This Ufone ad is based on the all-too-common discriminatory stereotyping of Pashtuns as a nation: 1: The actor representing the crime suspect is dressed in traditional Pashtun clothes, thus, for Ufone marketers, a criminal must look like a Pashtun. 2: In the commercial, the Pashtun character does not speak but expresses himself through body language and grunts suggesting he is ineloquent, by a lower degree, uncivilized. Ufone fails to notice that Pashto is a centuries’ old vehicle of Pashtun expression. The character on trial does not speak any Pashto of course since it does not belong in Pakistani telecom ads despite the vast consumer base that speaks the language. 3: Since Ufone thinks that everyone using any cellular network other than Ufone is a mark of stupidity, therefore, who better than a traditionally dressed Pashtun to convey the idea which in this ad is coupled with criminality. 4: Once the picture of a Pashtun simpleton is established, there comes the final icing on the cake from Ufone geniuses. The winning lawyer says to the simple Pashtun, who is now a convict for not being smart, that Peshawar’s people ARE smart. The sarcasm rankles. Ufone is probably raking up more customers after making such a ‘lol’ ad. Some will say ‘the end kar di hai Ufone nay yar’. Let’s wait for Faisal Qureshi and Jawad to respond, ‘Pathan tho hai hi aisay’. We think that the ad must be taken off air because it is unethical. Reference link: https://facebook/photo.php?v=585732158148787
Posted on: Wed, 13 Nov 2013 12:46:12 +0000
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