आदर्श पढ्दाखेरीकै कुरो हो । त्यतिबेला म ठूल्दाजूसँग डेरामा बस्थें । दाजूले आफू काम गर्ने 'मोमेन्टो अपरेल्स् प्रालि' नजिकै थियो डेरा । हामी बस्ने घरमैमा मलाई स्कुलमा पढाउने ललित सर पनि बस्नुहुन्थ्यो । स्कुलबाट डेरासम्म जानेआउने गर्दा बाटोमा धेरै कुराले मलाई आकर्षित गर्थे । कहिले मोमो, कहिले चाउमिन, कहिले गोलमोल चाउचाउ त कहिले भिडियो गेम अनि हाते घडी । यी सबै कुरा किन्न मसँग पैसा थिएन । दाजूले पनि त्यस्ता कुराका लागि पैसा दिनुहुन्नथ्यो । त्यसैले मैले एकदिन एक्लै भएको बेला दाजूको कन्तुर खोलें र एउटा नोट झिकें । एक हजारको रहेछ । अनि त मसँग धेरै दिनसम्म बजारमा देखेका कुरा किन्न पैसा भइरह्यो । तर करिब १ महिनापछि दाजूले थाहा पाउनुभयो र ललित सरलाई पनि भनिदिनुभयो ।
मेरो जीवन मेरो यात्रा
आदर्श पढ्दाखेरीकै कुरो हो । त्यतिबेला म ठूल्दाजूसँग डेरामा बस्थें । दाजूले आफू काम गर्ने 'मोमेन्टो अपरेल्स् प्रालि' नजिकै थियो डेरा । हामी बस्ने घरमैमा मलाई स्कुलमा पढाउने ललित सर पनि बस्नुहुन्थ्यो । स्कुलबाट डेरासम्म जानेआउने गर्दा बाटोमा धेरै कुराले मलाई आकर्षित गर्थे । कहिले मोमो, कहिले चाउमिन, कहिले गोलमोल चाउचाउ त कहिले भिडियो गेम अनि हाते घडी । यी सबै कुरा किन्न मसँग पैसा थिएन । दाजूले पनि त्यस्ता कुराका लागि पैसा दिनुहुन्नथ्यो । त्यसैले मैले एकदिन एक्लै भएको बेला दाजूको कन्तुर खोलें र एउटा नोट झिकें । एक हजारको रहेछ । अनि त मसँग धेरै दिनसम्म बजारमा देखेका कुरा किन्न पैसा भइरह्यो । तर करिब १ महिनापछि दाजूले थाहा पाउनुभयो र ललित सरलाई पनि भनिदिनुभयो ।
Stereotypes and gender biases in Advertising
With the rise of media industry the business in advertising has also risen up. Today, ads are scattered everywhere and they are multiplying each day. Ads take up more than half the space in successful daily newspapers and consumer magazines. They are inserted into trade books and even textbooks. Internet has become another crucial space for them. Ads are seen in every nook and corner and thus people are being familiar to the message they intend to convey. Despite the intended message the stereotyping meanings carried by the ads create negative impacts upon society at the same time.
Discussion
Over the years, critics and consumers alike have complained about the stereotyping in mainstream advertising (Campbell, 2000). Likewise, stereotypical portrayal of women has generated considerable controversy. Ads offering women as a man's reward for drinking a particular beer, wearing cool jeans or smoking right cigarette have still stereotyped women. Although women today are often portrayed in a variety of social roles many sexist stereotypes still persist in advertising (Campbell, 2000).
Let us look at an ad of Signature a product of MC Dowell Nepal Limited. This ad is widely seen in different mainstream media since years back and even these days. From business point of view the advertiser has successfully attracted many customers by this ad. However, there are still more perspectives which we can view through and thus consider it offensive when talked about gender difference and bias.
Description of the ad
This ad is published in 'The boss' an English monthly magazine that targets its audience to the sector of business. It covers a full page area and is published in four colors. This is an ad of a hard drink product and ultimately aims at attracting more customers towards it. The ad has following components that make the ad more effective in terms of attracting customers:
• Context and visual elements: The ad shows a context of enjoyment or possibly a hangout. It has attractive and romantic scenery of an ocean which helps establish a romantic mood for the characters.
• Image of the product: The Product is placed in the right side of the ad. It has a close up picture of bottle of Signature with a half-filled glass by its side.
• Characters: There are five characters of which three are male. Among them two male characters are sitting at the fence of the ship they are traveling by. Likewise, a male character portrayed centrally is being pulled by two female characters. Those two males are taking photographers for fun.
• Text: The ad also has some text or words. At the top-right side of the ad the words 'Success is very demanding' is written with bold white colored fonts in the dark green background. Likewise, just below the logo of the advertiser 'Success is good fun' is written with golden color which suggests the advertiser's name.
• Logo or brand: At the right middle part of the ad signature's logo is placed with shining golden letters in it. The ad also tries to attract audience by its brand name too.
• Plot or activity: The characters involved in this ad are in a trip to somewhere away from their workplace or hometown. They are traveling by a ship. Their goal seems to be a successful person. And since success lies in fun, signature can help them attain it. This is all about the message conveyed by the plot.
Interpretation
Though the ad looks attractive at a glance, it has stereotypical messages contained in it. The words 'Success is very demanding' is associated 'Success is good fun'. Then, the fun is associated with the beautiful girls shown in the ad which the drink can bring them together. The female characters are presented as sex symbols. Generally stating, the majority of beer drinkers are men. By including attractive women in such advertisements, the underlying message is that if men drink a certain type of beer they will be able to attract a certain type of female.
Sex appeal: We often see ads that feature superficially beautiful or "desirable" models, so it comes as no surprise that sexual imagery is used to sell products. But depicting people this way can also contribute to socially offensive practices. The dress up of the girls with half-down naked shown in the ad suggests that they are sexually attractive. How effective would the ad be if boys shown in the ad were half naked instead of girls? And would the ad draw equal attention if there were no girls? It seems that girls are only as important as the drinks shown in ad for both of them are the means to create fun for the boys.
Gender stereotypes: Two girls are getting it difficult to pull a boy with their entire effort. This depicts that girls are inferior in terms of physical strength. Despite the joint effort of both of the girls, here the man is in the control. "Usually the men are very masculine. They have big muscles or they're very successful. Being shown as sensitive doesn't compromise the masculinity, and that's interesting that the only way you can show a sensitive man is if he's already successful in other ways of being a man" (media-awareness.ca, 2010). The words like success in good fun suggest the stereotypical views that the ultimate goal of any man is to have beautiful girls around him and enjoy with them with all expensive drinks and luxuries. Meanwhile the ad portrays the girls' success lies in satisfying men. In this sense it seems that its not just product that is being advertised, gender difference is often shown in other points of advertising.
