When a stunning, well toned Priyanka Chopra flicks her blindingly glossy mane and says ‘strong is beautiful’, all you can do is blink and believe. Glamour, stardom and the catchy taglines of an advertisement – even when it is for a haircare brand – make for a potent cocktail that gives you wings (your self-confidence definitely soars) and makes you believe impossible is nothing.
OK, I am sounding cloyingly clichéd now, but that is the power of advertising. It influences the mind and heart and has the capability to convince that all it takes is a catchy catchphrase to change the way you choose – from products to habits.
Yet, however illusionary the mythical world of advertising might be, when one sits back and ponders over some of what we see on billboards, telly or in print, there is a hint of real – it is what makes it so impactful. And in case of the haircare ad with Priyanka Chopra I referred to earlier, it is the words ‘strong is beautiful’ that had me thinking, not so much the fact that Priyanka may/may not embody those words.
As the curtains fell on 2018 and we continue to reminisce and reflect on all that we gained from its various small and significant events, I cannot help but think about the #MeToo movement that raged across the world. It was a whirlpool of social and cultural bile that brought forth everything from sickening mindsets and prejudices to abominable behaviour and attitudes.
So, now as we step into the future, I hope
The #MeToo movement was a whirlpool of social and cultural bile that brought forth sickening mindsets and abominable behaviour
slogans like strong is beautiful will help in eliminating the claustrophobic stereotypes in the form of objectification and physicality that not just consumerist media and obnoxious men propagate, but women impose upon themselves.
For it is about time we create a new us – a lighter person without the weight of toxic and archaic beliefs.