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turmeric powder, salt and sugar. Among the examples of bananas made chips are “nipah”

bananas and other bananas suitable for making chips.

2.3 Concept / Theory

Advertising is redefining itself. In today’s world of multimedia and digital technology,

the industry must find a way to build new relationship between brands and their audience, to
make each product relevant as well as desirable. No longer is a television advert enough; brands

need to communicate with their audience through different media channels.
Advertising has changed. The job of an advertising agency was once a straightforward one:

to persuade people to buy a brand's product. The public knew what to expect from advertising;

they recognized the language used to speak to them, and knew what was being asked of them
in return. Now the transaction is less clear. The end goal of advertising is still a sale, but almost

as important is the ability to persuade people to build a relationship with a brand, to make them
feel that it has some relevance in their lives beyond a purely consumerist impulse. Brands now

want their audience to play with them, talk to them, and live with them.
(Eliza Williams, 2010)

“That’s what advertising has always been good at; when it was good at it would influence
culture. It would change people’s opinions.”

“Brands should spend less worrying about what they’re saying and actually start doing.”

(Daniel Bonner, Chief Creative Officer, AKQA)

“As far as advertising is concerned, things have always been simple and transparent, the deal
with consumer clear. All that has changed today are the means and the media of expression.”

(Remi Babinet, Founder and Chairman, BETC Euro RSCG)

“People working in advertising at this time are immensely lucky.”

(Rafael Soto, Creative Director of Herraiz & Soto Agency in Madrid.)

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