Thursday, 26 May 2011

Inspiring or inciting advertising?

The decision last week by the Advertising Standards Board to ban the Thirsty Camel ‘Hump’ TVC on the grounds that it encourages vandalism and threatens public safety highlights the argument about the role advertising plays in reflecting and shaping societal behaviours.  The ads show two people in hoodies plastering stickers reading ‘hump’ over road and railway signs. The client’s advertising agency argued that the ads reflected a ‘street art’ feel which tapped into the spirit of irreverence of the target audience.

Last year the Hyundai campaign, Baby SUV’s, was taken off air by the ASB for similar reasons.  The Hyundai ad, featuring a toddler driving a car was deemed likely to induce copycat behaviour in young children. 

And, in 2009, an ad for a BMW Z4 convertible was also outlawed because driving stunts shown in the clip would break Australian road rule laws.  The ad sparked a backlash suggesting that the clip “would encourage car hoons to spin and burn their tyres”. BMW hit back, saying it was art, not hooning.  “We believe the audience can distinguish between fantasy and reality,” a statement from BMW to the board said.

So the question is whether these ads directly, or indirectly, teach, encourage or even incite people to practice negative behaviour. Some might argue that the ability to deliver an artistic and expressive proposition that resonates strongly with its target audience is being restricted.  Others may have the opinion (along with the ABS) that advertising should uphold ethical behaviour and ensure that content does not, in any way, exploit society standards.

Whatever your opinion, at THE DM GROUP, we love creating advertising that brings your brand to life, reflects your brand identity and gets publicity for the right reasons.  Call us if you want to talk exciting rather than inciting?

Carolyn Mead – Account Director