I had to stop and snap a picture because I couldn't believe what it said. As an advertising major, I'm always pretty conscious of the advertisements around me, while other people may just walk by them without noticing. But I was definitely not the only one giving this specific ad some attention. You can even see the guy in the reflection of the display window stopping to read the advertisement.
We have learned about violence and sexual content in the media, and I'm not sure this really fits into either of those categories. But I couldn't help asking myself, was it really necessary? Yes, using this (misspelled) profane word in ads draws attention, but at what cost? In my opinion, using language like this in an advertisement really casts a shadow on the brand and has the potential to drastically decrease the size of your consumer base. Even though the actual word wasn't used, everyone knows what is implied by the ad. And if a child walked by and read the word aloud, it would still sound like the profanity that it is.
With so many media outlets for people to be exposed to advertisements in today's world, it is important for advertisers to create material that continues to push the envelope and draw the attention of the public. But where do we differentiate between jaw dropping and line crossing in today's advertising?
I think this is a great example of what is acceptable in the UK, compared to what is not acceptable in the US. If I saw this while walking around Perimeter Mall, I would definitely be taken back. Obviously we as Americans are more apt to see things as explicit while studying in London. This shows that we don't just differ from Europeans in our PDA/ sexual content beliefs, but we also are more conservative using certain language. I feel like as times continue, things like this will start to be more acceptable to the American eye, yet I personally don't want to ever get used to seeing this language while walking down the street.
ReplyDeleteKaty -- Even seeing this image just on a computer screen more than grabbed my attention! I can't even imagine what my reaction would be if I actually passed it on the street. I definitely agree with Caroline and that we as Americans are more conservative with several things, including the language we choose to use. I even touched on it in my most recent blog post. However, even if the British are more liberal with their speech, I still think this ad is completely inappropriate. Like you said, children walking by on the street could easily see it and repeat it out loud. Even if the British society is more liberal as a whole, it doesn't mean each individual is. It should be up to the parents of children if they want to allow their children to be exposed to particular language, not a store. We've talked a good deal in class about cutting corners and basically cheating in advertising by using stereotyping, sexualization, etc. I think this falls into the exact same category as the marketing team taking an easy route to grab attention. I personally wouldn't shop at this store, and I certainly hope this type of advertising never becomes acceptable in America.
ReplyDeleteI definitely think obscenity is just as much of an issue with language here as it is with sexual content. After observing the locals both here in Oxford and in London, I think it's simply a difference in definitions of "inappropriate". I've heard more children and young teenagers cursing here than in America by a landslide, which is especially shocking when it's done blatantly in front of adults (sometimes even their parents) and in openly public places. I agree with Tori that, because even if people in general are liberal it doesn't mean everyone is, this is something that I consider negative. However, from the advertising/PR side, it may just take more to catch the attention of their audiences. I wouldn't like to see this in America, but I think it's an interesting testament to how our cultures differ in social values and how that manifests in media presentations.
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