Sitting through advertisements is a big pain - especially when they do not carry anything interesting but the Brand-name and the product/logo. Considering that I watch a lot of cricket, Formula one and tennis - I have got used to the passive-ad phenomenon. Any takers as to what this phenomenon would be like ? Let me explain.
Ever felt the need to keep your eyes open but mind closed immediately after an over ends in Cricket ? Ever realised that you do not remember what ad came up just a second ago? Surely nine out of ten people must be suffering from this syndrome.
In the initial times I had no clue what this weird thingy was all about. Reading about it in the papers made me realise what exactly was this ad-passivity working up to. We have all been witness to a retail revolution ever since India opened up its economy to world players after 1990. As more and more global players fill in the market, there tends to be more advertising and "jostling-for-screen-space" among themselves. Result - a crowded ring where the consumer is the bull surrounded by thousands of tamers. Imagining a situation similar to a "Jallikattu"? It exactly is that.
Although competition tends to enliven the market , such kind of ad-passivity may lead to the creation of a consumer who does not differentiate between products , or simply saying - has a lesser cognitive faculty(was that complicated enough to be simple?).
I offer no solution to this syndrome out here - albeit I can promise that I wouldn't be in neverland the next time a BMW or a Renault speeds down my Sony TV screen !!