Two basic considerations to address this issue:
1. Culture directly affects how societies behave.
2. Communication and mass communication, including advertising, to a much greater extent, is one of the key factors in building dynamic culture.
Therefore, it is easy to visualize the impact that advertising has on the collective behavior. No wonder experts have coined the term Brain Footprint to refer to the mental and cultural footprint left by our communication processes, especially those related to the mass media.
critical question then arises: Is our advertising contributes to positive cultural leave a mark or, conversely, is rather the cultural pattern of a predator ? The evidence of the facts, unfortunately, tips the balance, in my view, towards the second option.
Under the International Consumer Day, March 15 -, I offer some examples Colombian and English that illustrate and support my vision. Clarifying course it is not isolated examples, and the record is sufficiently discredited facile rotten apple, but of prototypes of typical behaviors processes governing advertising in a society dominated by consumerism.
FIRST COLOMBIAN a couple of examples.
EXAMPLE 1. Recently, a company certified its business model under the ISO-9001 standard, we all know. From there, he developed an aggressive advertising campaign, whose "leit motiv" (motto) is: "GUARANTEE only gives a certificate for gasoline Icontec process. " real sounds and innocent, right? It is perversely misleading. Very simple: ISO-9001 certified processes but not products .
To say that this network of petrol stations sell it, which is selling its competitors, moreover, is a guaranteed quality gasoline should implement technical standards or product, which is absent in this case. It's information that the consumer generally knows no ceiling, but the instigators of the campaign did know and deliberately distorted. Conclusion: This company deceives Colombian consumer deliberately.
EXAMPLE 2. A textile company known and recognized lingerie uses a leitmotiv rather ambiguously evil in their advertising: "EVERYTHING IS WHAT YOU ARE WORTH."
Under this "principle sublime" Human Development, is supporting its billboard with models full of piercings and tattoos, to name one of their nefarious applications. Just in a country rife with corruption, political scandals, fraudulent re-election, and a long and painful so we come to legalize socially "anything goes."
That act of using the fundamental right of free development of personality (see article 16 of the Constitution), regardless of limits, it is definitely an attack on the most elementary principles of civility. But it sounds seductively complacent. And is supposed to sell that, ultimately, is what matters. No matter a society with a strong culture of values \u200b\u200band principles, of course, which would be a very profitable bet. NOW
FIVE SPANISH SAMPLES
Convened by Facua Consumers in Action, "has conducted a contest for the most irresponsible advertising of 2010. The five finalists have proven the following companies:
1. Actimel
2. Club Natura
3. Font Vella
4. New Rumasa
5. Vodafone
I wanted to provide access to all five spots, advertising the end of this note to our visitors to see and judge (see links). And while the winner in this online survey (with 35% of the vote) was New Rumasa with its strategy of raising funds via commercial paper, I refer specifically to Vodafone. Has the following characteristics:
a) You advertise a product-ADSL - it's worth, in promotion, € 4.90 euros per month (cheap, right?).
b) But in a line of text passing fast enough at the bottom of your TV, so that you can not read (similar to the texts read at all speed, at the end of commercial radio and TV Colombia), one can see that the cost of line installation is € 46.02 euros, the share of the line is € 15 euros per month, that the commitment stay is 18 months, and that the discount only applies to subscribers to flat rate not less than € 35.28 euros per month.
You can judge. And it added that surprised to see how the control and regulation authorities allow situ ations like this occur in a country of "first" world.
CONCLUDING
The most grandiloquent declarations of principles and values \u200b\u200bof our business definitely die on their knees, for the most part, to the syndrome register, the rating or the P & G, as you want to define . While this is so, our advertisers and "creative" will saturate our senses of fatuous and misleading pyrotechnics and the speech that remain SOCIAL RESPONSIBILITY: AN ADDRESS.
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