Use of Stereotypes
Use of Stereotypes
Stereotypes in the Indian context and are aplenty. The following ads can be quoted as one of the best examples where the stereotypes have been put to great use.
Camlin permanent marker: http://www.youtube.com/watch?v=dJVQW_NsCx4 – The ad captures the stereotypes that mark a married woman. An Indian woman, as also mentioned in the video, has bangles, locket and vermilion as symbols of being married. The husband applies vermillion on her forehead as it’s believed to be connected to his lifeline. A woman is stripped off these symbols when she loses her husband. Here, when the husband dies, the people are not able to rub the tilak off her forehead which later gets revealed that it was put on her forehead using Camlin permanent marker. The husband later comes to life as the symbol lifeline is now permanent and can’t be rubbed off. This ad captures the typical Indian scenario and puts it to good use to convey the point that Camlin permanent markers are extremely efficient.
Fevicol Ad: http://www.youtube.com/watch?v=jTav-vdht0E – It’s very common in rural India for people to travel on top of buses in spite of knowing that the bus journey might not be smooth and they have the risk of falling down. The ad showcases this scenario with all people travelling without any fear of falling. As the ad comes to a close, it shows the symbol of Fevicol thereby conveying that it’s the best adhesive.
Both these ads don’t allow the ground to come forward. They ensure that the product ends up as the figure at the end of the ad. The ads aren’t emotional nor do they have some great music to distract the viewers and hence end up advertising the product effectively.
Stereotypes in the Indian context and are aplenty. The following ads can be quoted as one of the best examples where the stereotypes have been put to great use.
Camlin permanent marker: http://www.youtube.com/watch?v=dJVQW_NsCx4 – The ad captures the stereotypes that mark a married woman. An Indian woman, as also mentioned in the video, has bangles, locket and vermilion as symbols of being married. The husband applies vermillion on her forehead as it’s believed to be connected to his lifeline. A woman is stripped off these symbols when she loses her husband. Here, when the husband dies, the people are not able to rub the tilak off her forehead which later gets revealed that it was put on her forehead using Camlin permanent marker. The husband later comes to life as the symbol lifeline is now permanent and can’t be rubbed off. This ad captures the typical Indian scenario and puts it to good use to convey the point that Camlin permanent markers are extremely efficient.
Fevicol Ad: http://www.youtube.com/watch?v=jTav-vdht0E – It’s very common in rural India for people to travel on top of buses in spite of knowing that the bus journey might not be smooth and they have the risk of falling down. The ad showcases this scenario with all people travelling without any fear of falling. As the ad comes to a close, it shows the symbol of Fevicol thereby conveying that it’s the best adhesive.
Both these ads don’t allow the ground to come forward. They ensure that the product ends up as the figure at the end of the ad. The ads aren’t emotional nor do they have some great music to distract the viewers and hence end up advertising the product effectively.