Quite an emphatic statement! This is the latest advertisement promoting Allen Solly casual wear. This print ad is that of a girl who is shown with a paint brush in hand and the backdrop is that of a wall that is worn out with time and weather. The words I HATE UGLY are painted in bold on the wall. At the bottom of the page is the sideline which says: "Who says I have to like things the way they are? What doesn't look good to me, I change." Then the words MY WORLD. MY WAY. ALLEN SOLLY are printed in the extreme right side of the ad.
The ad left me reflecting on the increasing thrust on individualism and identity in today's media. Ads which promote the self are packaged in a very sophisticated manner by the ad man and fed to the hungry masses in dollops. The ad would not have ruffled me if it only said: "Who says I have to like things the way they are? What doesn't look good to me, I change" but then the strong words I HATE UGLY reflects a very narrow perspective of thought process which modifies the beautiful and nicer things to be the best and most sought after. I can understand when we close our noses or stop breathing while passing by a dust-bin overflowing with an assortment of stuff or at the most avoid passing through ways that have open drains. But then, isn't that a reality too? The words I HATE UGLY spell out a certain disdain on one aspect of life and its reality while shamelessly glorifying the need the satisfy one's own self.
Many advertisements justify feeding the self and its whimsical demands. That we need to cater to ourselves first and then the world has become a growing norm. Creams promoting beautiful skin which attracts the opposite gender, kitchen appliances which again raise the self-esteem are among few of the dozen examples. Thankfully there still exists some ads where values and respect for the self as well as the others are projected.
I just wish that the ad men realise what statements as I HATE UGLY spell out to the growing generation that drinks out of the heavy udders of the media world.