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