Do you pay attention to TV commercials? The black-haired lady in white clothing describing the benefits of using her insurance service or the sweet-faced young woman selling service plans for a phone company. What about the car commercial in which the person in the driver’s seat is clapping his hands while the car steers itself? Now that, is a frightening new reality. Perhaps the insurance lady should explain how accident coverage will be applied in that situation and the cost of premiums.
Market advertising is designed to influence you, the customer, to purchase a product. Either to convince you that you need the product or to influence you into wanting the product. Years ago, the Polaroid company advertised by showing and demonstrating a camera or either showing beautiful scenes enticing you to make pictures. Remember the Polaroid Instamatic.
The marketing of products on TV has certainly changed over the years. Do you remember commercial ads of the 1960’s with phrases like; “Pop pop-fiz-fiz, oh what a relief it is?” Or, “It cleans like a white tornado” or “99 and 44/100% pure, it floats.” These were a remedy for an upset stomach, a household cleaning detergent, and hand & body soap.
Gone is the ad that sang out, “See the USA in your Chevrolet.” Yes, we still have automobile commercials. Have you noticed the ads for EVs? Nothing said about environment benefits. Hum? Years ago, beer ads were discontinued because consumption of alcohol was deemed a bad influence. Now, Snoop Dog and Eli are seen sitting on a beach promoting an alcohol beverage. Cigarette ads were banned because of nicotine addiction. Now smoking marijuana is legal.
Pharmaceuticals by far, dominate the advertising medium. Many of the drugs advertised are for health conditions of which I have never heard. I ask you, the drug Mounjaro, the drug Breztri, and the drug Skyrili, are used for what health condition? And the side effect disclaimers are numerous. It almost seems that drug companies are describing conditions, heretofore unknown, or simply not recognized, as health concerns. One can now receive treatment for bulging eyes.
Medications for HIV flood the air waves because same sex love affairs are common. Ads are showing homosexual relationships while promoting the product. Is that selling a product, or promoting a social behavior? Some may say it is both.
Modesty has long since been abandoned when advertising feminine products. Some ads for masculine products have become just as revealing. And the timing and programming in which they air on TV is disturbing. Example; during the viewing of college football games.
Marketing in today’s world has taken on a different persona. It is responding to a change in social mores and values. It has become more of a social influence. Companies no longer try to sell you a product. They try to influence your personal values and beliefs. Think not, well, would “cleans like a white tornado,” be considered a racist statement?
Walter Allen has a BA degree from Auburn University and is retired from the paper industry. He is a published author and a former President of the Laurens County Museum Association. He now lives in Tuscaloosa County in Alabama.
