Illogical Ad Trends

In this article, I’ll be discussing my point of view pertaining to the common ad trends. These ad trends are as observed on the channels aired in Pakistan. When we look at the ‘good old days’ and the ads that were aired at the time, we see that they were strictly pertaining to the product or products; as it should be. If they did include music then it would be include a customized song written for the express purpose of promoting the company or product. Even now we can remember a few of them and hum the tune; like the dentonic ad or the Norus ad or the ad for candy. Now all of these were advertisements and had music in them but the lyrics was dedicated for promotion. So it still made sense and was highly logical. Actually considering the advertisements of the time, these were creative and innovative strategies that worked marvelously.

Now let’s fast forward and look at the ads that are running amuck these days. There are rarely ads with actually relevant music. Nowadays, it’s also becoming a trend to include dance. Even for a cell phone advertisement, the cell phone isn’t the ad much but the dance is. The focus is on the model or the dance moves and not the phone; highly illogical and strange advertisement strategy. Consider the latest Tulsi ad; sure the model is super trending and liked these days but please, at least focus more on the product. The lyrics I don’t have a problem with, they’re old but they are so old that everyone knows them and loves them. However, how the ad is made is just illogical. Clearly, this is the work of a mind that wasn’t suited for such a thing.

Why such illogical ads have now become common? Well we can blame a lot of people for that. The media became more rating oriented than actually intellect oriented. Journalists don’t do much journalism work; writers aren’t creative anymore and the models are brainless enough to do just about anything. In the old days, the actors were actually intellectuals and were really talented. They could act and they thought about the roles they took; even if it was just a simple ad. The writers would actually think before writing something.

Yet again, I’ll point my final finger towards the system. The system is to blame for giving the undeserving the opportunity and for crushing the talent of the actually talented.

Finally, I’d like to say that this article isn’t just meant to point out mistakes. Even if somehow they’ve made it and now they’re responsible for such things. They should start working and thinking and should devote themselves to their work.

I suggest the writers to consider the wise words of Bill Wheeler on the matter:

“Good writing is clear thinking made visible”

Besides pointing the flaws of the advertising industry, I’d also like to take this opportunity to commend Mr. Adeel Hasmi for his creative and innovative ways of writing as can be seen in Ufone ads. 

Don’t Dream, It’s Okay Not To: Thank you PTCL

On 25^th of December, 2016 PTCL launched an admirable advertisement pertaining to their services and attempting to pay homage to the leader of the nation: Quaid-e-Azam Muhammad Ali Jinnah. They say little knowledge is a dangerous thing and without a doubt, they are right. PTCL exhibited how dangerous it can be. In their attempt to impress or be unique or whatever they aimed for, they actually spread the message that you don’t have to change the world all you need to do is secure your future. Quite brilliant isn’t it? Mind you, the day they launched this ad campaign was the birthday of Quaid-e-Azam Muhammad Ali Jinnah. They man who had so much and yet he sacrificed it all for the greater good of millions. The man who aspired to change the world and did it. I suggest that we should pay homage to the content writer of the ad and the ‘educated, experienced and knowledgeable’ individuals of PTCL who approved it.

Our national poet, philosopher, dreamer and thinker motivated the young ones to dream big, aim higher and aspire for more. It is in our ideology, it is the thought process that we should be cultivating. Our young ones should be motivated, encouraged to dream. Selflessness is what should be taught and cultivated into young minds. Instead, we’re actually telling them that “You don’t need to change the world, just make your own future” ? Did they not even sit and think about this? What kind of a message is that? Don’t dream because the country is too corrupt anyways, you won’t get a chance so why waste your thoughts on dreams? Are we being realistic? No, we’re being cruel. The education system is quite capable of crushing talent and dreams, we don’t need to advertise our internal thoughts so clearly.

As an individual, dreamer, thinker; I for one was highly insulted with what PTCL advertised. If they can’t get a sensible content writer to write their ads, they should get a child to do it for them. Even a child would do a better job at it. At least, he won’t be promoting non-sense like this. There are moments where people and nation need to stand firm and put their foot down. This is one of those moments. We will not accept any attempts at limiting the young minds of our nation. We will not agree that we cannot change the world because we know we can. There are no such limitations, the only limitations that are there; are the ones we decide for ourselves.

“While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do”

- Steve Jobs