'Advertising is a con game.' That's what the world at large thinks.A layman thinks of an advertising person as a crook and a cheat.
The Government of India,has time and again overlooked advertising from the list of worthy professionals eligible for tax concessions and other benefits.The Government clubbed advertising with real estate agents for TDS under Section 194H.Who says,"When ignorance is bliss it is folly to be wise?"
Recently I read the findings of a survey on the image of advertising profession.The findings were as expected,very disturbing.It seems the profession has an overall unfavorable image.This is primarily due to the fact that advertising is perceived as an activity that does not conform to the accepted norms of truth,decency and legality.
Who is to blame?I think we all are.It takes just a couple of dishonest campaigns to destroy the credibility of thousands of good honest ads.And in the process tarnish the image of the image-makers.
Day in and day out,we change people's attitude,modify their behavior,add to their knowledge.All this we do for our clients' products.But rarely have we done anything to change people's attitude towards advertising.Why are we loathe to campaign their behavior? Why have we not sincerely undertaken a campaign to educate the masses about the goodness of advertising?Why do we have to live up to myth of being the 'hidden persuaders'?
It's time,each one of us did some soul searching.Let's join hands and make a concerted effort to rectify past sins.
The Government of India,has time and again overlooked advertising from the list of worthy professionals eligible for tax concessions and other benefits.The Government clubbed advertising with real estate agents for TDS under Section 194H.Who says,"When ignorance is bliss it is folly to be wise?"
Recently I read the findings of a survey on the image of advertising profession.The findings were as expected,very disturbing.It seems the profession has an overall unfavorable image.This is primarily due to the fact that advertising is perceived as an activity that does not conform to the accepted norms of truth,decency and legality.
Who is to blame?I think we all are.It takes just a couple of dishonest campaigns to destroy the credibility of thousands of good honest ads.And in the process tarnish the image of the image-makers.
Day in and day out,we change people's attitude,modify their behavior,add to their knowledge.All this we do for our clients' products.But rarely have we done anything to change people's attitude towards advertising.Why are we loathe to campaign their behavior? Why have we not sincerely undertaken a campaign to educate the masses about the goodness of advertising?Why do we have to live up to myth of being the 'hidden persuaders'?
It's time,each one of us did some soul searching.Let's join hands and make a concerted effort to rectify past sins.
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