10
Social Movements and the Mass Media
Bindu Menon
The 2004 EPICA award (Europe’s Premier Creative Awards in Advertisement) was won by the advertisement agency Y&R Italia. The visual media advertisement for Telecom Italia, the Italian telecommunications company, was enthralling for various reasons. The black-and-white advertisement starts with a medium shot of the Gandhi Ashram in Wardha and cuts to a shot of Mahatma Gandhi walking in to the ashram and on to a still of Gandhi working on his charkha. The scene cuts to Gandhi moving to his typewriter. The next shot is of a powerful camera capturing the image of Gandhi, and beaming it across the world, huge crowds of men and women listening attentively to him in various European cities—London, Rome ...
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