Medium is the Message
Recently Sony Television launched another campaign for its WEGA Television. Various Billboards have been put up in the city and commercials can be witnessed on the TV during Prime Time on most of the Local Cable Channels. Keeping up with the tradition of locally produced ads SONY have not missed out on the opportunity to create a setting where some girl is being wed, and instead of a Mattress, a Washing Machine, all or any electronic home appliance (mentioned products are available on easy installments), this time we find a multinational the size of SONY entering the “Items proposed for dowry” arena.
For those who might not have seen the Advertisement, the “Girl” is refusing to get married to the “Boy” and agrees with a BEAMING smile on her make up ridden face, when her “Mother” tells her that the “Boy” has a SONY WEGA at his place. The slogan that follows up states, “Confirming your identity in Society…. SONY WEGA TV”
Strange that we should so openly know our own culture, yet do nothing about it. It is amusing how we will exploit anything, even if it is a slap in our own face just so it can be as red as the next person. “Standard of Living” they say, “Your place in Society” they say. What is the person who buys a Sony WEGA? Godsend? God forbid. What is he or she? Are we all so far gone that we can’t realize how we are being played? Or are we really that Far Gone?
Has this sub-culture, this human habit of showing off become so strong that it has taken over, become first instead of Second Nature? I think the people selling the TV, The Bar, The Radio, The Mobile, The Chair, The Muslim Shower are all right. Hell they are only doing business; they will sell anything that does. I think it is the general public that has degenerated to an all time low. We have become numb, sorry excuses of human beings, because look around us, all that Glitters IS GOLD.
It should have been women burning down that hoarding telling people that women will marry that man who has that brand of TV, are women so low that they except it or maybe too busy to know it is there. Are men so shallow that they need a picture tube to woo a woman?
All that sells today is a Fashion Statement; let it be food, sleep, a job or clothing. The campaign guides the nation’s life style. No body chooses what to buy anymore. They are told by what is IN and what is OUT. A Canadian Media Giant once said, “Medium is the Message”. It certainly is in our case.
Let us take the development of our new generation after the influx of info from the World Wide Web, the cable, and the satellite receiver. We have suddenly become very aware of all that is out there, and in some instances our lesser-developed minds have had to adjust in warp speed. Having a lot of information does not mean you know what to do, look at the pre-emptive strike by the world’s saviors?
The new generation coming up is factory fitted, you can ID one from a mile. You can see that the choice in clothes, in accent, in job, in education degrees was made not by the individual but by the medium. There are either MBAs or Computer users; rarely does someone make a choice for himself or herself.
Mobile phones are not carried because they are needed, but because they are wanted. Clothes are not worn because they look good, but because the ad said that if you wear THIS, carry this mobile, buy this Package, Lease this car, Drink this soft drink, eat this biscuit, buy this TV, you will not only score with “ A COOL GIRL / BOY (Your Preference), but it will also serve in bringing out the best of the relationship, a happy marriage / relationship depends upon the SMS rate and the choice of Banaspati.
I say it is not the fault of people who are selling, nor the fault of the advertisement agencies, who some how think that biscuit with a heart in the middle can either be sold to kids cause it has jam filled centers or to guitar swinging teens who only discover their guts after a dose of cream filled biscuits to confess love. Every ad aimed the teen is seemingly designed by Cupid, throwing arrows dipped in Love. Every arrow is aimed straight at the heart of our culture.
Freedom of speech, freedom of choice, are we all really choosing freely? If yes then what are all the people worried about? Everybody is the same, dresses, eats, walks, talks the same. We are one man and one woman, just a lot of mirrors trying to out shine each other at the same game so we can be more sellable.
We are one big nation, out of which a few are educated, most of whom are molded, and mass produced, prêt e porter, ready to wear. Who cares about appearances when all you see is the same?
For those who might not have seen the Advertisement, the “Girl” is refusing to get married to the “Boy” and agrees with a BEAMING smile on her make up ridden face, when her “Mother” tells her that the “Boy” has a SONY WEGA at his place. The slogan that follows up states, “Confirming your identity in Society…. SONY WEGA TV”
Strange that we should so openly know our own culture, yet do nothing about it. It is amusing how we will exploit anything, even if it is a slap in our own face just so it can be as red as the next person. “Standard of Living” they say, “Your place in Society” they say. What is the person who buys a Sony WEGA? Godsend? God forbid. What is he or she? Are we all so far gone that we can’t realize how we are being played? Or are we really that Far Gone?
Has this sub-culture, this human habit of showing off become so strong that it has taken over, become first instead of Second Nature? I think the people selling the TV, The Bar, The Radio, The Mobile, The Chair, The Muslim Shower are all right. Hell they are only doing business; they will sell anything that does. I think it is the general public that has degenerated to an all time low. We have become numb, sorry excuses of human beings, because look around us, all that Glitters IS GOLD.
It should have been women burning down that hoarding telling people that women will marry that man who has that brand of TV, are women so low that they except it or maybe too busy to know it is there. Are men so shallow that they need a picture tube to woo a woman?
