FINAL PROJECT REPORT

On

CELEBRITY ADVOCACY IN ADVERTISEMENTS

Submitted in the partial fulfilment for the award of the

degree of

BACHELOR OF JOURNALISM & MASS COMMUNICATION

Under the Supervision and Guidance of

Dr. Pooja Rana

Submitted by

Navneet Kaur(0181422407)

SESSION: 2007– 2010

JAGANNATH INTERNATIONAL MANAGEMENT

SCHOOL
 Affiliated To Guru Gobind Singh Indraprastha University, Delhi

ACKNOWLDGEMENT

I would like to extend my heartiest thanks to Dr. Pooja Rana (our

Project In charge) for her constant support and help in my project.
Her guidance in providing practical exposure in learning things
like how to do survey and prepare questionnaires was of great
help in my initiative. I would also extend my gratitude to
Jagannath International Management School, Vasant Kunj and
Encompass Events, member WPP Group for providing me an
opportunity, resources and information to accomplish this project.
It has been a wonderful experience to study the topic of this
project with the support of my institute and professionals from my
workplace. Guru Gobind Singh Indraprastha University, Delhi
 CERTIFICATE

This is to certify that the research report submitted for the degree
of Bachelor of Journalism and Mass Communication of Guru
Gobind Singh Indraprastha University, Kashmere Gate,Delhi is the
report of “CELEBRITY ADVOCACY IN ADVERTISEMENTS”
undertaken by Ms. Navneet Kaur, Enrollment No- 0181422407
under my supervision.

The assistance and help imparted during the course training has
been fully acknowledged.
Dr. Pooja Rana
Mass Communication Department
Jagannath International Management School

TABLE OF CONTENTS

Acknowledgement
Certificate
Table of contents

I. Introduction and objectives

II. Research Design and methods
• Hypothesis
III. Review of Literature
IV. Results and Discussions
• Data Analysis
• Facts and findings

V. Conclusion

Bibliography
Annexure
CHAPTER I
 INTRODUCTION AND OBJECTIVES

I.1 INTRODUCTION

I.1.1 WHAT IS ADVOCACY

Advocacy is problem solving:

1. To protect rights or change unfair discriminatory or abusive
treatment to fair, equal, and humane treatment.
2. To improve services, gain eligibility for services or change
the amount or quality of services to better meet the needs of
an individual.
3. To remove barriers which prevent full access to full
participation in community life.

I.1.2 WHY CHOOSE ADVOCACY:

Progress - change for the better - will not happen without

advocacy. Advocacy is the tool, citizens’ use in our democracy to
bring about improvements. People with disabilities have seen
major changes in the laws, the service system, and public
attitudes in recent years. Communities have begun to see that
people with disabilities have a right to fully participate in all
aspects of life. This awakening began, with great effort and
behind-the-scenes preparation, because people with disabilities
have decided for themselves it is time to use advocacy for
change.
Advocates must be careful to not allow others to define who they
are and what they want. The words "advocate" and "advocacy
group" are seen by some as negative terms. Some think of an
advocate as conveying a tone of "harshness",
"unreasonableness", or "selfishness". This perception of the term
"advocate" reaches beyond the disability-related advocacy - it
includes the advocacy of special interest groups in Congress,
lobbying, and other contexts.

The reputation of advocacy, and advocates, who work on behalf

of the rights of people with disabilities will suffer or improve
depending on our advocacy approach.

I.1.3 ADVOCACY ADVERTISEMENTS:

Advocacy advertising can be directed at specific targets, or

general targets, such as political activists, the media, consumer
groups, government agencies, or competitors. It can be
sponsored by any type of advertiser (businesses, consumer
groups, special interest groups, political parties, or even
individuals).

Advocacy advertising almost always is related to a specific public

policy or upcoming legislation. The ad will express an opinion on
the issue or position the sponsoring industry or company as a
leader in its field or area of expertise, such as health care, the
environment, or education.

John Fox Sullivan, Chief Executive and Group Publisher of Atlantic

Media Company, elaborated that the goal of advocacy advertising
is defining an issue in such a way that reliable and credible people
will give you the answer you want, like Amitabh Bachchan
advocating the cause of better packaged Cadbury products.

I.1.4 WHEN IS ADVOCACY ADVERTISEMENT EFFECTIVE?

So does all that understanding and talk make a difference? How

do you know that advocacy is effective?

