For example, there's a funny REI print ad in magazines recently, picturing a couple whose tent is pitched in front of a gorgeous mountain panorama. The sarcastic text recounts the supposed virtues of the plasma screen TV owned by the couple's friend. It's almost like you're there, the friend says of the TV.
Or consider this advertisement from Dove, mentioned by the adrants blog. The link was accompanied by this striking reflection addressed to the author's fellow marketing professionals:
After watching Dove's new Ogilvy-created commercial, Onslaught, a follow up to Evolution, you might become a bit sickened you work in an industry that forces impossible ideals down the throats of innocent children. Now if you think that's overstating things a bit, just watch the new commercial. You know it's true.The tag line is "Talk to your daughter before the beauty industry does."
Terrific hypocrisy here.
ReplyDeleteDove's parent company, Unilever, also owns Slimfast and Axe body spray (and many other body-image related companies).
Great ad though.
That commercial actually made me cry. That beautiful little face and then all of those images.... Terrific ad.
ReplyDeleteAgreed about the hypocrisy, but in this world, the right thing for the wrong reasons is still better than the wrong thing,
Thanks for this. Marketing is powerful - I almost cried, too.
ReplyDeleteOoh - can't you see the food parallel - Feed your children before the processed food companies do. But instead of being sponsored by a company that makes so-called healthy processed food, it is a campaign by responsible growers of basic food - produce, whole grains, beans, nuts, dairy, meat.