Published Paper Details:

This study examines the influence of television advertisements on the psychological, social, and moral values of youth in Kolkata, West Bengal, India. Television advertising has become a powerful medium after economic liberalization in India, particularly affecting highly impressionable groups such as youth. The research explores how advertisements shape behaviour, attitudes, socio-psychological thinking, and moral perceptions among college students. A survey method was adopted using convenient and snowball sampling techniques. Data were collected from 500 college students through a structured questionnaire based on selected socially relevant television advertisements such as Tata Tea's "Jaago Re," Ariel's "Share the Load," Surf Excel's "Daag Achhe Hain," and others. The findings reveal that most respondents consider television advertisements as important tools for spreading awareness, promoting moral and ethical values, improving behaviour, and breaking gender stereotypes. A significant percentage of respondents also believe that advertisements positively influence socio-psychological and cultural values. The study further highlights that continuous exposure to television advertisements strongly affects the mindset and lifestyle of youth. Overall, the research concludes that television advertisements play a constructive role in shaping positive social, psychological, and moral behaviour among contemporary youth in Kolkata, while also influencing their attitudes, perceptions, and value systems.