Advertising Guide

Don’t take away the joy of learning from the girl child

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Despite of consistent efforts by the Government of India, female illiteracy persists as a social problem in the country. To carry forward the message pertaining to the importance of female education in a far more effective manner, the Indian government has taken recourse to Guerrilla Marketing strategy – the unconventional method of hard-hitting advertisement. From the billboard ads, TV commercials and print ads, female education campaign propaganda machinery has been brought to the parking lots of Indian cities. The strategy is to place the cutout of a young girl holding a book at the barrier in parking lots. To park the car, the barrier or chain attached to the book in the girl’s hand needs to be removed. Written on the book is the message –“Don’t take away the joy of learning from the girl child.” After parking the car, the book is returned back to the girl’s hand.

This propaganda mechanism is expected to work into the subconscious of the people parking their cars. However, from the social context of the country it could be said that people owning cars in the country belong to the upper-income strata who do not deny education to their daughters and if one expects the poor chauffeurs or taxi drivers to learn the message, then it makes me wonder whether these men could read the message written in English.

Via: BriefBlog

Dr Prem Jagyasi (c)

Dr Prem is an award winning strategic leader, renowned author, publisher and highly acclaimed global speaker. Aside from publishing a bevy of life improvement guides, Dr Prem runs a network of 50 niche websites that attracts millions of readers across the globe. Thus far, Dr Prem has traveled to more than 40 countries, addressed numerous international conferences and offered his expert training and consultancy services to more than 150 international organizations. He also owns and leads a web services and technology business, supervised and managed by his eminent team. Dr Prem further takes great delight in travel photography.

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