TV Advertisements (Analysis) - 2007

Role played by Cultural Traditions and Norms in the in the Communication with respect to the TV advertisements by Indian and Pakistani TV Channels Keeping in view the technology of persuasive communication used by Mass Media.

“Culture is the socially constructed and maintained through communication. It limits as well as liberates us; it differentiates as well as unites us.” It defines our realities and thereby shapes the ways we think, feel and act. Culture is depicted from how and what we talk, what we eat, what we wear, how parents raise their children, when grandparents pass on their recipes, when politicians campaign, when media professionals produce content that we read, listen and watch, hence meaning is being shared and culture is being constructed and maintained. Culture is something that is learned with time. Culture is deeply rooted in our daily lives no matter we realize it or we don’t. Society is the General Public these people are inter-related and hence interact with each other no matter if there are cultural or religious differences. Traditions are the Ways of life one adopts while living in a society. Norms are the rules that one follow in order to abide by there heritage and values are defined by the principles. Hence a cultural society defines what’s desirable and what’s not desirable. Similarly, it defines what’s beneficial and what’s not in a society. Media is here to make people aware of the happenings around them.

Now the question arises that what is our culture? Are we the sort of Muslims who originated from the Arabs? Most of us are certainly not. Then what are we? Who we actually are? The answer is that people of Pakistan and India have been previously living in the Sub-Continent for so many years. It had so many religions living together i.e Hindus, Sikhs, Muslims, Christians etc. Most of the Muslims were those who transformed from Hindu religion or the Intimates of Mughals. They might be the descendents of Arabs too but after living together for so many years Hindus and Muslims did influence each other and thus the line that could discriminate the two cultures was blurred. Although the religions were entirely different but still these two opposite entities lived happily together for centuries. We have somehow copied each other or have been influenced by the other. For example “Basant” Festival not neither there in the Hindu religion nor in Muslim religion, it was just adopted gradually by both of the cultures.

In my view, Religion and Culture is quite a controversial issue when it comes to running it in parallel or considered one thing. Although religion is a private matter but conflicts always occur whenever it comes into the scene. Minute matters of our life depict the nature of culture we belong to.

I think, Culture is not defined by the religion but yes, religion comes somewhere in the culture. In the advertisement our culture is depicted too. So lets see what advertisement is and what does it do. An advertiser is the one who is there to exhibit its product in the best possible way, in spite of realizing its effect on different ages, classes, genders and sectors. So the question arises, what advertising is and what it can be. So the answer is,

“Advertising is the paid, non personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to persuade or influence behavior.”

Advertising is classified into Target Audience, Geographic Area, Media, Purpose or Function and the Types of Ads are Product VS Non Product, Commercial VS Noncommercial, Primary demand VS Selective demand and direct response VS Delayed response.

What is shown in the TV advertisements? As mentioned above, TV advertisement is a part of the depiction of our culture too that is influenced or uninfluenced by the foreign media.

This is a natural fact that exposure leads to the acceptance of ‘new ideas’ and ‘new fashion’ and if it comes with some “sensationalism” then it is more likely to be accepted by the public, regardless of their cultural, social and religious norms. The endeavor of advertisements is also to share the idea by the people hence culture is being ‘constructed’ and ‘maintained’. So this plays consequently a positive role towards the society too. Now days this production has become less ethical and more commercial.

Sometimes advertisements promotes what actually lacks in the society, but promoted in a way as if it’s penetrated deep in their roots. This is why we say media / advertisements are used for propaganda purpose too. For example, Indian advertisements show the best of the ‘patriots’ and ‘patriotism’ whereas we don’t, but probably we are more patriotic than them. This eventually affects the Pakistani viewer’s mind that “may be I am not a pure nationalist” or “they can win us”. Hence this might demoralize us. But that’s what Indians actually want Similarly, we are perhaps more religious, family oriented than them but their advertising media exposes it the best. Sometimes media acts as a threat too. As mentioned above, we are always receptive to nice and sensational change. Hence the advertisements that have special messages in terms of glamour, elevates temptation to cause to switch. The degree of acceptance may vary from individual to individual. It may have ‘macro effects’ and not ‘micro’ ones on the society and sometimes the change comes so gradually that before we realize it, we are practically into it. Cultural and Social norms are such issues that are at a stake almost in every society, especially in the developing ones, like Pakistan and India.

We (Indians and Pakistanis) are always eager to copy the Western culture. We can say India is being influenced by the West, so we are. Both of these societies may have different norms and values. We can say that with time and exposure we have overcome the fundamentalism and have become more liberal.

