Adverts that cross the line

"Advertisements should be honest and not abuse consumers' trust or lack of knowledge."

[2010-02-01]

Can you tell the difference between these two sentences?


  1. If you drive this car, you will get laid.

  2. If you don't drive this car, you won't get laid.

I'll give you a hand. The first uses the promise of sex as a motivator. The second uses the fear of no sex as a motivator.

Adverts for many different kinds of products use the former. A while ago, a Ford Fiesta advert used the latter (ironically, because I'm sure I can find girls who will certainly not have sex with you if you climb out of a Ford Fiesta).

Cosmetics ads are quite infamous for using the latter, and over the past few years they've tried that kind of thing on men too -- not necessarily explicitly, but if you so much as imply that fat, old, wrinkly bastards (which your target market will definitely become if they don't use your product) are going to die lonely, miserable deaths, you're bound to sell more moisturiser. It seems they must be having some success, because they keep doing it. (By the way, I know many fat, old, wrinkly bastards, and most of them are really quite happy. And most of them have never used moisturiser. Ever.)

It's called "need creation". One of the greatest success stories is that of Listerine, who convinced swathes of people that they had halitosis, and that Listerine was the only way to solve their (previously unknown) problem of the mortifying stench of their breath. I'm sure the advert didn't go like this, but let's imagine Mr Listerine, and me:

Listerine: Why are you such a pathetic loser?

Norman: Am I?

L: Yes you are! Look at your friends! They're all losers. And the ones who aren't are just feeling sorry for you.

N: Ohmygod you're right.

L: Of course I'm right. Because my breath doesn't stink like yours. You need Listerine. It's the only thing that will turn your loser life around.

N: Really? The only thing?

L: Well, I didn't expect you to ask that question, but, sure, of course, Listerine is the only thing.

N: How come not everyone was a loser before you invented Listerine.

L: Uh, because Listerine also clears your nasal passages, so people who use Listerine can now smell the horrific halitosis of all the losers who don't yet use Listerine.

N: Oh. So why don't they just stop using Listerine and everything will go back to the way it was before, when loserness was not determined by your breath.

L: Shut up. You're a loser. Just buy Listerine, and you'll be fine.

N: Uh, whatever you say man.

I hereby add my voice to the chorus of "FUCK THAT SHIT". I am OK with attempts to lure me with images of women I will never shag as motivation to buy stuff I don't really want. But I refuse to be poked and prodded by appealing to my sense of fear or undermining my self-esteem.

Not only is it bad for me, it's bad for everyone. And that means it's also bad for the people who come up with this rubbish. Do they honestly not see further than their noses?

That's a rhetorical question. The answer is obvious.

Would a marketing company get away with marketing diet products to tweens (the junior school age that is targeted by Disney's Hannah Montana marketing)? I have an eight-year-old daughter. She's petite, and pretty. And the one question I really REALLY don't want to hear is "Do you think I'm fat?"

In South Africa, the Advertising Standards Authority regulates this. But where do they draw the line?

Here is an excerpt from their Consumer Code, "a simplified summary of the Code of Advertising Practice to guide consumers about advertising rules":

Children and Young People
Advertisements addressed to or likely to influence children should not contain anything which may cause them harm mentally, morally, physically or emotionally.

Advertisements should not exploit children’s natural trust, lack of experience or their sense of loyalty.

Advertisements should not portray children in a sexually provocative or suggestive manner.

Why is it not OK to convince children that they are fat, but it is OK to convince adults? I'm sure most adults have a more robust self-image. But how much more robust?

They specifically mention fear:

Fear
Advertisements should not use fear tactics without justifiable reason.

Obviously I understand "fear" in a broader sense than they do.

So who are these people?

According to their home page "The advertising[sic] Standards Authority of South Africa (ASA) is an idependent[sic] body set up and paid for by the marketing communications industry to regulate advertising in the public interest through a system of self-regulation."

On their About Us page, "Self-regulation is a system by which the marketing communication industry voluntarily regulates the content of advertising."

Hmmm. So who comprises the marketing communication industry who regulates themselves?

Well, the About Us page lists, among others,

Ah! Well, that's enlightening. Listed in their consumer code

Honesty
Advertisements should be honest and not abuse consumer’s trust or lack of knowledge.

Are you kidding me?! In what interpretation of the English language is Nivea® really "What Men Want®"? All men? Or just some men? Expressed as a percentage of the world-wide male population, roughly how many men want Nivea? And apparently "We all need wholegrain." Hmmm. How much wholegrain do we get in our diet already? So do we need Nestlé® wholegrain cereal? And tell, me, while we're on the topic of honesty, does a disinfected environment in childhood result in healthier adults, or adults more prone to illness? Could it be that non-disinfectant soap is actually better for your child that disinfectant soap?

Is an advert that omits relevant truth still honest?

Quis custodiet ipsos custodes? Who watches the watchmen?

From their home page:

ASA NEWS: CALL TO REVISE CODE OF ADVERTISING PRACTICE

The ASA is inviting all interested parties to submit proposals for amending the Code of Advertising Practice for the year 2010. Well reasoned proposal must reach the ASA by no later than 26 February 2010. Enquiries and submission can be directed to freddy@asasa.org.za

Maybe I'll send them an e-mail. Just because most countries allow advertisers almost free rein, doesn't mean we should let them get away with what they've been able to get away with since ... well ... forever.

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