# Q5A · Explain the following theories of advertising: (i) Mediation of Reality (ii) Shifting Loyalties

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2026-05-16/q5a

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2026-05-16--q5a/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2026-05-16 · Q5A · Previous-paper question. Explain the following theories of advertising: (i) Mediation of Reality (ii) Shifting Loyalties [10 marks]

#### Answer

## Mediation of reality

**Definition.** Mediation of reality explains how advertising presents selected, constructed representations of life that can influence how audiences interpret their own world.

**In simple words.** Ad life ka selected version dikhata hai; woh complete reality nahi hoti.

## Understand it step by step

1. An advertisement chooses a setting, characters, lighting and events. The choice makes some aspects visible and leaves others out.
2. The resulting world may look ordinary while being carefully constructed: a family problem is resolved instantly or a lifestyle appears effortless.
3. Repeated representations can influence expectations about normal life, success or relationships. Influence varies by audience; exposure does not mechanically control every viewer.

## See it in use

#### Illustrative example · A cleaning-product film

A thirty-second film may show a spotless kitchen and an instant solution. The real task involves time, effort and product limitations that the edited narrative may omit. Identify the selection of reality, not just the product.

## Shifting loyalties

**Definition.** Shifting loyalties describes advertising’s role in attracting people away from competing choices while maintaining loyalty to the advertised brand.

**In simple words.** Dusre brand se switch karvao, apne brand ke saath repeat karvao.

## Understand it step by step

1. A category contains alternatives. The advertiser gives a reason to reconsider an existing choice: benefit, price, identity or convenience.
2. Trial messages reduce the barrier to trying something unfamiliar. Repeat messages reinforce reasons to remain with the brand.
3. A claim must still be credible and substantiated. Loyalty is affected by experience, availability and value as well as communication.

## See it in use

#### Illustrative example · Two toothpaste brands

A customer normally buys Brand A. Brand B advertises a relevant, supported benefit and offers a trial pack. After trial, reminders and satisfactory use may encourage repeat purchase. The shift and the retention are separate tasks.