Dec 2020 International Journal of Innovative Technology and Creative Engineering (ISSN:2045-8711)

Page 1

INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

UK: Managing Editor International Journal of Innovative Technology and Creative Engineering 1a park lane, Cranford London TW59WA UK

USA: Editor International Journal of Innovative Technology and Creative Engineering Dr. Arumugam Department of Chemistry University of Georgia GA-30602, USA.

India: Editor International Journal of Innovative Technology & Creative Engineering 36/4 12th Avenue, 1st cross St, Vaigai Colony Ashok Nagar Chennai , India 600083 Email: editor@ijitce.co.uk

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

IJITCE PUBLICATION

International Journal of Innovative Technology & Creative Engineering Vol.10 No.12 December 2020

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

Dear Researcher, Greetings! Articles in this issue discusses about ETHICAL VALUES IN ADVERTISEMENT. It has been an absolute pleasure to present you articles that you wish to read. We look forward many more new technologies in the next month.

Thanks, Editorial Team IJITCE


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

Editorial Members Dr. Chee Kyun Ng Ph.D Department of Computer and Communication Systems, Faculty of Engineering,Universiti Putra Malaysia,UPMSerdang, 43400 Selangor,Malaysia. Dr. Simon SEE Ph.D Chief Technologist and Technical Director at Oracle Corporation, Associate Professor (Adjunct) at Nanyang Technological University Professor (Adjunct) at ShangaiJiaotong University, 27 West Coast Rise #08-12,Singapore 127470 Dr. sc.agr. Horst Juergen SCHWARTZ Ph.D, Humboldt-University of Berlin,Faculty of Agriculture and Horticulture,Asternplatz 2a, D-12203 Berlin,Germany Dr. Marco L. BianchiniPh.D Italian National Research Council; IBAF-CNR,Via Salaria km 29.300, 00015 MonterotondoScalo (RM),Italy Dr. NijadKabbara Ph.D Marine Research Centre / Remote Sensing Centre/ National Council for Scientific Research, P. O. Box: 189 Jounieh,Lebanon Dr. Aaron Solomon Ph.D Department of Computer Science, National Chi Nan University,No. 303, University Road,Puli Town, Nantou County 54561,Taiwan Dr. Arthanariee. A. M M.Sc.,M.Phil.,M.S.,Ph.D Director - Bharathidasan School of Computer Applications, Ellispettai, Erode, Tamil Nadu,India Dr. Takaharu KAMEOKA, Ph.D Professor, Laboratory of Food, Environmental & Cultural Informatics Division of Sustainable Resource Sciences, Graduate School of Bioresources,Mie University, 1577 Kurimamachiya-cho, Tsu, Mie, 514-8507, Japan Dr. M. Sivakumar M.C.A.,ITIL.,PRINCE2.,ISTQB.,OCP.,ICP. Ph.D. Project Manager - Software,Applied Materials,1a park lane,cranford,UK Dr. Bulent AcmaPh.D Anadolu University, Department of Economics,Unit of Southeastern Anatolia Project(GAP),26470 Eskisehir,TURKEY Dr. Selvanathan Arumugam Ph.D Research Scientist, Department of Chemistry, University of Georgia, GA-30602,USA. Dr. S.Prasath Ph.D Assistant Professor, Department of Computer Science, Nandha Arts & Science College, Erode , Tamil Nadu, India


