A Romantic Pursuit
by SAMEENA HAYEE
A very important part of TV viewing are the ads that we see in between programmes and even during the plays and shows as mid-breaks, even during the news. From the channels point of view it’s the revenue that the ads bring in. Greater earning by the channel results in better programming as good productions cost good money and the better the programmes the more the ads. The more the ads they attract from the sponsors and the advertisers so it’s a profitable cycle all the way between the channel, the advertiser and the viewer. Television in Pakistan has come a long way where production of TV ads is concerned.
In the beginning it was said that TV programmes were the bait to make TV viewers watch the ads placed by the manufacturers and service oriented organisations towards improved sales of products and services but then some of our more creative and imaginative commercial producers came up with such attractive ads that the same were watched and appreciated in their own right. It was then said, though jokingly, that the TV ads were the bait for viewers to watch the programmes. Today, with the improvement in programmes, both in quality and content, the old saying is back again but the TV commercials still retain their place and are getting more watchable by the day.
There are good ads and there are mediocre ads but what irony that there are some very good ads that are not so good. Our censor board, from where ads are supposed to be cleared should be more careful as to their content. There are such ads pertaining to needs and wants of girls in the fields of skin care, hair care, nail care and all beauty related and enhancing products and they are good ones but there are some that go beyond the needs and demands of a girl beyond these products. And, such concepts are not in good taste nor ethical. The concepts concentrate majorly on generating better sales at ay cost. This becomes an even trickier situation for the mind as all of these audio visual projections may go well over board in trying to sell the given product. Something strange that I came across was the idea of a beauty care product’s ad that said, females can never get enough of anything – the connotation could lead the mind anywhere. Is it ethical using such captions?
While our relevant authorities take exception to our media exposing the bitter truths of our society, why not for a change take note of such character polluting promotions.
These things are very subtle but much more damaging whereas the exposure of truth is highly constructive. Audio visual, no doubt, is powerful. All the more reason that we be more careful |
Then there was a letter to the editor some time back in an English daily regarding a female model romancing with a fridge. At least I haven’t seen any housewife getting so romantic with a fridge, air conditioner or a TV set as she was and physically too. This is a bit too much. Then there was another one selling milk for the whole family – grandfather, kids and all but the lady’s body touch, again with the fridge that stores the milk was unacceptable to my finer instincts. There was a mild censure in the press but that was all. Recently, I saw a commercial advertising a certain brands of ice-cream. It shows a child, back home from school who rushes to the washroom, takes out a pack of ice-cream that he has hidden in his shirt and eats it there. Ayesha Khan, who plays the mom calls out to him if he is through with whatever he’s in the washroom for, while he quickly gorges his ice lolly. Connecting a food item with a toilet is not fun. I think it’s obnoxious. I have school going children and I would discourage such a stupid act if my child was to indulge in such behaviour. And so would any sane parent. Children are equally attracted to TV ads as with cartoons. Every household has observed a toddler reacting to TV commercials to the extent that a two or three year old would come running to the TV lounge from another room at the very sound of the jingle of its favourite ad and stand in front of the TV till the ad ends.
While our relevant authorities take exception to our media exposing the bitter truths of our society, why not for a change take note of such character polluting promotions.
These things are very subtle but much more damaging whereas the exp osure of truth is highly constructive. Audio visual, no doubt, is powerful. All the more reason that we be more careful. It should be the moral duty of our business class and their product promoters that while in the process of creating a new generation of consumers they should also try creating a new generation of citizens also. But then, being an educationist too, I am more sensitive to such indirect influences.
Coming soon from a private channel is a new drama serial Vasl. The theme is oft repeated yet of general interest because it is an ever present problem of our modern day society. Our sons are brought up to adjust to the demands of the modern times and the wish of every parent is to send their progeny for higher studies abroad, whereas our girls, even the educated ones are supposed to be domesticated following old traditions, forgetting conveniently that these enlightened girls have their own dreams and desires. Such is the story of a girl from a middle class Pakistani family who is the pivotal character of Vasl. She is married off to a Pakistani man settled in the USA. After marriage she moves to the USA and tries her best to mold herself to the American way of living, at the same time adjust to her husband’s ruthless attitude. He gives her desires, dreams and values no importance yet expects her to be at his beck and call and be completely subservient to his wishes. Then one day, out of the blue he divorces her taking away their children with him. She’s left alone to fend for herself and fight for her rights including her children. It would be interesting watching Vasl and follow a woman’s journey of braving hardships to achieve her goal.
