Monday, December 12, 2011

0 Marriage Market - Harnessing Parent's fear

Advertisements always address the emotional need of the audience. It is not enough to merely talk that Complan is a great, nutritious drink - it is not enough if you just say that it contains Vitamin A, B, C, D, E, K, M (yet to discover) and all the minerals. All these letters do not connect to the common man. But when it shows that your child feels inferior because of his height AND because the other child is taller because he drinks Complan - it connects to you - it hits hard on your brain that your child is feeling bad and you need to compensate immediately with Complan - Call for action.

This is the Call-for-action to parents who have children in Marriageable age
Commercial for a matrimonial website. A dad sees his daughter leave with a guy on bike and he immediately loses it. [The guy is shown with unruly long hair which translates into not from a good family]. He discusses this with the mom who both blame each other for not finding a quick match for the daughter. They have no doubts in their mind that she is planning to elope and marry this guy. Ahh.. and look at those relaxed faces when they discover the website - a quick way of being/making  a bakra.

Lesson 1:
Try to find a groom for your daughter as soon as you think she is ready for marriage - this can be from 14 years to 25. If you do not do that, she is going to run away and marry a crazy man definitely. She cannot make a good choice with the priority being family tradition and culture.
Lesson 2:
You daughter cannot travel with other men on bike. Definitely these are not her friends. How can she have genuine guy friends? We are telling you, she is tricking your clan. Be careful.

While waiting at the train station at 4'o clock in the morning. Most people around are drowsy and falling off their seats trying to catch some interrupted sleep. You hear this screeching voice "Muhurtha pattu" - Bridal 7. And the ad keeps repeating 100 times. I am left wondering as to who in this crowd is so interested to look at sarees at this time of the day. There is so much emphasis on the wedding day and its rituals and when you are someone who has dared to step out of the madness you will be made to feel wasted.
Lesson 3: 
Sarees and gold make daughters do crazy things. They will agree to even get married to "whom so ever" of your choice and perform all the rituals to get the mad bonding done.

Another Saree commercial:
Here the bride herself explains the seven part marriage. You can clearly see she represents the majority of Indian women - prides in going the arranged marriage way with her parent's blessings (!), follows all traditions and finally believes in a fairy-tale wedding and am sure expects life to be like that too.
Lesson 4: Its a reinforcement of Lesson 3. Dont you still get it? Hurry up.

The ads are a reflection of the MAT.
Marriage age Threshold (MAT): Applicable only for women and set by the marriage market. Girl's worth in the market is indirectly proportional to her age.
5 - 18 - Highly suitable for marriage and other activities too
18-24 - Ripe time for marriage and to start producing lineage
>25 years -  Not yet married? Shady character, less worthy because genitals are old. Higher dowry for compensation.
> 30 - Forget it unless the girl is another name for dollars

[Edited to add this video of a really funny arranged marriage setting. Wish girls had the liberty to make guys perform different acts and choose given sufficient time. Sad part is even now in India, its the other way round. Girls perform all tricks to impress guy's parents. Note it: Not necessarily to impress the guy]


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