Monday, Nov 28, 2022
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Review

Reading A Polish Joke Book

Advertising reflects its times and that it is not in the business of activism. Parameswaran covers a gamut of anecdotes to illustrate his point.

Reading A Polish Joke Book
Reading A Polish Joke Book
outlookindia.com
2016-06-10T23:07:18+05:30

For the ‘oldies’, this is a trip down memory lane. Back to the days of the Bournvita Quiz Contest and a time when cigarettes act­ually did advertise and ‘Made for Each Other’ was a buzzword. Parameswaran divides his book deftly into target audience, pro­ducts, services and narratives. He sets out by defining the new Indian consu­mer—the metrosexual, to whom fairness products are important, the new child nawab, to whom advertisers are talking, knowing that the kid will rule the roost in brand terms and the new woman, who can work as her husband’s boss.

It will surprise no one that advertising reflects its times and that it is not in the business of activism. The Tan­i­shq ad film about a dark woman marrying for the sec­­­­ond time with a daughter who jumps into the rituals is a tale about an advanced client who had the courage to approve the ad. Myntra took it further with an ad that literally showed coming out of the closet. Complan made the point that Indian girls had their own identity and deserved to be part of a media that had once only focused on families with sons. Fair and Lovely had the insight that women looking for jobs needed to be presentable, so it was not just a matter of looking fairer to find a husband.

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