Well that’s what Sut Jhally thinks. He says that as advertising is so short termist it fails to help consider the long term needs of the planet. As you know we’ve been complaining about Urban Spam for donkey’s years but we didn’t realize we were helping the planet too.
The video is opinionated and a little one-sided but, hey, it’s good fodder for debate.
[via Unblound Edition]
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Not so much one-sided as extremely blinkered, and very disjointed. On one viewing (I couldn’t bear to sit through it more than once) I identified four key points that purported to support the thesis that advertising will lead to the end of the world:
1) ‘Advertising’ (a bit of an old-fashioned term for what we in the communications industry do, but it’s his) has become an intrinsic part of culture
2) Our generation needs to address climate change
3) Advertising is inherently short-term
4) Advertising is becoming increasingly emotional in order to cut through
Yes – ‘advertising’ is becoming increasingly emotional to cut through. Advertising’s purpose is to help influence people’s decision-making. And as we learn through neuroscience that decision-making comes from the heart not the head, of course we’re going to move – in his terms – from ‘cognitive’ to ‘emotional’ approaches.
Yes – our generation needs to address climate change. I hope anyone visiting this site would agree that point has been made.
and
Yes – advertising has become in intrinsic part of our culture. But that’s nothing new. My parents can still sing me jingles from ads they saw when they were growing up. Mucha’s advertising posters from the 19th century are now considered works of art – exhibited at museums. And so on.
All true assertions as far as they go.
They just don’t add up to an argument that ‘advertising’ is killing the planet.
A key (and flawed) link in the logic is that because we need to think long term in order to save the planet, but ‘advertising’ is inherently short term in its goals, we’re all doomed.
Allow me to make some counter-assertions.
If advertising is short-term (and I would argue, it isn’t always), that’s because advertisers’ businesses think short term. And if they do that, it’s probably because the financial markets to which they are beholden think short-term. And if they do that, it’s probably because we as people/consumers are short-termist in our consumption, investments, and brand relationships.
Advertising is part of a commercial system which we, ultimately, hold the keys to – since we fuel it. We’re the disease. Advertising is merely a system.
What really needs to change is us. How we see the world, how we think and behave.
Clearly, the culture that surrounds us can have a big influence on these things. And advertising is part of culture, but it isn’t ALL of culture. And most of the rest of culture is more permanent than advertising. Surely music, film, art, fashion, etc. have a part to play in engendering a more long-term view.
So instead of making (and watching) incredibly slanted, blinkered films that take futile potshots at advertising to generate some cheap attention, I’d suggest a different approach.
Think about how you live impacts on the planet. Things like the energy you use. The place you work. The things you buy. The way you travel. The companies you invest in. The things you create. Then think about how you might live, travel, shop, invest and create in a more responsible way.
I guarantee you that if we all do that, the companies and brands that are doing the right thing by the planet will prosper, and those who aren’t will wither and die. And since the responsible prosperous companies will be the only ones able to afford to ‘advertise’, you’ll see a marked change in the overall quality of advertising. And fast.
Because as empowered consumers, we can turn the incredible short-term responsiveness of the market to our advantage. If we can be bothered to stop moaning and start trying.
July 18th, 2007 at 3:09 am
Yeah, what he said.
But seriously, advertising and marketing is a reflection of our culture, and as our priorities & habits evolve, so will the way brands communicate.
Look at your mobile. Yet another energy eating device that marketers are using to talk to you. Do you really need the Internet on your phone? Or would it be wiser to simply use the power on that phone to make calls, thus eliminating the reason for markets to be interested in that medium? Dunno…u make the call.
July 18th, 2007 at 12:01 pm