Eureka! Institutional Repository

Available literature establishes that most television commercials contain little direct information. The current monopoly of corporate houses in the choice of advertising content and pleas used has lead to many negative effects on the perception of viewers. This study attempts to analyse the impact of propagation of unethical values in television commercials on the perception of Indian viewers. Data for the study was conveniently collected from two hundred and fifty respondents from three major north Indian cities. The reliability of data was established using Cronbach’s coefficient Alpha. The data reduction technique of factor analysis was used for the introspection of data. Analysis revealed that commercials while generating awareness also proliferate an undesired value system among the viewers. Commercials increase materialism, consumerism and wasteful buying leading to decreased savings. Ways and means to make advertising socially responsible and enhance its acceptance among audience are suggested.