 When you see reactions disproportionate to the

input that you provide
Understand that you have touched on a sensitive point. It
is like having someone touch an already injured part of
the body. If there was no injury, the response would be
normal, but when there is a break in the skin, anything
that touches it will cause far more irritation than when the
skin was not broken. The disproportionate reactions will
be in the form of
o Outright rejection of the idea
o Ridiculing the idea, and even personal targeting
o Opposition to any moves by you

 When you see others wanting to join you

There is no power like the power of an idea whose time
has come. Often, when you stand up and speak about
something, and there is rejection, ridicule and opposition,
you might find that it strikes a different chord among
 other people like you. They understand what you are
saying, and begin talking to you about how they feel you
are doing things that they wish they could do. And then,
you find that you have allies! You have made your case
strongly enough for others to see your point, and they
begin saying the same thing. Sometimes, it is gratifying to
know that one now has company. Many times, people
begin saying things on the same issue not because they
care about it deeply, but because you have made it
fashionable, and now there is money from funding
agencies to do such work.

 When you begin to see the changes you desired for

This is the most gratifying part about advocacy and
perhaps the most annoying one too. Gratifying, because
you know that you worked for it, and that it is finally
happening. Annoying, because an advocate can never
take complete credit for the change, and many times, not
even recognized for the role that he or she has played and
especially when they are the celebrities.

I.1.5 CELEBRITIES IN ADVOCACY ADVERTISEMENTS

Celebrity endorsement is currently the primary means by which

the major charities market themselves. Indeed, most have
dedicated employees with the title of celebrity coordinator and
the people they pull in often do good work from the most noble of
motivations. However, because such work is no longer optional for
the ambitious celebrity, you don't have to dig far to come across
horror stories, like the one about the charity which formed a high-
profile association with a major league pop singer only to find that
he was unreachable whenever he had no product to promote.

And celebrities, at least, are more photogenic and media-friendly

than most other people. "If they are involved in some charity,"
then people want to be involved in it, too, want to be part of that
club, to echo that kind of lifestyle. So charity is then not about
rattling tins and grubbiness and shots of famine and stuff like
that, which people will turn the page on.

Theory and practice suggests, that the use of stars and their
unleashing power in advertising generate a lot of publicity and
attention from the public but the underline questions are, do
these stars really help a cause in its awareness? On the other
hand, can they really have an Impact on the person's life, thereby
changing their attitude and behavior?

Celebrities have long endorsed products, and now many are using
their fame to promote issues and causes. Shortly after becoming
household names, many actors, singers and athletes establish
charitable foundations in their names. They use their star power
to increase public awareness of everything from diseases to
political issues.

People repose their faith on celebrities like film stars, high-profile

singers, political personalities, sportspersons and TV personalities
due to their trustworthiness, image, credibility, charm, charisma
and experience. Hence, when such persons engage or appear in
social, commercial or political marketing campaigns or events
(whether it is a politician’s election campaign, or a social cause
like fundraising campaigns for the benefit of AIDS or cancer
victims across the globe), they mobilize public support on a larger
scale. Celebrities can create positive attitudes and instant
credibility. An important aspect to be kept in mind by the
organizers is that, there should be a correct fit between the
celebrity and the promoted theme. There are instances where the
image of the personality (the impression in the minds of the
public) was at variance with the cause’s or campaign’s theme. In
such cases, the celebrity’s involvement would not yield any useful
purpose.

Despite such negatives, celebrity endorsement is one of the major

sources used by various agencies, for a host of different purposes
in social and political contexts. The efficacy of this medium is
different in different situations.

Despite all other things an advocacy advertisement appears to

be, in the eyes of the society, only if the celebrity in the
advertisement appeals worthy to the cause or issue he or she is
advertising for. So choosing the right celebrity for the right
advertisement is totally important and broadly on following basis.

