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Whether advertising drives reality or reflects it remains a ball-breaker, hot-potato and one of life’s enduring and unsolved mysteries. Ad-bashers vociferously insist that the adfrat – like Bollywood – continue to get away with blue murder, invariably falling back on that old, moth-balled ghisa-pita line – “Why blame us? We are only reflecting the times…” – each time an ad of dangerously dubious nature screams into focus. The ad guys beg this lot to shake off their Rip Van Winkle robe, wake up and look around. In a globalised, youth-driven world, firmly in the embrace of new-age attitudes and aspirations, this brand of stone-age thinking, they believe, is both regressive and ridiculous.
Okay, so what gives? Is ethics in advertising really an obsolete word in the age of Britney Spears and Rakhi Sawant... or despite all the new-age blah-blah, do basic human values remain unchanged and a hit in that direction spells doom… or are both sides just over-reacting to this issue and in the process, missing out on the much-needed perspective, focus and main plot?
Eminent media commentator and author, Uma Vasudev fires the first salvo. The veteran writer believes that in these irreverent and youth-driven times “it is a fashionable thing – by shallow, self-proclaimed intellectuals and liberated spirits hysterically anxious to get their posturing right by sounding young – to trash anything that is solid, wholesome, traditional or conventional.” While she heartily agrees that some people tend to get too touchy and hyper to some ads [Sprite, MotoYuva, Axe, Virgin Mobile, Colgate], she suggests that some kind of moral policing must happen. “Remember, one man’s humour can be another’s tumour!”
Ex-Motorola and presently Tata Telecom’s Lloyd Mathias – whose (earlier) MotoYuva TVCs feature strongly in this debate – reacts in his usual, laid-back fashion. “See, advertising is about dramatising, blowing-up and exaggerating slice-of-life moments to make them interesting, appealing and engaging to the readers/viewers, while triggering the purchase intent. This has to be done keeping the sensibilities of the target group in mind. A total connect with them is a given.” Mathias points to the ad where the father raves and rants at his son’s shabby room and sloppy everything, while the kid, with earplugs, rhythmically nods to the song he hears on his audio. “It’s a hugely today’s situation and totally identifiable by most parents of teenagers and also the kids themselves. The ad emerged from human insight and was a light-hearted social commentary on the parent-child scenario of the day. It is not and was never meant to promote parental defiance or disrespect. It’s a tongue-in-cheek take on everyday, real-life face-offs between baap-beta!” Same is the case with all the cheeky MotoYuva ads blitzing the ad space, he insists.
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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