Point/Counterpoint: Are Advertisers Forced To Create Controversial Messages? Or Are they taking the easy way out?

I was debating the Snickers and GM Super Bowl spot controversy the other day with a friend of mine who is a senior marketing executive at a Fortune 100 consumer package goods company.

My position on the topic of the controversial ads is that I'm appauled and embarrassed that the marketing and advertising community continue to promote bigotry and continue to believe that it is OK to make fun of other people for the sake of a joke. And, this type of poor-taste advertising somehow OK because it is what consumers expect. I say there is no reason to make advertising offensive, and that humor devised to poke fun is cheap and the easy way out. Definately not great advertising.

My friend's opinion is somewhat different. He believes that the only way advertisers can cut through the clutter these days is to advertise on "event TV" like the Super Bowl, and the only way to get "buzz" off of an event like this is to be controversial--outrageous even. And, with controversy comes the risk of stepping over the line of good taste, and of offending any number of individuals, and groups. Those folks who may be offended are simply the collateral damage to playing to the larger audience base.

What do you think?

Comments

[jJ]

Your friend may not have a job much longer if he/she continues thinking and acting like that

Joseph Jaffe

PS Why is "Life after the 30-second spot" not on your list of good books? Do you need a comp copy to review?

[David Brazeal]

Big Buzz/Big Event advertising is a short-term solution to a long-term problem: building a solid relationship with people.

While big ad agencies try to generate "buzz" in 30 seconds, companies with a clue (and a conscience) are out there interacting with people in a way that enriches people's lives. And they're doing it for the long haul -- not with a 30-second hit-and-run designed to shock people into paying attention.

Seth Godin had a great post yesterday about how marketers are willing to market any old crap a client gives them, instead of working with the client to actually improve the product for consumers. Shock-value ads are the lazy marketer's way of avoiding that hard work.