Comparison of Baygon Adverts Doordarshan
How does a comparison of the two baygon adverts reveal the differences between the Doordarshan and Star satellite networks? Baygon is a fly spray sold in India. The product is advertised on Doordarshan and Star TV which very different channels. The fly spray is advertised in two different ways. Doordarshan is aimed at a more traditional Indian audience whereas Star TV is aimed at a younger, modern Indian generation. We can see this through the two adverts because of how they have targeted their audiences. The settings of both adverts are very different.
The Doordarshan version shows the house as quite tradition and ‘natural’, with white curtains and dark furniture. This links to the channels target audience which are a lot more traditional. However the Star TV version upholds a more bright and modern house which includes floorboards and glass units. This again links to the channels target audience who are a more modern and classy younger generation. In the Doordarshan version there are o vocals in the music. There is a piano medley which fades into the background, whereas the music for the Star TV version is more upbeat and funky.
There are male vocals even though it is a young woman in the advert. This shows that Star TV isn’t as restricted as Doordarshan because the advert appeals to a younger and classier generation. Moving on, clothing is also presented very differently in both adverts. On Doordarshan the actress is wearing a traditional sari which is a neutral colour. Her clothes are not revealing which again shows censorship of the channel, meaning that they don’t want to offend the target audience by showing a woman that isn’t as covered up as she should be.
In contrast the actress on the Star TV version of the advert is not wearing a sari but is wearing a ‘churidaar pajama’, which is more fashionable and up to date. Furthermore, another thing which is very different in both adverts is the jewellery and hairstyles of the actresses. On one hand, the lady in the Doordarshan advert is wearing gold bangles and Indian gold which is very traditional. Her hair is in a low bun which is very neat and respectful. This is again very traditional and highlights the fact the channel is also very traditional.
On the other hand, the girl in the Star TV version of the advert has her nose pierced and is wearing costume jewellery which is not as traditional. She is wearing makeup unlike the actress in the Doordarshan advert, and she has her shoulder length hair open. This highlights the target audience as not being as traditional as the target audience of Doordarshan. On the Doordarshan advert the bugs are iconic. They are drawn images which suggests that the older audience don’t want to think that they have bugs in their homes.
However, the bugs shown on the Star TV version are slightly more realistic because they are fake little beetles. This suggests that the audience is more braver and more accepting and wont get as easily offended. The bug sprays are also different. In the Doordarshan version of the advert a pump spray is used whereas in the Star TV version, the actress is using an aerosol can. This suggests that the Star TV version of the advert is more modern and updated compared to the Doordarshan version which is more old fashioned and simple.
Camera angles are different in both versions. On the Doordarshan version of the advert it is mainly mid-to-long shots used. This signifies the fact that they are trying to keep a respectful distance from the actress therefore they only show a close up of the product. Meanwhile, the Star TV version of the advert has more fast paced camera movements and zooms onto the actress provocatively. This suggests that the audience is more accepting and willing to watch things that the Doordarshan audience wouldn’t want to see.
The Doordarshan version shows the lady moving gracefully and calmly as if she has nothing to hide and isn’t playing a game whereas the lady in the Star TV advert runs about more and is laughing and seems very glamorous as if she is enjoying herself. The voice over on the Doordarshan version of the advert is a deep, posh British accent; which shows the British had influence on the Indians. Also the fact that it is a male voice over shows that males were considered to be more dominant. Similarly, the voice over on the Star TV version is a male voice but it is a song and not words.
The words of the song ‘Baygon power is what she uses”, highlights the female audience. In conclusion, the makers of the adverts have used specific techniques to make each advert appeal to its target audience. Each advert is successful in appealing to its target audience by using a variety of methods including different vocals, different camera angles and also the way the actresses themselves are presented. The adverts show how society changed due to satellite. It shows that Indians went from being traditional and simple to them opening up about things and becoming consumers.
