Advertising & Economy - XV
In such a role, the advertising profession would face some kind of a contradiction between the objective of motivating more purchase and encouraging household savings, encouraging particular types of consumption and curbing others, motivating investment of rural wealth in higher levels of industry and so on. In the are of ideas and concepts, advertising would have to help develop the scientific temper, make empowerment of the people real through the democratic decentralization process being initiated by Panchyati Raj. One could go on listing many such items. some of which are already in the orbit of advertising - anti- AIDS, anti drugs, anti dowry, national integration, communal harmony and so on.
There is another area of the development process which would be nearer the normal role of advertising of making new products and services acceptable. One example could be that of solving problems of adjustment to new technology, such as the change from the use of bio-mass as direct fuel to the use of gas through the conversion of bio-mass. This would involve the use of gas stoves to replace the traditional chulah. This is would call of 'selling' both a concept product and a product. The whole issue of commercial and social forestry is another area of challenge to advertising - the issue of acceptance of social change that accompanies every change in technology. Advertising would have to help change the urge for higher education and divert attention towards a vocation and self employment. Advertising could easily help identify and market new products, such as the improved bullock cart to carry more load and to acquire greater speed; improved rice pounding told to save strain natural sources, and so on.
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