Transgression of Natural Societal Norms in Light of Indian commercials: An Intercultural Study of Rural and Urban Viewers

Authors

  • Priyanka Singh, Dr. Saurabh Mishra

Abstract

In very simple terms definition of transgression says that- “It involves a violation of moral or social boundaries” but if we are talking potentially then transgressive narrative themes are also considered as "unsafe" narrative themes. Unsafe because it offers breaking of some firmly set social rules.
This paper is an attempt to present how topics which are considered as transgressive at some period of time are converted to normally acceptable or general topics after some duration in terms of Hindi commercials. In this study an effort is made to analyze the effects of such restricted mentality of society on advertisement creation
In the second section of the paper we will compare acceptance of these changes in the adverts from the people of two different background (Rural Vs Urban) which in turn deal with the question that how commercials on such topics affects the psychology and thought process of Indian mass..
Keywords: Transgression, Media, Advertisements, Commercials, Ethics

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Published

2020-05-18

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Section

Articles