• Dr. Jamuna A. S.
• Dr. Muralidhara K. G.

The purpose of advertising is to persuade the audience and to bring in some awareness amongst the people. The role of an advertisement is mainly to induce the customer by catching his/her attention and driving towards the advertised product or service. This calls for a need to professionally phrase the message to be conveyed through advertising as a mass media. Communication plays a dominant role in advertising of product or services. Although this awareness is brought, many advertisements can be misinterpreted by the audience and mislead them. Sometimes the message or information about the utility of the product may not reach the target audience as desired or is liable to be mis-communicated. This paper attempts to highlight the communication used in advertising of personal care brands or FMCG. Today’s customers are confused about deciding between reliable and unreliable products. This is mainly due to advertisements that give information about the product. Many a time different companies advertise the same product highlighting different aspects which leaves the customer totally confused. The consumer is not able to choose and take an informed decision based on the advertisements and what they claim to be. This calls for a need to make an empirical study. The findings of this study will be useful for customers to ensure that they don’t get misled.

Communication, Miscommunication, Advertisement, Product, Customers.

"Miscommunication in Mass Communication in Advertising - A Farce or a Fact", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1104-1114, June 2019, Available :http://www.jetir.org/papers/JETIR1906G66.pdf

"Miscommunication in Mass Communication in Advertising - A Farce or a Fact", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1104-1114, June 2019, Available at : http://www.jetir.org/papers/JETIR1906G66.pdf