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DOWN to EARTH

Social impacts of TV commercials

ASM Nurunnabi
The amazing technological breakthroughs that have occurred in the last century or so along with the marvelous scientific advances that continue to take place in this new millennium have had profound and lasting effects on our lives. Everything from the automobile to the microchip has altered our behaviour and daily activities. However, while science has impacted society in many ways, one of the most powerful technological influences on our lives has been television.
With more and more households subscribing to cable TV every day, the influence of television in general and with it the commercials that come on it have reached far and wide. TV commercials form an integral part of the variety of programmes that are broadcast in the ever increasing number of TV channels, whether satellite or terrestrial. By
and large, these commercials serve both public and financial interests of the TV channels and are therefore indispensable as far as running a successful media business is concerned.
Television advertisers will pay immense sums of money to ensure a captive audience. A 30-second spot during a showdown
between the cricket teams of India and Pakistan, for example, can cost upward of Tk 30,000 but it may be viewed by millions of potential buyers. However, commercial interests aside, the social cost entailed by many of these advertisements is increasingly becoming a matter of serious concern.
As days go by, we find that more and more of these commercials, which are aired during popular programs like football or cricket games, sitcoms or news bulletins, contain sexually explicit or violent scenes. Such sexually suggestive or violent materials are bound to have a negative social impact on viewers, many of whom are children. Sexual or violent content can and does spark sexual or violent thoughts that are often translated into action.
Unfortunately, children are becomingmore and more addicted to TV. Of course, there are worthwhile programs on TV suitable for kids, for example local programmes like Notun Kuri or foreign programmes such as Sesame Street and the like. But these kids and adolescents are also bombarded with a procession of commercials replete with adult contents inserted between programmes. The effects of televised sex and violence on TV ad messages, which advertisers know have a broad appeal and therefore use unhesitatingly for promotion of their products, are anything but beneficial for our children. There is a growing amount of evidence that sexually explicit ad messages promote sexual callousness, cynical attitudes about love and marriage, and perceptions that promiscuity is the norm.
In fact, sexually explicit commercials are very much likely to have a disastrous effect on our future generation as well as the society they are going to live in.
It is unlikely that moral appeals from parents and other concerned citizens will influence the TV industry to reduce the amount of violence and sex on television, of which commercials have lately become a considerable vehicle. For a section of advertisers, the bottom line is profit, which actually determines the kind of commercials to be produced. It is therefore necessary for the authorities concerned to regulate commercials and make sure that such wanton display of sexually suggestive materials or violence are effectively kept in check.