Local Archive News Society

Should You Enjoy the Infinite?

TEHRAN (Asremrooz): these days due to society digitalization and development of people’ relation, competitive pressure has been increased among organizations. It is clear that all organizations require new customers and gain others’ clients.
They try to attract audiences’ attention by vast and noisy advertisements in various ways. They also follow various goals including informing people of a new products or services, reminding and continuing particular brand in mind or encouraging to replace a particular brand.
Advertisement is considered as a device for successful business and a communication way between goods providers and audiences. Organizations look for an exclusive advertisement by using various tactics , pictures , colors, music and so on in order to reach their goals including influence on public minds, creating motivation and encouraging people to their goods.
So, most organizations try to use advertisements, with regard of type of their goods and audiences, which not only have the most influence on clients but also cover all their goals.
The most influential ways for advertising in communication age is television and radio teaser, banners, billboards, newspaper ads, text and graphics, animation in website, text messages and emails.
Advertisement is planned based on country’s norms and lifestyle and culture is its important function. This culture in a time line is born, grow and usually manifest in symbols, flags and so on.
Different agents are trying to add un- necessary needs into people’s life in the culture of consumerism. This kind of culture is due to western countries. They seek to promote consumerism and maximize pleaser among people of other communities because they can sell their goods in this way. In this kind of culture customers buy goods regardless their need.
In this community use is considered as a value. Therefore, people try to maintain their reputation of their goods.
Totally, consumerism has cultural, economical, psychological and political consequences that they can be irreparable. It can bring dependencies to other countries, create a gap, loose some norm and valuable behaviors and spread false moral traits. This has repeatedly been prohibited by Allah in various Hadith and verses including A’araf (31) and Anam (141) Surahs.
Organizations can affect unwantedly people’ life by pictures and massages especially televised advertisements that involved audiences ‘audible and visual features. Actually this is one of the hidden effects of commercials advertisements that targets community’s culture. Therefore we must try to plan advertisements based on community’ values.
In Iran also some organizations are going to advertise unnecessary goods including Rightel Company that has planned twenty advertising teasers for two years. It entered with wide advertisement by using symbols including luxury cars, chain stores and lamp in order to create a new need.
Rightel central advertisements are based on high speed internet, and unlimited calling that spread consumerism culture. It offers unlimited calling, massages and internet to user by monthly payment and selects “enjoy infinity” slogan and believes infinity is not limited in any number.
Pleasure has not been restricted and humans’ tie with his creator is the most pleasant. Rightel has defined not only limitation for enjoying but also ignored the main one. It believes that human’s requirements are only relation. If there is not any definition and limitation for relation, human life will be diverted of routine and normal life. Internet and calling are not bad but they must not replace by all important affairs in life.
For instance a person faces with various brand in a chain store and buy unnecessary goods. Rightel encourages people to consume by such advertisements and try to put unnecessary stuffs in their goods baskets.
Consumerism’s consequences are selfishness, increasing greed and changing values. Other ads from Jewish scholars and students of Western coverage of the much deliberation are not unpleasant. It has used youth in its ads and except in rare cases, the young people involved enjoyable acts including skiing, camping, watching TV. Youth are based on the society and can manifest community’ talents.
Apart of those it shows high class youth who have luxury entertainment and expensive cellphones such as galaxy .Rightel requires cellphones supported 3G technology that are so expensive and this led to the gap among the society. Its ads indicate and create wealth and use of expensive goods.
The purpose of this report is not Rightel critique because it may possible they were not aware of ads ‘consequences. However IRIB must supervise advertisements and dose not ignore their consequences.