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Cultural Exchange and “Milk’s Favorite Cookie”
Posted by: | CommentsLast August, Oreo released the commercial below, “Girl on Train”.
From the first time I saw it, I loved the message. Not only are the two little girls adorable, but the message of a universal humanity is particularly poignant. Common Ground, one of the 52 virtues identified by the Foundation for a Better Life, is established here through the pleasures of childhood. Culture specialists and anthropologists have noted the universality of children’s behavior and how cultural boundaries can be crossed through this shared aspect of humanity. Also, the fact that children tend to be more open to cultural exchange and are “culture-blind” in a sense is beautifully illustrated here. The two girls’ love for a certain chocolate and creme cookie quickly turns into a discovery of how similar little girls are. Participating in an intercultural dialogue as a child and understanding the similarities and differences between cultures at a young age allows for more informed and culturally sensitive adults.
I am sure some cynics might disagree with me and condemn Oreo or Nabisco for “westernizing” or “Americanizing” Asia. While the American snack food industry, no doubt, has had a great effect on many Asian countries, I do feel that the basic premise and message of this ad is, on the whole, very positive.
In essence, what I love about this ad and what makes it commendable in my eyes is the establishment of a Common Ground and an exchange between cultures.
Non-Profit vs. Commercial Advertising
Posted by: | CommentsIn 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!
