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Do ads promote materialism?

Nov 13, 2006:

Advertising industry has made phenomenal advances in India, both in terms of technology and creativity. The ads are catching your attention, as they become more creative, and interesting. But there are no barriers of decency. Nor are the advertisers giving a thought to the values they are promoting to sell their products. Nighat Jabeen reports.

TV Ads
Scene 1: A girl brings her boy friend to her father in order to get his approval for marriage. Coincidently the prospective groom is standing in front of a Luxury Car. The father looks at him welcomes him to be his prospective son in law. Suddenly the luxury car behind the young man drives away. The old man realises the man is not the owner, and distances her daughter from him.
Punch line: Respect comes naturally with Esteem.

Scene 2: A woman is irritating her young neighbour with daily doses of bragging about their new purchases.

"Woh na naya computer laaye hai (we have bought a new computer)," she announces and turns to the post man.
"kal se mut aanaa. Ab hum E-mail hi kiya kare ge.(No need to come now, we will use email from now on.)".

The irritated neighbour talks to her husband, "Kuch karna padega. Loan lena padega (something needs to be done. We should take a loan.)"

The husband comes up with a better advice and they end up using Tractor Emulsion. Not to beautify the house, but to shut up her bragging neighbour.
Punch line: Yeh Sirf Dikhta Mehanga Hai (This is costly in appearance only)
Scence 3: On receiving a call a man tries to divert the attention of his fellow, "udher dekh (look there).'' As the other fellow turns his head the man attends the call quickly "baad mei phone karna.( call later)," he says to the caller.

The ad goes on to show other creative excuses created by the users of black and white cell phones. "phone nahi mere dil ki ghanti baj rahi hai." A man says to avoid using a cell phone in front of a girl.
Punch Line: Black and white phone waloon ke Bahaane (the excuses of Black and white cell phone users)

Take cue from these ads and one should own a luxury car to get the consent of bride's parents. Costly paints, or at least those that appear costly are important, at least to keep off neighbours' bragging. Using black and white phones are an embarrassment.

Often ads of bikes are less about comfort or mileage and more about female attraction. So is the case with mobile phones.

So are the ads promoting materialism?

"Of course ads promote consumerism and materialism ", says Tariq Bhat, . . .

continued . . .

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Kashmir Newz Specials
Click here to read this story. For reproduction rights contact Kashmir Newz Desk

Click here to read this story. For reproduction rights contact Kashmir Newz Desk

Click here to read this story. For reproduction rights contact Kashmir Newz Desk

Click here to read this story. For reproduction rights contact Kashmir Newz Desk

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