Traditional Stereotype

Advertising is about the ‘art of differentiation’. Yes, this does resort to some
stereotyping as well. But the reality is that advertising reflects human
behaviour, and advertisers have been able to understand and use it to their
advantage. Advertising also has a seasonal pattern: different categories
peaking and waning in different months. During summers, for instance, TV ads
for air conditioners and ice-cream go up. Likewise, in winter, thermal wear and
cold creams pop up more frequently on TV screens. But dig deeper into the
data and it is apparent that differentiation in advertising is based on regions as
well. An analysis of the most popular ads (Swarna Champa MOKSH
AGARBATTI) which is endorsed by popular actress Hema Malini, clearly depicts
the clear cut picture to me that this advertisement is targeted at those people
who hold biased pictures in their minds of the meanings of various stimuli-
these are called Stereotypes.
Justification
 A stereotype e.g. a traditional Indian woman wearing saree and jewellery,
holding puja plate triggers of stereotyping to me because of its physical
appearance. Descriptive terms are being used over here by quoting the phrase
"Bhakti Me Laye Shakti", the verbal message does reflect stereotype.
Advertisers need to keep in mind while choosing their punch lines for the ads
they are telecasting. First impressions are lasting in this advertisement because
the perceiver is trying to determine which stimuli are relevant, important, or
predictive for them. Let's take an example: Suppose if this advertisement is
telecasted in any Muslim family then they cannot perceive any importance in
this advertisement as it is clearly defining Hindu culture only. They can never-
ever relate themselves to this advertisement. A brand name or spokesperson,
brand packaging may have a halo effect on the evaluation of an entire product
line. In this ad, only Hindu families can relate to this ad. Joss sticks are a type of
incense. According to the ad, they are traditionally burned before an Asian
religious image, idol, statue, or shrine.

What do I think of Joss sticks?

Scents, aromas, fragrances (however you describe them) can be used to trigger
specific responses. For instance; to encourage relaxation, aid sleep, promote
concentration, stimulate creativity, and increase motivation. There’s also a
whole raft of religious, aesthetic, and practical reasons. A further dimension is
that specific fragrances or ingredients can be used for specific purposes. Say
for example Sandalwood and Cedar wood are all ‘calming fragrances’, so work
well for general relaxation. The burning of Incense can act as a doorway to
spirituality, formal or informal, recognized religion, or secular. Incense is and
has been for thousands of years in daily use in many religions of the world –
Hinduism, Islam, Buddhism, and Christianity. So this brand is not doing justice
with the type of image they are setting in the minds of their customers. As
customers are more egoistic these days, once customers find that particular
brand is not adding any value in their day-to-day life they stop using that
brand. This brand Moksh Agarbatti depicts stereotype image because they not
only focused on one religion, also they have just made the purpose of
'Agarbatti' just for religious purpose.