Democracy and Cultural in stereotyping: Democracy has provided enough freedom to people for the own way of life. The picture shows maximum freedom in characters that they are free to enjoy the way they like. Though girls are shown enjoying outside they are again in control of men. Their role has changed from households to outside but again have the same job to satisfy men at any cost. Being dressed up as per the men's choice and devoting totally for their enjoyment, their role is still inferior. Likewise, culture plays a vital role in advertising. Since this ad is targeted to high class Nepali people it focuses on luxuries which are new to Nepali Culture. Another way overlapping with Nepali stereotype is that only hard drinks and girls are the source of good fun. Accordingly, the ad says that both girls and drink are demanding fun which are required to achieve success.
Conclusion
Based on above discussion, it is evident that expensive hard drinks or luxury products are directly associated with female body as a source of fun for men in advertisement. This has always contributed in underestimating female. Their representation in the ad is just for catching attention of men towards the product. On the other hand the more closely female are associated with the product the more successful the ads prove to be. In other words these ads like of alcohol present female as the luxury products for men's consumption. Likewise, the cultural dominance is seen like in case of what product a high class people consume and what the poor doesn't. And of course, alcohol should not always be associated with sex as that of the ad suggest.
References
1. Media Awareness Network (2010) Learning Gender Stereotypes Retrieved from http://www.media-awareness.ca/english/resources/educational/lessons/secondary/ gender_portrayal/upload/Learning-Gender-Stereotypes-Lesson-Kit.pd
2. Campbell, Richard. Media and Culture. 2nd ed. 2000. 362-364
3. Photo taken from: The boss. 2007. Jan 15-Feb 14. Page 21.
परिणामविहीन प्रतिस्पर्धा
एक्लो प्रतिस्पर्धामा एक पटकमै आवश्यक बहुमत ल्याउन नसकेपछि अर्को पटक चुनाव गरिरहनु सरासर मुर्खता हो । जनताले संविधान बनाउन र देशलाई प्रगतिको मार्गतर्फ अघि बढाउन सक्छन् भनेर छानेका योग्य तथा दक्ष प्रतिनिधिहरु नै मूर्ख बनेपछि समस्याको समाधान कसरी हुन्छ यस विषयमा संविधानसभाका अध्यक्ष सुवाशचन्द्र नेम्बाङले चुनावीप्रकि्रयालाई परिणामविहीन रुपमा अगाडि बढाउनु कुनै पनि तर्कले उचित मान्न सकिँदैन । तलब भत्ता र सुविधाको उपभोग गर्न मात्र पनि चुनावी प्रकि्रया अघि बढाइरहने सभामुख संविधानसभाका लागि भइरहेको सम्पूर्ण खर्चप्रति पनि जिम्मेवार हुनुपर्छ ।
What is the most effective way to change/improve living standards?
Moreover, it is obvious that a person having adequate information will generally have more KAM (Knowledge, Access and Money). For instance, having information about a new technology is having knowledge and the knowledge we have helps to access the technology and finally the use of technology can help us generate more money within less time.
Along with the necessity of being in touch with the mass media, being media literate is also equally important to improve our living standard. The way we think and the way we perceive things may not be as they are conveyed. Thus, the power to judge, analyze and make the correct choice helps improve our status.
Like as in the documentary "Asian Communities in Action", Palung FM has helped farmers know the market price of the things they sell. They also get the information related to their health problems, education and social issues. Women empowerment is another good example that rests on the contribution of community radio. They have benefited a lot by the community radio through information sharing. Thus, being well informed through mass media is the most effective way to improve living standard.
Chandiraj Dahal
नेपाली हाइकु
भैंसीको ढाडमाथि
बालबालिका
पटुकीभरी
तिम्रो मायाको चिनो
धोका रहेछ
कुभलो भयो
देश र जनताको
फोहोरी खेल
सुकुटीजस्तो
पातलो जीउडाल
'फेस अफ द डे'
नेतालाई ताली
धेरै भो अब चाहीं
जुत्ताको माला
पवित्र पानी
बागमति होइन
ढलको निद
बत्ति बलेछ
घरको छानामािथ
भित्र अँध्यारो
सपनाहरु धेरै छन्
" दुःखदायी क्षण पनि रमाइलै हुन्छ मन परेको मान्छेसँग रहँदा ।
अझ खुसीका क्षणहरु बढी सार्थक हुन्छन् । "
दिनहुँको पढाई वा भनौं केही दिनअघि देखिको किताबी रटानबाट छुटकारा पाएपछि दिमाग केही ठन्डा भएको छ । ब्लगमा नयाँ कुरा केही राख्न नभ्याएको पनि करिब १ महिना भइसकेछ । त्यसमा पनि असाइन्टेन्ट पोष्ट गर्नुबाहेक सिर्जनात्मक लेखन केही राख्न भ्याइएन । धेरै दिनपछि आफ्नै बारे सोच्ने फुस्रद मिलेको हुँदा आज केही शब्द लेख्न मन लाग्दैछ ।
काठमाडौं विश्वविद्यालयमा व्याचलस्र जोइन गरेको पनि दुई बर्ष बितिसकेछ । हिजो जस्तो लाग्छ साथीहरुबीच पहिलो पटक चिनजान गरेको । आज सम्झँदा मेरो मानसपटलमा धेरै क्षणहरु उर्लेर आउँछन् साउने भेलझैं । नराम्रा र दुःखदायी क्षण त खासै केही भोग्नुपरेन । रमाइलो गरेको अझ भनौं नयाँ कुरा सिक्ने र व्यवहारिक ज्ञान हासिल गर्ने क्रममा साथीहरुसँग बिताएका पल अहिले भर्खरै जस्तो लाग्छ । एमएसजीमा आवद्ध भएर गरेका सामूहिक कामहरुको सम्झना आइरहन्छ र अझै राम्रो र प्रभावकारी रुपमा अगाडि बढ्ने उत्साहले मन भरिन्छ ।
यसपालिको खेलकुद सप्ताह पनि सम्झनयोग्य लाग्यो । यात्रा अझै सकिएको छैन । स्नातक तहको मध्यम विन्दूमा आइपुगेर आफैंलाई नियाल्दा अलिकति बैंस आएजस्तो, अलिकति परिपक्व भएजस्तो ,अनि अलिकति चाचल मन भएजस्तो लाग्छ । सपनाहरु धेरै छन् तर उही छन् । उत्साह थपिएको छ । आत्मविश्वास अलि बढेको छ । अब क्षमता अभिबृद्धि र सीप बढाउने कार्यतर्फ मन हौसिएको छ । सिक्ने, विक्ने र टिक्ने ३ चरणको जीवन-यात्रामा म अझै प्रथम श्रेणीमै राख्छु आफूलाई ।
जीवनका रमाइला क्षणसँग प्राय प्रेम प्रसंग नै जोडिने गर्छन् । सायद प्रेमले मानिसलाई एक प्रकारको आनन्द दिन्छ, आफूलाई सुरक्षित भएको महसुस गराउँछ, अलिकति अरुप्रतिको दायित्वबोध गराउँछ, अलिकति अरुलाई पनि आफ्नोबारे सोच्न बाध्य गराउँछ अनि थोरै इश्र्यालु बनाउँछ, थोरै त्यागी पनि बनाउँछ । दुःखदायी क्षण पनि रमाइलै हुन्छ मन परेको मान्छेसँग रहँदा । अझ खुसीका क्षणहरु बढी सार्थक हुन्छन् । हा हा । सायद परीक्षामा पेमको गुणगान गाउने प्रश्न सोधिएको भए म पनि आफ्नोबारे व्यक्त गर्न केही पटक कापी थप्ने थिएँ होला । अनि बीचमा कतै आफैंलाई हराउने थिएँ होला । कति आफूलाई छटपटाइरहेको पाउँने थिएँ होला । कति शब्दमा चिच्याउने थिएँ होला । कहिले खुसीले । कहिले दुःखले । यस्तै यस्तै आफैंलाई व्यक्त गर्ने थिएँ होला । तर ब्लगमा यी सबै व्यक्त गरिरहँदा आफ्नैबारे महाभारत बुनेजस्तो होला । छोटो लेख्छु भन्दाभन्दै आफैंलाई पढ्दा पट्यारलाग्दो होला । त्यसैले आजलाई यहीं बिट मार्नु उचित देख्छु । यहाँसम्मको साथका लागि तपाईंलाई धेरै धन्यवाद । हाम्रो भेट नयाँ पोष्टहरुमा पक्कै हुनेछ ।
