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FILMINDI A
May 1941
Madhuri and Motilal have a tense moment in "Shadi" a Ranjit picture.
creed, is the same in its fundamental psychological reactions. It buys on sentiment. Its first impulse towards an article is emotional. Reason, logic, comparative value, benefit, reliability etc., are all subsidiary aspects which follow the first urge of emotion.
Let us take a concrete example oi today. Would the Englishman buy a German product to-day? Even if the product is given free with a packet of 1 000; Reich Marks as a present the Englishman will still kick it off. Because, the sentiment of the English buyer is being outraged by the German from day to day by indiscriminate bombing of his wife and children. The best German salesman cannot, therefore, sell to the Englishman a gold nugget even at the price of a sausage. And vice versa.
This sentimental background is of utmost importance to one who wants to sell something to the world. And like all emotional values this sentimental background keeps changing fast being constantly influenced by the environments and by quick changing world conditions around
IMPORTANCE OF LOCAL SENTIMENT
Some years back aeroplane Hying was a luxury but today air craft manufacture is a vital necessity for self-protection. It has become the main plank in the defence of a nation. This evolution from a long
distance curiosity to immediate necessity provides the range to the high-pressure salesman to intensify the emotional value of his product and make it obligatory and acceptable to his customers.
And there is no better way of doing so than by appealing to the rulii-.g sentiment in the field of exploitation.
While fundamentally the sentimental urge to buy is based on common human values, the conditions do differ slightly according to the people and the place.
A swimming costume worn by the Di:ches3 of Windsor may become a craze in America but it will hardly get any attention in India. The local va ues. therefore, have to be ;;tudied in accordance with the local sentiment.
SYMPATHETIC APPROACH
In a talking picture where appeal is direct to the heart of the consumer this sentimental approach is of vital importance.
The avciage film fan goes to the theatre for relaxation and entertainment. He has fought the day's battle in his own way and he feels
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