Furthermore, earlier, the perception was that life insurance is only of benefit after death, whereas today people can use the money they have invested over 20 years time. This was the idea we tried to communicate in our Eid TVC. Earlier, it was about a father who had to stay alive, now it is about a wise father who has invested in insurance for his children’s future. The branding of life insurance products has changed.
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If so far the story of Pakistani advertising has been linear, what follows is a marked change in tempo. The world was going global and Pakistani advertising was about to shed its insularity. The global paradigm that governed the rules of engagement between advertising agencies and their clients shifted.
The work people like Ali Rez are doing (and which is winning international recognition) has this phenomenon at the heart of it. This type of work needs to become an everyday practice. It will not, unless ad practitioners restore their pride in their own culture.
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“The biggest threat to the industry is the lack of skilled labor. You can not find skilled labor.’’
Figure 3 shows scanned images of pressure-sensitive film placed directly under the head of a hex cap screw and under a combination hex cap screw head and flat washer. The standard washer’s thickness is not nearly great enough to distribute loads evenly across its diameter. Note that a hardened washer of the same dimensions would behave the same way. Of course, there are reasons to use flat washers other than to spread bolt loads, such as providing a constant friction coefficient against varying clamp materials and finishes, eliminating galling or stick-slip, and protecting the integrity of the underlying finish.
The entry and phenomenal growth of digital media in Pakistan had an unimaginable impact on all aspects of life in Pakistan. Print certainly took a bigger hit as the internet became the preferred source of news for an increasingly techie generation. In fact, all publications quickly responded by having their own internet editions. For many young people today, the world is in the palm of their hands as the smartphone opens the door to all the information and entertainment they desire.
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