Jou nal o Resea ch and De elopmen
A Mul idisciplina y In e na ional Le el Re e ed and Double Blind Pee Re iewed, Open Access
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(V)| Sep embe 2025
139
Unde s anding he Psychology o he E ec i eness o Social Ad e isemen
Campaign o a Posi i e Social change
Sh u i Shamsunda Kekade1, D Am apali Jogdand2
1Resea ch Schola , Depa men o Psychology
MGM Uni e si y Chh Sambhajinaga
2Assis an P o esso , Depa men o Psychology
MGM Uni e si y Chh Sambhajinaga
Email: Sh u [email protected]
Manusc ip ID:
JRD -2025-170934
ISSN: 2230-9578
Volume 17
Issue 9 (V)
Pp. 139-141
Sep . 2025
Submi ed:15 Aug. 2025
Re ised: 25 Aug. 2025
Accep ed: 10 Sep . 2025
Published: 30 Sep . 2025
Abs ac : India is cu en ly unning a numbe o social ad e isemen campaigns which a e go e nmen
ini ia i es and also on conce ning a eas o he socie al imp o emen . The objec i e he e is o b ing ou
he e ec i eness in o he limeligh h ough a ious aspec s like awa eness, pe cep ion, a i ude, emo ions
which a e he a ian s o psychology. Social media o e s a cos e ec i e pla o ms whe e such
e ec i eness is shown h ough he appeals. The appeals a e in he wo o ms he emo ional appeal and
a ional appeal. The ac s p o ided he e helps in b inging ou o a posi i e social change ha includes an
a i ude o ma ion o a i ude change and o ha e a posi i e social cogni ion.
Keywo ds: Social ad e isemen campaigns, Emo ional appeals, a ional appeals, a i ude change.
In oduc ion:
Acco ding o Wheele , “Ad e ising” is any shape o so o paid o p emium non-
indi idual p esen a ion o me chandise, adminis a ions and hough s wi h he end goal o
d a ing indi iduals o pu chase” Ad e ising is he messages paid o by he indi iduals who
need o ad ance, con ince, o ad ise he ecipien abou he i ems o adminis a ions. The
mediums u ilized a e ele ision, p in media (daily pape , dia ies, magazines e ce e a), adio,
squeeze, ne , coo dina e o e ing, boa ds, maile s, challenges, sponso ships, c usades,
indi iduals, a icles o clo hing, in s, sounds and isuals.
Social Ad e ising is no o he mos pa u ilized o business showcasing pu poses,
ye a he o social ad an age. Social ad e ising has wo pa en hypo heses o bols e i sel
wi h he end goal ha – “a social pa en ” whe e sociology and social s a egy me hodologies is
s essed upon and he second is “Showcasing gua dian” ha inco po a es business and open pa
p omo ing app oaches.Social ad e ising is mo eo e , being in es iga ed as a me hod o social
de elopmen , i s gem ec i ie o b oaden ob ious essen ially based p ac ices among
associa ions and is a p esen cen e ’s abili y o open pa di ec o s.
The possibili y o ad ancemen and p omo ion is expe iencing a change in India.
Comme cials in any so ha e s a ed o assume an imp essi e pa in ensu ing he s ock wi h
he goal ha i achie es i s objec i e. P omo ions ha e u ned in o a undamen al piece o ou
li e. Social ad e ising is he ad e ising-in ended o in o m, awa e, educa e o s imula e he
a ge audience abou social cause o issue o he be e men o socie y. Social Ad e ising is
mos ly unde aken by non-p o i o ganiza ions such as Go e nmen , Founda ions, Associa ions
e c.