Sex Appeal: an effective tool for Advertising
Advertising, the business of drawing public attention to goods and services (elook.org), in today's competitive market, is often assisted by sex appeal. Likewise, an attribute of sex in advertising is that imagery used typically may have no connection to the product being advertised. However, the purpose of such imageries is to solely drag the attention of the potential customer or user. Sex appeal in advertising is often considered as one of the effective tools for attracting consumers' attention and has become more and more important to some advertisers for the same reason.
Discussion
From different studies on the history of advertising it is found that Sex has been employed in attracting consumers since the beginning of advertising. At the beginning, wood carvings and illustrations of attractive women (often unclothed from the waist up) adorned posters, signs, and ads for saloons, tonics, and tobacco. In several notable cases, sex in advertising has been claimed as the reason for increased consumer interest and sales. Even more at present context, sex appeal in advertising builds up the argument that people are curious about sexuality. This credence in marketing opines that sexuality sells products.
Rebecca Howard in her article “Sex in Advertising: Does it sell? (Howard)” draws different opinions of writers that the sensuality and imagery portrayed through the ad should be relevant to the message it carries as well as the nature of the product. According to Donna Rouner, a Colorado State University associate professor of Journalism and Technical Communication, the success of advertising that uses sexual imagery often depends on the product being sold. “Research has shown that people are pretty turned off by sex in ads if neither the product nor the lifestyle (being portrayed) is relevant to nudity or sex,” Rouner says. “Where sex works for people generally is when the product itself has to do with sex or intimacy or nudity" (Rouner).
Sex sells. These days advertising and sex have been tied together to large extent. The use of sexually suggestive images to sell just about everything really emphasizes the point that sex is a merchandisers' best friend (laimisk, 2010). In different newspaper, television as well as websites we find many advertisement of such kinds. For instances let's go through some advertisements taken randomly from different sources:
1. LavAzza Italian coffee ad: Spicy. Hot. And not half as likely to cause the kind of reaction that the ad above might receive. Pretty interesting to consider when one gets down to it. What about this ad for an Italian coffee company? It makes everyone think of sex, doesn't it?
2. Spic and Spank – A company in Germany sells their household appliances, including vacuums, using images of women in fishnets and men tied up. The ad is more successful in attracting people's attention. However, it doesn't effectively connect the message with the product. Because one can't even notice the vacuum cleaner in the bottom left which in fact requires a careful look or else he/she may miss the entire point of the ad.
3. Renova Toilet Paper: What about this print ad for Renova, a toilet paper brand from Spain? What's sexy about toilet paper?
4. Che, men's magazine: This suggestive ad campaign was used in Belgium to promote a new men's magazine, Che. It suggests that for a men's magazine, using sex to sell is an obvious marketing choice.
5. iPOd: This is as ad for an electronic product. The imagery used here highly suggests for sex appeal. Since, the image has creatively taken one of the best selling electronics products in the world it can be taken as an effective ad.
6. Dolce & Gabbana: The advertisement for Dolce & Gabbana's Spring Summer 2007 collection featured a bare-chested man holding down a woman by her wrists while other men look casually on. This ad was criticized by the media watchdogs and Spanish authorities.
7. Yeti Carpet: This advertisement (hoarding board) was found in Kathmandu. Though it emphasizes less on nudity it is appealing and connects the message carried by it with the product being advertized.
8. Lowenbrau: (centre) this advertisement taken from a hoarding board at Koteswor, Kathmandu has a nude (from waist up) women sleeping at the focus. It has used sex appeal as a tool for advertising.
Now let us compare above advertisements with four different bases: nudity, creativity, message carried and degree of sex appeal.
• In first case, the ad has a nude man and a nude woman very closely attached to each other. But more creativity is used in hiding their sexual organs and that draws people's attention towards coffee beans when they imagine more of the image. It provides a message that this coffee can generate more heat when one drinks. Here the degree of sex appeal used is high compared to other ads.
• In second case, the ad has a nude man and bare legs of a woman. Since the image too suggests total nudity, it is considered successful in drawing people's attention. Also, it has higher degree of appeal. But the message carried is very hard to retrieve and doesn't directly connect with the product being advertized. The product, vacuum cleaner is placed at the side which viewers don't take care of.
• Likewise, in third case, the ad uses nudity which doesn't match much with the message carried and the nature of product being advertized. However, more than being appealing it catches the attention of people at first sight. There is very less creativity used. Thus, this ad doesn't provide a satisfying answer to what has a toilet paper brand to do with sex. The intended meaning "luxury" doesn't sufficiently connect with sex appeal here.
