Ad in Contemparary society

7/27/2019 Ad in Contemparary society

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USHA PRAVIN GANDHI COLLEGE OF

MANAGEMENT

ADVERTISING IN

CONTEMPRARY SOCIETY

ASSIGNMENT-2

CONTROVERSIAL

ADVERTISEMENTS

BY:

SHARANYA

NARAYANAN

TYBMM- A53001118038


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WHAT IS A CONTROVERSY?

Controversy is a state of prolonged public dispute or debate, usually

concerning a matter of opinion. The word was coined from the Latincontroversia, as a composite of controversus- " turned in an opposite

direction," from contra- "against"- vertere- to turn, or versus (see verse),

hence, "to turn against."

Perennial areas off controversy include History, Religion, Philosophy and

Politics. Other Minor areas of controversy may include economics,

science, finances, organization, age, gender, and race.

Controversial in matters of theology has traditionally been particularly

heated, giving rise to the phrase odium theologicum.

Controversial issues are held as potentially divisive in a given society,because they can lead to tension and ill will, as a result they are often

taboo to be discussed in the light of company in many cultures.

Benford's Law of Controversy, as expressed by science- fiction author

Gregory Bendford in 1980, states: Passion is inversely proportional to the

amount of real (true) information available.

In other words, the fewer facts are known to and agreed on by the

participants, the more controversy there is, and the more is known the

less controversy there is. Thus, for example, controversies in physics are

limited to areas where experiments cannot be carried out yet, whereasBenford's Law implies that controversy is inherent to politics, where

communities must frequently decide on courses of action based on

insufficient information.

CONTROVERSY IN ADVERTISING

Judging an AD as being suggestive, irrelevant in terms of the

product its trying to sell or simply controversial is purely relative onemay think. What may seem like a vulgar ad to the ASCI (Advertising

Council of India) may seem innovative or appealing to the consumers or

at least that is what has been proved over the past 2 decades of Indian

Advertising.

Most companies, that have made controversial ads that have either

been banned from transmission or made to be released in highly censored

forms, have recorded highest turnovers and improved market shares post

the release to the so called inconsumable ads.


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Do companies then consider controversial ads the easiest route to

Indian publics mind? Well, if the very aim of an ad is achieved then one

would say, why not?

Over the years, if Indians advertising companies have realized one

thing its nothing but the fact that Sex sells and appeals more to themasses than maybe a good humorous creative commercial. Sex may

indeed sell to the public and the masses of India but the Indian

advertising council and other associated legal authorities are not willing

to buy the concept that easily. The Indian advertising industry has seen

many a controversial ad in the past 2 decades and most of them creating

controversy on the basis of being vulgar, obscene and unfit for public

consumption.

Speaking of controversial ads, vulgar and obscene may not be the

only reasons for raising an eyebrow or shaking up the authorities. Whatcompanies have also tried and experimented with often is brand

infringement. Explicitly referring to another companys product in an ad,

either by boldly referring to the product or by using parts of its tagline, or

any other means through which an attempt is made to hurt the companys

brand value, is considered strictly out of the rule books of fair

advertising.

The 90s and the current decade have had their share of some of

the most controversial ads in the history of Indian advertising- from

naked model to steamy showers- we have seen it all! There may have

been many that created a little ignorable noise, but following are the ones,which have created a lot of controversy and noise amongst the audience.

INDIAN ADVERTISING.

Most companies, that have made controversial ads that have either beenbanned from transmission or made to be released in highly censored

forms, have recorded highest turnovers and improved market shares postthe release of the so called inconsumable " ads.

Do companies then consider controversial ads the easiest route to Indian

public's mind?

Well, if the very aim of an ad were achieved then one would say, why

not?

Over the years. If Indian advertising companies have realized one thing is

nothing but the fact that "sex sells" and appeals more to the masses than

maybe a good humorous creative commercial. Sex may indeed sell to thepublic and the masses of India but the Indian Advertising Council and


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other associated legal authorities are not willing to buy the concept that

easily. The Indian Advertising industry has seen many a controversial ad

in the past 2 decades and most of them creating controversy on the basis

of being Vulgar, Obscene and unit for public consumption.

Speaking of Controversial ads, Vulgar and obscene may not be the only

reasons for raising an eyebrow or shaking up the authorities, what

companies have also tried and experimented with often is brand

infringement. Explicitly referring to another company's product in an ad,

either by boldly referring to the product or by using parts of its Tagline,

or any other means through which an attempt is made to hurt the

company's brand value, is considered strictly out of the rule books of Fair

Advertising.

The 90's and the current decade have had their share of some of the most

controversial ads in the history of Indian Advertising-from naked models

to steamy showers- we have seen it all! There may have been many that

created a little ignorable noise, but following are the ones that have

created a lot of controversy and noise amongst audience.


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INDIAN ADVERTISMENTS

PRODUCT: CAR

COMPANY: FORD

AGENCY: J. WALTER THOMPSON (JWT)

BRAND: FORD FIGO

CONTROVERSY: PRINT

What was the advertisement about?

This advertisement that was leaked is not more than a couple of weeksold. What the ad is trying to portray is that despite it being a small

hatchback car there is enough boot space for 3 grown women to fit.

