SEMIOLOGY

 Semiology, also called as semiotics, is the study of signs. The term originates from the Greek word ‘semeion’ which means ‘a sign’.

Saussure defines semiology as ‘a science that studies the life of signs within society; which would show what constitutes signs, what laws govern them’.

A fundamental idea of semiotics is that meaning is not a quality inherent in any given sign, but an aspect of how that sign differs from other signs.

Semiotics reveals the ways in which signs are used, accepted and rejected. It indicates the tastes and desires of wider society.

 

In our everyday life we come across numerous signs. These visual signs have some identified meanings.

The meanings are clear because we have grown up looking at them and someone told us what it was and so we have an automatic response to them.

 

Saussure analyzed the sign into two basic components: a sound component which may be named the signifier and a conceptual component, which he called a signified. This conceptual component, signified, is not a material object, but the thought / idea of an object. It is what is called to mind when an individual hears or uses the appropriate signifier. The signifier therefore constitutes the material aspects of language.

In the case of spoken language, a signifier is any meaningful sound which is made, in the case of the written language a signifier is any meaningful mark written down, in the case of the media a signifier is any image which is relayed to the audience. 

Thus, a sign is the union of a signifier and a signified, which form an indissociable unity like two sides of the same piece of paper.

 

Barthes primary level and secondary level significance

Ronald Barthes outlines a semiological model for readding popular culture. He takes Saussure’s perspective and indicates any primary significations as the signifier ‘cat’ produces the signified ‘cat’ – a four-legged feline creature.

He uses the terms ‘denotation’ (primary signification) and ‘connotation’ (secondary signification).

Denotation – is the first level of signification, it means the permanent sense of a word excluding all subjective evaluation. It describes the literal or obvious meaning of the sign; thus, denotation of the visual image refers to what all people see without association to their culture, ideology or society.  Barthes expressed that the denoted message bears analogical properties and it is primary to connotation in the process of signification.

e.g. sunrise denotes the beginning of the day and end of the night.

 

Connotation – Barthes uses the term connotation to explain the way the sign works. It describes the interaction that occurs when the sign meets the feelings or emotions of the users and values of their culture. It is influenced by the subjective factors that open more interpretation to the text. Connotation relies on the prior existence of denotation, it is built on denotation. It is a product of mental abilities responsible for reading between the lines.

 e.g. sunrise connotes a new day full of hope, the end of darkness, a new vision, etc.

 

Semiotics in Media

Semiotic approach is highly applied in media studies in domains such as advertising, cinema, video clips, caricature, etc. semiotics is considered as one of the major branches of media analysis materials. It enables the interpretation of the underlying meanings within media output and how the audience accepts, rejects or redefines those meanings.

 

Analyzing an image:

 

Barthes demonstrates semiotic analysis with the example of a front cover from Paris Match, showing a young black soldier in French uniform saluting.

The primary signification: Soldier saluting

The secondary signification: A positive image of French imperialism, militarism, ethnic difference, implies France is a great empire and all her sons, without color discrimination, faithfully serve under her flag, etc.

CONTENT ANALYSIS

 Content analysis is the systematic analysis of content of media / communication media.

It consists of analyzing the content of documentary materials like books, magazines, newspapers and the content matter of all other verbal material which can be either spoken or printed. Content analysis creates a detailed profile of the media content over a period of time.

The main aim of content analysis in media research is to examine how news, advertising and entertainment output reflect social and cultural issues, values and phenomena.

 

Types of Content Analysis

Two general categories – conceptual analysis and relational analysis

Conceptual Analysis – A concept is chosen for examination and the number of its occurrences with the text recorded. It is important to clearly define implicit terms at the beginning of the counting process because the terms may be implicit or explicit.

This analysis begins with identifying research questions and choosing a sample or samples. Then, the text must be coded into content categories. The process of coding is of selective reducing which is the central idea in content analysis. Some characteristics of the message may be analyzed and interpreted by breaking down the contents of materials into meaningful and pertinent units of information.

e.g. analyze a text and code it for the existence of certain words. How many times the words such as ‘hunger’, ‘Hungry’, ‘famished’, ‘starving’ appear in the text.

Relational analysis – It builds on conceptual analysis by examining the relationship among concepts in a text. One must first decide which concept type will be explored in the analysis.

e.g. in relational analysis we will identify what other words of phrases ‘hunger’ or ‘famished’ appear next to and then determine what different meanings emerge as a result of these groupings.