• Moreover, Che, a man's magazine has used a poster that has tried to generate sex appeal and in fact seems successful in attracting men too. This has used more creativity. The poster fits to the waist down part of a female (receptionist or shopkeeper). The message carried by it is closely associated to the nature of the product. The ad seems simple and effective.
• Fifth, this ad is more effective and appealing. Though there is nudity, it is symbolic. The imagery has used more creativity and thus associates the product with the sex appeal and makes the intended message more meaningful.
• Next, the ad has used higher degree of sex appeal. Due to nudity and appealing imagery it seems successful enough to attract consumers but the other aspects of the ad like message, nature of product and creativity seem unable to connect with each other. The ad advocates more for brand recognition rather than the product being advertized.
• Seventh, this ad too seems appealing and effective in attracting customers. The product and imagery are interconnected with the message intended by the ad. Though it has used less nudity, it is an effective ad.
• Finally, this ad is appealing too. It catches sufficient attention of the passers by because it has an image of nude woman sleeping with her half back portion shown. The message written in it tries to connect with the nature of product. But less creativity can be found here.
From above illustrations we can come to the point that sex appeal is first step to attract the attention of people whereas the degree of creativity and symbolic meaning are the aspects which encourage probable customers to buy the product.
In our daily lives, we are surrounded by many such advertisements which desperately compete for our attention. “Everywhere we look, we find ourselves inevitably drawn to images of insufficiently clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular” But, is it effective? Obviously, sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It is the nature of every creature and moreover, in case of human beings, everyone is, to some extent, curious about sex. A nude female body on a poster is more likely to draw a guy's attention than a kitten or a puppy, regardless of how cute they may be. Even women are drawn attention by it, perhaps with the desire of having elegant look.
Sex supposedly sells, and no matter what commercial product one is looking for, there is no shortage of marketing campaigns aiming to convince one of the special sex appeal that appears with the "pleasure" of housekeeping he/she may enjoy from using a particular brand of vacuum, with driving a particular brand of automobile, and the erotic experience associated with wiping one’s behind with a particular brand of toilet paper (Jimz N' Floz). Apparently there is no true limit to the type of commercial product that can be tied to some unrelated sexual image.
"Does sex sell?" Actually, sex does not sell, but sexiness does (Cebrzynski, 2000, p. 14). Using sex appeals in advertising is a good way to target certain market segments but not all. What is identified as sexual appeals in advertising? Where and when should sex be used in advertising? Does the use of sexual appeals lead to an advantage for brand remembrance?
There are several different distinctions as to what is being categorized as sex appeal. A study conducted by (Reichert, T., Heckler, S. E. and Jackson, S., 2001) revealed four characteristics of sexy ads: (p.267).
1. Physical features of models,
2. Behavior/movement,
3. Intimacy between models,
4. Contextual features such as camera effects
Ramirez and Reichert (2000) sought to find what people consider sexy in advertising. The most common referent was physical features (66%), followed by a model's movements and verbal and nonverbal communication (39%), contextual features (26%), and proxemics.(15%) (p.269). They made an important note that what people referred to as sexy differed gender to gender. The study showed that females responded more to context than males did at 35% to 20%. It also showed that 28% of the females responded to proxemics or references to physical distance or relative interaction between models compared to 6% of the males (p.269).
"Advertising research reveals that sexual appeals are attention getting, arousing, affect-inducing, and memorable" (Reichert, Heckler, and Jackson, 2001, p. 14). But, although studies have demonstrated that sexual appeals attract attention to the ad, they do so typically without a corresponding advantage for brand information processing. Although using sexual appeals in brand advertisements has not proven to be as effective as needed, using them in social marketing may be beneficial. "From a social marketing perspective, sexual appeals may be beneficial for the simple reason that they are attention-getting and potentially motivating desirable message characteristics in a saturated media environment" (Reichert, Heckler, and Jackson, 2001, p. 18).
From above study, we can come across the points that an advertiser may take into consideration the following points before using sex appeal as a tool in advertising:
• Adequate research should be made on consumer's interest, market's demand and the product before making the advertisements.
• Appropriate and attractive models (male/female) should be chosen depending upon the target audience.
• Study the cultural aspect of the targeted market or consumers for the effectiveness of the Ad.
Conclusion
It is the task of advertisement to ensure that the product or service reaches to the level of consumers' conscience (Shrestha). Sex appeal in this regard appears to be one of strong tools of advertisers; no matter either it is ethical or unethical. However, the brand recognition or the consumers' perception upon the product being advertized is largely shaped by the commercials displayed through such advertisements.
Sex appeal doesn't always necessitate vulgarity or nudity, it can instead, become symbolic and creative so that in most cases only the target audience can make sense out of it and thus, become attracted towards it. Like in the case of first, fourth, fifth and seventh ads (above images) sex appeal with creativity and symbols connecting the product with message conveyed persuades consumers to buy those products. In case of other ads there is more vulgarity and nudity which is more likely to generate the attention of criticizers more than of the customers. However, the universal idea that sex appeal can be used as an advertising tool rests upon the fact that everyone is curious about sex. And that nosiness toward sex drags the attention of the probable consumers.
(This post is taken from one of my assignment, thought it was done almost around a year back it have published it considering it worth sharing)
Works cited
• Fang Liu and Jianyao Li, Does Sex Sell In China?-Chinese Consumers’ Evaluations Of Sex Appeal Advertising. ANZMAC 2005 Conference: Marketing Issues in Asia. 53.
• La Tour, M. S., and Henthorne, T. L., 1994. Ethical judgments of sexual appeals in print
• Reichert, T. H. ( 2001). The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of Advertising , 30(1), 13-27.
• Reichert, T., Heckler, S. E. and Jackson, S. (2001). The effects of sexual social marketing appeals on cognitive processing and persuasion. Journal of Advertising. , 30(1), 13-27.
