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Narian Chengiah Naidoo
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Truth is Bitter

19 March 2014, 11:56

An attractive lady in a figure hugging outfit is sprawled out titillating on the centrespread, and the advertisement invites you to “run your finger over an immaculate virgin surface.” This is the commercial for modular switches!

The camera pans the slim, fair arms and waist of a pretty model, seductively attired in a sari and smiling coyly, while a romantic hit of yesteryears form the melodious backdrop. The visuals are to advertise a particular range of cooking systems.

How often do we find a female model juxtaposed in a commercial, simply to glamorise the product being sold? Does it never seem important that some apt relevance needs to be attached to any idea of commercial advertising? Perhaps our so called advertising professionals are so starved for ideas that their painstaking efforts of creativity are pathetically denigrated to patently frivolous capturisations of some pretty young thing, along with a few words thrown in between, none of which have any correlation to the products being advertised. 

Or perhaps, again women who appear in such ads do not deserve to be treated any better than beautiful showpieces.

Whichever way you look at it, it leaves a bad taste in the mouth. 

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