Trying to Be Hip and Edgy, Ads Become Offensive
In an effort to breakthrough to the millennial market, many major companies have fallen victim to ad controversies, where the viral commercial they wanted to create comes out offensive and degrading, causing public outcry. The market has become an increasingly competitive place, and companies now view the production of ads as a “race to retweet and to click ‘thumbs up’, ” (Nancy Hill, president and chief executive of the American Association of Advertising Agencies) causing the inevitable cycle of contentious ads being released, public outrage, and apologies from firms with promises to never do it again. But does it stop at that? Take PepsiCo for example, a big name corporation facing several controversies regarding its Mountain Dew brand due to vulgar lyrics in an ad sung by Lil Wayne, and another discriminatory ad created by hip-hop producer and rap artist Tyler, the Creator.
Personally, I do not think it will stop. Although I understand the intention of advertising agencies, who desire to create ads that do not get tossed away and forgotten within months of airing, the tactics used are unacceptable. An ad does not have to be sexual or violent in order to attract attention; creativity and humour are alternatives to producing pleasant and popular ads.
Bottom line: edgy advertisement can quickly draw public attention; however, is it ethical to exploit sensitive subjects for the mere publicity?
More information can be found below:
Link to original article: http://www.nytimes.com/2013/05/11/business/media/trying-to-be-hip-and-edgy-ads-become-offensive.html?pagewanted=all
Further reading: http://business-ethics.com/2013/05/17/1631-when-edgy-advertising-sends-the-wrong-message/