By Fareeha Qayoom
t’s funny. I never noticed it before Adnan, my younger bro, pointed it out to me.
Billboards are just necessary urban cityscape wall paper to me – I hardly notice them. Then, one day, Adnan very disgusted with the whole thing commented, “why do these women have to pose lying down?” For a minute, I didn’t get what he was talking about…we were passing through a T-Junction between Cantt, Cavalry Grounds and DHA. There are huge billboards decorating all angles up in the sky. There was one of Iman, lying down in a provocative pose selling Jeans of all things for a denim label called Stone Age. I just laughed. (It’s probably a technical reason – because the billboards orientation is landscape instead of portrait but even then! They can come up with a reasonable pose. Besides, you could hardly see the cut of the jeans – was it skinny, tapered, boot cut, flare or wide-leg?)
Then, the other day, we were passing the DHA T-Junction, the one that connects Walton, Cantt and DHA, there was a giant billboard, Nadia Hussain (I think its Nadia!) was lying down in another provocative pose, selling embroidered fabric for the label Needle Impressions. We were in a hurry so we couldn’t take a photo. We decided to do it next time. The next time, we remembered to take a photo, it was foggy and a car was in the way. Major bummer!
So, again, we thought, next time, when the next time came, the lady was covered by a large piece of fabric. Someone had covered the billboard with only her face showing! Apparently, other people found the sight offensive too! 🙂
The only thing I find strange about the whole thing is, why these weird poses anyway? The target consumers are women in both these cases, so why would the models be made to pose in provocative fashion for these giant billboards? Even, when they are selling a mattress, the target consumers are again women, (I have never seen men shopping for household furnishings in Pakistan!). It simply strikes me as funny.
Who passes these ads anyway? Men? Don’t they have any common sense? If the objective is to attract women to buy their product, they have to design an ad that actually appeals to women! Besides, it offends men who are passing through the roads.
It wasn’t me who noticed these weird provocative poses – it was Adnan. He was the one who was moved to comment and register his disgust. I found the whole thing worth a few laughs only! 🙂