Persuasive Advertising - J. Scott Armstrong [137]
Ads should avoid political correctness issues, but these concerns should not be allowed to ruin the flow of the writing. For example, the politically correct version of “How many roads must a man walk down before you call him a man?” might read “How many roads must an individual walk down before you call him or her an adult?”
Awkward constructions such as “he/she” use more space, slow the reader, and sap the energy from the writing. As alternatives, ads can use plurals or gender-free nouns (e.g., “manager”), alternate between he and she, match the gender to the audience when appropriate, or create an imaginary person, such as in one ad, “This firefighter uses Sure deodorant.”
Some advertisers violate taste standards to gain attention. It is a risky proposition because it may harm persuasion—especially when an advertiser has something important to say. Violations might also harm customers’ attitudes towards the product.
Consider the following procedures early in the development of the ad, say at the storybook phase:
• Use an independent review board to evaluate whether ads violate good taste. These boards could be internal to the agency or include representatives of key interest groups, such as customers of the brand in question.
• Conduct copy-testing. This is likely to be less costly than producing the ad and spending money for placement, only to find that the ad offends people and generates bad publicity.
• List the interest groups that might be affected and try to anticipate their reactions. It is even more effective to ask people to take on the roles of those in key interest groups and express their opinions about the ad.
• Develop a code of ethics with respect to tastes and ask those who develop the ads to sign off on each ad.
Consider the following three actual ads. Would they have been used if one or more of the above procedures had been applied?
To introduce its redesigned Golf in France in 1993, Volkswagen used a photograph that simulated the Last Supper with the headline, “My friends, let us rejoice because a new Golf is born.” In response, Catholic bishops sued VW and its advertising agency.
A Benetton ad that showed the blood-soaked uniform of a Croatian soldier created such a strong reaction in France that people tore down the ads. The French minister for humanitarian affairs urged French people not to buy Benetton clothes, and “to pull them off people who are going to wear them.” A Benetton ad based on interviews with convicted killers was seen as putting a positive spin on murderers; it led Sears to stop carrying Benetton clothes in early 2000. Retailers in Europe sued Benetton because the ads harmed sales (Wall Street Journal, March 4, 1994).
Abercrombie & Fitch’s 2003 Christmas catalogue, aimed at selling clothes to teenagers, included nude models and tips for oral sex. This led to a consumer boycott (USA Today, December 5, 2003). Similarly, the French Connection United Kingdom thought it was good advertising to sell “F.C.U.K. Him” and “F.C.U.K. Her” fragrances with the message, “Scent to bed.” It encountered resistance from retailers and customers.
If faced with a proposed ad that might violate tastes, generate alternative ads that don’t violate tastes. It is usually possible to achieve a campaign’s objectives without violating standards.
7.5.3. Be cautious about using a personal tone
An ad for diamonds said, “Three billion people in the world and she picked you. Your friends can’t figure it out either.” When I read the ad, I thought it was addressing me personally.
Many experts suggest that ads should use personal pronouns, especially in the headlines. For example, “You earned it!” and “I guarantee you …” or “What the huge national debt means for us.”
Some copywriters advise writers to use a friendly conversational tone. This can be done by