Dark side of the Muse!
A sedan, a cola, a movie, a clothing store and a fast food chain... What could these possibly have in common! The answer is one that glaringly hits the eye every single day. Kids in Ads. Yes each of these has kids in the ads. It doesn't seem to matter to advertisers when they harness the pester power to their own ends that it could do untold harm. Any ad with a kid sells. It’s industry gospel now. It is hard pressed to surf the idiot box for two minutes without seeing some kid in an ad. Never mind if it’s even an ad for switches. Irrelevance to the product is simply not considered a barrier. And we are so used it, that we wouldn't be surprised on seeing a pre-pubescent kid in a condom ad!
But little thought goes in the fallout of this on the kids themselves. Among the admiration, there are various accusations of abuse and neglect directed at kids in ads face. Simply because of their age, they are vulnerable to exploitation. Even when they don't recognise it as such. A recent incident on the sets of the Sushmita Sen starer 'Bhoot' illustrates. Children, the unmined fuel of our society, are perhaps most vulnerable to their 'near and dear' ones.
A bird feeds its young. A tigress hunts for her cubs. Parents take care of the children. A natural order of things in our society. But today we see kids looking at acting in ads, serials and movies as a profession. And it is not just any other profession. It is one that by its nature requires kids to adopt the role, mindset and mannerisms of another person. When this affects grown, stable people, how it affect kids who have not yet realised their full potential and personality? Is it not reasonable to suppose that the 'cool, hip, brats' that they portray on the silver screen impact their own behaviour and thoughts. What identity and behaviour problems would a kid playing a totally opposite role face? And that is apart from the peer pressure and image problems that kids today are beset with. If seeing Shaktiman on TV can make a kid jump off the terrace, how much worse can playing a super hero affect a kid.
And then there is the stark role reversal that occurs as kids become the CWEs of a Household. Innocuous enough term. But its implications are immense. Kids are supposed to be cared for. Not given the responsibility of fending for others and themselves. The impact of having, at very young ages, such responsibilities thrust on them would stunt their natural growth. Self confidence, esteem and image come in question when they see such potrayals.
Also, these portrayals by kids set the tone, language and mindset for other kids. These kids set the template for their social interactions and behavior. It is disconcerting to see them take for real the exaggeration of a copywriter for a brand.
Poornima...
But little thought goes in the fallout of this on the kids themselves. Among the admiration, there are various accusations of abuse and neglect directed at kids in ads face. Simply because of their age, they are vulnerable to exploitation. Even when they don't recognise it as such. A recent incident on the sets of the Sushmita Sen starer 'Bhoot' illustrates. Children, the unmined fuel of our society, are perhaps most vulnerable to their 'near and dear' ones.
A bird feeds its young. A tigress hunts for her cubs. Parents take care of the children. A natural order of things in our society. But today we see kids looking at acting in ads, serials and movies as a profession. And it is not just any other profession. It is one that by its nature requires kids to adopt the role, mindset and mannerisms of another person. When this affects grown, stable people, how it affect kids who have not yet realised their full potential and personality? Is it not reasonable to suppose that the 'cool, hip, brats' that they portray on the silver screen impact their own behaviour and thoughts. What identity and behaviour problems would a kid playing a totally opposite role face? And that is apart from the peer pressure and image problems that kids today are beset with. If seeing Shaktiman on TV can make a kid jump off the terrace, how much worse can playing a super hero affect a kid.
And then there is the stark role reversal that occurs as kids become the CWEs of a Household. Innocuous enough term. But its implications are immense. Kids are supposed to be cared for. Not given the responsibility of fending for others and themselves. The impact of having, at very young ages, such responsibilities thrust on them would stunt their natural growth. Self confidence, esteem and image come in question when they see such potrayals.
Also, these portrayals by kids set the tone, language and mindset for other kids. These kids set the template for their social interactions and behavior. It is disconcerting to see them take for real the exaggeration of a copywriter for a brand.
Poornima...
4 Comments:
A hutch campaign would not have been this big if not for the kid and the pug. You tell me. Isnt that what touches you? A telecom company and the kid have nothing in common, but it works. So why not.
Isnt adv all about 'selling' to the target audience by striking the right chord? It is not the advertiser's fault that Indians respond to emotions related to children. That's the way we Indians are, isnt it?
At the same time, i have heard that film makers take extra care of kids and do not make them feel uncomfortable. I have known parents of kids who act who take all cautious steps so that the kid doesnt start feeling unnecessarily superior just coz of this... things can always be worked out... wat say???
Hutch, Surf Excel, Asian Paints, Colgate.... the list goes on......
The two tools that you can use to connect best with the Indian audiences - Bollywood and Cricket.
But what do the above means cost? Can every other brand use these means to advertise their product? The answer is NO.
What is the next best way to lure an Indian consumer? surely, it is kids. Then why not use this means to advertise? What so ever, kids in advertising means business.
I personally do not think that children are exploited in any way. If they are a source of income for their parents, then why not?
Let me make a larger point first.
The roles of imagination , make believe, pretend in the overall development of a child. Its well documented that children's ability to imagine hypothetical and counterfactual possibilities makes a continuing contribution to their cognitive and emotional development.
Which kid has not played “ Chor Police ‘? Or acted as Robin Hood or as the Sheriff? Which kid has not played “ Doctor Doctor “? Which kid has not donned a “ fancy dress “ And never lost touch with the reality of real life. “ Raju , back to homework! ”
When a child reads, his mind conjures up visual representations. Those stay longer than the actual words. Think Harry Potter and sense all the visual imagery floating in a child’s mind. Kids love Harry Potter. The books are good for his development.
Now keep this larger picture in mind and reread Poornima’s post. Are kids used in advertising being exploited? Will they lose touch with reality because of a role in a 30-sec TVC? Will it cause indelible harm to their tender psyches? And aren’t switches supposed to be child – proof these days? Where’s the irrelevance? There’s a kid in almost every house, who sees, touches, feels every brand at home. And let’s give today’s kid credit for being smarter, wiser, better informed than previous generations of kids.
I’m not saying that some – a microscopic minority - advertising ought not to be regulated. Every country has a Regulatory Code that protects children. Let’s leave it to the code rather than becoming a judgmental moral / ethical police.
What say? Poornima’s article is certainly thought provoking? A penny for your thoughts
"they are a source of income for their parents"
Why not?!
Here's why not:
"Unless a child expresses an interest it seems just cruel to me to expose children to the harshness of the industry. People will discuss his/her looks, body, temperament, etc., in from of him/her in a very blunt and harsh way. The constant auditions and rejections are very difficult for adults to take, let alone fragile children just forming a self-image. It takes away innocence too early, in my opinion. It's a hard life for kids. I cannot stress enough how anxiety-ridden and stressful this business can be for adults, let alone kids."
In my opinion, if a child shows an interest in the performing arts, then it's well and good.
Why not? A child is not a commodity, that's why not!
Rashmi
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