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

Review Board Members Mr. Rajaram Venkataraman Chief Executive Officer, Vel Tech TBI || Convener, FICCI TN State Technology Panel || Founder, Navya Insights || President, SPIN Chennai Dr. Paul Koltun Senior Research ScientistLCA and Industrial Ecology Group,Metallic& Ceramic Materials,CSIRO Process Science & Engineering Private Bag 33, Clayton South MDC 3169,Gate 5 Normanby Rd., Clayton Vic. 3168, Australia Dr. Zhiming Yang MD., Ph. D. Department of Radiation Oncology and Molecular Radiation Science,1550 Orleans Street Rm 441, Baltimore MD, 21231,USA Dr. Jifeng Wang Department of Mechanical Science and Engineering, University of Illinois at Urbana-Champaign Urbana, Illinois, 61801, USA Dr. Giuseppe Baldacchini ENEA - Frascati Research Center, Via Enrico Fermi 45 - P.O. Box 65,00044 Frascati, Roma, ITALY. Dr. MutamedTurkiNayefKhatib Assistant Professor of Telecommunication Engineering,Head of Telecommunication Engineering Department,Palestine Technical University (Kadoorie), TulKarm, PALESTINE. Dr.P.UmaMaheswari Prof &Head,Depaartment of CSE/IT, INFO Institute of Engineering,Coimbatore. Dr. T. Christopher, Ph.D., Assistant Professor &Head,Department of Computer Science,Government Arts College(Autonomous),Udumalpet, India. Dr. T. DEVI Ph.D. Engg. (Warwick, UK), Head,Department of Computer Applications,Bharathiar University,Coimbatore-641 046, India. Dr. Renato J. orsato Professor at FGV-EAESP,Getulio Vargas Foundation,São Paulo Business School,RuaItapeva, 474 (8° andar),01332-000, São Paulo (SP), Brazil Visiting Scholar at INSEAD,INSEAD Social Innovation Centre,Boulevard de Constance,77305 Fontainebleau - France Y. BenalYurtlu Assist. Prof. OndokuzMayis University Dr.Sumeer Gul Assistant Professor,Department of Library and Information Science,University of Kashmir,India Dr. ChutimaBoonthum-Denecke, Ph.D Department of Computer Science,Science& Technology Bldg., Rm 120,Hampton University,Hampton, VA 23688 Dr. Renato J. Orsato Professor at FGV-EAESP,Getulio Vargas Foundation,São Paulo Business SchoolRuaItapeva, 474 (8° andar),01332-000, São Paulo (SP), Brazil Dr. Lucy M. Brown, Ph.D. Texas State University,601 University Drive,School of Journalism and Mass Communication,OM330B,San Marcos, TX 78666 JavadRobati Crop Production Departement,University of Maragheh,Golshahr,Maragheh,Iran VineshSukumar (PhD, MBA) Product Engineering Segment Manager, Imaging Products, Aptina Imaging Inc. Dr. Binod Kumar PhD(CS), M.Phil.(CS), MIAENG,MIEEE HOD & Associate Professor, IT Dept, Medi-Caps Inst. of Science & Tech.(MIST),Indore, India Dr. S. B. Warkad Associate Professor, Department of Electrical Engineering, Priyadarshini College of Engineering, Nagpur, India Dr. doc. Ing. RostislavChoteborský, Ph.D. Katedramateriálu a strojírenskétechnologieTechnickáfakulta,Ceskázemedelskáuniverzita v Praze,Kamýcká 129, Praha 6, 165 21 Dr. Paul Koltun Senior Research ScientistLCA and Industrial Ecology Group,Metallic& Ceramic Materials,CSIRO Process Science & Engineering Private Bag 33, Clayton South MDC 3169,Gate 5 Normanby Rd., Clayton Vic. 3168


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020 DR.ChutimaBoonthum-Denecke, Ph.D Department of Computer Science,Science& Technology Bldg.,HamptonUniversity,Hampton, VA 23688 Mr. Abhishek Taneja B.sc(Electronics),M.B.E,M.C.A.,M.Phil., Assistant Professor in the Department of Computer Science & Applications, at Dronacharya Institute of Management and Technology, Kurukshetra. (India). Dr. Ing. RostislavChotěborský,ph.d, Katedramateriálu a strojírenskétechnologie, Technickáfakulta,Českázemědělskáuniverzita v Praze,Kamýcká 129, Praha 6, 165 21

Dr. AmalaVijayaSelvi Rajan, B.sc,Ph.d, Faculty – Information Technology Dubai Women’s College – Higher Colleges of Technology,P.O. Box – 16062, Dubai, UAE