All that sells today is a Fashion Statement; let it be food, sleep, a job or clothing. The campaign guides the nation’s life style. No body chooses what to buy anymore. They are told by what is IN and what is OUT. A Canadian Media Giant once said, “Medium is the Message”. It certainly is in our case.
Let us take the development of our new generation after the influx of info from the World Wide Web, the cable, and the satellite receiver. We have suddenly become very aware of all that is out there, and in some instances our lesser-developed minds have had to adjust in warp speed. Having a lot of information does not mean you know what to do, look at the pre-emptive strike by the world’s saviors?
The new generation coming up is factory fitted, you can ID one from a mile. You can see that the choice in clothes, in accent, in job, in education degrees was made not by the individual but by the medium. There are either MBAs or Computer users; rarely does someone make a choice for himself or herself.
Mobile phones are not carried because they are needed, but because they are wanted. Clothes are not worn because they look good, but because the ad said that if you wear THIS, carry this mobile, buy this Package, Lease this car, Drink this soft drink, eat this biscuit, buy this TV, you will not only score with “ A COOL GIRL / BOY (Your Preference), but it will also serve in bringing out the best of the relationship, a happy marriage / relationship depends upon the SMS rate and the choice of Banaspati.
I say it is not the fault of people who are selling, nor the fault of the advertisement agencies, who some how think that biscuit with a heart in the middle can either be sold to kids cause it has jam filled centers or to guitar swinging teens who only discover their guts after a dose of cream filled biscuits to confess love. Every ad aimed the teen is seemingly designed by Cupid, throwing arrows dipped in Love. Every arrow is aimed straight at the heart of our culture.
Freedom of speech, freedom of choice, are we all really choosing freely? If yes then what are all the people worried about? Everybody is the same, dresses, eats, walks, talks the same. We are one man and one woman, just a lot of mirrors trying to out shine each other at the same game so we can be more sellable.
We are one big nation, out of which a few are educated, most of whom are molded, and mass produced, prêt e porter, ready to wear. Who cares about appearances when all you see is the same?
posted by D at 01:13
6 Comments:
I agree with most of the things you have said...
But I definetly dont agree with the fact that you dont hold the advertising or the manufacturing industries responsible! Just because a product is being sold in a particular way does not reflect the common perception or opinion of the public!
Take the Pepsi advertisement for example...I was MORTIFIED and DISGUSTED! Tea and sharbet drinking people grow up to be losers!?
I blame the media, product manufacturers, strong, outrageously budgeted and over powering advertising schemes!
it's the same people on both sides though, isn't it? sure, the media can not exploit those who refuse to be exploited. but the agencies employ those who figure out exactly which buttons to push, they employ our friends and family members who're in touch with the culture and the 'trends' and then they drive everything in a direction that benefits them and their client.
the issue is insecurity. there's a difference between someone who drinks pepsi because of the taste and someone who drinks it cause they've been told they'll look 'cool', if they do.
anyway, have to get back to work so can't go on and on about how much i hate advertising, right now.
by the way, i LOVED the post and am glad you're back!
Mona Jee i am not saying that the ad agencies are not to blame, they are, but like sarah said, they are the same people, from the same culture. The people you are in touch with are but a few, and they are usually well educated and confident people. Your Exposure to life is far more elaborate than the majority of the public. Lack of exposure means that subsequently most of the people do think the way the ads propose.
by the by, thanks for the comments, and anyone who drinks pepsi for taste is crazy, too bloody sweet in Pakistan...coke is much better...far better. and I LOVE ROOH AFZA.
The nature of advertising is just like that of ELECTRICITY...it illuminates but it also ELECTRICUTES!
It is an interesting article on how media is affecting the culture but it also gives a micro view of the effect. I think D's MBA degree is an hinderance in accepting the fact tht large businesses along with media n authorities are not only effecting but monitoring our lives big time. Its not abt Pakistan where literacy rate is so lowbut in (over) developed countries like USA. We cannot exonerate businesses for their share of mess. Yeah they are selling every sellable thing but y is the quality comprised everywhere. No more good music, no more good cinema; people like Britney spears n jessica simpson rule our tvs and minds.Every genuine attempt to improve technology is checked by them.Everybody knows win97 was faster thanXp 2000 and win 95 even better.Still we blindly follow the noisy acclaims of new n improved.
Thank you for your comment Aneeka, very insightful, i have to point out a few things though, most in agreement. I agree that it is not just Pakistan, and it is my view that the curse has only reached our nation as a trickle down effect and has a birthplace in more capitalist nations as the US. I agree that the quality assurance has gone down the proverbial drain and no one seems to be willing to put their hand down it to save the day. I have tried so hard not to mention the names of the two women you just have. Just can't stand them, please refrain from doing so in the future! However you do have it slightly wrong about the Win XP 2000, it is better than the 90s versions but you are right that they are overrated. And lastly, i do not have an MBA Degree....D or Ahwar Dar as my parents named me, has an Msc in Economics....
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