 

Uses of content analysis

Content analysis is used in large number of fields, ranging from marketing, media studies, literature, rhetoric, ethnography, cultural studies, social sciences, to other fields of research.

Content analysis has the potential to identify trends over long periods of time.

The studies are descriptive and can be sued to study societal change like the views and opinions of people.

It helps in testing the hypothesis.

It helps to verify the portrayal of certain groups, traits or characteristics in media against how they are in real life. This enables us to compare media presentations to the actual situations.

It can be used to focus on how media have depicted certain groups in society – e.g. depiction of the youth, or elderly people.

Detect the existence of propaganda.

Describe attitudinal and behavioral responses to communications.

Determine the psychological or emotional state of persons or groups.

It’s a starting point for further studies on the media.

 

Limitations of content analysis

Content analysis alone does not serve as a basis for making statements relating to the effects of media content on audiences. To make any kind of assertions, additional studies of the audience is required. By itself, content analysis cannot make claims relating to the effects of media.

The findings relating to content analysis are restricted to that particular study, as each study has a particular framework consisting of its specific definitions and categories used. Thus, due to such differences, there are different conclusions relating to specific studies.

There is a lack of messages which could be relevant as research topics. This is because many issues are not properly explored by the mass media.

Content analysis is a time consuming and expensive process of analysis.

 

In conclusion, content analysis is a popular technique in mass media research. A proper study of content analysis should be reliable, as well as yield results. Content analysis remains a favored research technique even today.

 

SPECIAL POLICIES OF FIRE INSURANCE

These are of different types based on the insurance hazards, insured risk, business type, policy rules.

Valued policy: The value of the prospectus to be insured, here, the insurer pays the total admitted value irrespective of the market value of the properties. The amount fixed may be greater or less than the actual market value of the property destroyed by fire at the time of loss. It is used for insuring especially pictures, sculptures, works of art, jewelry articles, etc. it is beneficial to the insured because he/she is relieved of proving the value of the property at the time of loss by searching for invoices and receipts. The valuation is revised at frequent intervals. The insurer will have to pay more than the actual loss if the market price of the property has gone down.

Valuable policy: is that policy where claim amount is to be determined at the market price of the damaged property. This policy represents the doctrine of indemnity.

Floating policy: is useful to cover fluctuating stocks in different localities. It is taken to cover one or more kinds of goods at one time under one sum assured for one premium, the physical and moral hazards are also varying. These kinds of policies are specifically taken by big manufacturers or traders whose merchandise might be lying in parts at the warehouse, port, or railway station. The average rate of Premium is ascertained by taking into account the total premium payable had the property been insure by specific policies. It contains ‘average’ and ‘marine’ clauses. It can be taken only on stocks and not on immovable property.

Excess policy: The stock of a businessman may fluctuate from time to time, so the insured in this case can purchase two policies, one is the ‘loss policy’ and the other is the ‘excess policy’. The minimum level of stock can be found out from the past experience and for the other portion of stock which exceeds the minimum limit. The actual value of the excess stock is declared every month. The average clause also applies to this policy.

Specific policy: Specific sum is insured upon a specific property in case of a specified period, the whole of the action loss is payable provided, but won’t exceed the insured amount. The insured sum sets a limit upto which the loss can be made good.

Average policy: Policy containing ‘average clause’ is called an Average policy. The amount of indemnity is referred to the value of the property insured. If the policy holder has taken policy for a lesser amount than the actual value of the property, the insured will be deemed to be his own insurer for the amount under insurance. The average clause is operative only. It is ineffective when the property is insured for the full value as in that case the insured is protected to the extent of his total loss.

Comprehensive policy: This policy undertakes full protection against risk of fire combined with burglary, riot, civil commotion, theft, lightning. This policy is beneficial to the insured and the insurer. The insurer can set higher premium and the assured is protected against losses due to specified perils.

Sprinkler leakage policy: This policy insureds the destruction or damage to by water accidentally discharged or leaking form automatic sprinkler installation in the insured premises.

Add on covers policy: An insured may like to cover his prospectus against to delete some of the exclusions. The additional cover is effected is included specific perils also. For example earthquake. Add on the cover is mid-term inclusion but the annual premium has to be charged and not short period premium. No refund of premiums for the cancellation will be allowed unless the entire policy is cancelled.

SOCIAL SECURITY | INDIA

 SOCIAL SECURITY

Social security is the protection which society provides for its members through a series of public measures. It is against economic and social distress.

It could be caused by the stoppage of substantial prediction of earning resulting from sickness, maternity, unemployment, old age, etc.