• Weigh up how much value they're likely to add to your cause

against the possibility that their involvement could be more
trouble than it's worth.
• Your celebrity needs to be someone who the public trust,
who is in the public eye and has a good reputation.
• Think about the level of commitment you require from them,
and how much time they will have (big stars will be a no-no
if you need someone on a regular basis).
• Don't choose someone who spreads themselves too thin.
Savvy stars associate themselves with one major issue or
brand.
• Newsworthy people can be a good alternative to top celebs,
especially if it’s a local charity or it only needs someone for a
limited period.
• Be sure your celeb is appropriate to represent the
organization in question and has a genuine interest in that
work.
• Find out if they've personal experience that's relevant to the
work and whether they would be willing to talk about it. This
is often a great way to sell a wider issue.
• If one is not sure about a celeb's reputation or reliability,
talking to journalists and others in the know is the best
option to enquire.
• Once the celebrity is chosen, approach their public relations
team rather than their agent. Max Clifford, an English
publicist argues that “agents are only interested in money,
whereas PR people are more likely to be sympathetic to
charity requests because they understand the positive
impact charity work could have on their client's image”.
I.2 OBJECTIVES

After a prolonged exposure with celebrities, in a reality show and

working with a reputed event management brand, personal
training under two known personalities, my assignment served as
a medium for me to extend my insight into a very common yet
complex idea of using celebrities in advocacy advertisement,
considering their personal enigma and positive impact on general
audience at large. Specifically, my research satiates the effect of
celebrities on people’s attitude and behavior towards a cause, the
message delivery and the brand recalling that is aided through
the celebrity status of the personality chosen.
 CHAPTER II

RESEARCH DESIGN AND METHODS

II.1 RESEARCH METHODOLOGY

Population: The population of study consists of students, youth,

working and non working ageing between 20 – 40 years.
Sample: A sample of present day study comprised 100 people.
The sample of study was selected through random sampling
method.

Tools for data collection: The research tool for data collection
was through a Questionnaire.

Validity and reliability : The questionnaires were shown to the

research faculty of Jagannath International Management School
to check the content validity, nature of statements, and system
suggestions given by experts.

Collection of data: Data were collected in the month of

February from 100 people.

II.2 HYPOTHESIS

POSITIVE EFFECT OF CELEBRITY ADVOCATING

ADVERTISEMENTS

Keeping in mind the nature of Indian audience, in accordance with

the fact that in India celebrities are considered next to god with
heavy fan following and trend adaptations, my hypothesis for the
research is that in maximum cases, on an average about 98% of
Celebrity Advocating Advertisements generate much more hype,
acceptance, lends credibility and many other things to boast of,
making celebrities the obvious choice for advocacy
advertisements. In India, celebrities from Bollywood are the top
priority followed by sport stars, business tycoons, young leaders
and then others.

II.3 RESEARCH DESIGN

A Descriptive Research with an in-depth study and observation
of trends in celebrity brand endorsements and Advocacy
Advertisements.

The exploratory approach attempts to discover general

information about topic. Gaining insight on the impact of celebrity
appearance is the primary goal.

The choice of Research design is descriptive due to time

constraints as this is the most flexible.

II.4 TARGET AUDIENCE

Varied audiences of people aged between 15 to 45 years have

been the major target audience.

Today mostly everybody is affected by our society and its social

needs, a large number of population now understands the need of
social change, thus for my research I chose people of both
gender ageing between 15 – 45 years to get a diverse and wide
overview.
II.5 DATA COLLECTION

In dealing with a real life problem it is often found that data at

hand are inadequate, and hence, it becomes necessary to collect
data that are appropriate. There are several ways of collecting the
appropriate data which is considered in context of costs, time
and other resources at the disposal of the researcher.

I collected the primary data through survey, books, internet and

discussions with the wo’s who of the industry.

My survey comprised of a Questionnaire- The designed

questionnaire were filled by the respondents during and ongoing
mall and canter promotion. The questionnaires were also mailed
to a varied audience ranging from associated offices, educational
institutes etc.
 CHAPTER III

REVIEW OF LITERATURE

III.1 Early Celebrity and Brand Associations

The crescendo of celebrities endorsing brands has been steadily
increasing over the past 20 years or so. Marketers overtly
acknowledge the power of celebrities in influencing buyer's
purchase decision. They have firm believe that likeability or a
favorable attitude towards a brand is created by the use of a
celebrity. The crore of rupees spent per year on celebrity
endorsement contracts show that celebrities like Amitabh
Bachchan, Shahrukh Khan and Sanya Mirza play an important role
for the advertising industry. It is an established fact that celebrity
endorsement can bestow unique features or special attributes
upon a product that it may have lacked otherwise.

In India from late 1970's and early 80's the new trend in
advertising started. Brands started being endorsed by celebrities.
Hindi film and TV stars as well as sportspersons were roped in to
endorse prominent brands. Advertisements featuring stars like
Late Jalal Agha for Pan Parag, Tabassum for Prestige cookers,
Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian
Richards for Vimal, Persis Khambhata and Kapil Dev for Palmolive
Shaving cream became common. And so after that celebrities
also started inducing people towards a social cause through
advocacy advertisements.

