Looking around us all we see are advertisements, and though the need is essential to every product, Pakistani advertisements lack the skills required. Television, radio, newspapers, social media etc. everywhere one turns, we come across advertisements. We see hoardings everywhere, and hey, we even have one of the biggest billboards in the world covering one end of Centaurus in Islamabad, but to what point and purpose when they fail to capture audience the way they should. Pakistani advertisements are usually all about fair girls, songs, absolutely inappropriate music dancing, and some cheap jingles. Unfortunately, the industry has not been able to get over this concept that anything with music and girls will sell. Times have changed, and Pakistani advertisements have failed to evolve with it. We believe there may be ways that the industry can improve and therefore we decided to present to you the five ways Pakistani advertisements can improve.
The purpose of an advertisement is to deliver a message, to convey to your audience that this is something that will fulfill whatever the requirement is. More often than not, Pakistani advertisements will start and end with songs and jingles. Over time, one may be able to associate the product with a particular song, but more often than not, the song and the product tends to annoy people and eventually dislike develops. On average a TV advertisement would last for 30 to 60 seconds, and those precious and rather expensive seconds, should be used to deliver the core message in a manner one feels comfortable to be associated with. Songs and Jingles are cheap, but don’t get me wrong, making a jingle out of a tagline is a different matter altogether.
Know the Audience
Pakistani advertisements tend to use girls a lot. While that may work for certain products such as products related to babies etc. The idea is not right for every single advertisement. Music plays in the background, a girl walks by a row of refrigerators, while saying absolutely nothing and using facial expressions that are horrendously inappropriate, will not be selling a fridge. Such concepts will instantly be considered cheap and if you are trying to sell something striking or ‘elegant’, that is not going to work.
It would seem that the advertisement industry in Pakistan has not yet grasped the concept of money-well-spent, originality, and the point of advertisements as a whole. People come up with the product and fail to spend the needed effort and time on advertisements and therefore keep creating either the same advertisements with the actors and script changed (read: washing powders and dish washing bars etc.), or otherwise they just copy an ad from abroad (read: Disprin). Originality is what the main focus should be. If you keep using the same advertisements, there will be someone who will do it better and your product would lose face, and if you just copy an ad, well, the product will lose its value once people figure out where the idea came from.
We see such concepts with telecommunication industry in Pakistan. While I totally support the fact that the outcome is hilarious, what are the advertisements really doing here? Companies launch a product or promotion, advertise it by lashing out on competitors, and voila. You have created an opportune moment for users of different company products to ridicule each other. Again, the mistake here is that while it may sound and look funny at first, eventually it just starts to look cheap and nobody wants an association with cheap products.
Finally on our list of ways to improve Pakistani advertisements, we talk about the lies and deception. More often than not, you are presented with information that is obviously misleading or otherwise plain stupid. If you watch the advertisement of Nesfruita, where the guy drinks the juice and goes into some kind of seizure or random fits, the expressions on your face would be of shock or perhaps utter disgust? What is that supposed to suggest anyway? Does that promote a health image of the product, or the person drinking it? I mean if you really take advertisements seriously, would you actually buy the product based on such concepts? I wouldn’t. Most of what we see is either photoshopped or you are presented with state-of-the-art digital effects to make the necessary point. Stick to the facts for once and see the results, or is the product not good enough? For once the industry needs to rely on honesty and truth to sell a product.
The fact is that due to these marketing gimmicks, nonsensical to say the least, we have become so devastatingly desensitized to Pakistani advertisements that nobody even cares anymore. We have a long list of channels that we just keep flipping through as soon as an advertisement pops up. That will take a long time to change of course, and not before these mistakes mentioned above are rectified. Let us know what you guys think about the media industry in Pakistan and how you see them improving.
A note to the companies that advertise on television: When you book a spot on television, please discuss the timing of the ads very calmly. Make sure your advertisement does not appear at a critical moment in a match, a drama or a movie etc. because we will hate your product, and that’s not just me. Send out your researchers and find out for yourselves.You can follow us on Facebook, Twitter, or Google+ for more updates. Otherwise fill in the subscription box above, or subscribe to our RSS Feed.