ADVERTISING AS SOCIAL CONSTRUCTION FOR BUSINESS: A CASE STUDY OF HAMAM


Dr. Padmaja Arvind
,
Abstract

In the contemporary society, the products are placed in the market not only from the economic point of view but also from the social aspect also.  The product reaches the mass when socio cultural aspect of the society is depicted in the advertisement.  Business houses communicate their product and reach to the masses through social construction.  The communication bridge the gap between the business and mass.  Advertisement reflects social and cultural aspects of the society.  In this regard, the advertisements can be perceived from the perspective of social constructionism.  Social Constructionism or the social construction of reality is a theory of knowledge of sociology and communication that examines the development jointly constructed by understanding of the world.  Advertisements also provide knowledge and understanding about the society. The social construction deals with two aspect one from the static and another is dynamic aspect.  In static aspect it reflects the reality-as-it appears, in its dynamic aspect it deals with the process of reality-construction.   The advertising messages play a vital role in understanding the product and create interrelationship to understand society from wider perspective.  

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Journal Name :
EPRA International Journal of Economic and Business Review(JEBR)

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Vol : 5
Issue : 12
Month : December
Year : 2017
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