Commercial signboards -DAWN Magazine; July 13, 2003

July 13, 2003

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Commercial signboards THIS is in reference to an interesting article,” Painting Town Black” that appeared in the Magazine on 22-6-2003. The author makes a very good point at the end of the article: “The only point being made by this smearing spree is perhaps that women be put outright out of sight. But can they be put out of thoughts is the question” First of all, I am of the opinion that there is no need for such sign boards to be installed on the main roads because most traffic accidents happen only because of such existing sign boards. Secondly, what is the justification of showing women’s faces in the advertisements of the Shaving Creams, phone cards, Scooters? Similarly, why should there be excessive advertising of certain well-reputed items that are already selling well? TV and newspapers are sufficient to show advertisements of such items. Then what is the need of advertising in signboards on the roads and create further distraction for the drivers? Another point in case is that the manufacturing factories do not bear the expenditure of these massive advertising campaigns. They are recovered from the customers by increasing the price of the items; by decreasing the quantity packed and by lowering the quality of the items. If the manufacturers adopt the policy of showing an appropriate number of advertisements and only through the newspapers, then the prices of the items can be reduced. In addition to this, the quality of the product may be improved and the quantity per pack may also be increased. Roads are suitable for erecting signboards, in which good and sound advice is given to our generation, in order to enhance their morals and build a good characters. However, roads are not suitable for exhibiting commercial advertisements showing the faces of women because they can cause the death of people in road accidents. Hence, I am against the erection of sign boards of commercials advertisements. I request to the government of Pakistan to restrict the display of commercial advertisements on signboards.The manufacturers should be ordered, strictly to maintain the quality of their products and the quantity packed. The manufacturer should be responsible for paying compensation to the affected persons in case a road accident occurs just near the commercial signboards. RAJA GHAZANFAR ALI KHAN Islamabad In the name of culture THIS is in response to article “In the name of culture”, by Prof Shahida Kazi (June 29, 2003). While throwing a light on different aspects of Sociology, the writer is right in saying that we have not created an ideological society but instead have fostered a political, non-thinking, non-critical, selfish, materialistic, uncaring, un-symphatetic, conformist society. Sadly, the status quo will remain for several generations. However, there are clashes and conflicts frequently on account of open or latent discrimination between two sets of people belonging to different cultures and sub-cultures. The social and cultural domination by Hindus and the fear of extermination of their sub culture, prompted the Muslims of the sub continent to demand a separate homeland for themselves. Due to the sagacity and statesmanship of the Quaid-i-Azam Muhammad Ali Jinnah, coupled with the support of most Muslims of the sub continent, this objective was achieved. We also faced the problem of separation of East Pakistan, mainly because the Bengalis wanted to preserve their sub culture. The Bangladesh movement can be directly attributed to the fact that the Muslim Bengali sub-culture, was distinctly different from the sub-culture of the Muslims of West Pakistan. This is why Bangaladesh had actually declared its secession from West Pakistan, under the leadership of Sheikh Mujib-ur-Rehman. What we forget, are the values of society and discriminated against some of them. Islam makes it mandatory upon governments to take good care of minorities and recognises their role in shaping the society. We also ignore the various ethnic groups that populate Pakistan. This attitude is also reflected in our system of education. As our children are limited in what they learn and our text books are pathetic. Our students are painfully unaware of their own history and geography, their knowledge is confined to the text books. The bitter reality is that the evil has spread its roots into our culture firmly, and only our sincere, honest and collective efforts can bring change in our system. SYED ALI ZAIDI Hyderabad

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