Aanavi Vidya Anand
Mahatma Gandhi firmly believed in the power of words and wrote thoughtfully in his newspapers to shape public opinion. This opinion slowly changed even though Gandhi himself wrote journals himself, he now felt that one should discontinue the practice of publishing advertisements. He believed then that advertisements were a good thing to have but on reflection he realised that the practice is wholly undesirable. This reliance on advertising is one of the unfortunate aspects of modern civilization that one wishes to move away from. However, if one were to publish non-commercial advertisements that serve a public interest for free, they would overwhelm each issue. Therefore, only such ads should be in exchange for payment.
We often mistakenly think that newspapers are affordable because of their advertisements. However, we forget that the products being advertised are purchased by the readers, meaning it is ultimately the readers who bear the cost of advertising.
FROM AN ARTICLE IN THE SARCAJC (South Asian Research Centre for Advertisements, Journalism & Cartoons.
“I hold that it is wrong to conduct newspapers by the aid of immortal advertisements, I do believe that if advertisements should be taken at all there should be a rigid censorship instituted by newspaper proprietors and editors themselves and that only healthy advertisements should be taken. The evil of immortal advertisements is overtaking even what are known as the most respectable newspapers and magazine.”
He also said that “The price of medicine does not lie in the drug so much as in the bottle, the cork and most of all in the advertisement. If there were no system of advertisements, we are sure to save at least half the price.”
No responses yet