Advertisements, its influence and people's perception: a study of Jammu city

Advertisements are created to attract consumers to buy the product being advertised, but it has been observed that it‘s not just what advertisements are doing. Advertisements are effectively created bundles of messages and images that influence people in a number of other ways which include- influence on purchase pattern, choices, roles, lifestyles, socialization patterns, roles etc. In this paper, a detailed account of data gathered from Jammu city regarding the influence of watching television advertisements on people‘s perception has been discussed. Interview schedule has been used as a method to collect information from the sample of 100 respondents selected purposively for the study. The study revealed that the messages and images contained in the advertisements influence people to a great extent and advertisers use a number of gender strategies to attract maximum possible consumers towards their products.