I have tried to jot down a few recent examples of advocacy

advertisements done by both Bollywood and Hollywood celebrities
aiming towards a cause or concern :
III.2 CASE STUDIES

AISHWARYA RAI PROMOTES EYE DONATION

Aishwarya Rai was showered with publicity for her philanthropic

gesture, having pledged to donate her beautiful blue eyes to an
EBAI and endorsing it on national television. EBAI went to
Aishwarya Rai for nationwide advertisement campaign to promote
eye donations. So Aishwarya Rai promotes eye Donation message
as the brand ambassador. Give blind person vision by donating
your eyes. EBAI- Eye Bank Association of India is focused on
encouraging eye donations. It has a membership of eye banks,
eye care professionals - Ophthalmologists and corporate
organizations from all over India. EBAI is a non- Government
organization whose head quarter is at Hyderabad and has
involved many celebrities time and over.
 THE GREENATHON

Taking forward its 'Open up Tomorrow, Today' campaign’ to save

our planet, NDTV supported by Toyota, carried out THE
GREENATHON- urging Indian citizens to take a pledge towards a
greener tomorrow. The Greenathon, powered by Wizcraft started
across the NDTV network on the 7th of February 2009 at 7pm.
The programming showcased a series of on-the-ground activities
such as round-the-clock clean up drives in Mumbai city and
Yamuna Ghats in Delhi; a 24-hour marathon run by Milind Soman;
a musical extravaganza by renowned Bollywood stars and
simultaneous green activities taking place across the country. The
campaign aimed to raise funds for TERI's 'Light a Billion Lives'
project and will provide light through solar power to villages
across India, that would otherwise have been without electricity
for a decade or more. The funds raised during The Greenathon
will go directly to TERI (The Energy and Resources Institute).
 AMITABH BACHCHAN ON POLIO CAMPAIGN

Matinee star Amitabh Bachchan is proving to be the most

successful ambassador yet, for the drive to eradicate polio, the
crippling disease that affects children under five. Every polio
immunization drive sees parents all over India trudging to the
nearest booth to give their child the two drops of the vaccine that
helps in immunizing against the disease for which there is no
cure. And most of them said they had been convinced by
Bachchan's exhorting them to do so, on TV spots and radio
commercials. "In as many as 70 percent of the cases of people
who come to the polio booths, the respondents admitted that
Amitabh Bachchan had been the prime motivation in them
bringing their children for immunization," said Brent Burkholder,
WHO’s regional advisor. "Besides the problem of resistance (due
to ignorance and religious beliefs), logistics is the bigger issue in
India. Of the estimated 165 million children targeted, around 95
percent were reached in the last round”, said Burkholder. In
recent years, the highest number of cases in India was in 2002,
when the numbers soared to 1,600, with the majority of cases in
Uttar Pradesh and Bihar.

AAMIR KHAN’S “ATITHI DEVO BHAVA”

Incredible India is a site which promotes tourism in India. It also

spreads awareness to preserve the places of heritage and also
how to behave with foreign tourists. The recent Atithi Devo Bhava
campaign was started by the government for various reasons; It is
a nationwide campaign that aims at sensitizing key stakeholders
towards tourists, through a process of training and orientation.
The endeavor is to boost tourism in India, which in turn would act
as a catalyst for India’s economic growth. To launch a national
level initiative that works at many levels to address all these
issues.
Atithi Devo Bhava aims at creating awareness about the effects of
tourism and sensitizing people about preservation of our rich
heritage & culture, cleanliness and warm hospitality. For this act
they selected Aamir Khan the perfectionist, for his national
acceptance status and respect, he does the Atithi Devo Bhava act
for Incredible India.

LEONARDO DE CAPRIO for “ DON’T VOTE ”

LEONARDO DE CAPRIO made a surprise appearance on

comedienne ELLEN De GENERES' talk show in the October of 2008
when he showed off his new public service announcement (PSA)
aimed at young U.S. voters. DeGeneres agreed to be one of the
talking heads urging America's youth to hit the polls in November
(2008) and vote for a new president, and De Caprio, the force
behind the new campaign, turned up to hand deliver the PSA to
her on her TV show.
The Titanic star invited a host of celebrity pals to his Hollywood
home, where the PSA was shot, to speak their mind about the
importance of voting. He told DeGeneres, "Forest Whitaker, Tobey
Maguire, will.i.am and myself were talking about how soon the
voter registration deadline is and it's only days away and, with 35
states in our country, the deadline is October 6th - that's this
Monday... so we really wanted to do a PSA to really encourage
people to get out there. "This is one of the most important
elections of our lifetime and we really need to tell everyone we
know to get out and register. "We have this campaign that's, 'Tell
five of your friends,' so if you go online, at least send it to five
friends and it's gonna spread like wildfire."