• goliath. (n.d.). Retrieved 04 23, 2010, from goliath.ecnext.com: http://goliath.ecnext.com/coms2/gi_0198-415990/Ethics-in-advertising-sex-sells.html
• Howard, R. (n.d.). college avenue. Retrieved 04 21, 2010, from http://www.collegeavenuemag.com/features/hot-button/sex-in-advertising-does-it-sell/
• laimisk. (2010, 04 21). The sex raeally sells. Retrieved 04 22, 2010, from laimisk: http://en.kllproject.lv/2010/04/21/the-sex-really-sells/
• Rouner, D. (n.d.). Scribd. Retrieved 04 20, 2010, from http://www.scribd.com/doc/27015053/College-Avenue-Magazine-Volume-5-Issue-2
• Shrestha, S. (n.d.). Advertising Association of Nepal . Retrieved 04 21, 2010, from adnepal.org.np: http://www.adnepal.org.np/document/content/Sex%20appeal%20in%20ad.pdf
• Elook (n.d.). Retrieved 04 23, 2010, from elook.org: http://www.elook.org/dictionary/advertising.html
Photos taken from:
• Lavazza: Retrieved 04 20, 2010, from kiotay08.files.wordpress.com: http://kiotay08.files.wordpress.com/2008/08/italain-coffee-ad.jpg
• Spic and Spank: Jimz N' Floz. (n.d.). Retrieved 04 21, 2010, from http://www.jimdeadman.com/?p=1284&cpage=1
• Renova Toilet Paper: (n.d.). Retrieved 04 20, 2010, from adland.tv: http://adland.tv/ooh/making-toilet-paper-ads-sexy
• Che, men's magazine and iPod (n.d.). Retrieved 04 19, 2010, from inventorspot.com: http://inventorspot.com/articles/ads_prove_sex_sells_5576?page=2
• Dolce & Gabbana: (n.d.). Retrieved 04 19, 2010, from frillr.com,2010
http://frillr.com,2010
• Yeti Carpet: taken on 04 19, 2010, from a hoarding board in Dillibazar, Kathmandu.
• Lowenbrau: taken on 04 19, 2010, from a hoarding board in Koteswor, Kathmandu.
रमाइलो तालुडाँडा
बिदाको दिन भएकाले केही फुस्रद मिल्यो । सधैंको पढाइ र कामले वाक्क भएकाले साथीहरुबीच 'ह्याङआउट'का लागि घुम्न जाने सल्लाह भयो । हामी धुलिखेलका विभिन्न ठाउँहरु चहार्न थाल्यौं ।
धुलिखेल नेपालकै एकमात्र ठाउँ हो जहाँबाट सबैभन्दा धेरै हिमालहरुको अवलोकन गर्न सकिन्छ । पश्चिममा अन्नपूर्ण र पूर्वमा सगरमाथासम्मका ३१ वटा मनोरम हिमाल एकै ठाउँमा बसेर अवलोकन गर्न पाउँदा पर्यटकहरु आफूलाई पनि हिमालको चुचुरोमै पुगेको महसुस गर्दछन् ।
"वाह ! सच व्युटिफुल माउन्टेन्स्"- पारिलो घामको प्रकाश उत्तरको हिमश्रंृखलामा ठोक्किँदा नेपाल घुम्न आएका केही विदेशी पर्यटकहरु धुलिखेलबाट ती दृश्यलाई क्यामारामा कैद गर्दै थिए । "काठमाडौंबाट नजिक भए पनि प्रदुषणबाट टाढा रहेछ" - काठमाडौंकी रश्मी अग्रवालले भनिन् । "चिसो र स्वच्छ भएकाले पनि धेरैजसो पर्यटकहरुले धुलिखेललाई आफ्नो गन्तव्यस्थल बनाउँछन् होला"- सँगै रहेका स्यामुएल क्षेत्रीले अनुमान गरे । नेपालको एक महत्वपूर्ण पर्यटकीय स्थल मानिने धुलिखेलमा केही समयअघि हजार-सिँडी निर्माण भएको छ । हजार सिँडी चढ्दै जाँदा केही पर गौतम बुद्धको ठूलो मूर्ति देखिन्छ । ठट्टा गर्दै नेपालगाजका अनिस रेग्मीले बुद्धको मूर्तितिर देखाए- "हेर त बुद्धले आफ्ना चेलाहरुलाई पाठ सिकाउँदै छन् ।"
हिउँदमा घमाइलो दिन भए धुलिखेल वरिपरीको रमाइलो दृश्य अवलोकन गर्न सकिन्छ । पुस माघको चिसोमा कुइराले वरिपरीका खाल्डाहरु पुर्दा भने आफू आकाशमा बादलहरुबीच हराएझैं लाग्छ । घामको प्रकाश धमिलिँदा वरिपरी कुइरोले ढाकेको हुन्छ । महाभारत र रामायणजस्ता टेलिश्रृंखलाहरुमा देवता र राक्षसहरु बादलमाथि शयर गरिरहेजस्तै । मैले पहिलोपटक 'प्लेन'मा यात्रा गर्दा यस्तै महसुस गरेको थिएँ ।
धुलिखेल शहरभन्दा करिब २ किलोमिटर उत्तर-पश्चिममा एउटा अग्लो डाँडो छ । विशेषगरी काफल ऐसेलु र लालीगुराँस वनभरी हुँदा निकै चर्चामा आउने यो ठाउँ काठमाडौं विश्वविद्यालय लगायत अन्य कलेजका विद्यार्थीहरुमाझ तालुडाँडाको नामले परिचित छ । हुन त प्राकृतिक रुपमा यो ठाउँ जति सुन्दर छ त्यति चर्चा भने यसले पाउन सकेको छैन । तर पनि विभिन्न ठाउँबाट धुलिखेल घुम्न आउनेहरुका लागि यो डाँडो एउटा रमणीय स्थल बन्न सक्छ । कारण तालुडाँडाको रुपमा परिचित भएपनि यस ठाउँबाट वरिपरीको दृश्यावोलोकन हरियाली र मनोरम पाइन्छ ।
एउटा साथीले छेउमा आएर सोध्यो "यसलाई किन तालुडाँडा भनिएको" खास उत्तर के हुनुपथ्र्यो मलाई पनि थाहा थिएन । तर डाँडाको टुप्पो पुग्नलाग्दा केही भिरालो चउर देखियो । "तालुजस्तै खाली ठाउँ भएकाले" मैले चित्तबुझ्दो उत्तर दिने प्रयास गरें । यहाँका स्थानीयबासीहरु यस ठाउँलाई तालुडाँडा भन्न रुचाउँदा रहेनछन् । कसैले गोसाइँस्थान त कसैले चण्डेश्वरी वन । जे भएपनि यूवाहरुमाझ यो ठाउँ तालुडाँडाकै नामले चिनिन्छ ।
