Airtel’s ‘Magic Voice’ Advert Is Morally Not Right

Dear Chris,

Advertisers are always on the verge of finding different tactics to push their products and get consumers to purchase them. It becomes somehow meaningless when morality is thrown into the gutters all in the name of advertising and money making.

The newest advert to hit Ghanaian TV screens and radio is the ‘Airtel Magic Voice’ advert. ‘Magic Voices’ is the latest service introduced by telecommunication giant, Airtel. The advertisers, as well as the telecommunication company, are doing all they can to push this new service to their already existing users, as well as potential users.

In the advert, a man is seen watching TV with his young daughter when the daughter’s ‘boyfriend’ called her phone. The father, who had warned the daughter not to receive phone calls from guys (apparently being protective of his daughter as a typical Ghanaian dad would do) answered the phone call (in an attempt to caution the guy). To his dismay, the voice that came from the other end of the call was that of a lady.

A second call from the same number came through which the dad once again answered (this time at the dining table). This time again, the voice sounded like a lady so the father handed the phone over to the daughter. In both scenarios, the daugher’s heart skipped (as it could be noticed in the video) with the fear that the dad was going to deal drastically with the guy. Pleased as the daughter was in her head, she graciously checked out of the dining table to listen to what the ‘boyfriend’ (of course she knew the number so she definitely knew it was a guy) had to say.

The first question the girl asked the guy was; “What do you keep telling my dad?” The guy therefore explained to her how he used ‘Airtel Magic Voice’ service to change his masculine voice to that of a feminine voice. At this, both of them laughed (probably laughing at the fact that they have succeeded in deceiving the dad).

Above all things, the advert promotes an act of lying. We live in a world where we long to train our children to become effective future leaders. If this is how we start by training them, it wouldn’t be surprising if in the near future our leaders and subordinates become super-corrupt.

If the guy had good motives, why did he not talk to the girl’s dad as a male, but rather had to change his voice to that of a lady? If the girl, on the other hand, also knew what the two were going to discuss was something worthwhile, why did she not do so in front of her dad, but rather had to leave the dining table and talk elsewhere?

Situations like this occur when parents are very strict on their wards. However, that shouldn’t be a point to justify a claim like this.

I bet you, lot of young ones in our society are going to rely on this smart service to do whatever they want to do.

Let’s not turn a blind eye on issues like this. I know for sure, some will not find anything wrong with this. This is because the world is so much corrupt to the point that what used to be morally wrong back in the days is now considered appropriate.

Ethics and morals shouldn’t be thrown into the gutters just like that all because of money. I have voiced out my mind, what do you also think?

Check the video out below…

httpv://www.youtube.com/watch?v=DRGKSxddhx4

From Clement Owusu Appiah/Ghana

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