Advertisement: A perceptual analysis

The idea of present research originates by watching and analyzing the concept, theme, sexual content, reliability and use of women in the advertisements on TV screen nowadays. This research aimed to find out the answer of, is there any requirement to enforce ethics, restrict portrayal of women, limit sexual content, restrict targeting children and use of celebrities in advertisements?. I have collected data from 500 sample respondents, 100 respondents from each five districts (Nainital, Udham Singh Nagar, Almora, Champawat and Pithoragarh) of Uttarakhand State. Statistical techniques like percentage method and weighted average score has been used to analyse the data. I found that advertising provides the information about the product but it is misleading in general, there is a strong requirement of Judicial and Regulatory authority to enforce ethics in advertisements and deceptive & unethical advertisements must be punished, women should be portrayed in respectful manner, there should not be objectification & dismemberment of women in advertisements, advertisements containing sexual content must be restricted by the law, celebrities endorsement of advertisements increases the cost of product. It is also found that parents are not very much concerned about the advertisements directed towards their children, advertisements are also misleading & targeting children.