Monojit Lahiri does a check out with a few celebs on this edgy image issue
First things first. Only guys in dire need of an
instant brain transplant perceive advertising to be the unsoiled harbinger of truth or relentless brand ambassador of reality. Advertising is after all (first and last) a crucial marketing tool mandated to do a job as effectively as possible. Toward achieving this end (like Bollywood) magnifying, hyping, dramatising, exaggerating and colouring comes with the territory. “Agreed,” says the hugely respected Asia Pacific President of Leo Burnett, Michelle Kristula-Green, “but are we reading the writing on the wall correctly?” In a hard-hitting presentation made a while ago in Delhi, titled MIS UNDERSTOOD-WHY SHE’S NOT BUYING YOUR AD’S, she let fly some disturbing whoppers based on her findings on an extensive survey across Asian markets – China, Japan and India. Woman, she said, accused advertisers of portraying them in a man’s version of what they should be like. Further, she added, the basic communication slant was way off on five solid counts: money, sexuality, humour, emotion and authenticity. The survey also revealed that unlike the West, woman here weren’t comfortable with blatant portrayals of sex. It was more an internal paradigm shift where they’ve learnt to handle and appreciate sex appeal as part of their intrinsic feminity rather than an exhibitionistic, brazen and titillating man-baiting USP. Finally, in Asian society, “girls are taught to view emotions as their strength NOT weakness hence they seem to respond to a message that is authentic & real – warts and all – more positively than one that is beautifully packaged but phoney.”
How does this argument rock with our guys in celeb-ville?
Ad Film maker (and now celeb Feature Film director), Pradeep Sarkar refuses to bite. He believes that like in the movies, the shift toward realism has begun in the ad film scenario. “You will see a lesser degree of the superwoman, supermom and superwife persona today because the industry has started to recognise and respect the readers/viewers intelligence and thus offer slices of life in the communication that both entertain and connect. No wonder the new war-cry in today’s ad-scene is yaar, make it less addy! Meaning, don’t make it look like a typical ad; make it look real.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
First things first. Only guys in dire need of an
instant brain transplant perceive advertising to be the unsoiled harbinger of truth or relentless brand ambassador of reality. Advertising is after all (first and last) a crucial marketing tool mandated to do a job as effectively as possible. Toward achieving this end (like Bollywood) magnifying, hyping, dramatising, exaggerating and colouring comes with the territory. “Agreed,” says the hugely respected Asia Pacific President of Leo Burnett, Michelle Kristula-Green, “but are we reading the writing on the wall correctly?” In a hard-hitting presentation made a while ago in Delhi, titled MIS UNDERSTOOD-WHY SHE’S NOT BUYING YOUR AD’S, she let fly some disturbing whoppers based on her findings on an extensive survey across Asian markets – China, Japan and India. Woman, she said, accused advertisers of portraying them in a man’s version of what they should be like. Further, she added, the basic communication slant was way off on five solid counts: money, sexuality, humour, emotion and authenticity. The survey also revealed that unlike the West, woman here weren’t comfortable with blatant portrayals of sex. It was more an internal paradigm shift where they’ve learnt to handle and appreciate sex appeal as part of their intrinsic feminity rather than an exhibitionistic, brazen and titillating man-baiting USP. Finally, in Asian society, “girls are taught to view emotions as their strength NOT weakness hence they seem to respond to a message that is authentic & real – warts and all – more positively than one that is beautifully packaged but phoney.”How does this argument rock with our guys in celeb-ville?
Ad Film maker (and now celeb Feature Film director), Pradeep Sarkar refuses to bite. He believes that like in the movies, the shift toward realism has begun in the ad film scenario. “You will see a lesser degree of the superwoman, supermom and superwife persona today because the industry has started to recognise and respect the readers/viewers intelligence and thus offer slices of life in the communication that both entertain and connect. No wonder the new war-cry in today’s ad-scene is yaar, make it less addy! Meaning, don’t make it look like a typical ad; make it look real.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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