Page 18 - Seniors Today Febuary 2020

Cover Feature | List IV

Love

for
Sale

One of the most potent emotions people
can feel, love is a favourite ploy with
advertisers the world over, writes
Prabhakar Mundkur

“Love for Sale, appetizing young love for sale,” Of course, some brands are just made for love.
crooned the jazz singers of yesteryears while DeBeers for example. Because a diamond is
improvising on the Cole Porter classic. Someone given as a token of love. And a diamond is a
once said 90% of the songs composed are about woman’s best friend as they say.
love. Quite possible. Hate is best expressed only When De Beers had exhausted the idea of
on Twitter and while discussing politics. men giving women diamonds they started
But how has love been portrayed in advertising suggesting that women could begin to give men
through the years? The Wills filter, Made for diamonds, which led to this ad.
Each other, Polish Jokes ad, I am told is one of
the longest running campaigns in the history
of Indian advertising. They captured the back
page of magazines for something like ten years
in a row! The emotional logic in the ad followed
the product logic, which was tobacco and filter
perfected matched. The perfect match just like a
couple made for each other.

Love is Blind

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