Television Ads: Are we progressing or regressing?
I was surfing the TV channels on Sunday. This ad of Tanishq made me think about the status of women in the present scenario.
Click on this ad and see the full ad
http://www.youtube.com/watch?v=QfYLu_MhLQQ
In scene 1 the elder male member of the family may be the father, tries to convince the girl for marriage with a suitable boy. The girl denies. The woman sitting in the back seat of the car listens carefully to the conversation.
In the second scene the elderly woman takes the girl to a Tanishq outlet. The girl chooses the best jewellery, puts them on. The sales girl enquires about her wedding date. The elderly woman acts as if she is annoyed with her enquiry and asks the girl to give back the jewellery.
In the third scene inside the car the girl shows her willingness to marry. The message conveyed through this ad is a girl can be easily lured to marry by tempting her with jewellery.
If you see the commercial of Clinic plus shampoo the young daughter complains about her small hair and asks her mother to leave her job and help grow her hair.
What does these ads want to depict that women are so feeble minded that they can change their decisions as important as marriage with the glitters of gold and careers to grow their daughter’s hair? I think our advertising world needs to change their mindset towards women.
Already the TV serials target and exploit the image of the girl child to its threshold. From Devi to Kasi and Jyoti to Bandini are to name a few serials aired in NDTV Imagine. These serials leave no stone unturned to highlight women issues in negative shades. There are lists of many more aired in other channels. Show casing naked, vulnerable and exploited women increases TRP. I think we have to go miles before we can cross the lines of discrimination. Reaching oasis is still a mirage.
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