Science fiction. Advertising in 2075

 

Science fiction. Advertising in 2075

We all know that the great art in writing advertisements is the finding out of a proper method to catch the reader’s eye; without which , a good thing may pass over unobserved, or lost among commissions of bankrupt. And it holds valid in 2075 as well. 

In 2075 with social modernisation and liberalisation, many believe humans have attained an uber-like status when it comes to social refinements and equality. There is gender equality, there is no class based distinction, at least it is so when one looks at the human society superficially. But when you observe for long enough and you try to understand every detail, you realise it is actually a farce and it is an eclipsed view of reality.

I had once read this somewhere: Three days of uninterrupted company in a vehicle will make you better acquainted with another, than one hour’s conversation with him/her every day for three years.

And most of the people who believe there is absolute equality in 2075 belong to this category of people who have one hour’s conversation with these people in 2075 for more than a year, and falsely believe they know the society of 2075 better than anybody else does. Whereas, that is not a fact. Because they appear to miss a lot of details. And advertisement campaigns launched by companies are the best way to observe and understand the social and cultural sensitivities that exist in a certain age.

Although many females fought for long and finally managed to achieve social equality. Which most of them seem to be proud of. And rightly so!

I personally appreciate their valour and resilience to strive for their goals, and I believe they are meant to be our equals in every regard. However, in 2075, where most of them have now retired into complacency believing that they have achieved absolute gender equality and women empowerment, I feel deeply perturbed, because it is not so at all.

I have always believed females have the potential to be scientists, doctors, philosophers, mathematicians, almost anything they wish to be. And I have protected this belief of mine fiercely and with utmost earnestness. But in 2075, I felt deeply saddened when I looked at promotional ads flashing on digital screens or originating as 3D holograms. 

There was one thing common in all of them. Females sparsely dressed and being projected as objects or as commodities. And it could only happen when those who were fighting for the cause of women empowerment started believing that women should only be admired for their bodies because they have no brains. At least the advertisements go to prove this belief. 

And it is so, even in 2075 when women have the spending power that almost equals that of men. But why this bias, and why are so called female rights activists allowing this to happen in a society that is so advanced and liberal? And what is most disheartening is the fact that multi billion dollar companies owned by females approve of these ads and they instruct the advertisement companies to project females as commodities and not as intellectuals or individuals. 

I believe females are individuals too and we are past the Pompeii era, where she was nothing more than an object. Right now in 2075, this fact is being neglected by everybody and they still claim with unparalleled haughtiness that there is absolute gender equality in 2075 and females have equal rights. 

When it comes to rights, it is not about drawing the same pay, securing the same jobs as men, it is also about how the image of females is projected and how they feel in a society. And nowhere does this image manifest the reality better than in advertisements, where she is projected as a commodity with a certain quotient of visual appeal, because she possesses nothing to appeal to others with her mind and intellect. That is how it is when one looks at the ads.

Whereas that is untrue. She possesses every quality to be an intellectual powerhouse and redefine many scientific thoughts and lay the foundation of a nation that is meant to be star bound.

However, in 2075, many businesses have taken a note of this social inequality and few companies have started working on advertisement strategies that focus on femininity as a beautiful creation of the Universe with many virtues that enrich human mind and psychology in boundless ways. Although, to a man she is a companion who renders his life meaningful and fulfilling in many ways, yet there are many who project her as an object. 

Maybe it is a business need and many business owners who still belong to the primitive school of business strategy, resort to advertisement strategies where a female is projected as a thing, and not as an individual. Because they believe it attracts more business. 

But in 2075, the rich, educated and socially aware class of men, actually endorse advertisements where she is presented as an individual who possesses intellectual class. Whereas ads where she is shown as a sleazy and debauched person with emphasis only on the oomph factor, tend to fair poorly and are mostly rejected by the majority of men with the maximum buying power.

This is why, in 2075, there are a few companies that are redefining the psychology of marketing and therefore that of advertisement. With localisation and cultural sensitivities as essential considerations. Let us take a simple example of a company that sells hair care products. And in this blog post let us name this company as Laa OOOO.

The Ad

A beautiful female appears on the screen. She flaunts her silky and wavy tresses of hair. The camera always focuses on the hair and towards the conclusion of the ad, she appears in front of the camera and the camera zooms from top to bottom. Covering her head, her face, her body and lower part, including her Legs. 

Big mistake! 

Towards the end when the camera zoomed on her body, the viewer now only remembers her body, and its contours. And the main purpose that the ad was meant to serve is lost completely. Because the viewer's attention has moved from hair to her body.

But there is another ad.

A beautiful model, where everything is in perfect proportion. Beauty, hair, body and clothing. All in perfect symphony. Few models have this kind of appealing, yet subtle beauty, that allows you to notice what the camera wants to focus on. 

In the case of this model. The hair gets projected, so does her body, but the selection of the model is such, and the projection of her body is not done with intention to present her as a commodity, but as an individual, who right now wants you to focus on the hair. And it is spot on. The ad ends, and the viewer's mind remembers the image of the model as someone appealing and beautiful, but her appeal in this case, only lies in her hair. Only the hair. 

( What happens when the same model features in a different ad? How does human mind separate the same person? Then associate him/her with different products, and different aspects of his/her features and personality as well? That is the true art of advertisement and only few are masters of this art. But in case of models and actors with huge fan following, the logics change and vary considerably depending upon the product/service, actor/model, demography of fans, target region, target audience, image/appeal of the actor with huge fan following versus the product/service being promoted...... ah it is a long list that needs to be evaluated prior to deciding on the ad strategy and ad psychology etc. etc.)

And guess what. Laa OOOO sells extremely well, only because of the second ad and the right choice of the model. It is the same when there are ads featuring male models.

And in 2075, this is a trend that is catching up and many companies are adopting new ways to redefine advertisement. Where women are shown as individuals and not as  projections of attraction and subjects of wild fantasies. They realise advertisement is a very fine art where everything has to be in perfect balance. Do it in excess, and you will fail to drive the viewer's attention to the point you wish him/her to focus on, and if you do it lesser than what is required, you will fail to attract his/her attention at all.

And when it comes to a few advertisements where certain services and products are concerned, not including humans ( man or woman ) serves the purpose of advertisement better. Especially in case of products where one is promoting features offered by a product. By including humans in these ads the attention gets divided, but if we only show the product with the right background music and emphasise on the logo and brand of the product, the ad creates a better and lasting impact. If including a human is mandatory, then choosing the right model should serve the purpose. Not a digital avatar!

In 2075, the psychology of advertising is changing and so is the projection of females as well. And as humans progress and become intergalactic, it is hoped by many that women shall be considered as equals of men. But there will be subtle differences and they should be kept intact, otherwise the societies will lose their balance and start falling apart. Because a house with two masters often fails to evolve into a home. And for it to become a home, a certain level of difference between man and woman managing the household as a family is necessary. Otherwise, it will become like a car where all 4 wheels want to choose a direction of their own will. We all know what will happen in this case. And in 2075, many societies realise this fact and are evolving to redefine social classifications where all are treated as equals and as contributors.

However, in 2075, human emotions will experience a lot of change and humans will express love in different ways. All because they will be interacting with self aware machines. To know how subtle or deep these emotional changes will be, read the science fiction novel, They Loved in 2075. It offers a modern and realistic take on human society that would exist in 2075. And here is the best part, They loved in 2075, is an intense romance scifi.

How intense was the scifi novel? Let me know once you have read the science fiction novel,  They Loved in 2075.