In the written task I am going towrite a speech based on part 2 language and mass communication the topic “Theusage of persuasive language advertisement”. Zomato is one of the most favoriterestaurant discovery service utilized by many people in India. The companyprovides information and reviews on the different restaurants in the city.The advertisement of Zomato isinterpreted to be using offensive words in Hindi, by many people as ithighlights the two words “MC”, which stands for “mac’ n cheese” and “BC”, whichstands for “butter chicken”. An article based on offensive advertisement willbe analyzed to show the disturbing effect it has created on the audienceI will analyze the diction in theoffensive advertisement which has created a vast impact on the audience. Thetone of this speech will be aggressive as the advertisement is seen to beoffensive. The outcome which I will bemeeting is showing the way mass media uses language to inform, persuade orentertain the people.
This will also include reference to some comments made bythe people who see the advertisement to be offensive in the common languageHindi. This speech is delivered as to createawareness on the vulgar advertisements campaign by Zomato published bycompanies to seek attention. This speech will be a clear idea to readers of howmass media uses language to inform the readers about their purpose. Written task The Play of WordsBy DevanshMimani 01-01-2018 Can an advertisement go viral intoday’s world? Can an advertisement bemisinterpreted? Can an advertisement harm a person’s feelings and emotion? Of course it can , language plays a huge impactin any advertisement today as well as language can be interpreted differentlyby different people. Taking the advertisement of “MC” and “BC” when put up inIndia caused an uproar in the public, it would not cause any chaos when put upin Australia or Thailand as it is not related to its mother languages.. Thelanguage and the presentation makes huge impact in today’s life as it can makea bad advertisement good and a good advertisement a bad one.
In the past fewdays, the advertisement of Zomato went viral. It affected many people mentally andemotionally too. Zomato’s advertisement whichread “MC” and “BC” in large letters was expanded to “Mac n’ Cheese” and “ButterChicken” just below the bold letters.
The public misinterpreted thesetwo words for expletives in mother tongue ‘Hindi’ for many Indians. Or it mayactually be the companys’ fault where in spite of knowing the local languagesand the Indian culture the company wanted to grab some form of attention and itdid so in the form of advertisement using offensive language. This particularadvertisement went wild in the social media as it affected many people in Indiaeven though they all do not understand Hindi as slang language can be picked upby anyone easily. The message which can be taken out from this advertisement canbe very offensive and it has created a negative impact on the supporters of Zomato.
How a small misunderstanding can create such a disaster? I know, the world is voting it on theparameter, where some consider it as a clever ad campaign while others take itas an offensive campaign. Now, the turn is yours,decide whether it is the sharp business method or is it instigating emotions? Mr. Suhel Seth recently tweetedon this advertisementShame on you @ZomatoIN ! Absolutely shameful what you’ve attempted to do.
Your investorsshould be sickened by your behavior! @smritiirani : this is outrageous. @ascionlineFabian Cowan,president, Posterscope, an out-of-home agency from the stable of Dentsu AegisNetwork, says, “The MC. BC. ad is very catchy. Colloquialism, as a formatof marketing communications, has not been done too often. But when it has beenexplored, it has been able to start conversations. This campaign has the powerto become a conversation starter. Outdoor, in general, is used for impact and alot of brands resort to visuals, which is good, but I still believe in thepower of the word/ the script, which is a long-lost art.
We should see morebrands coming out with good, strong powerful scripts.”To what extent can people think to make advertisements creative in thismanner? In my opinion this is really a bad idea although a clever idea ofplaying with words. Zomato tried to improve its name in the society but failedto do so and in return came up decreasing its fame.With word play, witty creatives, puns about pop culture and politicalpinches, while the campaign managed to grab eyeballs of commuters in metro citieslike Delhi, Mumbai and Bangalore, they ended up offending others. Realisingthat the advertisement did not go downwell with people, Zomato ?Co-Founder, Pankaj Chaddah tweeted saying, “Hey,while we didn’t mean to, we can see why it can be offensive to people, and weapologise for it. We will take this ad down with immediate effect. As mentioned earlier in the statement of Fabian Cowan “The MC.
BC.ad is very catchy”. In the world today, we talk about equal rights for men andwomen, and respecting women at all times. How can people think this way? Women and men must be treated equally. Theyalso live and breathe the same air and drink the same water, they have the sameblood. At the same time contribute a lot to the society how can people thinklike this? All these kind of people must be punished severely.
They should betaught what the women feel. The advertisement has hurt the women all overIndia, it has hurt their emotions and sentimental. All of us over here havesisters and if not sisters we do have a mother.
The advertisement is affectingthem isn’t it? Moreover it is affecting you.