Indecent ad from Bentoel

Indecent ad from Bentoel

From Republika

I feel strongly disturbed by the Bentoel Mild cigarette advertisement on television. A naked man opens the door of his hotel room to answer a call from a waitress bringing his order of food. He is only covered in bath foam from his waist down to his thighs. This advertisement, aired on private television stations, is, in my opinion, improper. The presentation of a scene that reflects amoral behavior should be stopped. Advertising people should create attractive advertisements according to Eastern norms and not produce low-grade advertisements ignoring educational values that should be inherent in advertisements.

It can be said that the people involved in making the Bentoel Mild advertisement are lacking in ideas and disregard moral values.

If I may ask those involved: Is the kind of acting shown in the advertisement in line with your religion and Eastern custom? Have you ever thought about the appropriateness of the advertisement for the Indonesian community? What educational value do you show in the advertisement?

Have you ever considered that your advertisement can poison children and make them imitate the behavior they see on the screen? For the people involved in airing the advertisement, do you ever evaluate the suitability of advertisements before showing them? Is there no interesting story of quality apart from exhibiting a naked man?

I appeal to all people involved in advertising in this country to create advertisements of quality which are acceptable to the people in consideration of the prevailing norms and ideas, instead of highlighting misguided behavior as shown in the Bentoel Mild advertisement? I am convinced that there are many ideas which can induce people to buy the product on offer without neglecting the norms existing in the community.

ZULKIFLI LUBIS

Jakarta