The Manipal Institute of Communication (MIC) hosted an insightful masterclass on advertising, led by Dr. Arpan Yagnik, Faculty at Penn State University. Held on August 6th and 7th, the session was for BAMC and MAMC students eager to learn about the nuances of advertising. 

At the heart of Dr. Yagnik’s lecture he said, “Advertising is about making people do things they would otherwise not do.” This statement set the tone for the masterclass, which delved into the psychology and ethics behind advertising.

One of the recurring topics explored was the role of fear in advertising. Dr. Yagnik highlighted how fear is often embedded in ads— particularly in skincare and cosmetics. “Cosmetics wouldn’t exist if people had more self-esteem,” he remarked, pointing out how ads exploit insecurities to gain consumers. He said that even though advertising uses coercive tactics, it is in fact a “beautiful realm of gentle and loving persuasion.”

Dr. Yagnik encouraged students to reflect on how advertising influences their own behaviour. In a fun interactive segment, students identified ten things they had done because of advertising, which they otherwise would not have done, from product purchases to subscriptions. Many students admitted to subscribing to Spotify Premium and buying skincare. 

The masterclass also focused on the fine line between morality and manipulation in advertising. Dr. Yagnik said, "Morality in extremes, whether absolute good or bad, is problematic.”

The power of subtlety was also a recurring theme. According to Dr. Yagnik, "Subtlety and nuance are the real beauty of advertising."

Dr. Yagnik’s background further enriched the session. A coach and consultant on creativity and leadership, he has worked with defence forces, corporate houses, and global youth platforms. His books and TEDx talks focus on fear and creativity.

The masterclass concluded with an open floor discussion, where students raised questions on ethical boundaries, consumer behaviour, and the future of marketing in the digital age.

The session was coordinated by Professor Ms. Shruthi V Shetty.  Dr. Arpan Yagnik was then felicitated by Dr. Shubha H S, Director of Manipal Institute of Communication.

-     BM Vaibhav Koushik