Power of media has tremendous effects in molding the mindset of people. The graphic images can change the entire thinking or a research of many years in less than a minute. Pakistani private channels and media have revolutionized the lifestyle of our people. It’s a two way street. It depends on individual what information to retain and the superfluous must be ignored. An intelligent viewer may also sense the slant in reporting and remains careful in acceptance or rejection of news.
The rapid progress made by Telecom Industry is praise worthy. However the amount of airtime they get to advertise is increasingly becoming irritating. The quality of ads are losing quality and are outright cheap. The new campaigns where young people are shown being naughty and mischievous just sends a wrong message to the masses. This may be happening in the country but more percentage of people still considers it a taboo. I would like to ask the marketing managers and campaign authors why can’t they show sons calling moms, fathers calling sons, brother and sisters chatting and enjoy lengthy long distance calls. Why is it that only a boy calls a girl or someone drooling over the other, saying double meaning dialogues will capture the audience only? If you happen to hear the add on local radio you would also feel the voices are also worked upon to be “filmi”.
In the past the ads were making sense and had better impact due to their clarity of purpose and efficient delivery of corporate offer. Now they are just selling decadence and lust concealed in it.