डाँडाको टुप्पोमा एउटा टावर छ जहाँबाट उत्तरको हिमश्रंृखला प्रष्ट देखिन्छ । दक्षिणको अग्लो महाभारत पर्वत र वरिपरीका अन्य हरिया डाँडाहरु देख्दा आफू स्वर्गमा भएको महसुस जोकोहीले गर्छ । टावरमा चढेपछि स्वच्छ हावामा रमाउँदै काठमाडौंकी रमिता महर्जन भन्दै थिइन्- "अब त पटकपटक आउँछु फुस्रद मिल्नेबित्तिकै यहाँ आउने योजना बनाइहाल्छु ।" उनी पूर्वमा पाँचखाल उपत्यका र पश्चिममा काठमाडौं उपत्यकालाई समेत त्यहींबाट चियाउने प्रयास गर्दै थिइन् । टाढैबाट तालुडाँडालाई हेर्दा कहिलकाहीं यो आकाशमा झुण्डिएको जस्तो भान हुन्छ । मैलै मनमनै सोचें सायद बेबिलोनको 'हेङ्गिङ गार्डन' पनि यस्तै हुनुपर्छ ।
हराउँदैछ हरियाली
धुलिखेल वरिपरीका केही ठाउँहरुमा एग्जाभेटरले आफ्ना नङ्ग्रा फैलाइरहेको देख्दा भने हामी चिन्तित भयौं । "अब यो सुन्दरता पनि धेरै दिन नरहनेभो" छेउमा रहेका सुनिर पाण्डेले यसो भनिरहँदा मैले कवि मनप्रसाद सुब्बालाई सम्झें । केही महिनाअघि दार्जिलिङबाट काठमाडौं विश्वविद्यालय आउँदा उनले काभ्रेको अथाह सौन्दर्य देखेका थिए । विशेषगरी खेतका गरा र कान्लाले उनलाई लोभ्याएको थियो । बयेली खेल्दै गरेको हरियो बालीमै उनको मन हराएको थियो । तर उनी काभ्रेको हरियाली वातावरणप्रति चिन्तित थिए । भन्दै थिए-"यी खेतका गराहरु पनि मासिदैछन् र काभ्रेको सुन्दरता पनि बिलाउँदैछ ।"
आज धुलिखेल आसपासका क्षेत्रहरुमा यस्तै परिवर्तन आउन थालेको छ । हरिया डाँडाहरुलाई सम्याई प्लटिङ गर्ने कार्य अत्यधिक बढेको छ । प्लटिङ् कार्यका कारण आसपासका यी डाँडाहरु मासिन थालेपछि भने धुलिखेलले आफ्नो भेष बदल्दैछ । हिजोसम्म हरिया बुट्यान र घाँसले भरिएका भिराला डाँडाहरु रुखो चउर बन्न थालेका छन् । जसकारण धुलिखेलको सौन्दर्य बिस्तारै हराउँदैछ । यसतर्फ भने कसैको ध्यान जान सकेको छैन ।
स्वदेशमै फल्छ सुन
काभ्रे पाँचखालका राजन न्यौपाने करिब डेढ दशकअघि नेपाल आएका हिमाल आरोहीले कफी पिएको देख्दा 'के खाएको होला' भन्ठान्थे । अहिले उनमा कफी पिउने लत नै बसिसकेको छ । आँगनको डिलमा बसेर कफी पिउँदै उनी भन्छन्-'कफीखेतीले जीवनस्तर बढाउन थालेपछि त नेपालका पाखाबारी यसैले भरिन थालेका छन् ।'
हिमालको चिसो छल्न आरोहीहरुले झोलामा बोकेर ल्याउने गरेको त्यही कफी अहिले नेपालबाट सैयौं टन विदेश पुग्छ । भिरपाखामा कतै कतै मात्र देख्न पाइने 'रातादाने' कफीले अहिले नेपालको हिमालीदेखि पहाडी भू-भागका हजारौं हेक्टर जमिन ओगटेको छ । यति मात्र होइन केही अघिसम्म कफीको नामसम्म नसुनेका किसानहरु यति बेला त्यही कफी फलाएर बर्षेनी करोडौं रुपैयाँ आम्दानी गर्न सक्षम भइसकेका छन् ।
भिर पाखामा समेत सजिलै फलाउन सकिने नेपाली कफीको माग अहिले विदशी वजारमा निकै बढेको छ । विदशी वजारमा यसको बढ्दो मागसँगै किसानमा पनि कफी खेतीप्रति निकै उत्साह थपिएको छ । पैसा कमाउने सपना लिएर विदेशीने कतिपय नेपाली युवाहरुलाई समेत कफीखेतीले लोभ्याएको छ । काभ्रे तिमालका रविन्द्र मैनाली भन्छन् 'स्वदेशमै सुन फलाउन सकिने रहेछ विदेशमा गएर अर्काका लागि दुःख गर्नु त व्यर्थ रहेछ ।' हुन पनि कफीखेतीबाट प्रसस्त धन आर्जन गर्न थालेका यहाँका किसानहरु नेपाली कफीलाई 'पाखामा फल्ने रातो सुन' भन्दछन् ।
कफीखेतीबारे पर्याप्त ज्ञान नभएकै कारण केही अघिसम्म 'दाउरा बाल्न पनि नहुने रुख' भन्दै फडानी गरिएका कफी घारीमा अहिले भने नयाँ विरुवा हुर्केका छन् । वजारको चाँजोपाँजो नमिल्दा कफीका रुख नै फाँड्ने गुल्मी पाल्पा कास्की काभे्र लगायत स्थानका किसानलाई अहिले व्यापारीले मागेजति कफी पुर् याउन धौ-धौ परेको छ । नेपाली वजारको भन्दा विदशी वजारको बढ्दो मागका कारण व्यावसायीहरु पनि कफी किन्न किसानका घर-घरमा पुग्ने गरेका छन् । सुरुका केही वर्ष जापानमात्र निर्यात भएको नेपाली कफीको वजार अहिले अमेरिका अष्ट्रेलियाजस्ता मुलुकसम्म पनि विस्तार भइसकेको छ । राजधानीस्थित ुद अर्गानिक भिलेजुका प्रबन्ध निर्देशक समीर नेवा भन्छन् - "रासायनिक मल र विषादिको प्रयोग नगरिएकाले यहाँको कफीले विदशी वजारमा स्वतःस्फूर्त 'अर्गानिक कफी' को मान्यता समेत पाएको छ ।"
कफीको वास्तविक स्वाद थाहा पाएर पनि नेपालीले भने अहिलेसम्म शुद्ध कफी पिइरहेका छैनन् । व्यावसायीहरु भन्छन्- "यति ठूलो परिमाणमा विदेश निर्यात भएको नेपाली कफी आफ्नै देशमा भने कमैमात्र प्रयोग हुन्छ । नेपालका केही कूटनीतिक नियोग ठूला खाले होटल र केही अन्तर्राष्ट्रिय गैरसरकारी संस्थाका कार्यालयमा नेपाली कफी प्रयोग गर्ने चलन भर्खरै सुरु भएको छ ।" नाम चलेका कफीसपलगायत राजधानी र बाहिरका होटलहरुमा समेत बाहिरबाट आयातित 'नेस्कफी' कै प्रयोग हुन्छ । नेपाली कफी विदेशी मुखलाई स्वादिलो भए पनि घुलनशील नभएका कारण प्रयोगमा कमी आएको व्यावसायी फूलकुमार लामा बताउँछन् । भन्छन्- "नेपालमा टुकि्रएका वियाँको पाउडर बनाउने मेसिन नभएकाले नेस्कफी बन्ने भाग त्यत्तिकै खेर जाने गरेको छ ।"
Journalism as a Social Institution
A social institution is a complex, integrated set of social norms organized around the preservation of a basic societal value. It refers to a group of social positions, connected by social relations, performing a social role. It can also be defined in a narrower sense as any institution in a society that works to socialize the groups or people in it.