AAMIR KHAN FOR COCA COLA

In the world of Coca-Cola, the highly jagged pesticide controversy

on a globally-renowned soft drink major was a strange story.
Until now that is.
In India, Coke was literally salvaged by aggressive celebrity
advocacy with Aamir Khan, an actor with as much mass appeal as
niche repute.
Known for being acutely selective about his roles, his films and his
productions, Khan is also someone who enjoys a tremendous fan-
base, both in India and amongst Indians abroad.
It was therefore, a no-brainer to see him redeem the goliath
brand’s image when he appeared in a television commercial not
so long ago, endorsing, seriously, Coke’s toted security standards.
Being an actor above the socially responsible do-gooder citizen,
his was a testimonial that the company’s stakeholders would have
considered infallible.
Reportedly due to aggressive refusals and stories, sales
plummeted and the brand image of coke took a beating. In
Kerala, coke was banned.
Instead of being the friendly neighborhood offering that at one
point became more affordable than locally brewed coolers, Coke
was being viewed as the ‘firangi’ usurper that trifled with a
formidable consumer base and did nothing to appease it.
It’s more aggressive tactic of conducting tests and showing
results comparable to European standards too, had hardly any
takers, for consumers considered it mere technical mumbo-
jumbo.
Little did they know that a couple of minutes worth ad-spot would
do the trick. While celebrity endorsement has been a dream
solution for advertisers, especially in India where zealous fans are
held captive by very few ‘heroes’; Aamir Khan’s engrafting, as it
were, into the coke ‘situation’ has become the stuff that
newsreels are oft times made of- advocacy.
In a significantly emerging, dominant market, Coke’s strategy to
have Khan defend it and go the extra bit by gulping a bottle of the
beverage fearlessly on TV, posters and kiosks seems to have paid
off in more ways than one.
 AMITABH BACHCHAN FOR ‘PURITY SEALED’
CADBURY
Cadbury India Ltd, after facing the worm controversy, has now
announced a new purity sealed packaging for Cadbury Dairy Milk
to win the trust of its lost customers. Cadbury had roped in
Amitabh Bachchan as its brand ambassador right at that moment.
His maturity, credibility, reliance and emphatic personality helped
Cadbury to revive its lost customers.
Bachchan has promoted and endorsed Cadbury chocolates for 2
years now and it seems to be a sweet journey indeed.
CELEBRITIES FOR PETA
 CHAPTER IV

RESULTS AND DISCUSSIONS

IV.1 DATA ANALYSIS
The data collected through survey and questionnaire was
tabulated, analyzed, arranged and is now depicted through graph
charts which are designed on the grounds of the questions(see
Questionnaire in Annexure) asked.

IV.2 PICTORAL REPRESENTATION

Representation of Data through bar graphs:

(Data presentation in percentage of people, one percent = one

person )

1. Do you see television advertisements?

2. Do you believe in working for a social cause?

 3. Do you think advertisements about advocacy
helps our society in creating awareness?

4. Do you think celebrities advertising for a cause helps in

changing the attitude and behavior of society towards that
cause?
5. Do you think that after viewing advocacy
advertisements people adopt and implement the needed
factors shown, in their life?

6. Have you ever changed your attitude after watching

any advocacy advertisement?
 7. Do you think that Advocacy advertisement involving
celebrities are more convincing than others?

8. Do you think people watch these advertisements just

because of the celebrities or actually for the message being
delivered?
9. Do you think that celebrities in advocacy ad’s are just
for publicity?

10. Do you really follow the message given in

advocacy advertisement ?
11. Do you feel the need of celebrities in advocacy
advertisement ?

12. Do you remember any advocacy advertisement ?

IV.3 FACTS AND FINDINGS

After carrying out pictorial descriptions, it was clear, that about

75 % of people are of the belief that a celebrity’s involvement in
an advocacy advertisement leaves a greater impact on society
and mind’s of the aam janta in spreading awareness and inducing
them to work towards that particular cause or concern. And after
viewing these advertisements about 80% of population had a
slight change in their attitude and behavior towards that
message, cause and they remember these advertisements.

