Page 197 - SST Class 07

Different means of communication too have their 5. The chief function of the media is to provide
vested interests. All newspapers and television information to the __________ .
channels are owned by powerful or political
people, and they view an event taking into ADVERTISING
consideration the benefit or loss it may cause to If we are able to watch television, or listen to
them. Often, political affiliations have resulted in
radio, or read newspapers at no or low cost, its
giving misinformation to the people.
credit must go to advertisements that are relayed
Another trend that can be seen in the media, and published in the media. Advertisement is the
especially television news channels, that they pay most important source of revenue for the media.
more attention to one event, and overlook or give
The facility of advertisement can be availed by the
a negligible space to other events, which may be government departments, social organisations,
equally or even more important than the event commercial organisations and individuals to tell
they have chosen to show. This results in
people about their schemes, projects, causes,
prejudiced information. Also, television channels products, opinions and other issues.
are often seen making a hill out of a mole. They
exaggerate an event to such an extent that the Generally advertisements are given in the media
people lose their interest in it. Doing so, keeps the by vested interests, so they may not contain
people uninformed about other events taking factual information. An advertisement must be
place in the country and world. On many read or seen very carefully, because they try to
occasions, the media has jeopardised the national highlight one aspect and underscore other aspects.
security, as was seen in the Mumbai Terror Types of Advertising
Attacks in November 2008. Of course, restrictions
Advertising is done for different purposes. Thus,
on the media amount to the curtailment of the
right to speech and expression; but some there are four types of advertisements :
restrictions are necessary so that this right is not Commercial Advertisements
used to harm the individual and national interests.
Commercial advertisements form a major chunk
In view of the above of the total advertisements in the media. They are
reasons, it is necessary given by companies and firms selling their
that some ethical products and services. They are meant to draw the
guidelines should be attention of the people towards certain products
formed so that the media and services, with a motive to earn profits. It often
is not able to exploit an occurs that these advertisements exaggerate the
event solely for its features of the products or services which, in fact
commercial purpose. are negligible or non-existent. Therefore, one
A news brief after
Quiz Time Mumbai terror attacks should be careful to look into the features of a
product or service before buying it.
Fill in the blanks :

1. ____________ and ____________ are closely
interrelated.
2. The analysis of an event makes people aware
about the real __________ .
3. The three estates or organs of the government
are __________ __________ and __________ .
,
4. The means of mass communication are A newspaper advertisement A television advertisement
__________ , __________ __________ etc.
,
Commercial advertising has resulted in
Understanding Media
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