In some previous blog, titled as “fear and fear factor,” I have discussed this subject from an another angle. This part of article is though an independent one, but may sound the extension of the same topic. We ever remain entangled into our day to day business. And, often not find time, to ponder over that this “entanglement” in shape of ‘advertisement’, is forced upon us. This, sometimes is done, with the assistance of some artificial external factors. To say in another words, this external artificial factor is ” fear, as a most salable item.”
Encashing the weak feelings
Though fear is not a thing. It,s an abstract feeling that always dwells with us, and, we being habitual to stay with it, generally overpower it. But, if we look into the matter, we find, it subconsciously hovers over our conscience incessantly, without coming into our notice. Whole through our life we live with it and ultimately die with it. “Fear is a virtual one, an imaginative feeling.” We are given to encounter this fear in our daily life, but don’t take cognizance of. Just you switch on your TV set, and find in commercial break the advertisement of a toothpaste. This advertisement sounds, “Does your toothpaste contains the ingredients of salt?” Another ad runs as, ” Whether your body’s sugar level is under control?” Third one suggesting, ” get rid of your joint pains from our products! ! !
These are selected examples and such kind of ads, we watch and listen multiple times in a day. Ostensibly it seems, how careful and worried TV channels and manufacturers are, about our health affairs. But just contemplate over all these, and try to look inside the “psyche of fear” behind these ads. The ad of “toothpaste with the ingredient of salt” is intimidating you ( if not creating a panic). In the warning tone, if you using a paste having no salt ingredients, may cause a big harm to your teeth. Further more, since other toothpastes don’t contain the salt ingredients, so they are harmful. It,s the echo which implies in that.
Mind boggling drive – Likewise, same thing you feel through ads by asking, about “your body sugar level under control?” It looks, as if, advertiser is worried about your health , No! Not at all! His this demeanor is provocative one, to force you to plan a visit to some clinic and get your sugar level checked up. For advertiser is already aware of the facts, in general, body sugar level in an entire day is prone to scale up and take a dip. And, when you get your body sugar level monitored, you are in the trap of the clinic. If you do this medical check up at your personal level, with the help of some patent instrument of “China type”, in a certitude it would display the sugar level increased one.
This entirely makes fulfill the intention of the advertiser. Think once again, since when the advertiser became your well wisher? The answer is, the very moment, he succeeded in developing a fear in your mind? He is not your well wisher, he is part and parcel of this “commercialism or consumerism”. This simply is their modus operandi to create the new market for their products. There are thousand of paradigms of such type of fear. Fear is sold in a psychological attractive packaging, which apparently sounds benevolent one. They seem to serve our purpose but in sooth they serve theirs own purpose of enhancement of marketing of their products.
No any field free from this drive
Your child is poor in grasping the knowledge in school. They are offering you to overcome this fear, of education of your child. They do this by stating, having expertise faculties to improve your child brain. You take political parties. They are selling the fear, in the name of removal of poverty, unemployment, insecurity and corruptible practices etc. Otherwise, posing themselves as the savior of the interests of minority community. Mean while at the same time, from the same premise they are selling the fear to the majority community, to keep their interests intact.
You think of any field, throw a glance into social, legal, medicinal, banking, insurance etc, every where you may find these fear-mongers . Just look into the insurance policies; fear of death, fear of loss of property, insecurity and so many other fears you find there and that fear forces you to buy a policy. Every where there is fear…fear…fear. You sneak away to some shelter, you are trapped to another type of fear in the shelter.
At the end you are at liberty to shout a slogan, “Be ahead the fear and you win.” But to be ahead the fear, you need to run fast…fast….faster….! But it,s not untoward in the present scenario of marketing, some shoe company ad may focus upon you, by having an advertisement of this kind. ” Whether, in this run ahead campaign, your feet will cope with you strongly? Buy our shoes and make safe your feet .” Again fear in an attractive packaging! Penned by — Vinay Pharasi…..
