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Bad Ads on TV

Sagheer Bin Faiz
IF the title to this article wnu pathetic, the subject matter la even more pathetic I suppose most of ua have now become used to these pathetic bad ads" through constant exposure (once every three minutes for the average TV viewer) Amazingly there are still some ads that generate the impulse to smash the TV screen to smithereens and make you want to pound the people involved into the ground with a sledgehammer But who must we blame — the dull, lifeless, artificial models or the people who make such ads?
It Is true that tn any country. the ads on TV should adhere to the customs of the country, respect its traditions and of course, from the viewpoint of the businessman, appeal to the market the caters to. So perhaps blame should be distributed equally among the ad makers and the people who hire them, because they do not seem to mind how their product is represented to the public.
There are so many ways that ads on BTV Irritate you that it la hard to list them all. Perhaps one of the most irri-
tating facts Is the heavy amount of plagiarism going on in the advertisement Industry tn Bangladesh. The ad-makers arc sending a direct insult to us when they think we are not Intelligent enough to figure out when they cut out bits and pieces from foreign ads and paste them together In their own deplorable fashion Often, they get these sophisticated ads made by forel^i agencies and then ruin the effect by putting tn their crude bits Take the recent Coke ad for example (ie Time to eat." "O K What will It be?" etc). The ad was fine tn Itself: the fact that no people were shown put more emphasis and attention on the soft drink. However, the ad-men over here decided that the ad lacked the pres ence of a pretty smiling model and Inserted that final bit (If you vc seen the ad. you'll know what I m talking about) which basically spoiled the entire commercial, Iterhaps that was much less outrageous than the Instances when Western hit songs are used as background music to put some life Into an otherwise drab ad Bangladesh may have a very low literacy rate but that should not give the ad-makers cause to under
estimate our Intelligence. They must think we re pretty dumb, otherwise how do they expect to get away with all this?
Perhaps the demands for advertisements are particularly heavy nowadays and that has made the ad companies more complacent about their work instead of making them more efficient. Ads are becoming more and more stereoty ped as days go by It's the same old model with the same old art) ficlal smile walking around with all the grace and poise of a with the product In her hand, be It a bar of soap or a box of biscuits
I often wonder whether the ad-makers come off another planet where women wear lay era of make-up and expensive sarees while cooking, washing clothes, casually reading a book or walking around In their own homes. I know few women In Bangladesh who are THAT self conscious!
One always comes back to the quesllon of whom the ad companies are catering to Most consumer goods are bought by the minority of big city people in this country of whom most are educated How advertisements of this sort will make the product appealing to
an educated person la beyond my imagination Of course many people are so used to seeing fat. dumpy heroines overacting on the big screen that they don't mind watching fat. dumpy models doing the same thing on TV But even these people laugh at these ad verUsements because they do not tn any way reflect our real life (which big screen movies do to some extent)
The bask, object of putting out an ad campaign for a prod uct is to show that It is acces Bible to everyone: everyone can use it. But how is that achieved by showing overdressed mod els in situations alien to our culture. Take the case of con tracepllves Most of the con traceptlve ads on TV are very elitist portraying upper mid die class women How on earth are the malority of middle and lower middle class women go Ing to identify with such ads? The Fair and Lovely’ ad promises to prevent sunburn out how many Bangladeshi women are at all bothered about sunburn? Perhaps the ad-makers live on a different social strata than you and me because they do not think on the same wave length as us And that Is their big mistake