A deep fried shrimp fritter on a grounded lentils and chili mixture formed into a concave disk, commonly known as “isso wade” is a relatively simple food item. Today however it ceased its simplicity and became a desirous temptress, a bringer of internal conflict and an instigator of an in-depth stream of consciousness which lead to inner turmoil, revelations and an acute awareness.

It was with great difficulty that I made up my mind to get off the comfortable chair and engage in some exercise, a concept alien to me until the dire need for it presented itself in my mirror. So with a lot of excuses valiantly dismissed, and the mind set of a Jeddai in place, the walk was embarked on. Initially I felt good about myself. In fact, I was highly taken up by this “exercise” thing- good for the body, good for the soul. So I was told. Thus, I was taken quite unawares by the ‘Isso wade’ seller accost my path- seemingly set on ambushing my new ‘healthy life style’ with his tempting delights. Deep-fried until golden brown and crusty in all it’s crispy goodness, the mouth watering aroma filling the air, eager consumers flocking around happily –munching. I felt like I had been whacked across the head.

This was so wrong. I was supposed to be exercising, living a healthy life, staying away from the fatty foods. And the (overwhelming) though of indulging in an ‘Isso wade’ in the middle of walk…well that’s just preposterous! It was with great discipline and restraint that I walked away from the peddler, somewhat disappointed but adamant to stay on course.  The strenuous exercise in defying every bone in my body however had gotten the wheels in my mind turning. The “isso wade’ man, standing at the right place at the right time, showcasing his products with all its sensory delights was in fact engaged in the best form of advertising. He had it all figured out. Location to attract target consumers, (i.e.; people hungry and tired after work or sports) strategy and tactics (fresh fritters making, arousing sight, sound and smell) and accessibility, (side of the road, on your way home)

So I started looking around. Everywhere I turned there was a ‘communication’. A product or service staring you in the face. But nothing seemed to work for me. The life size billboard of Dushyanth Weeraman endorsing Rollo cake was most inappropriate. The neon sign pointing to a club nearby looked uninviting and unattractive. The entry board to the Halal restaurant looked too cheap. The entry board to the coffee house looked too expensive. The infinite rows of election posters, distorting the environment, defied every possible aim of positive communication.  The explicit spray painting on the walls lacked any notions of expressive art, and only succeeded in seeming vile and frustrated. I wondered why were all these methods of communication (or advertising, so to speak) so far away from the desired impact. How was it that only the ‘isso wade’ man got his point across?

Advertising is a crafty game as it is. Once in away you’ll have to pull a Mephistophilis on a Faustus, or a Calypso on Odysseus. It is often about tempting the consumer to purchase products that he may not really need. It always about creating the need in a place where it doesn’t exist.  Advertising is a game that puts Milton to shame, but the most important thing is that it be done right. The medium maybe small; a poster, a sign, and photograph- but it should be classy, it should be different, it should be relevant and it should communicate the right message to the right person. These are just a few realizations I had on looking around me during my stroll (for that was what it had become- a ‘stroll’ as opposed to an energetic walk-But don’t find fault- my mind was busy at work!) Something positive had transpired, at least I had started looking, and thinking. So today I picked up a copy of Conrad Levinson’s “Guerilla Advertising”- I plan to open a manioc chips and candy floss stand next to the ‘isso wade’ man!!!

Anandi Jayawardena