The main feature of social security are:

To solve the problems of insecurity

To protect the workers from various contingencies of life

It is a collective effort of employee, employer and government

It is an idea to provide social justice.

 

The Workmen’s Compensation Act, 1923

This is one of the important social security legislations. It aims to provide financial protection to workmen and their dependents in case of accidental injury by means of payment of compensation by the employees.

The workmen’s compensation supports dependents like widows, minor legitimate or adopted son and unmarried daughter.

It considers for the disability of the workers to be total where if in capabilities a worker for all work he was capable of doing at the time of the accident resulting in such disablement.

 

Employee’s State Insurance Act, 1948

Provide medical facility and unemployment insurance to industrial workers during their sickness.

It is compulsory and contributory in nature.

It is applicable to all factories that employ more than 20 workers. It has the benefits of medical, sickness, maternity, disabled and dependent benefits.

 

Maternity Act, 1961

It is to protect the dignity of motherhood by providing complete and health care to woman and her child.

It gives her the assurance that her rights will be looked after while she is at home to care for her child.

Provisions of the Act entitle maternity leave even to women engaged on casual basis or on muster role basis on daily wages.

Cash benefits will be 84 days leave with pay before/after delivery.

A medical bonus of Rs. 1000/-

An additional leave will pay upto one month (proof of illness required)

 

Payment of Gratuity Act, 1972

The Payment of Gratuity Act, 1972 applies to factories and other establishments employing more than ten or more persons.

Every factory, mine, oil field, port and Railway Company.

Employee means any person employed on wages in an establishment to do any skilled, semi skilled, unskilled, supervisory, etc.

According to Sec.4(1) of the Payment of Gratuity Act, 1972, gratuity is paid after termination of employee after rending continuous service not less than 5 years on his superannuation or his retirement or resignation or on his death or disablement due to accident or disease.

Gratuity = Monthly salary X 15 days X no. of years of service/26

 

The Employee’s Provident Fund and Miscellaneous Provisions Act, 1952

The institutions should compulsory contribute provident funds, pension and insurance for employees i.e.

a.   Employee’s Provident Funds Scheme, 1952

b.   Employee’s Deposit Linked Insurance Scheme 1976

c.   Employee’s Pension Scheme, 1995.

It is to extend the reach and quality of publicly managed old age income security programs.

Eligible for provident fund in for an employee of the company to whom the employee’s basic salary and DA should be more than Rs. 15,000/-

Employee’s deposit linked insurance is basically a ‘Life Insurance’ for all covered employees under EPF MP Act, 1952.

Here deposit means average deposit in EPF A/c. when an employee dies while in service his or her family will get some compensation based on deposit in EPF Account.

On behalf fo Employees, the employer has to pay @0.50% of (basic+DA) or more upto Rs.15,000/- as  its monthly contribution with total contribution which makes eligible employee’s nominee to get the claim in the case of death while in service.

The amount received as the employer’s contribution and also the Central Government’s contribution to the ‘Insurance Fund’ under sub-section 2 and 3 of Sec. 6C shall be credited to an account called the ‘Deposit-Linked Insurance Fund Account’.

 

Social security benefits and welfare measures

Medical care or sickness benefit scheme

Employment injury benefit scheme

Maternity benefit scheme

Old age benefit including pension

Housing schemes

Educational schemes

Integrated insurance schemes

Survivor’s benefit scheme, etc.

 

TYPES OF RISK

Pure risk: Pure risk is a situation that holds out only the possibility of loss or no loss. For e.g. if you leave your house in the morning and leave for office by motorcycle you cannot be sure whether or not you will be involved in an accident, that you are running a risk. There is the uncertainty of loss. If you are involved in any one of these situations, you will suffer loss.

Types of pure risks:

Personal risk: Is the risk which affects an individual directly. It involves the likelihood of sudden and complete loss of income or assets or gradual reduction of income. This risk can be classified into four main types:

Risk of Premature death: It is generally believed that the average life span of human beings is 70 years. Anybody who dies before 70 years could be regarded as having died prematurely. A family breadwinner who dies prematurely has children to educate, dependents to support, mortgage loan to pay, etc.

Risk of old age: Post retirement, older people do not get sufficient income to meet one’s financial needs. Even some of the workers who plan for the future and make sufficient savings for old age may face the effect of inflation on savings. Higher rate of inflation can cause great financial and economic distress to retired people as it may reduce their real incomes.

