Non-Profit vs. Commercial Advertising
ByIn thinking about advertisements with a socially responsible or “positive” message, it is almost impossible not to make the distinction between non-profit and commercial advertising. Obviously, public service announcements and most other non-profit advertising usually highlight a moral order or ethical code because that is their business. They are essentially selling these ideas of social advocacy, etc. (For a wesbite that is dedicated to the display of and commentary on international social and non-profit advertising, see http://osocio.org/. The examples below are from their website.)
Headline reads: “The air that cools your home heats up the world”
Advertiser: Columbia (outdoor clothier outfit); Agency: Prolam Y&R; Santiago, Chile
Advertiser: Stop the Traffik; Agency: Leagas Delaney London, UK
In the past, it has been much less common to find such uplifting or socially aware messages in commercial advertising. However, as the very existence of advirtues.com attests, that is all starting to change.
The question that I want to pose here is what are the implications, if any, in using these “feel good” messages, typically associated with non-profits and other philanthropic organizations, to promote the sale of a product?
Are these ads commercializing and prostituting our values and beliefs or are they simply a fresh new face of the industry that should be commended?
Hopefully this will encite a fruitful discussion and really get us thinking!
2 Comments
February 1st, 2009 at 12:44 am
Wonderfully deep Ashely! What about it all? Is it okay for companies to try and profit from some good will? It seems like causes will take all the help they can get from advertisers who wish to promote their messages. But just as with Social Media Marketing, when consumers don’t believe the messages anymore — the whole system gets a bad reputation and such ads could be dismissed as commercial ploys. The question remains, Will the causes also get dismissed?
If osocio is worthy add them to the blogroll and let’s promote what they do!
March 6th, 2009 at 5:45 pm
You really stumped me on this question, Ashley.
After much deliberation (ha), perhaps it’s that advertisers are paying for the sins of their fathers. Everyone seems to have a story about someone who was manipulated, mislead, cheated, or down right lied to through advertising. Whether victims themselves or not, it seems everyone is suspicious of all advertising due to its reputation. So when a company tries to do the right thing, people wonder about their motives. Even reading this blog, suspicion is high… and we’re advertising students!!
I don’t believe companies that stress core values are prostituting them. I think they are trying to say, “We care about what you care about.” Or, “Help us help others.” (Is that redundant enough for ya?
) If enough advertisers and ad agencies start focusing on the long game… being upfront, honest, trustworthy… then maybe, juuuuust maybe our rep can be turned around.
This site is a great start.