It8217;s an ad mad world!

The scene was not same few years back. In contrast to today8217;s vast market, Indian market that time was a producers8217; market. With very little variety available on the limited ads on the sole TV channel and in newspapers, the consumer had little to think about the name and brand except for its utility. But with the satellite TV boom accompanied by multinationals investing largely in India, the markets became vast. The advertisers found advertising through TV commercials as the best and most effective means of promoting their respective products.

The youth of today is largely affected by this with their non-rigid and clay-like adaptable qualities. These ads have had many side effects with the expected good ones. One adverse effect has been putting the youth into a dilemma, thereby enhancing their already indecisive nature. Some teenagers feel that since the market is consumer-oriented, it gives them the right to choose.

Many like Manoj Rana, a 17-year-old student, say that besides informing you about the market scene, these ads are highly entertaining with more creative and better concepts coming up to promote products rivalry. It is amusing to watch the ongoing cola war between Pepsi and Coke and with their contradicting slogans, the viewer is having a merry time. As Vidyut Patra, an 18-year-old student, states that if two products are competing with each other, then he would go for the one that puts itself across better. Ads on TV give him tremendous scope to choose.

But there is also the other side of the coin. As Ashutosh Singh, another student, puts it that though most ads are healthy, some products like beer and wine are projected in such a manner that many a time teenagers are tempted to try them out. Anu Kapoor, for instance, in a discotheque stating Gilbeys to be as smooth and rich as our culture.

Many cigarette and gutka ads have teenage idols and models perform unbelievable feats. Like Akshay Kumar jumping off a cliff onto a cable wire to rescue a girl and then smoking a Red and White cigarette.

Another ad shows a stuntman perform a stunt and then the slogan goes, 8220;Old Tavern 8211; Asli hero ki pehchaan.8221;

Some teenagers, after seeing these ads, feel that it8217;s necessary to either smoke or drink while on the way to achieve success.

Students like Vishwaas admit that they do get influenced by these ads. They feel smoking or drinking makes a guy look tough and impresses the girls.

Coming to clothes, with tough competition on between jeans and shoe products, teenagers take pride as being branded8217;. Some commercials make their products appear suitable for a tough guy or a beautiful girl, teasing their respective egos. For instance, Akshay Kumar in his Ruf n Tuf8217; jeans ad, attributes his toughness to his jeans.

Hence today8217;s youth do tend to believe that beauty bars make actresses beautiful, hair shampoos make cricketers succeed and Kellogs corn flakes can make a day good for anyone.

But many youngsters also state that ads only have a temporary charm as people sooner or later they realise the true value of the product.

The most adverse effects by ads have been on children and young guys who love to copy them. Like someone died while attempting the bungee jumping stunt of a cold drink ad and another nearly escaped imitating the running Prasad on a railway track with a train racing behind him.

These have made the government to force companies to warn all the ad viewers of these stunts which are performed by professionals. But how is the purpose served when these warnings appear only for a fraction of second?

Advertisements are to provide knowledge about the market to the viewer and reach out to him/ her to make his/ her choice easier. But the fantasies shown on screen are quite harmful to the youth of today, thereby hindering their thinking and luring them to try out these stunts.

All said and done, finally the choice remains with the consumer.