The major institutions in the society include the family, education, work and economy, the political institution (or the state), religion and health care, as well as the mass media, organized sports, and the military. They all represent institutions; they are all complex structures that exist for explicit reasons. Together, institutions meet certain needs that are necessary for society to exist and proceed. Social institution has the following functions in the society.
- Socialization of new members of the society
- Production and distribution of goods and services
- Replacement of memberships
- The maintenance of stability and existence
- Providing the members with ultimate sense of purpose
Like many other social institutions, journalism is a distinctive social institution. It emerged as a set of relatively enduring organizations in 18th century Europe and North America. Through colonialism, the expansion of markets, urbanization, and democratic political developments, journalism became important around the globe. Journalism, like other institutions, has its characteristics which fulfill the features of social institutions.
- It is an established and organized system of social behavior with a recognized purpose.
- It refers to the broad systems that organize specific functions in society.
- Unlike group behavior journalism cannot be directly observed, but its impact and structure can still be seen.
· Journalism has its centrality in social processes.
· It transfers knowledge from research to the relevant social institutions, such as legislators, regulatory authorities, media organizations, journalism education and training, and the journalist them-selves.
For example best theory of media on the basis of its purpose and functions is described by social responsibility theory which emphasizes on such a journalism which can benefit the social order and its progress. Also in general, journalism has its ground in society. Without society journalism can't be imagined. The objective of journalism is to reflect the society. Furthermore, it researches for the best alternatives, prospects of development of the society. Also, journalistic behaviors are more similar to the characteristics of a social institution. Thus, associating these characteristics and functions of social institutions with the features and goals of journalism, we can come to the conclusion that it is a form of social institution.
तिम्रो निकटमा बसेझैं लाग्छ
जब म कुनै झरना वा खोलाको नजिकै हुन्छु
तिम्रा कन्चन सल्बलाहटहरु
मेरो कन्चटमा आएर ठोक्किँदा
तिमीसँगै आफू पनि बगिरहेझैं लाग्छ ।
तिम्रो मृदुभाषी आवाज
कानमा आई गुन्जिएझैं लाग्छ-
"यी सबै तिम्रै लागि बनेका हुन्"
यो पल तिमीलाई धन्य ठानूँझैं लाग्छ |
जब सूर्यास्त हुन्छ, प्रकृति !
म तिम्रो प्रशंसा गर्न आतुर हुन्छु
तिमी भोलि पनि सफा दिन लिएर आउनेछौ
तिमी परी भएर मलाई जिस्काउँदा
म सारा संसार भुलेर तिमीसँग रमाउने छु ।
Words/Photos: Chandiraj
वैशेषिक दर्शन र परमाणुवादको प्रागकल्पना
हिन्दू धर्मशास्त्र अनुसार प्रमुख ६ वटा दर्शनहरुमध्ये वैशेषिक दर्शन पनि एक महत्वपूर्ण वैदिक दर्शन मानिन्छ । अणुवादका प्रवर्तक कर्णाद अर्थात अक्षपादद्वारा प्रवर्तित वैशेषिक दर्शनले जीवन र जगतका बारेमा प्रस्तुत गरेको व्याख्या धेरैजसो हिन्दू धर्मवालम्वीहरुको जीवन पद्दतिमा एउटा महत्वपूर्ण नीतिशास्त्रकै रुपमा स्थापित भएको छ ।
परमाणु वा अणुवादलाई आफ्नो मूख्य विषय बनाएको यो दर्शनले मूलतः वास्तविक जीवनका उतारचढावहरुलाई बुझ्न आत्मज्ञान प्राप्ति आवश्यक हुने कुरामा जोड दिएको छ । यसले प्रत्यक्ष वा अप्रत्यक्ष रुपमा ईश्वरीय शक्तिको चर्चा गरेको पाइन्छ ।
स्कन्दपुराणका अनुसार शीवका भक्त अक्षपाद वा कर्णादद्वारा रचित वैशेषिक सुत्रको प्रशस्तपादभाष्य वा पदार्थधर्मसङ्ग्रह भन्ने प्रशस्तपादद्वारा लिखित चर्चित ग्रन्थ हालसम्म पनि उपलब्ध छ । निबन्धात्मक शैलीमा लेखिएको यो कृति बि।स।sाे पाचौं शताब्दीतिर रचिएको भए पनि वैशेषिक सुत्रको चर्चा गर्ने यस शुत्रग्रन्थको शंकर मिश्रले बनाएको शुत्रको व्याख्या सरलिकृत गरिएर लेखिएको हुनाले वर्तमान अवस्थामा पनि यो एउटा चर्चाको विषय बन्दै आएको छ । ुवैशेषिकसूत्रोपस्कारु भन्ने उक्त व्याख्या भने विक्रमको १५ औं सतकतिरको मानिन्छ । विशेषगरी यस वैशेषिक दर्शनले द्रव्यहरुमा परस्पर भेद गराउने र ुविशेषु भन्ने छुट्टै पद मान्ने हुनाले यस दर्शनलाई वैशेषिक दर्शन भनिएको हो ।
