A review of advertisements of select FMCG products from 1970 to 2020

Abstract

Advertisement is an important medium to send information about products to public at large and create awareness of using these products in the best possible manner. The short commercial may make or break potential customers besides retaining the loyal ones. The content and production must thus be adjusted to be in match with philosophy, psychology, faith, belief and ethnicity of the prospective targets. The present study aims to analyze how the content and core message of advertisements of grooming range of FMCG products have changed from 1970 to 2000. Analyzing the transformation of advertisement over 50 years, it has been found that improvements in product quality have been made, specific customer oriented models have been adopted, awareness building among customers (especially women) has been emphasized, and satisfaction of customer’s specific needs have been attempted.