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Add ess o co espondence:
Sh u i Shamsunda Kekade , Resea ch Schola , Depa men o Psychology, MGM Uni e si y Chh
Sambhajinaga
How o ci e his a icle:
S. S. Kekade, A. Jogdand. (2025).Unde s anding he Psychology o he E ec i eness o Social
Ad e isemen Campaign o a Posi i e Social change. Jou nal o Resea ch & De elopmen ,
17(9), 139-141
O iginal A icle
Jou nal o Resea ch and De elopmen
A Mul idisciplina y In e na ional Le el Re e ed and Double Blind Pee Re iewed, Open Access
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(V)| Sep embe 2025
140
The main objec i e o he goal o social ad e ising is o p ima ily ocus and engage in social cause. Fo example,
ad e isemen s a e done o p omo e dona ions o wa ic ims o o ic ims which a e a ec ed by na u al calami ies, o
o sp eading awa eness e c.The e a e wide anges o social p oblems in e e y human
Human socie y, po e y, emale oe icide, and killing o he gi l child, animal c uel y and many mo e. Social
ad e ising isn’ ied in wi h o e ing a p omp a angemen , howe e o a ac somebody’s ega d o he issue. The e
a e a on o issues which a e no seen, and indi iduals know no hing abou hem. The objec i e o social p omo ion is o
pass on he message, so ha he bene icia y unde s ands his obliga ion owa ds he socie y. Social ad e isemen s can’
be comp ehended as a libe ali y o imagina i e indi iduals om one iewpoin , and as a chance o demons a e hei
in en i eness hen again.The p ima y objec i e o social ad e isemen is o change he a ge audience’s beha io . So
o change he beha io al aspec o he a ge audience a ho ough unde s anding o a pe son’s awa eness le el, his o
he pe cep ion and a i ude owa ds he a ious social ma ke ing campaigns should be unde s ood. The expec ed
changes in he a ge audience a e ge ing exposed o he a ious social ad e isemen s gene ally occu s a he end o a
se ies o in e media e s ages such as change in popula ion’s in o ma ion, knowledge, pe cep ion, e c. Bu su p isingly,
i has been obse ed ha mos o he social campaigns ha e had a Minu e e ec in igh ing hose social causes.
The e o e e o has been ini ia ed h ough his esea ch a icle o explo e he awa eness, pe cep ion and e ec i eness
o social ad e isemen s in e e y indi iduals and how psychological a ian s comes in o such change.
Emo ional and Ra ional appeal:
The appeal which le e ages eelings and emo ions like happiness, ea , lo e, nos algia, empa hy o c ea e a s ong
bond, pe sonal connec ion h ough using a ious echniques like s o y elling, music, i id image y. The connec ion is
b ough by aiming he logical pa o he b ain. Some nega i e emo ions a e also e ealed and highligh ed such as
sadness, guil , ange and ea .
Le ’s see how does posi i e and nega i e emo ions helps in b inging he change.
Posi i e Emo ions:
Happiness/Joy: i c ea es a sense o posi i e and connec ion.
Nos algia: i helps o E okes com o ing, amilia eelings om he pas .
Inspi a ion: i encou ages people o pu sue d eams and o e come challenges.
Lo e/connec ion: i highligh s hea wa ming s o ies o empa hy and sha ed momen s.
Nega i e Emo ions:
Fea : i highligh s isks o consequences o mo i e ac ion.
Sadness: i appeals o empa hy o inspi e ac ion, o en o social causes.
Ange : i aps in o us a ions o injus ices o mo i a e a s and o suppo o a cause.
Guil : i can be used o highligh he impo ance and appeal o how he hings ha en been a ec ing nega i ely.
Ra ional Appeal:
A a ional appeal uses i s ac s, easoning o ocus on he message o p ac ical hings, i s alue and he basic and i s
undamen al needs by p esen ing alue aided da a, s a is ics and compa isions.
Le ’s see i s undamen al key cha ac e is ics:
Emphasis on ac s and da a:
Use o s a is ics and measu able esul s helps o claim and gi e a p ope social di ec ion.
Objec i e in o ma ion:
The goal o he social ad e ising is o p o ide he in o ma ion wi h clea , undeniable ac s so o help people unde he
ue meaning o he explana ion men ioned in he ad e isemen .
Aiming o p ac ical needs:
I helps o know he p ac ical equi emen s and make a sensibile decision and choices.
