Pritha Dutta

'incredible India' Tvc and Youth Today: the Effect of Television Advertisement 'incredible India' on the Youth of India Pritha Dutta

The paper deals with the television commercial of Incredible India. It studies whether these advertisements can be used to generate goodwill for the country. Incredible India advertisements are a rare combination of extraordinary words, music and visual. It is an initiative by the Government of India to promote tourism. They are small snippets capturing India at its best. The advertisement frequency is low. But if strategically used can prove beneficial in creating benevolence towards the country. The paper throws light on the negative treatment given to news by today?s broadcast media. It analyzes whether the effect of it can be countered by the portrayal of beautiful India in the ?Incredible India? advertisements. It studies if the result of viewing this advertisement can lead to overlooking of the flaws of our country. It specially tries to look into the effect that it might have on the youth. The methodology used for this study is experiment based. The researcher initially showed the respondents five television commercials and then followed it by distributing questionnaires which would help learn the consequences of viewing the advertisement.