THE heading above is not directed at anybody but it was included as a message among a variety of product advertisements being run on the electronic board in the lounge of the City Centre Mall in Dubai which I happened to visit recently. One message also read “It is prayer time” and remained on screen for a reasonable duration.

There must have been visitors in Dubai who wore disrespectful clothes in public places; therefore, they needed to be corrected in a polite way. I was waiting for my transport when it triggered a train of thoughts that meaningful messages could be a way to educate the people.

Competitive market giants carry out a lot of research and spend a huge amount on ads to attract customers for their products. However, sometimes it seems that they just want to thrust their will on potential customers in a way which causes frustration and annoyance among the latter.

For example an ad will occupy half of the front page in the print media or a commercial break will suddenly appear out of nowhere when the speaker is about to conclude his/her final point during popular talk shows on TV.

Good quality products need to be properly advertised as the customer does not always reaches them on his/her own, and sometimes it takes days to find a certain commodity. Somebody introduced quality confectionary to me — made in Karachi — but I was unable to get it for several days due to its confused location.

However, the ads industry along with product promotion, should also coin messages commensurate with moral, social, spiritual and national values of society; disseminate it with modern tools, and place such gadgets at railway stations, airports, banks, academic institutions, shopping venues, etc, for the benefit of the general public.

The print and electronic media should spare some space and prime time, respectively, to reflect public service messages along with commercials. Some sample messages, subject to rephrasing, can be as follows:

Please be regular in offering your prayers.

Please behave like a responsible citizen.

Cleanliness is next to Godliness.

Please do not be rude with people you come across.

Please be considerate towards weak and elderly people.

Please be respectful towards your parents and teachers.

Please be vigilant while meeting strangers.

Please observe utmost care while driving/crossing the road.

Kindly observe modest living.

Black marketers are a menace to society.

Food adulteration is a crime and leads to death. Notify all such criminals to the police.

Please wear decent clothes.

Please don’t honk as it causes noise pollution which affects your hearing and health.

Please don’t waste food.

Please be courageous if you witness a crime and report immediately to the police.

Please be courageous if you witness an accident, call for help immediately and notify the authorities concerned.

SIKANDAR ALI SHAHKandiaro