Naik Nitin AshokraoB.sc,M.Sc Lecturer in YeshwantMahavidyalayaNanded University Dr.A.Kathirvell, B.E, M.E, Ph.D,MISTE, MIACSIT, MENGG Professor - Department of Computer Science and Engineering,Tagore Engineering College, Chennai Dr. H. S. Fadewar B.sc,M.sc,M.Phil.,ph.d,PGDBM,B.Ed. Associate Professor - Sinhgad Institute of Management & Computer Application, Mumbai-BangloreWesternly Express Way Narhe, Pune - 41 Dr. David Batten Leader, Algal Pre-Feasibility Study,Transport Technologies and Sustainable Fuels,CSIRO Energy Transformed Flagship Private Bag 1,Aspendale, Vic. 3195,AUSTRALIA Dr R C Panda (MTech& PhD(IITM);Ex-Faculty (Curtin Univ Tech, Perth, Australia))Scientist CLRI (CSIR), Adyar, Chennai - 600 020,India Miss Jing He PH.D. Candidate of Georgia State University,1450 Willow Lake Dr. NE,Atlanta, GA, 30329 Jeremiah Neubert Assistant Professor,MechanicalEngineering,University of North Dakota Hui Shen Mechanical Engineering Dept,Ohio Northern Univ. Dr. Xiangfa Wu, Ph.D. Assistant Professor / Mechanical Engineering,NORTH DAKOTA STATE UNIVERSITY SeraphinChallyAbou Professor,Mechanical& Industrial Engineering Depart,MEHS Program, 235 Voss-Kovach Hall,1305 OrdeanCourt,Duluth, Minnesota 55812-3042 Dr. Qiang Cheng, Ph.D. Assistant Professor,Computer Science Department Southern Illinois University CarbondaleFaner Hall, Room 2140-Mail Code 45111000 Faner Drive, Carbondale, IL 62901 Dr. Carlos Barrios, PhD Assistant Professor of Architecture,School of Architecture and Planning,The Catholic University of America

Y. BenalYurtlu Assist. Prof. OndokuzMayis University Dr. Lucy M. Brown, Ph.D. Texas State University,601 University Drive,School of Journalism and Mass Communication,OM330B,San Marcos, TX 78666 Dr. Paul Koltun Senior Research ScientistLCA and Industrial Ecology Group,Metallic& Ceramic Materials CSIRO Process Science & Engineering Dr.Sumeer Gul Assistant Professor,Department of Library and Information Science,University of Kashmir,India Dr. ChutimaBoonthum-Denecke, Ph.D Department of Computer Science,Science& Technology Bldg., Rm 120,Hampton University,Hampton, VA 23688


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020 Dr. Renato J. Orsato Professor at FGV-EAESP,Getulio Vargas Foundation,São Paulo Business School,RuaItapeva, 474 (8° andar)01332-000, São Paulo (SP), Brazil Dr. Wael M. G. Ibrahim Department Head-Electronics Engineering Technology Dept.School of Engineering Technology ECPI College of Technology 5501 Greenwich Road - Suite 100,Virginia Beach, VA 23462 Dr. Messaoud Jake Bahoura Associate Professor-Engineering Department and Center for Materials Research Norfolk State University,700 Park avenue,Norfolk, VA 23504 Dr. V. P. Eswaramurthy M.C.A., M.Phil., Ph.D., Assistant Professor of Computer Science, Government Arts College(Autonomous), Salem-636 007, India. Dr. P. Kamakkannan,M.C.A., Ph.D ., Assistant Professor of Computer Science, Government Arts College(Autonomous), Salem-636 007, India. Dr. V. Karthikeyani Ph.D., Assistant Professor of Computer Science, Government Arts College(Autonomous), Salem-636 008, India. Dr. K. Thangadurai Ph.D., Assistant Professor, Department of Computer Science, Government Arts College ( Autonomous ), Karur - 639 005,India. Dr. N. Maheswari Ph.D., Assistant Professor, Department of MCA, Faculty of Engineering and Technology, SRM University, Kattangulathur, Kanchipiram Dt - 603 203, India. Mr. Md. Musfique Anwar B.Sc(Engg.) Lecturer, Computer Science & Engineering Department, Jahangirnagar University, Savar, Dhaka, Bangladesh. Mrs. Smitha Ramachandran M.Sc(CS)., SAP Analyst, Akzonobel, Slough, United Kingdom. Dr. V. Vallimayil Ph.D., Director, Department of MCA, Vivekanandha Business School For Women, Elayampalayam, Tiruchengode - 637 205, India. Mr. M. Moorthi M.C.A., M.Phil., Assistant Professor, Department of computer Applications, Kongu Arts and Science College, India PremaSelvarajBsc,M.C.A,M.Phil Assistant Professor,Department of Computer Science,KSR College of Arts and Science, Tiruchengode Mr. G. Rajendran M.C.A., M.Phil., N.E.T., PGDBM., PGDBF., Assistant Professor, Department of Computer Science, Government Arts College, Salem, India. Dr. Pradeep H Pendse B.E.,M.M.S.,Ph.d Dean - IT,Welingkar Institute of Management Development and Research, Mumbai, India Muhammad Javed Centre for Next Generation Localisation, School of Computing, Dublin City University, Dublin 9, Ireland Dr. G. GOBI Assistant Professor-Department of Physics,Government Arts College,Salem - 636 007 Dr.S.Senthilkumar Post Doctoral Research Fellow, (Mathematics and Computer Science & Applications),UniversitiSainsMalaysia,School of Mathematical Sciences, Pulau Pinang-11800,[PENANG],MALAYSIA. Manoj Sharma Associate Professor Deptt. of ECE, PrannathParnami Institute of Management & Technology, Hissar, Haryana, India RAMKUMAR JAGANATHAN Asst-Professor,Dept of Computer Science, V.L.B Janakiammal college of Arts & Science, Coimbatore,Tamilnadu, India Dr. S. B. Warkad Assoc. Professor, Priyadarshini College of Engineering, Nagpur, Maharashtra State, India Dr. Saurabh Pal Associate Professor, UNS Institute of Engg. & Tech., VBS Purvanchal University, Jaunpur, India Manimala Assistant Professor, Department of Applied Electronics and Instrumentation, St Joseph’s College of Engineering & Technology, Choondacherry Post, Kottayam Dt. Kerala -686579


