By Aishwarya Sharma, (XII), CJM
Glamour, materialism, technology, advancement, avarice, expansion, innovation, cut- throat competition, an incessant struggle for money, power, and achievement;
This is the 21st century with its fast changing dimensions. With a revolution in science and technology, our needs and requirements have increased. What used to be a luxury before is now a necessity for the people. Our lifestyle has changed dramatically over the last few years. With rapid growth and modernization, we have started earning more and there is a sudden change in our viewpoint towards life. India is emerging as an economic superpower with a phenomenal increase in its gross domestic product. The rapidly developed and enhanced media has dominated the television sets all over the contemporary Indian households. The majestic world of television has enamoured not only the urban households but also the rural ones. Therefore, now the big companies and firms are heading towards the television and are using it as a weapon to lure the common masses for their respective products.
Today we have every little product being launched and its advertisements spread like wild fire across every television channel. Be it toothpaste, beverages, fairness creams, anti- ageing creams, shampoos, hair removal creams, or even restaurants, sports shoes, and even lingerie! Everything is advertised on the idiot box.
Industrial giants are hiring big stars like film actors, sports personalities, models, and many such famous people for endorsing their products. But what is actually their method of propagating their products? Well, everything is so superfluously artificial in these advertisements but even then, our common masses fall into the trap of these companies.
I quote a famous line from Shakespeare’s play, Julius Caesar, that talks of betrayal by the means of swaying animals just the way these companies betray the masses.
"Unicorns may be betray’d with trees, and bears with glasses, elephants with holes, lions with toils, and men with flatterers." Recently, a teenage girl had committed suicide because of inferiority complex due to her dark complexion. She had seen an advertisement of a fairness cream on television that claimed to be effective within six weeks. It also showed an extraordinarily dark model suddenly turn into a snow white with flawless skin and exceptionally fair complexion. Due to her failure to attain that junction, she ended her life.
Another such advertisement caused a young girl to go into depression. She witnessed an advertisement of a shampoo and a hair potion on television and not achieving the desired and claimed results, lead to her depression.
Attractive advertisements of television personalities endorsing cigarettes caused a group of young boys to start smoking. These people were checked by an activist working for this cause and were made to realize the ill effects of smoking.
All these examples are just a little part of the whole story. The influence of these "creative visualizations" has lead to thousands of severe incidents in the country. Young people are the mirror of the future of this nation. We need to take positive measures to inspire this generation to serve their country and take it to glory rather than mislead them to such an extent that they start losing their confidence and engage in anti social activities.
This is the 21st century with its fast changing dimensions. With a revolution in science and technology, our needs and requirements have increased. What used to be a luxury before is now a necessity for the people. Our lifestyle has changed dramatically over the last few years. With rapid growth and modernization, we have started earning more and there is a sudden change in our viewpoint towards life. India is emerging as an economic superpower with a phenomenal increase in its gross domestic product. The rapidly developed and enhanced media has dominated the television sets all over the contemporary Indian households. The majestic world of television has enamoured not only the urban households but also the rural ones. Therefore, now the big companies and firms are heading towards the television and are using it as a weapon to lure the common masses for their respective products.
Today we have every little product being launched and its advertisements spread like wild fire across every television channel. Be it toothpaste, beverages, fairness creams, anti- ageing creams, shampoos, hair removal creams, or even restaurants, sports shoes, and even lingerie! Everything is advertised on the idiot box.
Industrial giants are hiring big stars like film actors, sports personalities, models, and many such famous people for endorsing their products. But what is actually their method of propagating their products? Well, everything is so superfluously artificial in these advertisements but even then, our common masses fall into the trap of these companies.
I quote a famous line from Shakespeare’s play, Julius Caesar, that talks of betrayal by the means of swaying animals just the way these companies betray the masses.
"Unicorns may be betray’d with trees, and bears with glasses, elephants with holes, lions with toils, and men with flatterers." Recently, a teenage girl had committed suicide because of inferiority complex due to her dark complexion. She had seen an advertisement of a fairness cream on television that claimed to be effective within six weeks. It also showed an extraordinarily dark model suddenly turn into a snow white with flawless skin and exceptionally fair complexion. Due to her failure to attain that junction, she ended her life.
Another such advertisement caused a young girl to go into depression. She witnessed an advertisement of a shampoo and a hair potion on television and not achieving the desired and claimed results, lead to her depression.
Attractive advertisements of television personalities endorsing cigarettes caused a group of young boys to start smoking. These people were checked by an activist working for this cause and were made to realize the ill effects of smoking.
All these examples are just a little part of the whole story. The influence of these "creative visualizations" has lead to thousands of severe incidents in the country. Young people are the mirror of the future of this nation. We need to take positive measures to inspire this generation to serve their country and take it to glory rather than mislead them to such an extent that they start losing their confidence and engage in anti social activities.
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