Communication(Commercial) Artists Guild

Cag

The compilation of ads by Ranjan Raghuvir Joshi in 1950s seen through the BASIC HUMAN DESIRES THAT RELATES TO ADVERTISED PRODUCTS a formula prescribed by late Dr.G.M.Rege, Indias first Mass Communication scholar who prescribed the formula to decode the world of Advertising Art and Ideas. The Students, Scholars and Visual Communication experts are invited to redefine the same from their point of view.

The basic Desires used: 1950

ACQUISITION .....................................................4

DESTINCTION…………………………………………………..6

BEAUTY

(ENVIORNMENTAL)……………………………..2

PEASURE MENTAL,SPIRITUAL,OR EMOTIONAL)….1

EMULATION (POSITIVE)…………………………………….1

CURIOSITY………………………………………………………..1

The Desire for ACQUISITION relates to the hope of OBTAINING MATERIAL POSSESSIONS through the opportunity to BUY, WIN, OR BE GIVEN SOMETHING OF VALUE

This hot metal casting machine meant for Roman script in the international typesetting business offers to be used for Indian regional scripts. In other words regional languages typesetting can keep a pace with main business. It is inviting business community in print industry to acquire the same from this offer.

The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY (MENTAL,MORAL, SPIRITUAL,PHYSICAL,MATERIAL)

Two different ads offering respective services and expressing their respective business distinctions in terms of values.

The Desire for BEAUTY (ENVIORNMENTAL) relates to the hope of LIVING ATTRACTIVELY through the opportunity to IMPROVE APPEARANCE OF HOME This conveys the available essentials of variety paints for living attractively.

The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY(MENTAL, MORAL, SPIRITUAL,PHYSICAL, MATERIAL) Expressing the unique preposition that attracts attention in terms of studio services.

• The Desire for ACQUISITION relates to the hope of OBTAINING MATERIAL POSSESSIONS through the opportunity to BUY, WIN, OR BE GIVEN SOMETHING OF VALUE The brand itself is strong which just informs the availability of essentials for art world.

• The Desire for PLEASURE (MENTAL,SPIRITUAL,OR EMOTIONAL) relates to the hope of LIVING MORE HAPPILY,GETTING GREATER SATISFACTION FROM LIVING through the opportunity to OBTAIN HELP TOWARDS SUCH BETTER LIVING Expressing the information of world famous tourist place and relating it to hotel business.

• The Desire for ACQUISITION relates to the hope of OBTAINING MATERIAL POSSESSIONS through the opportunity to BUY, WIN, OR BE GIVEN SOMETHING OF VALUE

Oriental splendor is the key word in otherwise very simple advertisement.

The Desire for EMULATION ( POSITIVE) relates to the hope of BEING OR ACTING LIKE SOMEONE WHO IS IN SOME WAY(S) SUPERIOR through the opportunity to IMITATE WHAT SUCH A PERSON HAS OR DOES Look at the comparison with an ancient craftsmanship of Temple to the business services given by this print and production house.

<<The Desire for ACQUISITION relates to the hope of OBTAINING MATERIAL POSSESSIONS through the opportunity to BUY, WIN, OR BE GIVEN SOMETHING OF VALUE This is international manufacturing which is compared to that Indian produced Turmeric which has larger export market in International market. Its like barter deal of equal standing.

<<The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY (MENTAL,MORAL, SPIRITUAL,PHYSICAL,MATERIAL) “Advertising is also an ART” this statement itself indicates the desire for DESTINCTION. Publicity and Advertising appears to be same but the difference is first one is free whereas the second one is paid. One can still give the quality in services close to Advertising.

The Desire for CURIOSITY relates to the hope of KNOWING MORE, IMPORVING QUALITY OF KNOWLEDGE through the opportunity to DISCOVER INTERSTING OR UNUSUAL INFORMATION Engraving is an art which is maintained by the said advertiser while in commercial business. It has been endorsed by the experts concerned.

The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY (MENTAL,MORAL, SPIRITUAL,PHYSICAL, MATERIAL) Studio Ratan Batra just presenting number of years in the field leading in the forefront. This is perhaps the first Advertising Agency in India which speaks for itself.

The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY (MENTAL, MORAL, SPIRITUAL, PHYSICAL, MATERIAL) Very interesting piece of copy writing expressing the key position in business as a good salesman.

The Desire for BEAUTY (ENVIORNMENTAL) relates to the hope of LIVING ATTRACTIVELY through the opportunity to IMPROVE APPEARANCE OF HOME This particular advertisement depicts two qualities that is Aesthetics and Safety because product is CEMENT material for building structures. The Desire for SAFETY relates to the hope of AVOIDING PERSONAL DANGER through the opportunity to ACQUIRE OR MAINTAIN MEANS OF PERSONAL PROTECTION

The Desire for DESTINCTION relates to the hope of BEING SUPERIOR TO OTHERS through the opportunity to ACQUIRE ATTRIBUTES OF SUPERIORTY (MENTAL, MORAL, SPIRITUAL, PHYSICAL, MATERIAL) Art understanding and technical expertise when combined one can make a mark in the execution of various applications.