TABLE OF CONTENT
Policies for Condoms Advertising:
Commercials must not:
Benefits of Condoms Commercials:
Condoms Advertisement in Pakistan
a. Sense of Male Responsibility
b. Providing Relevant and Correct Information to Men
c. Small Family Norm
d. Male Providers
e. Inter-spousal Communication
f. Girl Child
Condom has been a vital contraceptive and STD prevention tool for thousands of years. Several types of male and female condoms are available. Some condoms are made of plastic or animal tissue i.e. lambskin, latex. Condoms are the most effective against viruses such as HIV but Condom use declined markedly during the 1960s as the birth control pills was introduced and contraceptive devices such IUDs became more widely accepted. After the introduction of birth control pills people started avoiding condoms because according to them sex with condoms doesn’t give that much pleasure, But the emergence of HIV/AIDS in the early 1980s , condom use re-emerged and has became increasingly recognized as a critical means of preventing infection with HIV and other STDs that can facilitate HIV infection. Yet many of those at high risk of contracting HIV are not using condoms consistently. For example, recent studies have found that 40 % of sexually active high school students or adult world wide did not use a condom during their most recent sexual encounter and 87 percent do not believe they are at risk of acquiring HIV.
Controversy over Condoms Advertising:
Condoms promotion campaigns especially those using a mass media and targeting sexually active youth are controversial. Public usually don’t want to see condoms commercial. Especially in Islamic society, a large number of people are against contraceptive advertising. Do people really feel embarrassed watching such ads in front of their family? Fear of public controversy makes official support difficult and often weakens the potential impact of mass media interventions by diluting the content of the message. Entertaining condoms commercials do always face public’s controversy. Networks don’t care whether commercials contained message or not, they want decent condoms commercials. They want condoms marketer to hide other benefits of condom except prevention of STDs and HIV/AIDs. But do decent condoms commercial can make an impact on consumers mind? Does use of humor and sexual appeal in condoms commercial lead the youngsters towards sex? Networks have been slow to respond to the increasing public acceptance of condom advertising for fear of arousing the opposition of conservative groups. Networks believe that viewers think that condoms encourage promiscuity or may be uncomfortable with the idea of condom advertising within the privacy of homes. Most of the networks want very decent commercials of condoms or otherwise they do reject commercial; Recently FOX and CBS both rejected the Trojan pigs commercial. Both had accepted Trojan’s previous campaign, which urge condom use because of the possibility that a partner might be H.I.V positive, perhaps unknowingly. In a written response to Trojan, though, FOX said that it had rejected the spot because “Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy." Due to limited budget and other restrictions, condom marketers and advertisers are facing many problems, because of these restrictions condoms advertiser tend to direct their message to niches audiences through targeted magazines and cable stations (i-e MTV, Channel V, SHE magazine ) rather than the major broadcast networks. The restrictions placed on condom advertising by networks and local stations combined with the modest advertising budgets of condoms marketers has kept condom advertising at low to...
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