Unfortunately, Indian culture has been invaded into our society via media / advertisements to such an extent, that now its absence upsets us. We know their models more than ours. Similarly, we know their products more than ours. We have variety of favorite Stars there, than here in Pakistan. This is purely a fact. We have our so called Norms but so much influenced by the western culture that we directly or indirectly copy them without realizing it.

Sonia Gandhi once said, “We need not to invade Pakistan physically, we have invaded culturally.”

India and Pakistan still has to grow economically and their people are striving and struggling for a better future. Hence parents are busy working for a better living and children are rose by the media. So we can well imagine the sort of exposure they are absorbing. TV Dramas and Movies have comparatively less impact on the human mind because it is long, time consuming and requires interest but TV advertisements have a special role in any society. They are quick, impressive, tempting and everyone loves to see them, just for the fun of seeing them. They leave a passionate impression on the viewer’s mind. To attain that concentration, sex and sensationalism is being used immensely. Women and Glamour are the favorite tools for that. This is again a threat for a society because as mentioned above advertising is the paid, non personal communication of information about products or ideas that has become less ethical and more commercial. West has been the trend setter for long. Our culture is probably left to the art, architecture, food and things like that, rest we have copied from either the West or India. India being the rival has always targeted our minds and has been quite successful in our, and our children’s brain washing. We are not the only society who is facing this threat. India feels the same hazard from the west, perhaps not from Pakistan because our media has been not strong enough to mould their ideas.

Sometimes I feel as if media does not feel any responsibility towards the societies; their ultimate aim is to sale their product effectively by hook or crook. Hence it plays no traditional role and has forgotten its ethics to a vast extent.

There are two schools of thought: One is that man is responsible for the society (Possiblism) and the other is that man is not responsible for the society (Determinism). Due to the cultural diffusion India and Pakistan are same in many affairs, that is why we lived for so many centuries in the sub-continent with peace and harmony. But there is no argument about the fact that there is distinction between the two.

Whenever there is ‘mass culture’ there will be ‘mass diffusion’. Xenocentrism is the feeling of having the superior culture. But we always think “WE ARE THE BEST”.

Keeping in view the economy, politics, religion, our values, and our heritage, Pakistani and Indian advertisements show ads plotted upon the idea of motherhood, child care, food, health, and joint family system. Relations like “Bhabi”, “Devar”, “Mother-in-law” and “Father-in-law” depicts the affection for our family and the concern for our in-laws.

Country’s poor economy is supported by the ads like “Limited Time Offers” that are applied on certain products. This is done in order to increase sales (on the producer’s part) and the better opportunity to buy something on nominal rates (on the consumer’s part).

In Pakistan particularly the major problems like bigger population, expensive electricity etc is carried out by the “Family planning” and “Bijli Bachaye Apney Liye Qoom ke liye” type advertisements but these advertisements are not dominant enough to be successful, the way they are being projected.

Many multinational brands picturize our celebrities and media figures in order to promote their products. Lots of money is spent on such advertisements. On the other hand Cricket Players have become very commercial these days in both the societies. It reveals the “Intense Sense of Nationalism” in the mentioned countries. Romance has always a special place in the electronic media and hence is also played in the advertisements. Pakistan TV is mostly censored; hence we hardly find any such thing produced in a prominent manner. Whereas, India has no restriction on such ads.

In Pakistan the projection of “Halal Food” is promoted due of the evident fact (that Halal is for Muslims and Pakistan is dominated by Muslim culture) and is not promoted in Indian Ads.

Due to the censorship rules, Nudity is hardly shown in the Pakistani TV Advertisements but might be seen in the Indian advertisements, as it is not objected there.It is always a question, what is to be projected and what is not to be projected? Advertisers have there own perceptive and the audience has their own.

Alcohol Drinking is not liked by both cultures religiously (for Muslims) and ethically (for both), but still it is promoted in Indian ads but not in the Pakistani ones. Cigarette Smoking Ads are always picturized and supported with the awesome adventures by the heroes. These ads always depict the message that, smoking motivates and causes success in the adventures of life. However, the impressive advertisement is followed by a small unimpressive statement that “Cigarette smoking is injurious to health”. In India, cigarette ads are ban (for the past few years). Furthermore, the religious and social festivals in India and Pakistan are certainly projected in the TV Advertisements. For example (Eid, Ramazan) in Pakistan and (Devali, Raksha Bandhan, Holi) in India are especially projected in the advertisements. Special Offers and prizes are the main incentive for the public.

I end up by saying that, advertising media is impressive, attractive and temping and its ruling the world of glamour. This business is flourishing day by day. Our duty is to nourish the society and not to empty it from inside. Being Muslims our culture, our norms, our religion are valuable for us and are act as an asset to us. It is our pride. We must not lose it.