ABSTRACT: Application of child model in advertising world undoubtedly creates a new dimension. The presence of children in advertisement of any product or service which is mainly produced and served for the children only is able to create an impact on the society. The producers and sellers may encash such impact if they apply child models logically in advertisement. But now- a- days, without considering the necessity the appearance of child is coming up at random in different media in favour of different goods and services. This misapplication of child model in advertisement invites “Propriety Audit of Child Model in Advertising Cycle.”
Considering the truth of ‘out of sight, out of mind’, the big shots of business world have taken the shelter of advertisement only for sustaining the existing market share and to penetrate the new roots of market. In the question of struggle for existence, advertisement is the most powerful weapon in the modern business world. The concept of open trade policy treats the word ‘monopoly’ as obsolete, consequently advertisement spreads its aggressive influence from workplace to bedroom. Though it can’t be said after discussing the history of advertisement that from its very moment of birth it has been being used as an instrument of sales promotion. The application of advertisement is first marked as the means of communication. But due to rapid industrialsation, growth of population and change in market scenario the basic concept of advertisement has been changed and a new horizon of advertisement has come into existence.
In pre and post independent period only the business houses made advertisement to compete with the competitors. But, at present days the non-profit seeking organizations are not beyond the touch of advertisement. With the help of both these organisations many children, young boys and girls have come to lime light. For example we can mention an advertisement in the fifties of 19th century which was sponsored by ‘Kolley Company’ – a renowned biscuit manufacturing concern of Kolkata. The models of that advertisement were immortal film actor Uttam Kumar and his child Goutam. This incident proves that the thought of using children in advertisement is neither a novel matter nor an exceptional incident.
Usually, biscuts, cakes and lozence producing concern began the use of children in advertisement. But the changing environment of business world pulled out child models in the world of advertisement and now it is considered as a vogue. In the era of globalization each and every producer wants to prove the supremacy of their products or services over the competitors. As a result of it, so many competitors consciously or subconsciously involved in a war which is popular as advertising war. This war opens the door of advertising world infront of children and consequently we can observe the unwanted presence of child model in various advertisements. The form of advertisement of ‘Forhans’- dental powder – was - a little girl was laughing loudly at the time of learning how to swim with the help of her father. The headline of that advertisement was – “Those wonderful years, when she wants to learn, teach her proper dental care with forhans”. In the advertisement of ‘Pepsodent’ – dental cream – a child remarked– “sarirat kitanuse larta rahata hai, bilkul meri didiki tarha.” ‘Colegete’–dental cream – generated a safety circle where there was present a baby with her parents. In modern times, a pair of statement of a girl and a boy in the advertisement of ‘Clinic Plus’ – shampoo – is not beyond our vision. Hence, the girl demands – “Mai rani tu meri chakrani” and in the same advertisement the boy declared – “Tu meri swapnaki rani”. Most of these advertisements fail to prove logically the causes behind the presence of child models in advertisement.
In 1950 child model in advertisement was very rare. Actually, in 1960’s this practice started rapidly and from 1970’s and onwards the application of child model in advertisement established new dimension. In this connection we are bound to recall the face of a sweet little girl who posed placing her pointer finger on her lip and the caption was – “Murphy delights the home!” The words of mouth of a boy and a girl – “I’m a complan boy”, “I’m a complan girl” in the advertisement of ‘Complan’ – a nutritious drink – are still present in our ears. In the advertisement of hajmola of ‘Dabur’, the statement of a child – “Hasjmola Sir!”, the intention of a little girl in the advertisement of ‘Pears’ soap – “Mummy jasee sunder bane”. etc. are the burning examples of proper application of child models in commercial advertisement. Like commercial organization many non-profit seeking concerns are doing advertisement with an object to promote social awareness in different angles among the people of the society. The presence of child model in non-commercial advertisements is not a rare case. In the advertisement of National Literacy Mission, the presence of child models draws our attention. The caption of that advertisement – “Chal parai kutch kar dikhai” – undoubtedly create a hope of light in the dark of illiteracy. An attack on the poor father by a lot of children and their sought – “Ba-Ba-Ba-Ba” – has sent a special message in our social life and that is – “A small family a happy family”. It was sponsored by the department of Health, Government of West Bengal.
It has been mentioned earlier that the application of child model in advertisement just opens a new route. But it is the right time to analysis to what extent the children are being used properly in the world of advertisement and consequently the concept of ‘Propriety Audit’ comes into consideration. The term ‘propriety’ connotes the level of rightness or justness. From auditing aspect, propriety audit may be defined as an appraisal of rightfulness of any executing actins and plans. In the light of propriety audit some unavoidable questions are raised in the society about the application of child model in advertisement and these are: what are reasons behind the entry of child models in the world of advertisement? How does the advertising world influence the child models? Is the advertising world really inactive without child models? What is the prospect of child models in advertising world? Before going into searching the probable answers of these queries, one thing should necessarily be mentioned and that is the main aim – sales promotion – of advertisement. Though advertisement was introduced as a means of communication but at present it is used as a weapon to draw the attention of the people of the society by hook or by crook. At the very birth, advertisement was published only in the papers and consequently the sphere of it was very limited. After some time the area of advertisement expanded gradually through audible way, but with the help of audio-visual way now it is universal.
