THE DIRTY WAR OF ADVERTISING!

Since the times are changing we are moving on to modernization. Our advertising industry is also incorporating aspects some of which are culturally misfit. However, let’s not be too critical as they are catering to the new generation. They only show what we want to see. But taking that point forward, are we forgetting the concept of socially responsible marketing? How important it is to be socially responsible when it comes to marketing? We in Pakistan are making advertisements that not only promote unethical ideas but we have no policies to actually ban such ads.

Now most of you are thinking this happens all over the world. Why am I only pointing Pakistan? Well because I care about the people of Pakistan. So my concern is that why are the other marketers forgetting this point. What exactly am I talking about? Well… wait a bit cause I have examples to quote and show. So, as the advertising war becomes more competitive, advertisers are implementing unethical standards and calling it creativity. “Show the people modernization and they will accept it.” Now here our audience is at fault because none of us actually complain. Right now my blog post will be read by many but only a few would agree. Reason? Modernization? Acceptance of unethical practices for fun and entertainment!

According to some people I know they say it’s being open minded that counts…but isn’t media one of the influential aspects of Pakistan? Don’t they have a responsibility to show content that is good for society rather than negative? Enough of my blabbing let me prove this to you with the example below. We have all seen this ad many times on TV but I am sure only 5% of the people actually noticed what all is wrong here.

Is this dress is acceptable by all? Aren’t we we promoting unethical dressing? However is it okay to publicly promote this through your brand? Endorsing something that is wrong makes it worse doesn’t it?

So after watching this ad what message would the youth receive? However I am writing this post in a naive hope that agencies would start to think on what they are promoting.

Apart from the above "Fresh Up" ad we have all seen campaigns being made by Fair & Lovely  and now we have Fair & Handsome. Where they are openly promoting the concept that to be successful you have to look beautiful and fair. Yes no matter how much we object to this; such campaigns have been running for decades now and none of us have been able to stop them. But my question is why not?

So now my question is; will we actually perform any check on the content being posted and approved?