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020 Dr. Qazi S. M. Zia-ul-Haque Control Engineer Synchrotron-light for Experimental Sciences and Applications in the Middle East (SESAME),P. O. Box 7, Allan 19252, Jordan Dr. A. Subramani, M.C.A.,M.Phil.,Ph.D. Professor,Department of Computer Applications, K.S.R. College of Engineering, Tiruchengode - 637215 Dr. SeraphinChallyAbou Professor, Mechanical & Industrial Engineering Depart. MEHS Program, 235 Voss-Kovach Hall, 1305 Ordean Court Duluth, Minnesota 558123042 Dr. K. Kousalya Professor, Department of CSE,Kongu Engineering College,Perundurai-638 052 Dr. (Mrs.) R. Uma Rani Asso.Prof., Department of Computer Science, Sri Sarada College For Women, Salem-16, Tamil Nadu, India. MOHAMMAD YAZDANI-ASRAMI Electrical and Computer Engineering Department, Babol"Noshirvani" University of Technology, Iran. Dr. Kulasekharan, N, Ph.D Technical Lead - CFD,GE Appliances and Lighting, GE India,John F Welch Technology Center,Plot # 122, EPIP, Phase 2,Whitefield Road,Bangalore – 560066, India. Dr. Manjeet Bansal Dean (Post Graduate),Department of Civil Engineering,Punjab Technical University,GianiZail Singh Campus,Bathinda -151001 (Punjab),INDIA Dr. Oliver Jukić Vice Dean for education,Virovitica College,MatijeGupca 78,33000 Virovitica, Croatia Dr. Lori A. Wolff, Ph.D., J.D. Professor of Leadership and Counselor Education,The University of Mississippi,Department of Leadership and Counselor Education, 139 Guyton University, MS 38677


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

Contents

ETHICAL VALUES IN ADVERTISEMENT ……………………………………………….[ 928 ]


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

ETHICAL VALUES IN ADVERTISEMENT Mrs.B.SINDHU PhD.Research scholar in commerce PG & Research Department of Commerce, Vellalar College for Women, Thindal, Erode-638012 sindhucommercenasc@gmail.com

INTERODUCTION

The objective of this study is to evaluate the need for ethical value in advertisement based on consumers’ opinion on importance of ethical value

in

advertisement.

