Television advertising in Pakistan has improved over the last five years, but still leaves much to be desired. Distinctive image processing, Dolby-surround sound effects, catchy jingles, cutting-edge editing, special effects and computer graphics, outstanding direction, natural acting and above all original concepts are the fundamental ingredients of international commercials. Here the search for perfection seems too automatic.
Satellite/cable TV in Pakistan has broadened the average consumer’s view of the world. It is also developing a better sense of ‘creative judgment’, which is the ability to appreciate the finer things in life and distinguish between an original and a bland concept. Today’s younger generation is greatly influenced by the net and the foreign magazines, videos and films. It is no longer a dumb and insensitive audience being bombarded with a myriad of commercials just for the sake of it. It has become much perceptive and knowledgeable.
These facts are increasing the gap between the standard of TV commercials expected by the audience and that presented by the advertisers. Therefore, the advertisers need to fill this gap if they want the audience to be more receptive and responsive to their promotional efforts. It is high time that they realize the importance of good quality commercials and their role as energizers in inciting a positive response.
A wonderful ad concept can seem cheesy if the editing is not done right. Digital video editing has indeed opened new doors to high quality productions and the audio-video synchronization no longer remains a laborious, energy consuming process. The quintessential software, Adobe Premiere, used for non-linear editing (NLE) offers a number of professional video, transition and audio effects.
An experienced non-linear editor can really work miracles with this software and today, most Pakistani TV commercials are produced on the Digital Video Format (DV), therefore the picture resolution is superior and the editing itself is quite professional. NLE has freed producers from the shackles of traditional linear-based editing on Betacam SP and U-Matic Equipment. Despite the merits of NLE, a vast majority of TV commercials in Pakistan still have banal concepts, lame themes, monotonous jingles, jerrybuilt direction, camera-conscious models and amateur graphics. These underrated productions have a most disastrous effect on the believability of the message and the credibility of the advertiser.
Determining the line between good taste and bad as far as Pakistani TV commercials are concerned is a dilemma. As Pakistan is a multi-cultural country, different people have different perceptions, lifestyles and artistic standards. For instance, some people may find the sound of a cow mooing in a tetra-pack milk commercial tacky, whereas others may find it appealing. Likewise, the accent of the character might appear rustic and crude to some, amusing to others.
Distinct, nonconformist or vampire-creative ad concepts can backfire very easily, if implemented by amateurs. Thus, intellectual, creative and experienced directors should be entrusted with such ad concepts. A flat screen TV commercial, produced abroad, has a very unusual concept. It is funny and thoroughly entertaining. The communication commercial starring Shaan is a fine example of the product’s Unique Selling Propositions (USPs) through an ingenious script. The slice of life depicted in this commercial is complemented by good acting and unique image processing. However, a biscuit commercial featuring Ali Zafar and Iman Ali has an unusual concept which appears irrelevant.
Ads that are based on simple concepts often do the job, provided they are properly portrayed. For instance, the concept of a property commercial is easy to grasp, as the USPs are clearly presented. The commercial consists of some great outdoor and indoor shots of the villas edited using ‘additive dissolves’ as transitions. The concept of another biscuit commercial is well thought-out. The picture resolution and editing are flawless. Furthermore, the performance of models featured as mother and daughter is quite decent. A chocolate commercial with the two schoolboys is also based on a simple concept that is fresh and without pretence.
Most TV commercials are built around lame and sloppy themes that insult the intelligence. The concepts are outdated and slipshod to say the least. Even a soft drink company’s commercial featuring three siblings pales in comparison to the multinational’s previous advertising efforts. Whatever the standards of tastefulness may be, they surely do change over time.
There are many factors that influence them, such as the media (particularly foreign), friends, neighbours, colleagues, peers, patterns of consumption, product trials, introduction of new products, ad campaigns, etc. At the time when the a footwear ad filled with an aura of mystery appeared on television, most people failed to understand that the advertiser was actually trying to do by creating a high-class image in the minds of consumers. Today, such commercials would stand a better chance of acceptance, as local tastes have definitely evolved.
