Some people could sell snow to Eskimos and they are dearly loved by the advertising industry who, mercilessly exploiting their abilities, make sure that we crave things we don’t need to impress people we don’t like. With their almost hypnotic powers of persuasion, we become convinced that the new Biological Bling will make our whites so dazzlingly white that everything we ever dreamed of will be delivered to us on a silver platter by a pink unicorn…..
If I say “Just Do It”, what pops into your mind? A pair of Nike trainers by an chance? If yes then that’s the power of advertising and exactly why Nike make billions of dollars every year. Their trainers are great, I wear them, you wear them, hell everybody wears them; there are other brands out there but it’s just not the same is it? The slogan “Just Do It” is somehow inspirational; it’s almost telling you ‘You CAN do it; don’t be afraid, wear our trainers and you will get where you wan’t to be’. You WANT to get out there and exercise so you end up looking like the person in the ad. Amazing right?
Well, yes and no. I’m just as much a sucker as the next person; if a new beauty product is launched and lauded with the promise that it will fight all the crap that’s been giving me wrinkles I’ll try it! Of course, deep down, I know that no such miracle exists but the only thing it’s cost me is cash (quite a lot of it in some cases but hey ho). However, when those marketing geniuses are snapped up by companies whose sole purpose is to sell junk food to an unsuspecting public it’s a different thing entirely. The sole purpose of advertising and marketing is to convince people to buy a product and, one of the best ways of doing it is to tell people what they want to hear. Unless people have been living in a cave for the last 10 years, they’ll know that fast food, eaten in quantity, is not healthy so what do the advertisers do? They word their ads in such a way that the customer thinks that they are getting a healthier version of the food that they want to eat but know if bad for them. The companies continue to sell their products and the consumers get to appease their guilty conscience, despite all the evidence that that their food choices are making them fat and unhealthy but, let’s face it, McDonalds and their ilk wouldn’t shift many burgers if their slogan was “Want to get Type 2 diabetes? We’re lovin’ it”
If the marketing campaigns are targeted at adults, that’s one thing but, when they’re targeted at kids I do wonder if it’s entirely ethical. I would think that most parents find it pretty difficult to say no to their children and when they’re complaining of being hungry and a cheap meal with a free toy (!) is on offer just across the road what are they going to do? Yes, in an ideal world all parents would be aware of the dangers of consuming too much junk food and say no to the tears and the foot stamping but, also in an ideal world, advertisers would have a few scruples.
I don’t like the idea of banning anything really as I believe that we are all free to make our own choices in life but I am beginning to question whether Hugh Fearnley Whittingstall is right in his calls to curb the junk food adverts that are targeted specifically at kids – what do you think?