Risk of poor health: Poor health can bring serious financial and economic distress to an individual. Without good health, nobody can plan for their future savings and can’t maximise their economic income. Poor health resulst in loss of earned income and high medical expenses.

Risk of unemployment: Unemployment is a situation where a person who is willing to do and is looking for work to do cannot find work to do. It always brings financial insecurity to people. In these cases, the person would lose his/her earned income. He may suffer from financial hardships. It may fully deplete his savings and expose himself to financial insecurity.

Speculative risk: is a risk where both profit and loss are possible. It is not normally insurable. It is common in business undertakings. It is a risk which faces break-even situations. For e.g. it includes taking part in exporting to a new market, betting on horse races, etc.

Property risk: Property owners face the risk of having their property stolen, damaged or destroyed by various causes. A property may suffer direct loss, indirect loss, losses arising from extra expenses of maintaining the property or losses brought about by natural disasters.

Natural disasters such as floods, earthquakes, storms, fire, etc. bring enormous property losses as well as affect human lives.

Liability risk: means that the person will be responsible for an injury to another person or their property. For e.g. if you injure your neighbor or damage his/her property, the law would impose fines on you and you may have to pay heavy damages. The risk amount under this risk doesn’t have any maximum upper limit. For e.g. If you ride a motorcycle valued Rs. 50,000 and negligently cause serious bodily harm to another person, that person can sue you for any amount of money… Rs. 70,000 and above, depending on the nature of the injury. If the motorcycle is fully damage by you then you are supposed to pay the actual value of the motorcycle. In this case your financial and economic security will be greatly endangered.

Fundamental risk: is a risk which is non discriminatory in its attack and effect a group risk cause by bad economy, inflation, unemployment, war, political instability, flood, drought, earthquake, etc.

This affects a large population and the risk lies with the society rather than the insurance. This can be handled by social insurance.

Particular Risk: affect only the individual and not everybody in the community. For e.g. if a bicycle is stolen the full impact of the loss of the bicycle is felt by you. The theft of a bicycle is a particular risk. Particular risks are the individual’s own responsibility and not that of the society of community as a whole. The best way to handle particular risk by the individual is the purchase of insurance cover.

Static risk: is a risk that involves losses brought by irregular action of nature of mistakes of man. It is an unchanging economy. For e.g. if all economic variables remain constant, some people with fraudulent tendencies would still go out, steal, abuse their positions, etc. it involves destruction of assets or change in their possession as a result of dishonesty. Example of static risk includes theft and bad weather.

Dynamic risk: is mainly speculative risk in changes in price level, income, taste of consumers, technology, etc. which can bring about financial losses to members of the economy. It is beneficial to the society. For e.g. technological changes which brings higher production at a cheaper price. It affects large number of individuals.

PRICING RESEARCH

Pricing research involves first a pricing strategy assessment supported by strong pricing research capabilities.

Sound pricing market research requires a broad strategic perspective together with a focus on your pricing decision options.

Pricing research finds optimum price-product-feature configurations in the context of market positioning opportunities. In Pricing studies, we employ both qualitative research and quantitative research tools.

Pricing research usually concentrates on customers' sensitivity to pricing. This price sensitivity is driven by the nature of the market, the target within that market, the differentiation level of product or service, and the value of brand.

Pricing is one of the more technical areas of market research.

There are four main approaches:

Several different research methods are commonly used in pricing research—each with their own strengths and weaknesses. There are four techniques that are commonly used the four techniques are:

1. Gabor-Granger or Van Westendorp Price Sensitivity Meter

2. Concept Test

3. Conjoint Analysis

4. Discrete Choice Modeling

 

1. Gabor-Granger or Van Westendorp Price Sensitivity Meter (PSM)

In Gabor-Granger pricing research customers are asked to complete a survey where they are asked to say if they would buy a product at a particular price.

The price is changed and respondents again say if they would buy or not. From the results we can work out what the optimum price is for each individual.

By taking a sample of customers we can work out what levels of demand would be expected at each price point across the market as a whole.

Using this estimate of demand, the price elasticity (or expected revenue) can be calculated and so the optimum price-point in the market established.

The Price Sensitivity Meter (PSM) is used frequently by some researchers. The premise of the PSM is to ask respondents four price-related questions and then evaluate the cumulative distributions for each question.

