Research has revealed that the media is responsible for influencing a major part of our daily life. Media has the power to call for a change in the attitudes and beliefs of the common man. The persuasive nature of the content presented in the media influences the thoughts and behavioural pattern of the general public. Therefore, it wouldn’t be wrong to say that media has a direct impact on the lifestyle and nature of society.

While most countries have gifted their citizens the freedom of speech and expression, some countries try to counter the abuse of this right by a select few by restricting the way in which this speech and expression are received. Basically, while you’re allowed to say anything you want and do whatever your heart desires (as long as it is within the legal framework), you may not be free to listen or to appreciate someone else’s speech or action (one that is deemed to be volatile or anti-social by a government body or the society). This is the whole crux of censorship; censoring or banning content (and its reception) that is deemed volatile, harmful to society and counter-productive.

But who decides what is volatile, counter-productive or harmful to national security/society? How is content to be classified as worthy of censoring or not?

It is governmental bodies and unwritten-yet-widely-followed-societal-norms that decide what needs to be censored or not. For example, most countries call for complete censorship of pornographic material. If aired on TV, or available on other easily accessible forms of media, this form of content can corrupt children and create havoc in the society. Similarly, violence and violent content, content that can hurt religious sentiments too demand complete censorship.

Also, the amount of censorship or the cut-off level which defines what to show and what not to show differs from country to country. One of the most common ways of media censorship is by enforcing age-limits. This means that people below a certain pre-determined age cannot view or be exposed to a certain form on content.

However, it is not so simple and easy to define what can be censored and when and how. Many burning questions demand immediate answers. How much freedom is good? What needs to censored and why? What’s the point of your right to speak if there is no one to listen to what you are saying? Doesn’t the very concept of censorship clash with the idea of democracy? If we allow censorhip, then what is the difference between democracy and dictatorship?

We all know and agree that media has brought about a major transformation in the way the masses think. Media has given them an excellent platform to present themselves before the world and to contribute in their own way to the changing world scenario. It is responsible for shrinking the world further.I think, media censorship is all about degree; about how much to show and how much to hide. I’d like to end by saying that if used properly, censorship serves as a valuable tool; if not then our right to creative freedom is at stake.

The immense progress in the fields on technology and communications has affected the way consumers’ process information, favouring rapid and efficient information exchange and interactivity. People are now favouring internet advertising which draws them into the feel and vibe of the brand them, rather than the ‘one-way’ advertising done via television, newspapers, magazines that simply informs and doesn’t give the consumer a chance to participate or engage with the brand. Keeping this trend in mind, one has seen the emergence and increasing importance of Viral Advertising.

What is viral advertising?

Technically speaking, viral marketing and / or advertising refers to marketing techniques that make use of social networks to bring about an increase in brand awareness, via a self-replicating viral process (something similar to the self-replication of a bacterial virus).

Many times, viral advertising refers to an offline process where the brand message spreads by word-of-mouth (from one consumer to the next). Such W-O-M (word-of-mouth) campaigns run on the principle of basic human nature i.e. a person will tell Three people about a service of product he likes and about Eleven people about a service or product he does not.  Therefore, if a consumer takes to a brand he will talk good about it and this positive spread of message (viral) will immensely help the brand in the long run. As opposed to, if he critics the brand, then his negative outburst will deter future customers from engaging with the brand, thus harming the brand.

Viral advertising types and examples

There is a common misconception that viral advertising is can be executed only on internet. But the truth is that many companies prefer offline viral advertising because of its high reach and low operating costs. So, viral advertising includes the online and offline activities performed by marketers in order to make the message viral and generate sufficient ‘buzz’ or ‘W-O-M’ for the brand.

Flash games, images, text messages, funny video clips, songs and advergames are the various tools that comprise of a viral campaign.

Examples of successful viral campaigns are:

• The “whassup?” viral ad from Budweiser
• Trojan condoms’ 2004 ‘Sex Olympics’ campaign
• Kolaveri Di – 3

Popularity and Cost Effectiveness

Viral advertising is personal and even though it is from an identified sponsor, it does not mean the companies pay for its distribution. Most of the classical viral ads circulating online start off as ads paid for by the sponsor brand, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube. Consumers get the page link from there or copy the entire ad and forward it through e-mail or by posting it on a blog, webpage, and social media profile. In this ‘no cost’ manner, the word spreads and the brand emerges the ultimate winner. Thanks to social media platforms, it is becoming very easy for brands to simply get the word out and gather a large following.

Future of Viral advertising

In the Internet era, viral advertising presents itself as a huge opportunity, especially for companies who want low cost advertising solution. Moreover, viral ads can also be used for products that do not have the benefit of the “wow” factor. Create a funny video, a great song or a super game around the brand and it is sure to generate buzz. The biggest advantage of viral advertising is that it’s under the control of the consumers. And since, consumer is the king, and he likes viral advertising, it is here to stay.