Does your toothpaste have salt? They demand and we buy
“And the most surprising quality of this product is that, it makes our lives easier with a need of which we have never known before.” Advertisements have grown up to be far more than informers and marketers; they are a large source of entertainment also these days. Yet what has swept across Kerala is that advertisements are so overwhelmingly prevalent around us that it is very difficult to pick out which is an advertisement and what not.
Advertisements that were sources of information, endorsing a product just to satisfy our needs are no more what we see today. Today, the advertisers come out with products that we don’t even have a need of in the first hand. Let’s just observe our own surroundings. Our first need was to wash the dirt away from clothes and hence we needed detergent, agreeable. But what does that pink bottle of ‘Comfort’ doing at your laundry? Because now the advertisers have taught you that it is not just enough to be tidy, your clothes need to emanate fragrance in order to make you feel perfect.
Does your toothpaste have salt? Has that mind-boggling question ever ridden away your sleep? As you watch the 10 pm news bulletin before you go to bed, a smart lady in executive suit reaches your home questioning the ingredients of your toothpaste. And there you go, just a lack of salt in your toothpaste can mean nightmares forever, sleep well, brush with Colgate Active Salt!
Another trend is the enormous marketing of soft drink products which sell on not the basic need of man to quench his thirst but, drink Mirinda to rub shoulders with Asin. Thums up can take you to Akshay and Cola means the next pal of Aamir.
As always kids are the most gullible and therefore the prospective targets for the advertisers. As it is best to appease kids before your home turns out to be hell, the parents always go for them without a second thought. The toy manufacturers make the maximum out of this and invent their own toy icons. A boy carrying the most up-to-date toy will alone be included amongst his peer groups. This fear of childish isolation propagates the toy company to the desired heights.
The high level marketing of instant preparations and fast food is yet another kind of induced need selling. The advertisers demand and we buy, no more is it vice versa. They sell something that is futile or even fatal and bargain to us as though an asset. High time we refused to be the puppets in advertisers hands, lets come to the enlightenment, we are the buyers and hence, we the masters.
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