Specifically, respondents are asked:

1. At what price would you consider the product to be so expensive that you would not consider buying it? (Too expensive)

2. At what price would you consider the product to be priced so low that you would feel the quality couldn’t be very good? (Too cheap)

3. At what price would you consider the product starting to get expensive, so that it is not out of the question, but you would have to give some thought to buying it? (Expensive)

4. At what price would you consider the product to be a bargain—a great buy for the money? (Cheap)

In this method, the optimal price point for a product is the point at which the same number of respondents indicate that the price is too expensive as those who indicate that the price is too cheap. Many pricing researchers question that this is the definitive optimal price for a product.

 

2. Concept Test/Concept Evaluation

The standard purchase intent question from a concept test is also commonly used for pricing research.

Respondents are presented with a product concept and asked how likely they would be to purchase this product at a specific price.

Typically the researcher will expose independent samples of respondents to different prices. The standard purchase intent question is shown below.

• (After introducing the product concept)

• How likely, would you be to purchase this product in the next 12 months if it costs Rs 9000?

• Definitely would purchase

• Probably would purchase

• Might or might not purchase

• Probably would not purchase

• Definitely would not purchase 

• To evaluate price sensitivity using this example, a sample of respondents evaluates this concept at Rs 9000, a different sample of respondents evaluates the same concept at Rs5000, and another sample of respondents evaluates the concept at Rs 14000.

A demand curve is constructed by evaluating purchase intent at each price.

3. Conjoint analysis:

Conjoint (trade-off) analysis is one of the most widely-used quantitative methods in Marketing Research.

It is used to measure preferences for product features, to learn how changes to price affect demand for products or service, and to forecast the likely acceptance of a product if brought to market.

Like concept tests, conjoint analysis presents concepts to respondents. However, instead of exposing each respondent to a single concept, in conjoint analysis each respondent is exposed to many concepts. For each treatment, respondents are asked to make hypothetical trade-offs between configured products. For example, a respondent might be asked to express his preference between two smart phone hand sets alternatives or between two VCR alternatives. 

In conjoint analysis, respondents are forced to make trade-offs between products and product features, much as buyers are forced to do when actually shopping.

Each respondent answers a series of trade-off questions; in each question the combination of features shown together changes. In this way, a large number of product features can be evaluated.

Each respondent provides enough information through his or her trade-offs that the utility of each product characteristic (including price) can be estimated for each respondent.

This individual-level estimation allows for the identification of individual differences that can lead to a market segmentation scheme and can be used to help predict acceptance of products by different individuals in a heterogeneous market.

These utilities also allow prediction of preference for any product that can be defined using the product characteristics in the study.

These preferences can be modeled in a market simulator. A market simulator allows “what-if” analysis for any configuration of products in any competitive environment. A demand curve can be produced from these simulations.

 

4. Discrete Choice

Choice-Based Conjoint (CBC) is used for discrete choice modeling, a research technique that is now the most often used conjoint-related method in the world. The main characteristic distinguishing choice-based from other types of conjoint analysis is that the respondent expresses preferences by choosing from sets of concepts, rather than by rating or ranking them. The choice-based task is similar to what buyers actually do in the marketplace. Choosing a preferred product from a group of products is a simple and natural task that everyone can understand.

CBC is often used to study the relationship between price and demand, and is especially useful when the price-demand relationship differs from brand to brand, and when only a few features need to be considered.

One of the strengths of CBC is its ability to deal with interactions, such as when different brands have different sensitivities to price changes. Most conjoint methods are based on "main effects only" models that ignore the existence of such interactions. In contrast, CBC may be used to evaluate all two-way interactions.

The researcher must decide on attributes and their levels, and compose whatever explanatory text is desired for the interview screens. Apart from that, everything can be done automatically. The CBC System provides all the tools needed to conduct a choice-based conjoint study via Web, CAPI (PCs not connected to the Web), or paper-based surveys. The CBC system includes three analysis modules and a market simulation module for testing "what if" scenarios.

In discrete choice, the respondent is presented with a set of products and the respondent is asked to pick one.

The results from discrete choice modeling are very similar to those from conjoint. For instance, both approaches are able to produce utilities at the individual level, and both discrete choice and conjoint allow what-if simulations. Discrete choice modeling has been used with great success in pricing research.

POST FEMINISM | WOMEN IN INDIA

Characteristics of Post-Feminism

In early 1980s, the media has begun to classify women in their teens and women in their twenties as “post-feminist generation”. After twenty years, the term post-feminist is still used to refer to young women.

Post-feminism is a highly debated topic since it implies that “post” refers “dead” or “after” feminism. Post feminism celebrates sexuality and fueled by advances in abortion, employment and fertility laws and concentrates on furthering the idea of empowerment, celebration of feminists, freedom of choice and liberation.

