It's unfortunate that marketing has displaced reality. It's official. I am embarrassed to be a part of this dirty industry. Actually, I'm disgusted that there are so many corrupt pieces of shit in an industry that could be used to do so much good.
We hold in our hands magnificently powerful tools, and unfortunately, it can be used to prey on the weakest parts of human nature, our insecurities, body images, fear. Our laziness, hopefulness and trust. We have been exploited.
Our public discourse has been hijacked, partly with the use these tools, by crooked, scared, selfish politicians, more concerned with staying on top than standing for good. The fashion industry has fed our irrational desires for perfection. The notion of human equality is dealt blow after blow from campaigns built on fear of differences. Obesity rates are skyrocketing as our children are fed another comfort food or drink while marketers hide behind a pointed finger at parental responsibility. We slip further into debt as a silly need to be a part of the group is manipulated.
It's true that blame lies equally in personal and parental responsibility, but that obligation does not absolve us of the corporate lust for money, at the greater cost of human decency.
Until we pick today to stand up for the good we can do, the power we have to empower, then we have only ourselves to blame. We have a burden to not accept the excuses and finger pointing, and purge and shun those with only one aim, to selfishly gain.
What legacy will you leave? Will you make us better, and our children stronger?
Get mad, and do something about it.
Lessons in critical thinking and fallacy identification would really help this nation recognize not only logical errors replete in advertising, but also in the media. (Don't get me started on the Olbermann spot you linked to). ;)
Such ability was supposed to be the point and focus of public education, but sadly the institution is failing us more and more every day.
Unfortunately, that's not something that can be rectified in a 30-second spot or a thousand 30-second spots. 30 second spots are not designed to get people to think critically -- whether the desired action is bad or good; they are designed to get people to act out of emotion, which is often contrary or independent of logic.
The new media as a social and information tool has the potential to overcome this, but not if it is ruled by people who are overly attracted to or influenced by 30-second spots.
Posted by: Cam Beck | October 25, 2006 at 08:44 AM
But how do you really feel? Time for you to (re) watch the 1976 film "Network" http://imdb.com/title/tt0074958/
I love the Howard Beale (Peter Finch) character encouraging his viewers to yell at the top of their lungs, "I'm mad as hell, and I'm not going to take it anymore."
Posted by: Roger von Oech | October 26, 2006 at 12:35 AM
One other thing, Paul... Try not to get too discouraged... It's good and necessary that you ponder these issues, but think of it as an opportunity... or even a calling... to improve the state of the marketing -- or even human -- environment.
I heard one man, who I think was running for office at the time, asked what advice he would give to citizens who were frustrated by politicians whose beliefs were so maleable that they seemed to change their stances on issues when the political winds changed.
His answer? "Be the wind."
Posted by: Cam Beck | October 26, 2006 at 08:04 AM
Paul:
I hear the stirrings of a young liberal. I'm so proud. Work hard for candidates that have the right ideas. Yes, they all make promises that will be impossible to achieve, but without dreams we are dead.
Posted by: Moda di Magno | October 26, 2006 at 09:13 AM
I'm so proud of this post--and you. You really are quite the poet and the visionary. I'll comment more later as I'm in your state right now...see you soon!
Posted by: CK | October 26, 2006 at 09:57 AM
Way to go brother Paul!
Yes, as marketers, we can do lots of good. The power is ours to use whichever way we choose- so choose wisely (and be the wind of change).
Posted by: Tim Jackson | October 26, 2006 at 11:06 AM
Cam- Totally correct. Education is key, but sometimes that just assumes the best in us. These attack ads just take a nugget of truth, stretch it to the point of tall-tales, and then make emotional appeals based on these lies. And, the lazy electorate, without questioning, make rush decisions based on initial reaction. It's why fear-mongering works so damn well.
And, I love that analogy Cam. The problem is that these people have bunkered themselves into can't-lose districts. If there is no major change after the 7th, then it may be time to question our democracy, which is about as upsetting to me as it gets.
Roger- It's que-ed up on netflix. I'll let you know what I think!
Lori- "without dreams we are dead." I love it. It's should be the tagline of our lives. :)
CK- Dallas is waiting, with open arms. Hurry the hell up!
Tim- I think it's about time for a movement. If everything truly is marketing, like most of us preach, then we're holding the keys in our hands. A little idealism never hurt anybody. Up with people!
Posted by: Paul McEnany | October 26, 2006 at 01:27 PM
I think you nailed the dark side of all disciplines of marketing -- and these days, even reporting -- to the wall: The philosophy is generally to take a nugget of truth and turn it into an emotional response within 30 seconds.
The most effective advertising -- that is, advertising that causes the audience to act a certain way -- must appeal to primary emotions: Love is one, but fear is often more effective for all sorts of issues (see Machiavelli). Appeal to both (If you don't buy my product, your child will die), and you have the battle won by marketing standards.
And it has to be that way for television, because it is impossible to convey the complexities of deep issues within 30 seconds. That's why the Internet -- and blogs in particular -- are so great, because the deeper reasoning to anything is only a few clicks away.
It has been said that in order to get somebody to commit to a certain motion, you must first appeal to his emotion. This will motivate him to take the desired action. I'm not certain, but I think all of those words have a common root for a reason. I'll have to look that up.
Posted by: Cam Beck | October 26, 2006 at 03:56 PM
Don't let it get you down man, you'll go crazy if you do. Be aware of the bad, but don't dwell on it, it's clearly not worth it.
Posted by: Mack Collier | October 26, 2006 at 04:19 PM
Hooray! I love Cam's message "be the wind". Let's all sweep away the cobwebs.
Thanks for the inspiration Paul: the spirit and the sentiment and the call to action- it has me cheering.
Posted by: Katie Chatfield | October 26, 2006 at 04:45 PM
paul - i've re-read this about 10 times. it's just great - ditto everybody else's enthusiasm.
Posted by: essie | October 27, 2006 at 03:40 AM
I'm glad to hear everyone getting so enthusiastic about change. There's a lot we can do if we all stick together. :)
In case you haven't made it over, get to Gavin's www.karmacredits.org. There's some rumblings of doing something about it.
Posted by: Paul McEnany | October 28, 2006 at 02:25 PM