Advertising & Economy - XVIII

It is difficult for it to overcome socioeconomic limitations inherent in the economic system. Today, especially in the context of undifferentiated liberalization and the urge for globalization, it is practically impossible to break away from the stereotypes of international advertising, which are invading India along with the transitional brands. The only hope lies in the fact  that with the experience of the last few years, there are already indication of some moderation. Attention might once again turn to the 'near-haves' and the 'have-nots' and new and innovative strategies of what is being talked of as 'sustainable development' might be evolved. in such a situation, advertising would really be able to contribute to development in a meaningful way. This would offer major challenges to those entering the advertising profession during the nineties - a challenge that would demand fresh, innovative approaches, very different in many cases from the models now coming from the advanced industrial nations.

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