Great Talkers Little Doers

In addition to mer bumtile publicizing and ideological propagandathere is social advertising, which refers to the advertisements whichdeal with social causes and be aimed at the wel remotee and well-being of the large number. Its target audience is not specific class tho the masses who put forward be educated slightly soci every(prenominal)y relevant issues kindred health, familywelfare, literacy, national security, to mention a few issues only. Theimportance of such advertisements has reached such highschool thateven the government falls back upon them quite often to highlight theissues to fast concern.Undoubtedly, in todays context, carryingout campaigns through social communication is of paramountimportance. The society, the economy, the government and the mediaexposure are bringing about changes which are so radical and dynamicthat they are creating dissonance and upheavals. In order to withstandthe ostracize effects of changes, we certainly request these kinds of c ampaigns through advertising or propaganda, for sustainingcommunication with the masses at large. In short, advertising not onlyinfluences the buyers perception but also his responses to socialproblems.It has its negative effects but the positive side far out-stripsthe negative side. WE gabble MORE, WORK LESS Undeniably, there are millions of wad in India who moot little,act even less but talk too much. Indulgence in idle gossip, disgruntledattitudes, bitter criticism of all and sundry, frustration over their sorryplight, serving and kismat, have in fact become national pas cartridge holders. whenceumber of those who can claim that they keep their tongue within theirlips and never talk in vain is limited. The talk of the common people,mostly irresponsible, creates the impression that they have little to do.Indians are indeed typical of the people of the Orient who have nothingworthwhile to say, and yet picture to spend the longest time in sayingit. Those who have endless time on their hands are gigantic babblers. Thinking and reflection get a certain degree of education andintellectual development. About 64 per centime of the people in India areilliterate so they have not developed the qualities of opinion andreflection. Montesquieu truly said that the less men think, the morethey talk. India is a land of numberless tongues. The 1961 census listed1652 languages as mother tongues spoken in India, and the 1971census, retaining he number, presented a somewhat more realisticpicture. Judged by any standard, India is Babel of tongues, perhaps thelargest in the creative activity. This Babel has been the resultant role of a cumulative process resulting from the influx of various races into the expansethrough the centuries. Talkers are never nice doers this explains theproverbial sloth, idleness and complacency of the average Indian. Ourmaterial output, our productivity and production, our net contributionto the countrys Gross National Product (GNP) are all far too low.Whilepeople should learn to use their hands and to be active all the time(like the Japanese who have raised their country to the pinnacle of glory scorn the havoc done to their economy during World War II), wehave mastered the proficiency of whiling away time talking and talking,doing little positive, constructive and concrete work. Jawaharlal Nehru, in a speech way back in 1952, said he wastired of people who merely talk about various things. However advised youmay be (in India the number of truly wise, sagacious men and womenis limited), he said, you can never enter into the spirit of a thing if youonly talk about it and do nothing.We do not know the value of time sowe do not mind spending precious hours in idle gossip. In part thedisinclination to be up and doing all the time is the result of ourfatalistic beliefs and attitudes. intimately of us tend to bank that what immortalhas ordained cannot be averted. What get out be, will be so, they argue,why needles sly waste energy in thwarting Gods will? Besides, there are many among us who believe that flattery isthe shortest route to success in todays India. The dandy talkers, thewily, garrulous politicians who sway audiences through their loud talk,all manage to mislead the people and promote their selfish ends.Aflatterer is in the excellent company of imitators because imitation isconsidered the sincerest breed of flattery. The easiest weapon adoptedby flatterers and sycophants is smooth talk, not work. A ready and glibtongue has at propagation proved to be a more precious weapon than gifts of bullion and kind. Through a facile tongue the flatterers continually createillusions and a world of make-believe. Almost all great talkers are greatflatterers praise inevitably becomes their forte. Then there are those hose talk mostly comprises advice to alland sundry on everything on earth. Like air and water, advice too canbe had free. Self-appointed advisers are great talkers they talk their way into your hearts and they even drive away rationality, good senseand the forest of discriminating between chalk and cheese. Asking foradvice is to tout for flatterers. And flattery feeds the self and isexhilarating. Most talkers become bores. But let it be said in defense of the growing tribe of talkers that they do manage at propagation to relieveboredom.A quiet gathering at which all those present are serious-minded people deeply engrossed in thought and philosophy wouldappear to maintain the placidity of the graveyard. The talkers relatefunny incidents, describe lively experiences and entertain theircredulous listeners, quieten and comfort the people, for hours together. There is no tax on talk and gossip. So the idle, endless talker flourishesat the exist of the silent, constructive worker. It is the latter who canhelp ensure national progress, not the ceaseless twisters of the tongue,even though the latter manage to find credulous audiences.True,sincere and genuine wor kers cannot stand non-sensical postures,including furbelow talk. But work does not lie in marching up anddown the streets, shouting slogans and lodging protests. Many of ustend to resort to strikes and work stoppages. Undeniably, our future amongst nations, and the good name of our country, depends entirely upon our work and work alone. Muchvaluable work can be done silently and without becoming noisy orindulging in aimless talk. If everyone realises the fairness of this dictum,the salvation of the country would not be far off