Humans beings are spontaneous in nature. Each individual is different from the other, however, the 5 positive human qualities that more or less constitute our character and behavior, are quite the same in all humans. Each being is connected by the choices they make in life. The concept of values and vices are very subjective in nature. The situation drives us in committing a crime or being to choose the right path.

Sathya – Sathya means truth. It is a very important value that every person should possess. The act of choosing the truth over a lie distinguishes an individual from the flawed counterparts. Advertisements are not only used for the popularizing a product it is also used in raising social awareness among the common crowd. Such an initiative has been taken up by the government to spread awareness about consumption of tobacco, “India- Mukesh Tobacco Campaign. Testimonial.” The government of India has not banned the sale of tobacco but they are honest about the harmful effects of it. Every movie released in India has this particular commercial cautioning the public about the possibility of suffering from cancer on relentless smoking or tobacco consumption. It also urges the ban of smoking in public places therefore reducing effects of passive smoking

 

 

Dharma – Righteousness or Dharma is a choice juts like other human values. It can be treated as a quality that everyone should be aware of and practice, but the ones who have made duty the entire point of their life can be used to spread the word of righteousness in a much appropriate manner. Therefore, “Officer’s Choice Blue“, a brand of whiskey, used the police officials to put forward their idea of doing the right thing. In this advertisement, the young police officer chooses to let the ambulance pass by stopping the minister’s rally of cars. Whereas, the middle-aged policeman, conditioned to serve the ministers over the common citizen tried to stop the ambulance. This advertisement clearly shows the difference in their mentality, therefore, portraying that the real duty of the police is to serve the citizens and prioritize emergency situations over blindly following orders.

Shanthi – Peace is an asset that everyone should be grateful of. Peace (Shanthi) can be inner or outer. It may depict calm nature, a harmless surrounding and outer peace, depicting peace in the world. This concept of peace is used very cleverly in the Red Label advertisement where they have taken the reference of the religious Hindu and Muslim conflict and have subjected to a turn of events. The advertisement shows how a Hindu and a Muslim family bond over the taste of Red Label Tea. The Hindu family was hesitant at first but they gave in to the beautiful aroma of the tea. The tagline of the product says “Red Label Tea- The Taste of Togetherness”, promulgating peace and harmony across religious boundaries.

Prema – The essence of love is a requirement, the caring, the nurturing is basic to all humans. Love comes in various forms but the purest and the most natural form of love is the bond between the mother or the father with their new born infant. The way they care for the baby, taking into account all its needs, protecting it from all the harm surrounding it, shows the unconditional love bond between them. The “Johnson and Johnson” has always been painting a picture of such a relationship. The company has gone beyond just the mother-child bond and has also been able to establish the father-child bond in case the mother is a working-woman.

Ahimsa – Ahimsa has been a concept in the Hindu and Buddhist scriptures since time immemorial. It is very difficult to choose the path of Ahimsa when the world is becoming more and more violent over the days. However, it is essential to maintain peace and sanctity when all others are losing their minds. The initiative taken up by Vogue is very promising in such a scenario. It not only tells us what is wrong but also conveys what is crucially correct. In the commercial titled “Going Home”, featuring the Bollywood actor Alia Bhatt, is a message to raise awareness on violence against women. The commercial does not show any act of violence but everyone can read between the lines. The video is that of a car full of men escorting Alia Bhatt back to her home, on their way back home their corrupt intentions of probably molesting or raping her was evident, but nothing of that sort takes place. However, this was the case of an ideal world where women can be out at night and trust strangers to at least get a lift back home. This would have been impossible in this world full of people ready to prey on women.

Over the ages, the advertising agencies have focused on how to grab the attention of the audience in order to sell their product or propagate their idea. The very reason for choosing these components as the crux of their advertisements is that, the viewers would be able to relate to them. Being able to relate to something gives a feeling of oneness hence will urge the viewer to follow it or buy the product.