A i ude Change:
In gene al a i udes a e lea ned h ough one’s own expe iences and h ough in e ac ion wi h o he s. Some
social psychologis ha e ocused on he condi ions which lead o he lea ning a i udes. Like lea ning a i ude by
associa ion, by being ewa ded o punished, lea ning a i ude h ough modelling and lea ning h ough exposu e o
in o ma ion. While we alk abou a i ude change i basically o ms o a he ge s in luenced wi h he ac o s like
1. Family and he en i onmen a ound us
2. Re e ence g oups which indica e o an indi idual he no ms ega ding accep able beha iou and ways o hinking
3. Pe sonal expe ience which b ing abou d as ic change in ou a i ude owa ds people and ou own li e.
The a i ude change happens when we balance ou a i ude om nega i e o posi i e di ec ion which was p oposed by
F i z Heide . The concep cogni i e dissonance gi en by Leon Fes inge which emphasis es he cogni i e componen
which says he logic o he a i ude should be logically in line wi h each o he o example
Cogni ion 1: Pan Masala causes mou h cance
Cogni ion 2: I ea pan masala
Jou nal o Resea ch and De elopmen
A Mul idisciplina y In e na ional Le el Re e ed and Double Blind Pee Re iewed, Open Access
ISSN : 2230-9578 | Websi e: h ps://j d b.o g Volume-17, Issue-9(V)| Sep embe 2025
141
Holding his wo ideas o cogni ion an indi idual eel ha some hing is ou o he une. he e o e he e- he
ideas will change o I will ea pan masala so his will be heal hy, logical and sensible way o changing he a i ude
owa ds i .
The wo s ep concep was p oposed by S.M Mohsin an Indian psychologis , acco ding o him a i ude change
akes place in he o m o wo s eps. In i s s ep, he a ge o change iden i ies wi h he sou ce. The a ge is he pe son
whose a i ude is o be changed. The sou ce is he pe son h ough whose in luence he change is o ake place.
Iden i ica ion means ha he a ge has liking and ega d o he sou ce .The e should be posi i e a i ude owa ds he
a ge and he a ac ion becomes mu ual. Obse ing he sou ce’s changed a i ude and beha iou he a ge also shows
an a i ude change h ough beha iou . This kind o imi a ion o obse a ional lea ning.
The Ra ionali y
In India, p ima ily he go e nmen has aken many ini ia i es o disco e he possible impac o social
ad e ising. Many p omo ional ad e isemen s a e being un on adio and T . All he go e nmen and o he
o ganiza ions a e ying o handle some se ious social issues like ‘Pulse Polio’, ‘Family Planning’, ‘Sa e he Gi l Child’
e c. h ough social ad e ising and social ma ke ing campaigns. Howe e , i has been obse ed ha he bes e o s o
he go e nmen agencies he social ad e isemen s campaigns a e ying o be e ec i e. Awa eness h ows ligh on he
knowledge abou social ad e isemen s, pe cep ion alks abou social issues a o ed by people and easons o hose
issues o ge p e e ence. E ec i eness and a ac ion will guide he ad make s and o he agencies in ol ed in social
ma ke ing how o use awa eness and a ac ion o make ad e isemen s mo e in luen ial and e ec i e. The li mus es
o any social ad e ising, ad e isemen is i s abili y o ini ia e people in o some hing new i.e. o b ing abou pe cep ual
and beha io al change which has been also s udied in de ail. The e a e ew s udies ega ding social ad e isemen s and
social ma ke ing campaigns in India. The ad e isemen b ands like Do e is b inging change o body shaming, Ae ial
b and is ocusing on gende equali y o sha ing he equal load
Su excel is p omo ing o espec and g a i ude o e e y eligion and b inging he closeness and b o he hood among
each o he and many mo e.
Conclusion:
To whole and sole we a e he e o say e en hough go e nmen is aking ini ia i e o b ing up he change wi h
he help o social ad e isemen s he e is a hope as well as a oom o imp o emen . We e in he 21s cen u u y and
juggling wi h ce ain a eas o conce n. Things ake ime o change e en hough g adually h ough he a ious modes o
sp eading he message adding he app opi a e appeal ha in luence audience social beha iou which b ings ou a social
change o b ing ou wo ld as a be e place o li ing and accep ed by all he means. No malizing, changing, accep ing
wi hou any p ejudices and s e eo ypes ha ’s wha all needed o b ing ou he social change among he people we li e.
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