Hidden persuaders

As an aside, I would like to acknowledge the role of entertainers, including sportspersons, in shaping the young. Recently, there was a newspaper story on the beneficial Hrithik Roshan8217; effect: keeping fit, body building and good grooming are the new mantras of his many fans.

The implications of this growing influence must be a wider and deeper sense of responsibility among all those involved with the creation and release of advertising. This sense of responsibility transcends those imposed by laws and regulations; it is bounded only by principles of personal values, community beliefs and good taste. As an example of breaching good manners, consider the Lakme Deep Pore Cleansing Pads TV ad.

Pretty girl prevents young man from entering the elevator as she feels her face needs quick cleaning. Young man rushes down or is it up stairs and is eagerly waiting her arrival. During the ride, young lady delves into her bag, takes out a pad and wipes her face fresh. Older man watching is bemused till young thing gives the game away by tossing out a used pad, soiled with sweat, dust and grime. The pad lands on the ground for all to see, followed by an Anytime. Anywhere8217; sign-off slogan. Every time I see the ad I cringe at the thought that HLL, of all companies, should propagate such bad behaviour wonder what would have happened to the advertiser, agency and media in Singapore where the authorities are firm on checking littering.

Recent news reports of the widening generation gap leading to some tragic misadventures of young couples suggest the need to influence parents in understanding the new values and ways of their kids. Maybe the marketing, advertising and media moguls can try to meet this challenge. Others would suggest that we ban this or try other ways to put the clock back; but we should know better. Shutting out the world and putting people into purdah8217; is no longer possible. The only option is to ride with the times, while doing our best to preserve and protect values by ensuring goods standards and good taste in media both advertising and editorial.

Another charge frequently made is that advertising misuse its power by featuring women either as well-behaved, slaving in the kitchen, tied-to-their-kids moms, or as slinky, scantily-clad beauties enticing viewers, generally men, to indulge themselves with some product or other.

While totally rejecting the former what is wrong with being a good mother? I have to acknowledge the reality of the latter. Here, too, laws won8217;t work, good taste just might act as the best censor.

It has often surprised me that no one complains of some strange behaviour patterns widely prevalent in ads: cooking product spots never seen to feature a realistic spread on the table do Indians really cook 10 plus plus dishes when having a quiet family meal?! In a country where driver8217;s road manners are woefully lacking, how can reputed auto companies such as Daewoo Matiz, Hyundai Santro and the many tyre makers demonstrate their wares through ads that feature the worst driving habits.

Don8217;t tell me that these are merely creative exaggerations to be taken with large doses of humour! Just remember how not so long ago some innocent kids ended up dead doing what they had seen their heroes do on TV in ads and programmes like Shaktimaan. Let8217;s learn from these sad lessons.