This

study

also

identifies the relationship between demographic variables and the opinion on importance of ethical value in advertisement. This is an empirical research based on primary data, collected through questionnaire. The sample size is 200 selected on convenient sampling method. The findings of the research study, reveals that the ethical value is the extremely important factor in advertisements. There is also a significant relationship between opinion on importance of ethical value and education and nature of family. However factors like age, gender, occupation and monthly income do not have significant influence over respondent’s opinion on importance of ethical value.

industry. It has emerged as one of the major industries

and

tertiary

sectors

and

has

broadened its horizons, be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry, in very little time has carved a niche for itself and placed itself on the global map. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds, Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. WHAT IS ETHICS? Ethics

means

“Good

Conduct”

or

“Conduct which is right in view of the society and the time period”.[1] By common consent, various modes of behavior and conduct are viewed as “good” or “bad”. In other words, Ethics are moral principles and value that

The Indian advertising industry is a talking business today. It has evolved from

govern the actions and decisions of an individual group. It is a choice between good

being a small-scale business to a full-fledged 928

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

and bad and right and wrong, governed by a set

respondents, selected on convenient sampling

of principles of morality at a given time at a given

method. The study is mainly based on primary

place and in a given society.

data. A structured questionnaire was used for the collection of data.

NEED FOR ETHICAL ADVERTISEMENT Advertising has ethical value. The mixing of arts and facts in advertising communication

TOOLS OF ANALYSIS: ➢ The percentage analysis is used to study

are subservient to ethical principles. In today’s

the

competitive and buyer’s market, advertisements

respondents.

demographic

characteristics

of

an

➢ To establish the relationship between the

advertisement is misleading, the celebrity of the

dependent factors and need for ethical

organization is lost. To view the truth in

value in advertisement, Chi-square test

advertisement, it has to be seen from the

is employed.

have

to

be

truthful

and

ethical.

If

consumers’ point of view rather than from legal

TABLE 1

point. The advertising industry has been frequently criticized for putting out misleading or

DEMOGRAPHIC CHARACTERISTICS OF

exaggerated claims in respect of product, goods

RESPONDENTS

and services advertised.

No. of Respondents

Percentage

Male

57

28.5

Female

143

71.5

200

100

Young

52

26

Middle aged

115

57.5

Old

33

16.5

200

100

14

7

Category Gender OBJECTIVES OF THE STUDY The main objective of the study is to evaluate

the

need

for

ethical

value

in

Total

advertising. Age HYPOTHESIS There is no significant relationship between demographic factors and opinion on need for ethical values in advertisement.

Total Education

METHODOLOGY The researcher has chosen Erode City purposively.

The

sample

consists

School level

200 929

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

College level

186

93

Total

200

100

130

65

Nuclear family

70

35

200

100

Table 2 reveals the percentage of

majority 82% of the respondents feel that ethical value in advertisement is “extremely important” while 18% of the respondents feel that ethical value is “important”. No respondent has agreed for “not important”. Hence ethical value in

Occupation Business

90

45

Employed

66

33

Professional

17

8.5

Others

27

13.5

200

100

advertisement is the most important factor.

LEVEL OF IMPORTANCE Extremely important Important

Monthly Income

Not important

Low

84

42

Moderate

40

20

High

76

38

200

100

Total

100

ethical value of advertisement. An absolute

Joint family

Total

200

respondents who expressed their views on

Nature of Family

Total

Total

DEMOGRAPHIC FACTORS AND OPINION ON IMPORTANCE OF ETHICAL VALUE IN ADVERTISEMENT

TABLE 2 The classification of respondents based OPINION ON IMPORTANCE OF ETHICAL VALUE IN ADVERTISEMENT Level of Importance

164

Important

36

Not important

advertisement and demographic factors is

No. of % of the Respondents respondents

Extremely important

on opinion on importance of ethical value in

presented in table 3.

82 TABLE 3 18 DEMOGRAPHIC FACTORS AND OPINION

0

0

ON ETHICAL VALUE

930

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

Demograph ic Factors

Opinion on ethical value Extremel y important

Importa nt

50(87.72%)

7(12.28%)

57(100%)

114(79.72 %)

29(20.28 %)

143(100 %)

164

36

200

Young

40(76.92%)

12(23.08 %)

52(100%)

Middle

95(82.61%)

20(17.39 %)

115(100 %)

Old

29(87.88%)

4(12.12%)

33(100%)

164

36

200

Female Total

164

36

200

Low

65(77.38%)

19(22.62 %)

84(100%)

Moderate

35(87.5%)

5(12.5%)

40(100%)

High

64(84.21%)

12(15.79 %)

76(100%)

164

36

200

Monthly Income

Gender Male

Total

Total

Total

Age

Total

Table 3 indicates the following: [1] 88% of male respondents and 80% of female respondents feel that ethical value is extremely important. [2] 88% of old age group (above 40 years) respondents, 83% of middle age group

