 TV commercials form an inevitable part of
programmes on different channels, be they satellite or otherwise. Such commercials are the
obvious outcome of the policy of propping up the commercial interests of the concerned TV
channels. In this respect, they are sometimes found wanting in upholding proper standards
in their contents and modes of presentation. Normal limits of good taste and sense of
proportion are sometimes contravened, causing thereby feelings of utter boredom or
repulsion. Hence the necessity on the part of the programme producers to be careful so
that their programmes do not prove irksome to viewers.
The staple of our local TV commercials is mainly the
consumer items like toilet and washing soaps, hair oils, tooth paste, edible oils, beauty
aids, milk products, etc. Some of the advertisements for these products, say, soap and
beauty aids, are so profuse in number and the claims of the competing companies as to
their benefits are so much of a tall nature that they leave the consumers confused. When
such advertisements are accompanied with the models' gyrations with their attractive faces
and willowy shapes, viewers with some iota of good taste and sense of culture may be left
utterly cold by such unseemly display.
A witty observer has stated in respect of hair
shampoos that the choice available in the market is so bewildering that, if in doubt, it
would be wise for one to try a mini-pack for a trial. For the consumers, specially those
in the lower income group, this may be a boon.
Among other sickening features of TV commercials, as
observed by irked viewers, is the repetition of the same 10-second commercial several
times within 15-20 minutes spans. Another vexing sight on some popular TV channels is the
parade of a good number of commercials by several sponsoring agencies, interposed in the
middle of an interesting serials or feature films. Such occurrences tend to destroy the
mood of many viewers, sometime driving them to switch off the TV set and fuming in
suppressed anger.
Some aspects of the commercials as they appear from
time to time in the programmes may strike some viewers as galling. The makers of some
leading soft drinks are found to resort to ingenuous and attractive commercials featuring
well-known film actors and actresses and even famous cricketers. It is easy to imagine
what a tremendous impact such commercials create on the minds of easily impressionable
youngsters, particularly children. Sometimes such commercials include offers of prizes for
purchases, besides soft drinks, chocolates, milk foods, chewing gums, etc with concealed
lucky numbers inside the packets in some cases, thereby keeping their buyers in suspense
about the results of draws.
While we discourage smoking within the country, we
notice attractive commercials about some brands of cigarettes telecast on satellite
channels from outside the national borders. This may be considered unfortunate because the
young viewers, who have easy access to cable TV, come under adverse impact on account of
such undesirable commercials.
Of course, there are some positive aspects of TV
commercials when they announce concessions in prices of some essential electronic items
like fridge, TV, micro-oven, and other household appliances on festive or other special
occasions, as they help in creating a desirable consumer culture for a better standard of
life.
There may be no hesitation in admitting that,
judging by the standards achieved by Western electronic media in the matter of presenting
commercials, we have a lot to learn in eschewing the cruder forms of TV media publicity.
The key-point is to make sustained efforts on the part of the TV producers to eliminate
irksome elements in TV commercials.
By A S M Nurunnabi |