From the findings of the last question, the fact that the more
famous the celebrity the better the brand recall is emphatic. As
the survey shows that a higher percentage of people knew about
the Amitabh Bachchan or Aishwarya Rai advertisements other
than more powerful but less celebrity endorsed. And an 8 percent
of people didn’t remember any advocacy advertisement.
CHAPTER V

CONCLUSION
At the end of my research I have arrived to the conclusion that
celebrities involved in advocacy advertisements induces and
influences people towards a cause or issue and they have a
positive impact on the society. Celebrities are widely-known and
accepted personalities who command respect and admiration
from the masses. They enjoy the attention of the media and the
public by virtue of their achievement, charisma, image and
charm. Earlier, celebrity endorsements were used by marketers to
promote new products or when entering new markets. In the
present times, celebrity endorsement has been used for politics,
sports, social, economic and other NGO-related activities, apart
from the business-oriented advertising and other promotions.
Celebrities are film stars, political personalities, sportspersons, TV
personalities etc. People repose their faith in these personalities,
due to their trustworthiness, image, credibility and experience.
Hence, when such persons engage or appear in social,
commercial or political marketing campaigns or events, they
attract a larger audience who would willingly volunteer and
participate in those campaigns and contribute and follow the
footsteps of their favorite celebrities. And that’s the main reason,
as celebrities are held in a high esteem by the audience, they can
influence the public’s opinion on the ‘cause’ that they promote
heavily. They can create positive attitudes, instant credibility and
convince the audience, whether it is a politician’s election
campaign, or a social cause like fundraising campaigns. Celebrity
endorsements have several advantages like creating awareness
and credibility for the cause/event and emotionally associating
the public for their involvement. But, one important aspect to be
kept in mind is that, there should exist a correct fit between the
celebrity and the promoted theme, issue or cause. There are
instances, where, the image of the personality (the impression in
the minds of the public) was at variance with the ‘cause’ or the
campaign’s theme. In such cases, the celebrity’s involvement
would not yield any useful purpose.

It has been proved from the research that celebrity advocacy

advertisement are a powerful and useful tool that magnifies the
effect of a campaign but the word of caution to be followed
seriously; celebrities alone do not guarantee success nor does a
great campaign. It is the combination of several factors and
elements that work together for the success and its acceptance in
the minds of the people of the society.
BIBILIOGRAPHY
1.Research and Methodology/C. R. Kothari/ New Age
International

2. Dictionary of Mass Communication & Media Research/David

Demers/ Marquette Books
LLC

WEBILIOGRAPHY

1. http://www.wpas-rights.org/What%20is
%20Advocacy/what_advocacy.htm

2. http://wiki.answers.com/Q/What_is_the_meaning_of_advocac
y_advertising&src=ansTT

3. www.businessdictionary.com

4. http://www.youtube.com/watch?v=gEvmwNoMYEg

5. http://www.guardian.co.uk/theobserver/2002/jan/27/life1.life
magazine2

6. http://www.alertnet.org/thefacts/reliefresources/1143211278
84.htm
 ANNEXURE

QUESTIONNAIRE

Name : Occupation :

Age : Gender : M F

City :

1. Do you see television advertisements ?

Yes No

2. Do you believe in working for a social cause ?

Yes No

3. Do you think advertisements about advocacy helps our society in creating

awareness ?

Yes No

4. Do you think celebrities advertising for a cause helps in changing the

attitude and
 behaviour of society towards that cause ?

Yes No

5. Do you think that after viewing advocacy advertisements people adopts

and implements

the needed factors shown in their life ?

Yes No

13. Have you ever changed your attitude after watching any advocacy
advertisement ?

Yes No

7. Do you think that Advocacy ad involving celebrities are more convincing

than others ?

Yes No

8. Do you think people watch these advertisements just because of the

celebrities or actually

for the message being given ?

Yes No (spcify for _______________________ )

9. Do you think that celebrities in advocacy ad’s are just for publicity nothing
more than that ?

Yes No

10. Do you feel the need of celebrities in advocacy advertisement ?

Yes No
11. Do you really follow the message given in advocacy advertisement ?

Yes No

12. Do you remember any advocacy advertisement ?

please specify , ___________________________________________________

__________________________________________________________________