Human vices like human values are equally a part of the human psychology and probably is more influential than the values. It is more instinctive to act in a violent manner or behave in a negative way and we rather have to force ourselves, resist ourselves from indulging in a bad deed.
Kama – Lust can be viewed in a positive or a negative manner. When there is mutual lust between the partners then it cannot be tagged as a vice since there is consent from both the parties. However, one sided lust may lead to violent acts of rape and molestation. But advertising agencies have used the concept of lust in selling products that necessarily do not have anything to do with it. Deodorants for example do not essentially pertain to a lustful indulgence, nevertheless, “Wild Stone” has used this idea to show a titillating encounter of Tapsee Pannu and Amit Sadh to promote their product of Wild Stone Thunder. The steamy and compact confrontation has led many men into buying the product in order to receive a similar reaction.
Krodha – Violence is the go-to escape route for release of rage and anger. It gives a feeling of purged sentiments once we have got rid of these emotions through physically inflicting pain or causing mental trauma to someone else. Theis advertisement campaign shows how violence against women have been casualized since ages. This campaign led by Maneka Gandhi talks about this woman who herself justifies her husband’s physical and mental assault on her, reassuring herself that her spouse loves her. She tries to evaluate the trauma with all the other good and helpful deeds of her husband and his claims of loving her.
Lobha – Greed is the most common strategy used for marketing and advertising purposes. The agencies use this against the customers all the time and the buyers knowingly or unknowingly give into the alluring offers provided by the companies. Almost all online stores have one to three days of premium sale offers. The buyers literally go crazy because some online store decides to clear their stock of goods. Amazon is a prime example of feeding on people’s feeling of greed. This particular commercial shows how a man tries to lure his wife with variety of gifts on Amazon for covering up his mistake. They use the hashtag #AurDikhao, as in they need to see more and more, the wants are never ending.
Moha – Moha, in Sanskrit, means delusion or emotional attachment to certain things. Every human is driven by his or her emotional attachment to something or someone and mostly it is towards someone they love or in that case money. Therefore, State Bank of India released a commercial that propagates the idea of not sharing information or bank details to unknown individuals, since a lot of people get delusional with the idea that their money will get doubled within a certain span of time or that they have won a lottery, even if they claim to be bank representatives because no employee is ever instructed to ask for the account details, one time passwords or card details of a certain customer.Therefore, SBI preaches the thought of sharing everything else but not the bank details.
Mada – Mada or ego and the feel of pride has been prevailing in the society and mostly on the basis of status, gender and social position. Ariel has used this vice to give their product a positive aspect. The hashtag they have used is #ShareTheLoad with the message that laundry is never supposed to be the job of the mother only. Here, the picture of a daily household is shown where the woman is looking after all the household chores simultaneously talking over the phone regarding her work and on the other hand the man of the house just sat on the couch. The father of this woman happened to stay over at her place for that day. He noticed the entire scenario and realized what was wrong. After going back home he helped his wife with the laundry. This shows the realization and further shattering of the male ego.
Matsarya – Matsarya or jealousy is a very common feeling to experience. One can be envious of someone’s achievements or romantic encounters with others. In this particular commercial of Xbox Live two couples are shown to be jealous of each other and they completely turn around the take of the advertisement and finally show that it is better to engage in a healthy competition rather than getting indulged in mindless quarrels.
In conclusion, it can be said that all advertising agencies or marketing companies target the audience on the basis of the relatable content. The more the audience is going to relate the more will they be able to engage in it. Hence, the popularity increases.
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