Just step out on to any main road and look around. You are sure to come across phrases like "exclusive shalwar kameez sets", "exclusive boutique." "exclusive beauty parlour ", "exclusive sarees". "exclusively for ladies." "exclusive for men". . and the list is exhaustive. Signs on lamp-posts, billboards, banners and other media all contain the "exclusive" word. Newspaper. magazines, and other publications are not spared either. The most common WORD in the advertising world of Dhaka is definitely "exclusive".

Some believe that the WORD itself draws attention to the message: that is, one is more likely to read the post "exclusive" message rather than pay attention to a phrase where the WORD has been omitted. (I say omitted because I believe the presence of the WORD is a standard practice). One ardent fan of the WORD says "it adds a flair to the whole advertisement '. Well, if you think about something as trite as "beauty parlour" as opposed to "exclusive beauty parlour". 1 suppose he does have a valid argument.

Others say that it is not

merely a WORD, it is a genuine claim as regards the standard of whatever it is. that is being advertised. Now here I have a problem. What exactly is an "exclusive saree"? Is it one of those run-of-the-mill one-of-a-kind sarees. or is it only sold to a particular person, or what? Also, what does a sign that says "excusively for women" mean? Women account for half of the population, so if any person who is a woman has access to the place/clothes/service. it is actually inclusive, and not the opposite, as the claim would indicate.

I tend to agree with the critics of the WORD who say that it is simply a misuse. One such critic stated. "Everyone uses it simply because everyone else uses it. No one really stops to think what it really means.' Which brings us to the crux of the matter — the meaning of "exclusive". Well, it means "prohibitive" or "restricted". And if that is really the message. then why have such a display of it in the most public of places? If that is not the message. why not be practical and use a more appropriate word?