisement? What kind of message does it advertise?
Ans: Some advertisements are made by the government for the benefit of the larger society. Such advertisements are called social advertisements. The objective of such advertisements is to change the public attitude and behaviour on certain important issues like polio vaccinations, dangers of crossing unmanned railway crossings, importance of educating the girl child.
Q.8. How does advertising benefits the consumers?
Ans: Advertising plays a very important role in the consumer’s life.
(a) If the product is not advertised, no consumer will come to know what products are available and will not buy the product even if the product was for their benefit.
(b) Advertising helps consumers to find the best products for themselves, their children and their family.
(c) When they come to know about the range of products, they are able to compare the price, features and peculiarities of the product and choose what to buy.
(d) Advertisement also increases inquisitiveness in the minds of the consumers. It is the human tendency to look and experiment with new products. Have you ever felt the wish to taste the new flavours of ice-cream or potato chips which are launched and advertised in media.
Higher Order Thinking Skill
Q.1. Why do you think the manufacturers of the soap and the daal gave their products specific names?
Ans: The manufacturers of the daal and the soap gave their products specific name like “Show you child you care” and “Top. Taste Daal” respectively so that they can draw our attention. These names also describe the products, daal and soap positively so that we may become convinced and interested to buy them.
Q.2. Explain why people who cannot afford to buy branded daal, feel that they are not treating their guests properly?
Ans: (i) Because of the higher cost of branded daal, the people who cannot afford it, feel that they are not treating their guests properly.
(ii) The reason is that people believe that only branded daals are good rather than that which is sold loose.
(iii) But, in reality there is little difference between daals that are sold loose and those sold in a packet.
(iv) We are just made to imagine the difference because of the advertisement.
Value Based Questions
Q.1. Describe the essential requirements of advertising.
Ans: The essential requirements of advertising are:
(a) It should be well-designed in confor-mity with the law and regulation of the country.
(b) It should not go against morality.
(c) It should not be against the religious susceptibilities of the people.
(d) In case of a commercial advertising everything related to the product should be provided accurately.
(e) It should not have derogatory references to anyone.
Q.2. How does advertisements leads to inequality in society?
Ans: Advertisements leads to inequality in the following ways:
(a) Advertising a product costs a lot of money and so only large companies can advertise. If you own a small business, you will not have the money to show your product on T.V. or national newspapers and magazines. So, people who sell papad, pickles, sweets and jams (at home) are not considered as fashionable and branded products.
(b) Advertising tends to promote a certain lack of respect for the poor. They are not the faces we most often see in advertisements and so we tend to dismiss their lives as worthless.
(c) Advertising because it appeals to personal emotions also tends to make people who cannot afford certain brands feel bad.
OBJECTIVE TYPE QUESTIONS
1. Multiple Choice Questions
Tick (✓) the correct option:
1. Who is confused because it really cannot be differentiated between top taste item and best taste item?
(i) Consumers.
(ii) Manufacturer.
(iii) Shopkeeper.
(iv) Dealer.
Ans: (i) Consumers.
2. Which of the following statements is incorrect?
(i) The small business suffer a lot because they don’t have enough money to advertise their goods.
(ii) Advertising is a very important product with a particular name or sign.
(iii) Branding means stamping part of getting people to buy a brand.
(iv) Social advertisements are made by bureaucrats.
Ans: (iv) Social advertisements are made by bureaucrats.
3. Branded things are _______ the non-branded things.
(i) more expensive.
(ii) cheaper.
(iii) always better.
(iv) None of these.
Ans: (ii) Cheaper.
4. The aim of all advertisements is to ________.
(i) get people to buy a particular brand.
(ii) increase the cost of the product.
(iii) increase the network of TV channels.
(iv) All of these.
Ans (i) Get people to buy a particular brand.
5. When did advertising see the most scientific approach?
(i) 1940’s.
(ii) 1950’s.
(iii) 1960’s.
(iv) 1955’s.
Ans: (iii) 1960’s.
6. Which things are employed in advertising?
(i) Techniques.
(ii) Media.
(iii) Both (i) and (ii).
(iv) None of these.
Ans: (iii) Both (i) and (ii).
7. _______ is an example of interactive advertising.
(i) Commercial advertising.
(ii) Guerilla marketing.
(iii) Print advertising.
(iv) Online advertising.
Ans: (ii) Guerrilla marketing.
8. Advertisement boards are displayed at _______.
(i) Markets.
(ii) Bus stands.
(iii) Highways.
(iv) All of the above.
Ans: (iv) All of the above.
9. _______ is a commercial advertise-ment.
(i) Sale of cars.
(ii) Save the tiger.
(iii) Pulse Polio.
(iv) None of the above.
Ans: (i) Sale of cars.
10. Advertisements draw our attention towards _______.
(i) products.
(ii) brands.
(iii) brand values.
(iv) All of them.
Ans: (iv) All of them.
11. Which of these is an example of social advertisement?
(i) Using energy saving fuels.
(ii) Paying taxes on time.
(iii) Both (1) and (ii).
(iv) None of these.
Ans: (iii) Both (i) and (ii).
12. What do you call a thing or service that has been made for being sold in the market?
(i) Brand.
(ii) Product.
(iii) Brand value.
(iv) None of these.
Ans: (ii) Product.
13. A special identification or name that is associated with a product is called _______.
(i) Brand.
(ii) Social advertising.
(iii) Commercial advertising.
(iv) Consumerism.
Ans: (i) Brand.
14. “Rakt Dan, Mahadan” campaign for blood donation is an example of ________.
(i) Product advertising.
(ii) Industrial advertising.
(iii) Institutional advertising.
(iv) Social advertising.
Ans: (iv) Social advertising.
II. Fill in the blanks:
1. Advertising has ________ influence on our daily lives.
Ans: Stong.
2. Commercial advertising accounts for a _______ portion of advertising.
Ans: Major.
3. The _______ and advertising agencies take the services of famous personalities.
Ans: Marketing.
4. Advertisements increases _______ in the minds of the customers.
Ans: Inquisitiveness.
5. Advertisers highlight the _______ of a product to sell it.
Ans: Unique Selling Points (USPS).
III. Match the ‘tag-lines’ In Column l with their advertisement in Column ll.
Ans:
| Column I | Column II |
| A. Everyone’s | (v) Samsung |
| B. Take care | (i) Garnier |
| C. Because the city never sleeps | (ii) Citi Bank |
| D. Abhi to main jawaan hoon | (iii) Saffola |
| E. Let’s make things better | (iv) Phillips |
III. True-False Statements:
1. Advertisements always attract us.
Ans: True.
2. Give a ways of products such as cars, is an example of social advertising.
Ans: False.
3. Customers sell the products in the market.
Ans: False.
4. Demand for the product increase with the help of advertisement.
Ans: True.
5. Branded products are usually expensive.
Ans: True.
