This is an age of re reading. Everything
is reread now. Traditions, values, myths, scriptures, literary and artistic
works, cinemas and all are going through a process of re reading. Re reading is
an intellectual activity. Re reading brings forth fresh ideas and invites us to
look on conventional beliefs in a new way. It is like a torch that flashes
light on an area that existed but was not high lightened. The exponents of re-reading
asks many questions to the age old accepted beliefs.
Thus the drama, Othello, of the
famous English dramatist Shakespeare is re read to find the racial prejudice of
the writer against the marriage of the black hero Othello and the white lady
Desdemona. Either Shakespeare could not suffer them to enjoy their marriage bed
for a day or the writer was afraid of the white society. Was Desdemona punished
for neglecting the proposals from many white young men of the town and marrying
a black man? The exponents of re reading affirm a foul play by the white
dramatist.
This process is the intellectual mood of
the age. So whether they are consciously doing it or not, people are re reading
into conventional images.
Those who work in advertisement field
are to take care of this change of attitude of the people. Otherwise the images
presented in advertisements may create an unintentional impression.
There was a famous poet who wrote in my
mother tongue. His name is Kumaranasan. He is often equated with the English
Romantic poet P.B. Shelly. One of his famous poems is Veenappove
(meaning: the fallen flower). The theme is the impermanency of earthly beauty. He
was writing about a red rose that was in all its glory in the morning, but has
fallen on earth by the evening.
We all consider Red Rose as a symbol of
pure, truthful love and care. Young lovers in college campus used to present
Red Rose to their lady love as a token of love. Red is passion. Red Rose is passionate
love. This is a conventional image used by literary writers and artists since
ages as a symbol of love. “O my Luve's like a red, red rose” is a famous line
by the Scottish poet Robert Burns.
But does the intellectual mood of these
days accept the conventional interpretation. The Rose is red and fresh in the
morning. It is the red heart of the lover. But all roses are subjected to
decay. It fades and withers by evening.
Is the love represented by the Red Rose
look fresh in the morning and fades and withers in the evening? Is that an
acceptable love? Does the lady accept it or reject it?
Jokingly we used to say in our college
that a boy’s love for a girl should last at least for a semester.
The luster of red rose has dimmed. A
simple red rose may leave a different impression on the viewers.
So in advertisements, it is better to
use total images. Look at the images of vineyard or eagle used in the Bible. Go
to its details. You will be amazed digging up fresh meaning that throws more
favorable light on the conventional meanings.
Total images are not self contradictory
in details.
I agree that red rose is well known as a
symbol of love among the people. People may accept the conventional meaning.
But you are not the only advertising
firm in your area. The other advertising firm can drive the intellectual mood
of the people to the impermanence of the flower.
And the whole money spent for your
advertisement is lost.
Total pictures are a rare species. It is
difficult to examine all revealed and hidden implications. Accepted conventions
are the best.
But how can we overcome the intellectual
mood of re reading.
Let us go back to the red rose. The Red
Rose fades and withers only in the evening. None so far has come up linking the
idea of impermanence with the morning fresh red rose.
Instead of presenting a ‘red rose’, try
to present a ‘morning fresh red rose’.
The age old image of Sun has a problem
of ‘rise and set’; ‘resurrection and death’. But the ‘morning Sun’ is always
birth/resurrection/energy etc. The ‘noon Sun’ is energetic youth. The ‘evening
sun’ is a fulfilled life.
Next time, before you add an image in
your advertisement, subject the image to re-reading.
Use total pictures in advertisements.
The intellectual mood of the people has
changed.
Professor Jacob Abraham
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