Monday, December 05, 2005

You scratch my back, i scratch your's

A Brit, a Frenchman and a Russian are viewing a painting of Adam and Eve frolicking in the Garden of Eden.

"Look at their reserve, their calm," muses the Brit. "They must be British."

"Nonsense," the Frenchman disagrees. "They're naked, and so beautiful. Clearly, they are French."

"No clothes, no shelter," the Russian points out, "they have only an apple to eat, and they're being told this is paradise. They are Russian."

what are we being told?????

Let me share with you a case,( not that i dont have more but that i am sure that this will be enough ) for us to understand the ethical (t)angle in advertising. This case is from the annual reports, religiously produced by the Advertising Standards Council of India (ASCI) , supposedly the watch dog of Indian advertising.

(April 2003)

Accused -- Tata info mediaLtd
Co accused -- AmbienceD'Arcy( now Ambience Publicis)
Complaint -- "The ad is highly objectionable as it is 'racist' and it insults the
image of a cultured Indian woman "
The Ad -- A white lady in her delivery room with her newly born baby which is
BLACK.. the husband when he finally sees the baby gets a shock. Then the caption appears
"need a lawyer?" obviously for a divorce....

surprised? shocked?

dont be.. because there is still more to come...

The ASCI consumer complaints council (ccc) ruled that the ad's " are not discriminatory or objectionable"... well if they arent.. what are they..? simply educative and entertaining?
Or is it that they have changed the meaning of those words?

The answer lies in the composition of ASCI, the watch dog .. it is made of advertisers, agencies and media guys...

Just scan one such ASCI document and start knowing the reality.

You scratch my back and i scratch yours..

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