In the same way Amitabh Bachchan appears in another ad speaking in English, then switching to Hindi and back to English. On behalf of Dinesh Suiting’s Sunil Gavaskar calls himself Dinesh Gavaskar and, like wise, Shah Rukh Khan Calls himself Mayur Khan. The Hindi prefix ‘maha’ has come to be freely used for anything big in size as, for instance, the bigger bottle of an aerated drink is called Mahacola. As in everyday speech so in ads, rather emphatically, ‘Yaar’ is frequently used. The ad becomes more eye – catching if the advertiser shifts the code like this: “PIYA TOO AB TO KHA JA” in an ad for wafers.
The language of advertisement is, and is fast becoming, not only poetic and sensuous but replete with sexual overtones with the explicit purpose of titillating the imagination of the consumers. It has deep psychological implications, as consciously or subconsciously, people of all ages are sexually motivated. And the advertiser is clever enough to exploit and cash upon this part of human nature. That is why we have cigarette ads having captions like these:
‘IT HAS LENGTH AND STRENGTH’
‘LENGTH WAS NEVER SO SATISFYING’
An ad on VIP briefs specifies that it has been fashioned to give ‘lift in the right place. ‘ it shows that, far from being bland and denotative, the language of advertisement is connotative, evocative and provocative. It is, however, sensuous in ads like these.
A SIP OF NATURE’
‘EVEN A FEATHER COULDN’T BE SOFTER’
The language of advertisements is not just play on words as we find in persuasive ‘sale ads’. In educative advertisements the power of words is further strengthened with figures/statistics. So, while the sale ads are persuasive, evocative and provocative, the institutional, educative ads are convincing and argumentative. Hence, we can find many stylistic varieties in advertisements.
It is very interesting to note that on the one hand advertising plays an important part in our life, on the other it has come to be regarded as ‘deceptive marketing communication’. This is the result of what has widely come to be known as ‘image first – reality later’ syndrome. With the unprecedented information bombardment through print and electronic media there is a parallel growing consciousness of consumer abuses. As advertising is a powerful means of communication between the marketer and the consumer the information contained in the ads directly influences consumer decisions. And the consumer may discover to his dismay that he made a wrong decision. It is, therefore, of paramount importance that the consumer be well aware of the deceptive practices adopted by marketers. In a nutshell consumer knowledge is the best defence against consumer deception.
Consumers should be well aware of product quality and safety and not be misguided by the claims made through advertisement via radio and TV and on the packages/labels. This is especially important in the case of good items, children’s toys and tonics and cosmetics. Fraudulent sales lure the consumer into parting with his hard – earned money in the hope of getting attractive discounts. Then, the buyer must be very careful about what he is actually buying and not be taken for a ride through the claims made, say, in respect of the nutritive aspect of a certain fast food, or the safety aspect of a certain drug/food item that the doctors are not sure about. The sweet, persuasive language of the advertisement or the forceful statements made in support of the item may deceive the consumer unless he is well informed.
One must also be careful about ‘advertisements in bad taste’, that have caused quite some concern. It must, however, be said that ‘good taste’ is a matter of personal option, background and values. Even then the manner of advertisement and not necessarily the matter does determine taste. Eyebrows are raised and embarrassment caused by the ‘sleaze factor’ in advertisements of some well – known products. For example Dhara’s advertisement compare a woman with cooking oil and Smirnoff T – shirts Collection displays male and female legs crossed in a bottle.
Inappropriate timing/place of advertisements and the advertisements directed towards children the most impressionable and therefore vulnerable section of society – also cause consumer problems. It is very easy to misguide children about nutritionally unsound products or to distract them from an educationally sound programme by inserting and ad like a cricket star modeling for cigarettes or liquor.
Business houses are now realizing that by directing their attention to social problems and spending some money on them can lead to long – term profits through consumer satisfaction and loyalty. Advertising is one important way in which corporations and other organizations are trying to satisfy their long – range social responsibilities. They have come to realize that freedom of expression does not mean totally unrestricted or unmonitored bombardment of the senses. Consumer forums can also play an important role in this regard.