[Am-info] Dishonesty in ads

[Erick Andrews]

On Fri, 14 Jun 2002 08:06:32 -0400, John J. Urbaniak wrote:

>I've noticed a strange trend in computer-related advertising.  It seems
>to glorify, or at least okay, dishonesty.
>
>I thought I'd share it with the folks here and see if I'm nuts or if
>there is something here.
>
>1. "Dell Dude" ad where the guy asks him if it's his father's car.  He
>winks, rolls his eyes towards the girl he's trying to impress and says
>"No."
>
>2.  Microsoft .NET ad - the wine store salesclerk is selling wine to a
>customer.  Meanwhile, in the storeroom the cases are falling over,
>breaking the bottles.  The invertory guy enters something into the
>computer and the prices are immediately updated.  Nothing wrong so far.
>But the salesclerk, after seeing the higher prices, takes the bottle of
>wine the customer bought and pushes it onto the floor, breaking it - the
>clerk gives a wry smile.
>
>3.  "Dell Dude" ad where the "dude" uses his job as a PA announcer at a
>mall to spread messages about Dell.  Obviously, this is not part of his
>job definition because his boss stands above him and scowls.
>
>1. - Lying, but it's ok.
>
>2. - Cheating, but it's ok.
>
>3. - Misuse of responsibility, but it's ok.
>
>What teases me the most is that none of these incidents are necessary to
>convey the main message of the ads.
>
>There was no need to include the bit about his father's car, nor the
>clerk breaking the customer's bottle, nor the boss scowling.  They
>seemed to have been added as afterthoughts.
>
>I know that TV ad time is very precious and expensive.  Therefore, there
>had to be a conscious decision on the part of the ad-makers to include
>these incidents and examples of dishonest behavior.
>
>Anyone want to discuss this?
>
>John

I haven't seen Microsoft ads on TV for a long time, but most of what
I have seen in the press seems quite arrogant.

Several years ago I worked briefly with an ad agency for creating
an internal corporate video to plug some messages for our department,
and believe me, sanctimonious they were not.  They used terms like
"attention getters", "attention span" and something or other about the
average span of mental retention.  Content can easily get twisted if you 
don't push back on them.

The ads you mention I've not seen but there are plenty on TV, particularly
car/SUV ads, embellishing the "values" of moral turpitude.

Remember the Fab or Cheer ad of the 1950's?  Two women across the
fence from each other hanging their washes on the clothesline:  "My
wash is WHITER than your wash!"  The purpose was to burn brand
recognition into you so when you went to the store, you'd likely buy
their product.

It's time to go back and read that classic of yesteryear:  "The Hidden
Persuaders".

-- 
Erick Andrews