The budget is one of the major factors contributing towards the production quality of a TV commercial. It all depends upon how much the advertiser is willing to spend. Most advertisers have a short-term perspective. According to them, advertising is solely used to create product/service awareness and as such allocating a large budget for its production would be wasting valuable resources. They are unaware that advertising is primarily used “to gain attention, hold interest, arouse desire and elicit action” (AIDA model). As a result of this misdemeanour, sub-standard ads are produced which have a negative impact on the audience.
Since advertising has a long-term perspective, commercials need to be produced to create a positive impact and a lasting impression. They should not irritate the audience each time they are aired. A good commercial also acts as a reinforcer as well as a reminder. It has the power to make a consumer purchase a product even after several months of discontinued use.
A proper advertising budget helps create the right impact by accommodating sophisticated concepts and using famous personalities and models to endorse products. A realistic budget ensures a digital video or a high band production and if necessary, a post-production from abroad. It also allows the advertising agency to hire competent directors, camera and lighting crews, editors, fashion consultants, set designers, dress designers and experts in animation and special effects. In addition, it provides more creative freedom, as outdoor shooting on special locations or special set designing can thus be made possible. Last but not least, it allows the creation of a proper jingle based on the ad concept, recorded in a professional studio and performed by talented musicians.
The rap-style jingles sometimes used in Pakistan fail to exude the true spirit and attitude associated with this genre of music. Even a catchy tune cannot convey the true essence of rap singing. This is because some words in the jingle do not gel with the tune. Narration is also a key element of TV commercials. The advertisers should understand that the female blabbing away (in a rustic accent) at the speed of light to say the maximum in a 10 seconds promo is nothing but ghastly.
As far as biscuit, bubble gum, toffee and chocolate ads are concerned, the standard of animation is quite superior. Moreover, the vector-based character animation and rich thematic environments add a whimsical look to these commercials. Some tooth powder, dishwashing bar and mosquito mat commercials are also some examples of outstanding animated productions. Although these have been there for quite some time and are rarely shown now, but the animators still deserve a pat on the back. The commercial based on 3D character animation is a real visual treat. Though such animated productions (mostly developed abroad) are heavy on the pocket, but the advertisers undoubtedly realize the benefits associated with superior quality.
Camera work has a lot to do to translate the ad concept. The comportment of models in a commercial is also vital to its success. Good looks do count, but professional acting is an essential ingredient. Advertisers believe that models in commercials should be able to captivate the audience with their charms. This is a fallacy. Some advertising agencies in Pakistan do not reward their creative staff for their efforts. This promotes an atmosphere of discontent amongst the employees. There is not only a lack of motivation to work, but also a lack of creative ideas. A general creative block prevails as people stop putting in their best. This ultimately gives rise to the production of low standard advertisements.
Advertising agencies enjoy little freedom as far as creativity is concerned. They are bound to build their working around the advertisers’ prosaic concepts. Many advertisers neither have an aesthetic sense nor any marketing acumen. Their aim is to copy the competition. Some of them can be easily pleased by the advertising agency, while others can be really annoying, as they want to attempt the impossible in a shoe-string budget. Their ideas are unachievable and unrealistic. Thus, no matter how hard the advertising agency tries; it cannot free itself from the bucolic mentality of some advertisers.
Technical resources also determine the quality of commercials. Multinationals prefer to get their commercials made from abroad, where better models, experienced directors, and top-of-the-line production facilities are available. These agencies may have a state-of-the-art production system, but the production crew may not possess the required artistic flair.
Most of the personnel working there rely on orthodox approaches of production and have no background of marketing whatsoever. Producing a high standard TV commercial is certainly not their ball game. At times, it becomes difficult for the advertising agency to communicate with these people, who think that producing TV commercials is a piece of cake. In order not to offend these self-professed production gurus, the ad agencies have to be diplomatic and tactful. Therefore, commercials produced through these agencies lack something or the other.
The crux is that more time and thought need to be devoted to advertising concept visualization, development and presentation.
Television advertising in Pakistan has improved over the last five years, but still leaves much to be desired. Distinctive image processing, Dolby-surround sound effects, catchy jingles, cutting-edge editing, special effects and computer graphics, outstanding direction, natural acting and above all original concepts are the fundamental ingredients of international commercials. Here the search for perfection seems too automatic.
