Smiling your way to Tax Office

Madam, what on earth are you doing ?

Can't you see ? I am posing for the camera

You are in the kitchen all right, why do you do need a laptop there ?

I don't know. The Agency asked me to hold a knife in the right hand and a mouse in the left.

Oh ! that's why you are smiling so wide. I only hope that you don't mess around with the Laptop !

No yaar! that one is a dummy laptop.

So what did you think when the Agency asked you to pose like that ?

I thought I am supposed to make a new recipe watching a demo through the laptop.

But you were supposed to pay taxes........

What tax? they paid me peanuts for that Ad after deducting all taxes.

Ah ah ah ahhaaaaaa
-------------------------------

Jokes apart, the SBI e-Tax AD leaves a sense of disappointment with regard to the copy and the visuals. The communication lacks appropriateness to the context.

The thought process in making the advertisement seem to run like this:

They wish to convey that e- tax payments are made easy.

To connote "easy" they wished to use a lady handling the issue. A common understanding is that women don't take much interest in tax matters.

With a lady in the visual the reader is "bound" to believe that it has been made easy :))

Having decided to use a lady the backdrop, naturally, must be a kitchen.



Kitchen means- scatter an assortment of vegetables, hang a pan spout etc on the wall, and an out of focus shelves, the kitchen is ready

Now the role of the copy writer starts. Oh its a kitchen !!!!. Then there must be a reference to a "recipe".

See with what difficulty the word recipe has been incorporated to justify the visuals

"My recipe to save tax payment hassles and time ?"

Did they write the Copy for visuals or created the visual for the Copy, I still wonder.

Chicken and Egg syndrome !!

An educative AD like this needs a simple straight forward message.They do not have to rely on models or play of words to capture the attention of readers.

A visual of thronging crowd at the Tax collection Centre with an inset picture of a person holding a laptop -at the comfort of his/her home- showing the SBI-eTax browser page prominently would have been more appropriate.

Technorati Tags: e-tax, SBI, advertisement, print media

“Collection of Best Posts: Indian Blog Ring Ring A Ring A Roses Home/Join |List | Next |Random

Nature has its own way.....

The advertisement in reference has an intriguing copy "nature has its own ways of telling you to shut up and sit down"

I could think of different interpretations for it :)

1) shut up your troubling mind and get immersed in the beauty around

2) your aching legs tells you to sit down, but the shoes are ready to take you anywhere

3) tell your,unseen,fiancee to stop her 'blah blah' and enjoy Nature

Coming to the visual part, the reflection in water could have been in focus and a little more colorful to imply something marvelous, being enjoyed by the trekker.

The picture depicts an unused, new pair of shoes. It would have been more realistic had it carried some dirt and soil on it to symbolize that it had tread an untreaded path in its exploration.

After all, the punch line is 'Explore More'

The advertisement has a good copy but fell short of capturing its full spirit in visuals. Nevertheless it catches your eye without fail.

What is AWAU all about

Hi !

Everyday we are bombarded with hundreds of advertisements all around us. The AD WORLD AROUND US tend to create a world of fantasy if we are to believe them.

You may live without microbes contaminating your toilets, floors and body leave alone the drinking water.

You may grow a lustrous long hair using a XXXX Hair Oil and make it 'dand druf proof ' using YYYY protein shampoo finally to sacrifice it in a famed ZZZZ Beauty Clinic !!

We can save labour and drudgery using a washing machine, a dish washer and a vacuum cleaner to save time to visit a premiere Health Club. There we may burn the calories that tend to bother us as informed by the doctor in a white coat in an AD -between the time breaks of a mega serial !

The list would be endless. My intention is to share with my readers the reactions I feel about any advertisement as a common person with its Plus & Minus points, aesthetics in execution and above all the correctness of information to the best of my ability.

The intention is to critically view the ADs that appear in different media and get the Reader's viewpoint to see where the convergence lies.

Incidentally I may share any interesting news on "mis-adventures" of people who become victims of hyped claims for a wider awareness as case studies.