Women in visual media

Advertisements in both print and audio-visual media reach all types of people. For advertisements, very attractive women and teenage girls are mostly used to promote the product through their acting skills.

Advertisements in the 1980s have portrayed a woman as a homemaker serving her husband and children at home.

Later in the 1990s, even though they have portrayed perfect and complete man, women are showed as a sex pictogram. The women have been shown as sexy, insensitive and hormone-driven female chauvinists. There have been many new advertisements being launched every month but the concept and idea have been often new when compared with the old ones.

The present concepts in advertisements avoid the stereotyping approach. While they portray an independent woman who is successful in her career, which inspires and motivates the young girls and registers a positive note in their minds to no longer spend time on useless activities.

Advertisements are made in a very attractive manner that they appeal to both men and women regardless of their age. Advertisements are often made to celebrate what is happening in the society. Events like International Women`s Day reach a wider audience by commercials which promote consumer items through the concepts based on liberated career-driven women. Most of the advertisements are based on the present scenario. To create the catchy advertisements, there are many private media companies running day and night all over the globe. They come up with apt concepts which are suitable for the target audience based on the products that they are going to sell. In this way, media helps a lot in keeping people aware of the feministic views.

Post-feminist views in media (Internationally)

The term ‘Post-feminist’ with regards to poetry has been, for the first time, used by Carol Rumens in her anthology titled Making for the Open: The Chatto Books of Post-feminist Poetry. Rumens have clarified the use of the term ‘Post-feminist’ in her introduction to the anthology. As a post-feminist supporter, she has applied the concept in the fields of media sector like print and visual media. It has reached earliest in England, Germany, the United States and other countries. The post-feminist ‘equality portrayals’ of women are visible in cinema, electronic and mass media advertisements and also in literature in the form of avoidance from depicting a young woman as passive, inferior, weaker and subordinate to a man. The impact of ‘the girl poser’ has been recognized, and women are represented as more assertive. Self-assured and confident women are shown as having equal footing with men. Even if some portrayals appear sexist, women are not shown as ‘victims’. The new women proclaim their womanhood in a bold manner.

 

Post-feminism has started in the media field in the year 1982. The feminist critics have explored the concept through media. It has shown those traditional felinities which are not allowable through feminism. These include an unabashed return to men, a spotlight on consumerism, reconsideration of motherhood and attempts at home life. The individualism, domesticity and consumerism are presented through powerful TV shows and films like Bridget Jones Diary. One of the modern novels (which also has its film version) concerned with feminist criticism is Bridget Jones`s Diary by Helen Fielding which portrays society`s views of single women in contemporary societies. The protagonist of the novel is a strong and independent person and her worries are that she does not want to arrive finally living alone without the support of man when she grows older.

Post Feminism and Advertising

the ideology of post-feminism as portrayed by visual media in India: Upon watching the advertisements which are always shown on TV and other forms of visual media seven advertisements which permeated the ideology of post-feminism are selected as examples. They are: Forest Essentials Ayurvedic Cream, Wedding Jewellery by TBZ Garlands, Dabur Vatika Hair Oil, Titan Ranga: “Woman of Today”, Havells’ Coffee Maker, Havells’ Fans and Femina

Avoiding Stereotypes

Avoiding stereotypes is an important feature of advertisements which carry the hallmark of post-feminism. For instance, in the advertisement ‘Wedding Jewellery’ by TBZ Garlands, the model Katrina Kaif talks about the concept of the right time for marriage denying the old school thoughts which condition women to stay at home after marriage. The commercial gives awareness to women and makes them catch hold of the post-feminist concept through its strong female character.

Another advertisement by Home Appliances has ideas as endless as their gadgets. The commercial depicts the Indian customary scene of seeing a bride where the mother of the boy laments that her darling son seeking a wife suffers so much in his bachelor life abroad and has to step out even for a cup of coffee. The defiant girl firmly places her coffee-maker before the startled boy, saying “Take this one and settle down, no travel authorization problem either”, as she wants only to be a wife, not a kitchen appliance. This advertisement stands against the stereotyping concept which has been there for ages that emphasizes women’s space in the kitchen. For breaking the stereotype mindset, this advertisement has earned the glorious Cannes award

.