वैशेषिक दर्शनको निर्माण न्याय दर्शनभन्दा पहिले नै भएको हो । त्यसैले तर्कशास्त्रका आलोचक तथा सुधारकका रुपमा आएका कतिपय दार्शनिकहरुको न्याय दर्शन वैशेषिक दर्शनभन्दा पहिले नै निर्मित भएको हो भन्ने भनाइलाई खासै महत्व दिइँदैन । त्यसो त यो दर्शन बौद्ध तथा जैन दर्शनभन्दा पनि अघिको मानिन्छ । न्यायशास्त्रले कर्णादको पदार्थधर्मग्रन्थसंग्रहमाथि कुनै पनि प्रभाव नपारेको बरु गौतमको न्याय शुत्र तथा वात्श्यायनको भाष्य वैशेषिक मतबाट प्रशस्त मात्रामा प्रभावित भएको तथ्यले वैशेषिक दर्शनलाई अन्य दर्शनहरुमध्ये जेठो दर्शनका रुपमा स्थापित गरेको पाइँन्छ ।
हुन त वैशेषिक दर्शन अरु दर्शनहरुभन्दा जति भिन्न देखिन्छ ती दर्शनहरुबीच त्यत्तिकै समानता पनि पाइन्छ । बौद्ध दर्शनमा उल्लेख भएको ुनिर्वाणुको प्रागकल्पना प्रागकल्पनाको विकास वैशेषिक दर्शनको असत्कार्यवादको प्रागकल्पनासँग मिल्दोजुल्दो भएको कुरा पुष्टि हुन्छ । जैनहरुका ुआस्थिकायु तथा उनीहरुको परमाणुवाद प्रागकल्पना पनि वैशेषिक दर्शनमै आधारित भएको पाइन्छ । लङ्कावतारसुत्रमा पनि परमाणुवादको संकेत पाउन सकिन्छ । जैनहरुको एउटा परवर्ती ग्रन्थ ुआवश्यकु रोहगुणको वैशेषिक दर्शनको रचयिता मानिन्छ जसलाई जैन धर्मको छैठौं विभेदको धर्मगुरु मानिन्छ । यद्यपि उक्त ग्रन्थको वैशेषिक विचार सम्बन्धको आख्यान कर्णादकै योजनाको अनुकुल छ । तर यस दावीलाई वैशेषिक दर्शन जैन दर्शनको नै एउटा शाखा हो भनेर प्रमाणित गर्न ज्यादै कठीन हुन्छ । जैन र वैशेषिक दर्शन दुवैमा एउटै प्रकारको परमाणुवादको प्रागकल्पनाको चिन्तन पाइने भएकाले यी दुई दर्शनबीचको परस्पर सम्बन्धलाई वर्तमानका दार्शनिकहरुले आफू-अनुकुल नै व्याख्या गर्दै आएको पाइन्छ । किनकि यी दुवैको विचारमा मौलिक भिन्नता पाइन्छ । जनमतको अनुसार गुणको दृष्टिबाट परमाणु एक समान छ । प्रत्येक परमाणुमा रङ रस गन्ध पर्श तथा शब्दको उत्पादनको क्षमता विद्यमान रहिरहन्छ । तर पनि त्यो निशब्दः छ । वैशेषिक शब्दको मतमा गुणको दृष्टिबाट परमाणुमा भेद छ । वैशेषिकवादीहरु वायू जल पानी अग्नी र पृथ्वी यी आदिहरुको पनि परमाणुको सत्ता छ । उसको हिसाबमा १ २ ३ अथवा ४ सामान्य गुण राखिएको छ शब्दको साथ त्यसको कुनै सम्बन्ध छैन । परमाणुवादको प्रागकल्पना द्रव्यहरुमा वर्गिकरण र ज्ञानको साधनको स्वीकृति बलपूर्वक यस्ता संकेत प्रशस्तै रुपमा गरिएको देखिन्छ । वैशेषिक दर्शनका विभिन्न भाष्यहरुमा पाइने यिनै प्रमाणलाई आधार मानेर हेर्दा वैशेषिक दर्शनको रचना बुद्ध र महावीरको समय अर्थात इ।सा। पूर्वको पाचौं वा छैटौं शताब्दीतिर भएको पाइन्छ ।
वैशेषिक दर्शनमा प्रत्यक्ष र अनुमान गरी २ प्रमाण मात्रै स्वीकार गरिएको छ । यहाँ द्रव्यलाई पृथ्वी जल तेज वायू आकाश काल दिशा आत्मा मन आदिलाई द्रव्यका रुपमा स्वीकार गरिएको छ भने गन्ध रस रुप पर्श शब्द ज्ञान इत्यादिलाई गुण मानिएको छ । त्यसैगरी जातिविशेष र समवाय यी पदार्थको तत्वज्ञान भई संसारलाई दोषपूर्ण देखेर विरक्त भएपछि मनुष्य आत्मज्ञान प्राप्त गरी सुख दुःख इच्छा द्वेष आदि सबै आत्माविशेष गुणहरुको निमूल हुँदा मुक्त हुन्छ भन्ने सिद्धान्तलाई यस दर्शनले प्रतिपादन गरेको छ । वैशेषिक मतानुसार शरीर इन्द्रियहरु र भोग्य विषयहरु पृथ्वी जल तेज वायू र आकाश गरी पाँच महाभूतबाट बन्दछन् । यस दर्शनले प्रतिपादन गरेका विषयहरु वेदले जीवन र जगतका बारेमा ल्याएका कतिपय प्रमाणहरुभन्दा भिन्न देखिए पनि वा यस दर्शनले वेदलाई स्वतन्त्र रुपमा प्रमाण नमान्ने भए पनि यसलाई वेदविरोधी भने मानिदैन ।
यस दर्शनका अनुसार सबैभन्दा सुक्ष्म वस्तु परमाणु हो जुन न त उत्पादन गर्न सकिन्छ न त विनाश नै गर्न सकिन्छ । प्रत्येक परमाणुमा आफ्नो छुट्टै विशेषता हुने भएकाले यी परमाणुहरुको मिलनबाट बनेका नयाँ वस्तुहरुमा पनि भिन्नता पाइन्छ । तिनै परमाणुहरुको विशेषताबाट यी वस्तुहरुको विशेषता निर्धारण हुन्छ । यस दर्शनले प्रत्यक्ष र अनुमान गरी दुईवटा माध्यमबाट सर्वमान्य ज्ञान हासिल गर्ने कुरालाई मुख्य आधार बनाएको छ जुन आधुनिक समयमा पनि सान्दर्भिक हुन आउँछ । विज्ञान र भौतिक संसारलाई मान्यता दिनेहरुका लागि ुप्रत्यक्षु माध्यम प्रभावकारी देखिन्छ भने ुअनुमानुले अदृश्य वा भावनात्मक संसारका मूल्य मान्यताहरुलाई सत्य प्रमाणित गर्न सही कारणको खोजी गर्दछ । यी दुवै माध्यमबाट मानिसले आफ्नो आध्यात्मिक चिन्तनलाई अङ्गाल्दै भौतिक संसारमा जीवन गुजार्न सक्षम हुन्छ भन्ने प्रमाणलाई यस दर्शनले व्याख्या गरेको छ । यसरी हेर्दा वैशेषिक दर्शनले गरेको परमाणुवादको प्रागकल्पनाले वैज्ञानिक धरातललाई समेत एउटा बलियो आधारस्तम्भ निर्माण गरिदिएको छ । तसर्थ यसले आध्यामिक तथा भौतिक रुपमा मानव समाजलाई विकास सभ्यताको मार्गतर्फ उन्मुख गराएको पाइन्छ ।