This ad shows three famous Indian female celebrities bound and gaggedin the boot of the new Ford Figo.


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What was controversial?

India has already seen some major activities like gang rape, femalefoeticide that have made women and people in general extremely averse

to any anti-women sentiments. This ad here is showing women bound

and gagged angered women and sparked womens rightsprotests. This ad

is extremely sexist and garnered the wrath of critics and people alike.

This particular ad had gone viral on the web and the officials from JWT,

the agency responsible for this ad and Ford the manufacturing company

has apologized for this ad.

Ford was quoted saying, These posters are contrary to the level of

professional ism and decency with in which Ford and its agencies

operate. We deeply regret this incident and are looking into so that such

incidents never occur again.


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PRODUCT: MOBILE SERVICE PROVIDER

COMPANY: TATA

AGENCY: DraftFCB ULKA

BRAND: TATA DOCOMO

CONTROVERSY: AUDIO VISUAL


This advertisement hit the television screens 2011. It shows how a

housemaid who steals the phone of her memsaab while cleaning her

room and hides it in her blouse. When she is leaving the phone begins to

ring causing the maid to get caught. Then the tagline appears NO

GETTING AWAYcausing the maid to cut a sorry figure in front of her

employer.


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The Domestic Servants Association and human rights activists met the ad

with outrage. The ad is nothing but a blatant display of disrespect towards

certain set of people. This again confirms of the stark divide within our

shallow society. It's not only demeaning but also disgusting especially for

company like TATA to come us with such concept, a company which has

been uprooting the marginalized tribes & villagers from their own land &

setting up ports & factories. The company needs to look within their own

deeds & theyll see themselves sneakily stealing poor peoples only

possession, their land. This ad is utterly disrespectful & designed in badtastewith no regard towards a larger set of people, who are often

crushed with the power of money & status.

The protests and outrage led the ad being pulled off the air and the

company issued an apology for the same.


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PRODUCT: DEODRANT

COMPANY: McNROE PVT LTD

AGENCY: ASIAN SHOPPING CLUB

BRAND: WILDSTONE

CONTROVERSY: AUDIO VISUAL


This advertisement is set in the backdrop of Durga puja where a youngwoman is getting things ready for the puja. They show a young good

looking man spraying on the new wildstone deodorant. He bangs into the

woman and helps her pick up the things she dropped. While doing so thewoman smells the fragrance of the deo and get attracted to him. The next

scene they show the man is lying on the bed and the woman is draping

her sari and leaving the room. Then the tagline appeared and was said in a

very seductive tone WILD BY NATURE


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The ad was very high in sexual undertones even despite the fact that the

ad that actually mad it on the air was a highly censored version of it. The

original ad features the man and woman indulging in sexual activity that

was highly inappropriate considering that children would watch the ad as

well.The censored ad received much flak because of the Durga Puja backdrop,

it is considered sacred and a homely woman having inappropriate feeling

and relations with a man who is not her husband was considered highly

inappropriate. Despite all the controversy that surrounded this ad it

catapulted the brand Wild Stone into the limelight making the deodorant

extremely fast selling.


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INTERNATIONAL ADVERTISMENTS

PRODUCT: ICE CREAM

COMPANY: ANTONIO FEDERICI

AGENCY: CONTRAST CREATIVE, UK

BRAND: ANTONIO FEDERICI

CONTROVERSY: PRINT


The magazine ad for ice cream maker Antonio Federici showed a heavily

pregnant nun eating a tub of ice cream, with text that read:

Immaculately conceived ... Ice cream is our religion.

This ad appeared in The Lady and Grazia magazines in July 2010.


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This advertisement was drawn into controversy over its portrayal of nuns

and the Roman Catholic Church. Nuns are supposed to have dedicated

their entire lives to God and a nun being shown pregnant with the tagline

Immaculately conceived & Ice cream is our religion was not wellreceived by the Catholics.

The Advertising Standards Authority (ASA) announced that it had

banned the ad for the Antonio Federici brand for "making a mockery" of

the beliefs of Roman Catholics.


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PRODUCT: CLOTHES & ACCESSORIES

COMPANY: BENNETON GROUP

AGENCY: 72 AND SUNNY, ITALY

BRAND: UNITED COLORS OF BENNETON

CONTROVERSY: PRINT


United Colors Of Benetton came up with a series of ads under their

UNHATE campaign that featured many global leaders kissing theirbiggest adversaries. These ads were categorically placed in some of the

biggest cities of the world with their leaders on the poster. Some of the

leaders they featured in their ads were US president Barack Obama

kissing his Venezuelan counterpart Hugo Chavez. Another ad featured

Pope Benedict XVI and Imam Sheikh Ahmed El-Tayeb.


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The ad featuring the Pope kissing top Egyptian Imam was removed on

the same day as it was unfurled in top cities like Milan, New York, Paris,

Tel Aviv and Rome. This was done after Vatican called it disrespect to

the pope and said it was unacceptable.

The company apologized immediately after the incident and promised to

have it taken down from all publications immediately

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Ad in Contemparary society