Femina, the advertisement of the brand, opens the scene when a traditionally dressed girl with all her jewels and an expensive silk saree approaches directly facing the audience. Then the camera starts to pan around the house which she has just entered and it lets us know that there is a marriage function happening there. On her way to a room she casually looks at a middle-aged man’s photograph and closes her eyes suggesting that she is looking for his blessings. Finally she enters a room and there is a middle-aged woman in her bride costume looking at the window sadly. The table turns out when the girl calls the middle-aged woman ‘Ma’, it enable the audience understand that it’s the second marriage of the middle-aged woman, and the person in the picture is her ex-husband. The concept totally breaks all the stereotypes rooted in tradition which makes a woman’s life empty after her husband’s death.

Dabur Vatika hair oil advertisement tells us the tale of a woman who has survived cancer and lost her hair due to medication. Even though she looks tonsured, her family and colleagues are very happy with her real beauty. She gets comfortable with the society, and the advertisement demolishes the stereotypical idea of beauty.

Support for Female Characters

Most of the advertisements are made with female actors. It gives the clue that the post- feministic ideologies play a vital role in the marketing industry. An Ayurveda cream advertisement titled “Warrior Princess” directed by Carole Dennis tells us the story of the transformation of a warrior maiden sent to battle. Cream is rubbed on her forehead before she mounts a horse, sheathes a small sword and rides off with a small group. It shows female courage and enthusiasm to the audience.

Individualism

The main goal of post-feminism is a woman’s individualism. Mc Robbie introduces a new `female individualism’ which dismisses the ‘old’ feminism. Feminism itself is seen to belong to the past which characterizes the post-feminist woman of popular culture in individualism, sophistication and choice. The advertisement ‘Woman of Today’ featuring the Bollywood actresses Nimarat Kaur, made by the company Titan to sell their wrist watches, tells the audience that a woman has every right to make the choices of her own. It also has the tagline `Her Life Her Choices’.

Womens’ Identity

Mostly, the female actors from the film industry are used in the advertisements to showcase the women’s identity in the society, since the target audience of these commercials is women. It portrays every individual woman from different fields of the workplace, for example, IT professionals, students, home makers and so on. An advertisement for ceiling fans from Havells had been launched in the year 2013.The concept of the ad was to avoid patriarchy, and it also shares a socially relevant view on changing one’s name after marriage. In the commercial, a couple goes to an office for registration. At that time the husband decides to take his wife`s last name after their marriage, and it shows the female registrar surprised and satisfied. The couple from the ad has given a simple and yet never noticed lesson to the society. The Indian advertisements of the recent times give a lot of importance to womens identity when compared with the old ones.

Impact of Advertisement on Society

Advertisement is a medium of communication to send product related messages to customers along with various features of the products advertised. Each advertisement sells a product with a concept and a trending topic. At present advertisement companies have become a critical component for the overall advertising market.

Social networking sites like Facebook and Twitter are also becoming a powerful platform for advertisements to reach a wider audience. Through media, the message about the product can be heard within minutes. While the viewer’s watch the advertisement, the message gets into their minds and its impact reflects on the society.

In the 21st century, media has reached a cutting edge development in terms of technology and reaches all over the world . visual media is very effective and memorable owing to the use of characters and concepts which can occupy the minds of the audience for a very long time. While the viewers watch the advertisements, the particular products will get fixed in their minds. This is the method how the products and the concept are gain the viewers’ belief and trust.

Thus we see that post feminism ideology is available in Indian advertisements, and they tend to change people’s mindset with every new advertisement launch in the popular visual media.

Ref: https://www.globalmediajournal.com/open-access/ideology-of-postfeminism-portrayal-through-visual-advertisements-in-india.php?aid=82612

 

LOGISTICS INSURANCE

The Insurance taken for logistic business is known as Cargo Insurance / Marine Cargo Insurance which covers risks involved in transporting good by all modes of transport and at every stage of the movement.

The primary benefit of purchasing cargo insurance to protect the value of goods and coverage of goods in transit during land, sea or air transportation.

It provides the insurance cover in respect of loss or damage to cargo during transit by rail, road, sea or air. It covers the export and import shipment by ocean, trans-shipments, consignments sent by rail, road and air, articles sent by post, etc.

The insured must have an insurance interest in the goods at the time of loss. The insurable interest or obligation to take out insurance is usually determined by a term of delivery.

The marine cargo insurance usually covers:

Loss of damage to cargo during transit

Expected profit from sale of goods at place of destination.

Financial losses attributed to delay in start-up caused by loss or non-delivery of insure cargo.

 

IMPORTANCE OF CARGO INSURANCE

The primary benefit of purchasing cargo insurance is to protect the value of goods.

