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 dvertising
has taken on a whole new perspective in this country. Agencies sometimes
tend to ignore cultural sensitivities when servicing their clients. While
many products are not controversial in nature, religiously, racially and
sexually offensive images and sound clips are openly used in advertising
them.
 Varuni
Amunugama Fernando, Joint Managing Director of Triad Advertising, says:
“Having a very good understanding of our market and proudly putting on the
mantle of ‘100 per cent Sri Lankan’ gives us the added responsibility of
communicating honestly and ethically, so as not to damage the social
fabric of our nation.”
Despite globalisation, local advertisers
must be aware that there are factors – cultural, social and political –
which are unique to the domestic market, which must be considered when
planning a product campaign.
In Asia, especially in the south-eastern
regions, these factors are often perceptive to media and advertising.
Basic factors such as culture, the use of language, and paying heed to
different religious and ethnic sensitivities are of great significance.
Therefore, advertisers must adapt their material and refrain from
implementing strategies that may cause offence to the local market.
Most often, insensitivity stems from a
lack of understanding of cultural values as well as the sensitivities of a
society. A significant contributing factor is the phenomenon of ad
agencies with international affiliations. Amunugama Fernando observes:
“Our ‘local aliens’ – misguided by the idea that to be creative one needs
to don an extreme appearance and attitude – tend to overlook the
importance of working within certain cultural and social parameters.”
However, to a great extent, such ‘extreme creativity’ is controlled within
the ad agencies, which are eventually compelled to conform to client
guidelines.
Amunugama Fernando believes that, in
terms of being sensitive, the most important aspect is to be aware of
ground realities. “For instance, when we market luxury goods, we must be
aware of poverty levels and the affordability of such items. If not, we
actively contribute towards creating disillusionment amongst the masses,
which will have dire consequences. If we are a socially responsible ad
agency, then – most certainly – we must be sensitive to the obvious ground
realities. And for those who break the rules, we hope that pressure groups
could do more than just writing articles, and bring them to book for their
actions. For now, the industry relies on internal guidelines and ethics,
which the Accredited Advertising Agencies Association (4As) has formulated
– and to which almost all the agencies have signed their acquiescence,”
she elaborates.
According to her, agencies that believe
in being wholly local – with no multinational affiliation whatsoever –
need the drive and vision to promote direction, as well as add meaning to
their strategies. “Communication is vital in modern-day commercial
activity… and if one looks at the market in Sri Lanka, one can see that 80
per cent of the target audiences live outside the capital and lead a life
burdened with economic hardship,” Amunugama Fernando asserts. There should
be empathy with the target audience. She believes that this is not
necessarily so for those who devise communications strategies from
air-conditioned glass rooms – and are influenced by pre-formulated
strategies which have been sourced from associate ad agencies in the
global network.
Are there sufficient opportunities for
totally local agencies? “I firmly believe that the future lies with local
companies,” she asserts. This applies to both clients as well as agencies.
With time and competition, only the smartest and most aggressive will
survive. “The time will come when indigenous strategies will be sought…
and such strategies – backed by memorable creative concepts that are not
commonplace adaptations from international campaigns already run, but
local-idiom-based, out-of-the-box ideas – will rule the day,” she opines.
So what strategies and plans would wholly
local agencies have to implement to survive? Amunugama Fernando avers:
“Seek out Sri Lankan companies competing with multinational giants and
offer services to build these local brands as the preferred choice in the
local market.” These agencies must improve on quality, enhance their
knowledge and upgrade resources. Investing in technologically advanced
equipment, the latest publications, cutting-edge communications tools,
etc., will enhance and improve the expertise that can be offered to
clients.
“It is not necessary to enter into a
meaningless alliance with an international group, which is commonly said
to bring about sharing of global brands, infusion of training and know-how
with special patented communication tools, etc.,” she asserts.
Is this a sign of a new generation of
entrepreneurs – devoid of colonial baggage and succeeding in making a mark
in the industry? The public sector, too, will have to yield to market
pressures and engage with culturally and socially appreciated, and
accepted, strategies. Amunugama Fernando believes that this is where the
future of Sri Lankan advertising lies. |
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