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`Advertisements should follow local culture'

By Our Staff Reporter

CHENNAI, DEC. 19 . Advertisements should be conceptualised only after considering their impact on culture and ethics, the Madras University Vice- Chancellor, S. P. Thyagarajan, said today.

Inaugurating a seminar on "Globalisation-Trends in Advertising and Changing Culture" organised by the Department of Commerce and International Business of the university, he said advertisements should follow certain ethical standards. Though as a concept, advertising was promotion of ideas and services through attractive presentations, too much of discount offers might create a cumulative disbelief among customers.

The seminar was organised as part of the university's initiative to bring about academic vibrancy in 68 departments. The university started short- term diploma and certificate courses, with 50 per cent field-based training.

The courses were designed for students to add value or build capacity to develop career opportunities, he said.

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