ASCI CLICHÉD DISCUSSION?

The Advertising Standards Council of India (ASCI) celebrated its silver jubilee this month. The world of advertising has come of age and so has the Council. Or has it? On its 25th anniversary, the Council invited a panel of eminent luminaries to discuss the most prevalent issues in advertising. From progressive to regressive ads, to advertising to children to stereotypes in ads; the panel discussed a gamut of issues. But if we were to scroll our memories back, these were the very issues that were being dealt with then... and now. Not that they are not issues any more, but are they still burning issues? Allan Collaco, General Secretary, ASCI, shed light on some of the indirect issues that should find place in significant discussions on ads. “You have areas where consumers don’t find honest and truthful ads, areas where surrogate advertising is shaping into brand extension advertising and seriously needs to be discussed but it is lying there as an indirect issue so far”, says Collaco. He even highlighted issues like existence of ‘puffery’ in advertising, its justification and how we do not reach onto a conclusion regarding the same. The matter of setting the adequacy of scientific research for an ad agency before it claims something in an ad is also a pivotal aspect that hardly finds a discussion space – but should. In fact, with the ever increasing trend of technology-based products and increasing levels of education of consumers, the number of products being advertised on the basis of their technological superiority and high research-based inputs put in them are increasing. Surely, with growing economic growth and an internationalisation of advertising creatives and budgets, new issues are expected to find podium place – how soon is the question...

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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