Shock TV is here!

APROPOS of Aradhika Sekhon’s "Now, in-your-face TV!" (October 31) advertisements show women in many guises — She is hep; intelligent; and on the go. Back home she is what she is supposed to be — keeping the family well-fed, well-dressed and cared for. By cooking to her husband’s taste, washing to mother-in-law’s whims or marketing to her children’s fancy. She attempts to make the family happy even if it leaves her exhausted. Only then is she seen as the complete woman.

Just look at the women in ads nowadays. A newly-wed passes the "tea test" only if the tea is prepared from a particular brand of tea. In another commercial, a woman may be seen telling viewers how she copes with her husband’s tantrums by washing his clothes sparkingly clean with a particular brand of detergent. A man smugly applies a particular brand after-shave and a girl from nowhere follows the fragrance. In yet another commercial, a girl hops into the bed with a man who drinks a particular brand of whisky!

The list is endless, but the keys to all these advertising mysteries remain the same: Limiting woman’s image to the commerce of the trivia. From washing clothes or cleaning dishes to chairing a boardroom meeting or proposing the toast in a party, advertising shows women with numerous faces. But is this how she wants to be seen? What image does a woman want to carry?

Advertising in this country since the eighties seems to have "thrown up" the answers. Throwing up being an appropriate phrase to describe the stream of products that spring off television screen day in and day out. Is it offensive or unreal? No doubt, it is both. Especially for those who can’t actually afford any of these products. Many viewers dismiss this modern girl’s checklist as mere propaganda; but we have to search our hearts to ask what do women want in life.

There are women, the feminists, who have been long campaigning against such images. Where once we longed and worked for the image of a woman with a briefcase, heading a delegation, digiting or answering phones, advertising today seems to be packed with a creature with cosmetic clamour invariably beating men at their own game.

The advertising Standards Council, the body whose job is to weed out offensive, derogatory, misleading or misrepresenting advertisements, acts only when there is a complaint. It is also felt that the ASC often lets many offensive adds slip through. There may be many reasons for this: inappropriate evidence, furnishing of legal interpretation by offenders, no complaint at all, etc.

Perhaps owing to this, the portrayal of women in a hard hitting setting has become one of the most taken for granted fantasies in advertising since the beginning of the eighties.

K.M. VASHISHT
Mansa

II

In-your-face TV seeks to project a new brand of youthful attitude of "who cares variety". It does not augur well for our society and nation as well. It is pity that our younger generation (the future architects of our nation) is being subjected to these tasteless and fake concepts.

The TV shows and ads justify their existence by propagating the shocking idea that youth was always had the impulse to flout rules by doing outrageous things. I wonder as to how can our responsible media promote and encourage such ideas by way of telecasting ad-campaigns/youth programmes base on them? Such TV shows fly in the face of tradition and inject a care-a-dam feel into our youth, thereby laying a foundation for the ruin of the nation.

We cannot permit our electronic media to beam crass vulgarity or sheer tastelessness. The other aspect of in-your-face TV the image of new breed of the women that the media is projecting is too shocking to be described. We must save the youth and the nation by raising our voice against this trend.

ONKAR CHOPRA
Ludhiana

Display courtesy

Taru Bahl’s write-up "courtesy as a habit" (October 10) was didactic piece.

There is no doubt that courtesy can bring rich dividends, Raja Vikramjit of Gwalior died fighting on the side of the Delhi King, Ibrahim Lodi, against Babur, in the battle of Panipat. His wives and children were seized by Humayun’s men from the fort of Agra. The Mugal Prince not only rescued them, but also treated them with graceful courtesy. As a token of their gratitude, they presented him with precious jewels including the Kohi-i-Noor diamond.

Display of courtesy is one of the highest attributes of well-behaved persons. From his habit of acting politely, Sir Gawain, one of the knights of the Round Table, was named as "the Courteous".

Once Baba Sri Chand, the eldest son of Guru Nanak, sarcastically asked Guru Ramdas as to why he had grown a long, flowing beard. "To dust the feet of the pious people like you", replied the Guru with utmost humility and courtesy.

Nothing is so bad as rudeness and nothing is so good as courtesy. Hafiz Shirazi rightly said: Aasaaish-e-do geeti tafseer-e-een do haraf ast/Ba dostaan talattuf ba dushmanaan mudaara (comforts of both the worlds lie in two things. Show kindness to the friends and courtesy to the foes).

BHAGWAN SINGH
Qadian

The time factor

This refers to K. Santhakumari’s article "Time will always reign over man" (October 31). The reality is that the past grows into the present and the future foreshadows the present. In the words of T.S. Eliot:

Time past and time future
What might have been and what has been
Point is always the present.

It is possible to blink at the past, at least for the time being, it is not possible to be unmindful of what is in store for mankind.

SURINDER KUMAR MARWAHA
Delhi

It’s Army, once again

This refers to Syed Nooruzzaman’s article "It’s army, once again" (October 24). Pakistan has been ruled by the army for nearly half its 52-year history. Every one of the governments elected since the military dictator Gen. Zia died 11 years ago has been dismissed before the end of its terms. Whatever Gen. Pervez Musharraf’s promises it is clear that the coup will ensure that in future army will call the shots in Pakistan. Having thrown out Nawaz Sharif, Musharraf does not know what to do next. The emergency has given him time.

As former Gen. Aslam Beg thinks he may consolidate his position and rule for some two years. But how? He is surrounded by a Punjabi-dominated military establishment, an eased-out General Jahangir Karamat and two of his seniors whom he superseded. The dismissal of an elected government is an act of high treason on Musharraf’s part. He knows this.

Whatever the General’s dream wish be, there are a number of compulsions on way which may force the army top brass to bring Pakistan under constitutional rule sooner or later. The Pakistani economy is basically reliant on a drip feed of foreign loans from the World Bank and the IMF. Both bodies have indicated that they are deeply concerned by the army takeover and are likely to withhold loans.

Pakistan has a foreign debt of more that $ 30 billion and rapidly diminishing foreign currency reserves.

The vexed question is who is likely to head a civil government? Benazir Bhutto appears marginalised. A warrant for her arrest following her conviction on massive corruption charges is still outstanding in Pakistan. She is not very popular with the army either. Sharif loyalists are down, but not totally out. Goodwill for the General on the streets would evaporate rapidly if the basics of life don’t improve for the common people. But how will he perform a miracle with Pak’s shattered economy?

India has to deal with the Kargil-wounded Gen Musharraf in a pragmatic manner. A wounded tiger turns more dangerous than a live one. Musharraf gives the impression of a straight-talking man, but behind it he hides a flamboyant a streak and a certain craftiness.

S.S. JAIN
Chandigarh