Advertising is not about selling. It is about influencing; about kindling desire; about fuelling passion. Advertising is about converting ‘want’ to ‘need.’ It is about mind steering. Advertising is powerful so it must be used responsibly.
Think of your favorite Ad. What does it seek to do? Then ask yourself, ‘Is it true?’
Is it true that my value as a human being will increase because I wear a certain brand?
Is it true that my possessions are a reflection of my worth?
Or are they a reflection of my character which drives my choices?
Choices that reflect my wisdom with respect to wealth, concern for others, compassion and morals.
What do you call someone who uses expensive products because he thinks they add value to him as a person?
I call him a person who doesn’t understand the basic principle in life – that possessions add cost; not value.
Advertising must be responsible. The foundation of responsibility is truth. Advertisements that seek to promote products which harm life, objectify women, promote drugs and addiction, are irresponsible, false and criminal. Alcohol destroys lives, cigarettes are addictive and cause cancer and you don’t need a naked woman on a couch to sell ice cream or chocolates or biscuits.
We must condemn such advertising which is neither original, nor artistic, nor attractive. It is harmful, corrupt and promotes evil.
Ladies and gentlemen, boys and girls – I call upon you to support responsible, moral advertising and to fight against the irresponsible and the unethical.
Because in the end, it is not about them. It is about us.
References: Excerpt from Sheikh Mirza Yawar Baig Publications