It normally provides indemnity against loss of or damage to merchandise caused by fire or explosion, collision, sinking, capsizing, washing overboard and general average sacrifice.

Cargo may be exposed to a variety of risks while in transit with damages or losses occurring during storage.

In the event of emergency, a cargo ship may voluntarily sacrifice part of its cargo.

Cargo policies will indemnity against loss or damage to goods being shipped as a result of an even insured against in that policy.

 

HAZARDS IN LOGISTICS

Hazards means loss or risk; a threat of damage, injury, abilities, loss or any other occurrence that is caused by external or internal vulnerabilities.

All businesses have some level of risk and the task of business to minimize the risk and maximize profit. In most cases risk is addressed through insurance, initially physically insurance such as fire, theft, public liability, etc.

Hazards of shipping goods by sea

-Weather and geographical hazards

It includes natural calamities like typhoons, cyclones, which pose a serious threat to the sea freight and can cause serious damage to your cargo vessel.

A marine transit insurance policy can give coverage like earthquake, lightening, washing overboard, entry of sea or river water into the vessel, etc.

-Man made hazards

Risk happens due to the fault of people on the ship. Many a times, losses or damages occur while loading into or unloading goods from craft or vessel.

Packaging hazards

Goods get damaged despite the proper packing, damaged due to improper packaging, owner can refuse to take the delivery of goods and file a case against you. In this case, marine insurance company can agree to cover your losses or damages which may arise due to improper packaging.

The marine insurance policy covers the loss or damage to property caused due to:

Natural disasters like cyclone, lightening, earthquates, etc.

Man-made disasters like theft, violence and piracy of ships

Collision, overturing of land conveyance, sinking of ships

Expenses such as survey fees, forwarding cost, etc.

 

Hazards of Logistics by roadways

Passenger lawsuits: Common automobile accident case involves two vehicles. With the driver of one calming the driver of the other was responsible. Sometimes only one vehicle is involved. In this case, the passenger in the vehicle may claim injury as a result of his own driver’s negligence eve if the driver is a close friend.

Major hazards due to problems by road transportation

Most of the Indian roads are not suitable for use of vehicular traffic.

Mixing of traffic

Multiple check posts, toll, etc

Low attention on road safety and traffic laws

Transport infrastructure risk

Risk of theft

Risk of overloading

Risk of drunken drivers

Weather conditions

Political and government related risk

Technological risk

Driver shortage risk

 

Protection – Types of Cargo Insurance Policies

Cargo insurance

Marine cargo insurance also known as freight insurance covers the risks of loss or damage to goods and merchandise while in transit by sea, rail or air. Examples:

Manufacturing: bringing raw materials and distributing finished products

Agriculture: ranging from grains and fruits to livestock transport

Wholesalers: moving goods from producers to retailers

Retailers: moving stock from warehouses and stock transfers

Mining: Importing and Exporting raw materials and shipments

 

Hull insurance:

Insurance of vessel and its equipment are included under hull insurance. It is also known as boat insurance that covers damage to a boat, its machinery and its equipment. This type of marine insurance is mainly taken by the owner of the ship in order to avoid any loss to the ship in case of any mishaps occurring

Liability insurance:

This protects an individual or business from the risk that they may be used and held legally liable for something such as malpractice, injury, etc. Business owners may purchase liability insurance that covers them if an employee is injured during business operations. Some of the liability insurance are:

Employer’s liability and workers compensation – type of mandatory coverage for employers which protect the business against liabilities arising from injuries of the death of an employee.

Protect liability insurance protects against lawsuits arising from injury or death caused by their products.

Indemnity insurance provides coverage to protect a business against negligence like resulting from mistakes or failure to perform.

 

Freight insurance:

Cargo insurance provides protection against all risks of physical loss or damage to freight form any external causes during shipping, whereby land, sea or air. It also covers options to insure from ‘warehouse to warehouse’. The freight insurance policy will cover the goods from the full value declared. It can be purchased directly from a shipper or from a third party insurer also called as cargo insurance.

COMMON CAUSES OF ACCIDENTS IN LOGISTICS

Some common causes of accidents in warehouses:

Fork lifts

Hazard communication

Mechanical power transmission

Electrical works

Respirator protection

Lockout / tagout

Portable fire extinguisher

 

Some common causes of travelling accidents

Drive fatigue

Debris on highway

Hitting a stopped vehicle from behind

Driving off the side of the road

Speeding

Poor road conditions

Loss of control

Mechanical failure

Shifting cargo

Lane driving