The Advertising Side of 'Sahib Bibi Aur Ghulam'- Introducing Spiritual Substantiation
Keywords:
Cinema; Epistemological radar; Deceptive advertisin ; Spiritual substantiation; Selfregulation by advertisers; Publication advertising; Transit advertising.
Abstract
The present paper drawn on the advertising material of a famous Hindi motion picture – Sahib Bibi Aur Ghulam, depicts the case of a deceptive advertisement for a product, Mohini Sindoor, through a sensitive example. A carefully written copy of the ad, augmented with a well-planned ad campaign completely fails to deliver the benefits it is supposed to accomplish, and thus leading to a mental agony to not only the consumer but also to an intermediary. The paper also presents a unique way to self-regulation by the advertiser of Mohini Sindoor, and further introduces a novel form of ad substantiation – Spiritual Substantiation, to the advertising literature.