Reasons behind the entry of child models in the world of advertisement: Before starting the discussion, one thing may better be noted that all sorts of decisions on behalf of children are taken by their parents or near relatives. Therefore, initially the desires of parents push the child into colourful world of advertisement. Most of the guardians prefer to see photograph, movement and hear the voice of their words in the newspaper, magazine, television and radio respectively. In addition, the guardians being overwhelmed with joy regarding the sunny future of their children are trying to open the door of advertising world in front of their children for ensuring their certain future. They also believe that if their child has got a chance as a model in any advertisement then their chance in the film is nothing except a matter of time. Therefore, some children make their position permanently in advertising world through applying their individual creativity and efficiency. In such a competitive situation no guardian is ready to deny such a great opportunity.
Influence of advertising world on child models: It is better to say in the context of the second question that advertising as a profession is able to influence continuously the guardians and the society of children. The continuous flow of children in the world of advertisement establishes this truth. But it is the high time to think on the part of the guardians how far the future of children in this world is certain. The endless waves of changes are changing the form and nature of advertisement in every moment. What is new today is old tomorrow – this truth flashes in the mirror of our mind when ‘License’s’ Rahul and the face of Raju, the child model of ‘Horlicks’ appear. “I love you rasna” in the mouth of Gita, the child model of ‘Rasna’ has been lost in the unfathomable depth of forgetfulness though once it reached the apex of opportunity. In modern times, the market has been captured by the expression “Very good, give more and more” of the child model of ‘Bigones’ – a renowned brand of ice-cream. Therefore, the world of advertisement never ensures the certain future of children.
Applications of child models in the world of advertisement: It is necessary to mention the main object of advertisement once again while discussing the third question. Today’s advertisement is nothing but a weapon to promote the sales line. For attaining this goal advertisement has turned children into commercial goods and we can observe it easily if we cast our eyes on ongoing trend of advertisement. At present, the producers of shirts, shoes, medicines, biscuits, lozence, baby food, soap and even washing detergent powder use child model in their advertisements most unscientifically. The expression of a child model – “Likhtee likhtee love ho gay” – in the advertisement of ‘Rotomax’ – ball pen and in the expression – “Thick thamma tomar motto” – of a little girl in the advertisement of ‘501’ cloth washing soap may be considered as the burning example of misuse of child model in advertising world.
Role of child model in advertising world: The entry of child model in the world of advertisement is nothing but a routine change only. But, it is very difficult to say certainly about when and how child model was applied in advertisement. Goutam of ‘Kolley Biscuit’, Gita of ‘Rasna’, Alankar alias Raju for ‘Horlicks’ may be considered as the path-finders in this new dimension. Though the flow of child model in advertisement appeared in the seventies, it is following yet with more speed. The bright presence of a child with cricketer Sachin Tendulkar in the advertisement of ‘Britania’, a question of a child – “Ap mujka budhu samajhata hai” – to the actor Amitav Bachan in the advertisement of ‘Pepsi’ and such presence of many children in uncounted advertisement on many occasions may generate a thought that childless advertisement is almost impossible. But all of us are aware that nothing is indispensable and in the practical field nothing can continue for a long time. With the passage of time there will be an ebbed tide in the force of child model in advertisement or a change may come in the application of child model. Without considering the necessities, advertisers are running after the competitors and its reflection occurs when we see the presence of child model necessarily or unnecessarily in the advertisement of various homogeneous products viz., ‘Boroline’, ‘Borocalenula’, ‘Boroplus’, ‘Keokarpin’ etc.
Prospects of child model in advertising world: One pertinent question – what is the future of child model may arise specially when we are trying to disclose the prospects of child model in advertisement. It is a very difficult but undeniable task to discuss the future of child models in advertisement. There is no doubt that a signal of a beautiful and certain future insists the guardians to push their child in the world of advertisement but now it is very urgent to open how far this expectation has been fulfilled in real life. The names of Baby Gita, Alankar, Shikharani’s Bag, Dais Irani, Baby Nag etc. are sufficient enough for disappointment of the guardians and the children also. All of these models made a stir in the first step but they failed to stay in the world of advertisement permanently though they appeared in one or two films in the subsequent times. Lastly one thing is to be mentioned very clearly that is the effect of tough competition. Every child model has to struggle every moment with an object to save himself or herself from the hands of this competition. Some survive for the strength of fate or for individual efficiency in the world of advertisement, but they are very few in number.
References:
1) A Text of the lecture delivered by Stephen Greyser on “Some Reflections on the Social Impact of Advertising” in the 13th Asian Advertising congress, New Delhi.
2) A Text of the lecture delivered by Christopher Howes on “Advertising and Social responsibility” in the 13th Asian Advertising congress, New Delhi.
3) “Economic Effects of Advertising” by Shyamal Ghosh, The Economic Times, 5th April, 1978.
4) A Text of the lecture delivered by Dr. B. K. Basu on “Social Impact of Advertising” in the Dept. of Commerce of Addra University, Waltair
5) “An Insight into Auditing – a multidimensional approach” by Dr. B.K.Basu, Basusree Book Stall, Kolkata, 2004.
6) “Social Audit of Advertising”- a research work by Dr. Nilay Kumar Saha under the University of Calcutta in 1997.
7) “Advertising: Attacks and Counters” by Prof. Stephen A. Greyes, Harvard Business Review, March – April, 1972.
8) “Panjika: Vigyapane Samsj Darpan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, July-Sept., 1998.
9) “Vigyapane Angabhasar Bibartan” by Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, April –June, 2004.
10) “Vigyapane Ma” Dr. Nilay Kumar Saha, Loksamaskriti Gabeshana – A Research Journal on Folklore, January-March, 2005.