Education School level

12(85.71%)

2(14.29%)

14(100%)

College level

152(81.72 %)

34(18.28 %)

186(100 %)

164

36

200

(26 to 40 years) respondents and 77% of young age group (up to 25 years)

Total

Nuclear family Total

extremely important. [3] 86% of school level respondents and

Nature of Family Joint family

respondents feel that ethical value is

82% of college level respondents feel 109(82.58 %)

23(17.42 %)

132(100 %)

55(80.88%)

13(19.12 %)

68(100%)

164

36

200

that ethical value is extremely important. [4] 83% of joint family respondents and 81% of nuclear family respondents feel that ethical value is extremely important. [5] 85% of employed respondents, 80% of

Occupation Business

business respondents, 76% of 72(80%)

18(20%)

90(100%)

Employed

56(84.85%)

10(15.15 %)

66(100%)

Professional

13(76.47%)

4(23.53%)

17(100%)

Others

23(85.19%)

4(14.81%)

27(100%)

professional respondents and 85% of others feel that ethical value is extremely important. [6] 88% of the respondents belong to

931

moderate monthly income, 84% of the www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

respondents belong to high monthly

Chi-square test (table 4) reveals that

income and 77% of the respondents

there is a significant relationship between

belong to low monthly income feel that

opinion on importance of ethical value in

ethical value is extremely important.

advertisement and education and nature of

DEMOGRAPHIC FACTORS AND OPINION ON IMPORTANCE OF ETHICAL VALUE IN ADVERTISEMENT – CHI-SQUARE TEST

family. However factors like age, gender, occupation and monthly income do not have significant influence over respondent’s opinion on importance of ethical value.

The relationship between demographic variables and the opinion on importance of ethical values in advertisement is analyzed through χ² test

CONCLUSION Advertisement is expected to create a

Hypothesis: There is no significant relationship

favorable impact on viewers. It certainly creates

between demographic factors of respondents

value in the minds of viewers and enable them

and their opinion on importance of ethical value

choose the best products available in the

in advertisement.

market. However, they should not mislead the consumers by the exaggerated quality and

TABLE 4

features

CHI-SQUARE TEST

Demograp hic factors

Table value of χ²

Calculat ed value of χ²

of

advertisement Hypothes is accepted/ rejected

Gender

3.841

1.764

Accepted

Age

3.841

1.709

Accepted

Educational qualification

3.841

9.978

Rejected

Nature of family

3.841

5.417

Rejected

Occupation

5.991

1.141

Accepted

Monthly income

5.991

2.283

Accepted

932

the

products.

Ethics

is

considered

in

extremely

important by all consumers and hence a good advertisement

must

be

ethical

and

communicate to the consumer about the usage of products and services.

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

BIBLIOGRAPHY •

5) Sandeep

Kothari C.R. “Research Methodology” New Age International Private Ltd, New Delhi, 2005.

Vij,

Raghbir

Singh

“Dimensions of Consumers’ Advertising Beliefs in India” Indian Journal of Marketing, March 2011, 41(3), P.21-32.

Philipkotler, “Marketing Management” Prentice Hall of India Private Ltd, New Delhi, 2000.

Pillai R.S.N. and Bagavathi, “Modern Marketing”, S.Chand and company Ltd, 2004.

Jethwaney, Jai Shree, and Jain Shruti, “Advertising

Management”

Oxford

Higher Education, New Delhi.

Journals and Magazines 1) Nagamani.M,

“Advertising

Asha.S.

Ethics- An Indian Perspective”, Indian Journal of Applied Research, May 2014. 2) Amit

“Unethical

Verma

Issues

in

Advertising”, Indian Journal of Marketing, March 2011, 41(3), P.33-43. 3) Mehta, Abhilasha “Advertising Attitudes and Advertising Effectiveness” Journal of Advertising

Research,

March

2000,

40(3), P.67-72. 4) O’Donohoe,

Stephanie

(1995),

Attitudes to Advertising: A Review of British

and

International

American Journal

of

Research”, Advertising,

14(3), P.245-261.

933

www.ijitce.co.uk


INTERNATIONAL JOURNAL OF INNOVATIVE TECHNOLOGY AND CREATIVE ENGINEERING (ISSN:2045-8711) VOL.10 NO.12 DECEMBER 2020

934

www.ijitce.co.uk


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.