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Letter: On soap commercial
Mon, 03/24/2008 1:10 AM | Reader's Forum
As an individual who is concerned with the condition of our nation, I am here to criticize a well-known soap brand which has aired a TV commercial for purple soap.
I am very disappointed with the ad, which is cheap and noneducational.
At the beginning of the ad, there's a girl in a modest gown, playing in the forest, who finds purple soap. After she uses the soap, she transforms to a "new" girl, wearing a new mini outfit, with new attitude, walking with exaggeration (honestly she looks more like a cheap woman), trying to get attention from all men.
I personally say the idea of the commercial is cheap, unsophisticated and noneducational to all viewers. On the contrary, the commercial will be a negative influence to youngsters, sending a message that says wearing a mini outfit, looking sexy and getting all men's attention is the main goal in life. No wonder women always receive harassment.
I really hope that such a big brand will be more careful and attentive in such cases. It is regretted that the corporation which is concerned with corporate social responsibility has contradictorily sent a negative message to viewers in Indonesia, especially youngsters, which eventually will decrease the morality of the nation.
DINA ANGGRAINI SOEGIO
Tangerang, Banten
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T. Cotton, Pattaya (not verified) — Mon, 03/24/2008 - 11:19pm
The letter writer here is displaying a rather snobbish prejudice. The opposite of cheap is expensive. Are women who wear Rolex watches, expensive clothes and jewellery morally superior to women who wear less? Morality encompasses many facets, including honesty, but morality is difficult to define except in relation to the individual or group's own subjective values. Undoubtedly many of the women in Indonesia who are being driven around in luxury automobiles and who are adorned with expensive clothes and jewellery came by those items directly or indirectly from corruption or avoiding income taxes. Are they "morally" superior to women who wear less in the hope of attracting a mate? If anybody thinks otherwise, they are totally naive about the way business is conducted in Indonesia.
Lintzhere — Mon, 03/24/2008 - 5:34pm
Dina said that the ad of that purple soap is non-educational and cheap. I can understand why she said so. I myself, merely confuse why most of advertising people use WOMEN as their icon or star. I think, the use of woman on that purple soap ad is really can be supposed to. Because, as we know, that purple soap is identical with woman. But, sometimes, there are several advertisement that is not suitable to use a woman as the icon or the star. Such as an advertisement of one of instant coffee products (even they dance and act like burned-worms!), cigarettes, etc. that is usually not related with women theme. I think, all of advertisements people could be more aware with this issue. Make advertisements as interesting as possible, but it is not necessary to use woman as your one and only models. Moreover, they act and do something impolite.
Anggraito (not verified) — Mon, 03/24/2008 - 4:11pm
Questions behind PT. Bhakri Investama movement on AdamAir Airline
Indonesia
AdamAir is an Indonesian airlines corporation, which has been operating to serve public since 19th of December 2003 with their first flight to Balikpapan. Founded by the Suherman family, they are cover 21 domestic and a couple of international flight and achieve Award of Merit in A Low Cost Airline of The Year 2006.
In 2007, Indonesian government made a categorization of the safety for every national airline. At that time, AdamAir was in the third grade, which is adequate for flight standard and safety procedures, but there were several terms that have to be improved because it’s related with the safety rate of their flight.
In order to handle those problems, the CEO of PT Adam Sky Connection, Adam Suherman, asked several external investors to help him improving the airline by injecting fresh capital. PT Bhakti Investama was the one, which believed to help AdamAir to improve quality, not only by injecting their money, but also placing their men in the management staff.
However, after almost one year of partnership, involvement in management of AdamAir did not improve quality and services of the airlines. Something that public shocked, PT. Bhakti Investama suddenly decided to pull all their money and declared that they quit from AdamAir shareholder lines. One of their reasons is that the AdamAir management was not transparent in the running of the airline.
This shocking decision made the activity of the airline stop after Indonesian government withdrew their specification operation and grounded this airline’s entire plane on March 19, 2008. This situation is really gave a bad impact for Indonesian economy as a whole. For passengers, they lost opportunity to get competitive fare for traveling. For employees, they are not only face an uncertainty of their future, but also the possibility they must loss their job. For country, Indonesia not only lost one of important transportation provider which could bring 2,9 million people a year, 3000 employee who possibly lose their job would add number of people who unemployed.
It is interesting to be asked, what motive of PT Bhakti Investama when they decided to enter AdamAir last April? Are they come as long term investor and want to be significant player at airlines industry? Or they just try to put their money and trying to get return as soon as possible? And or they try to put some money and after that trying to make hostile take over?
There is a dangerous decision if the last two questions are their motive. Especially now after their decision to pull out from AdamAir and make company must stopped their operation. If later company decided for bankruptcy, PT Bhakti Investama will face a big problem because they are a public company, their reputation will be deteriorating and many of their professional cannot permitting to run the company.
There still exist many possibilities that this airline could revive from this problem. All of their need is only a new investor that would commit and think about further future, not only a short period income. If it happen, the new investor will safe approximately 3000 PT Adam Sky Connection employees and help this airline from its finale.
(anggraito@hotmail.com)