Shut up and change the channel
One question I’ve been asked is why are advertisements often very misleading, or something like that. My answer is that advertising is just a reflection of the society – and if the current society is false and superficial in nature, advertising will be farcial too.
All performing, commercial and other art forms are a reflection of the society they are in – if they didn’t, the art form would be shallow and meaningless – advertising is just the truest – cause it is able to show the society as it is – like holding up a mirror at us – so we can see us as we are – and not as some abstract concept on a canvas or a 35mm screen of moving images – advertising is, and this point bears repetition – the truest barometer of any society
The question arises – how can advertising be the truest – and why not
the other forms?
Other art forms such as paintings, movies, dance etc have an individual’s imprint in it. It has been created by one person – or a group of very likeminded individuals – a painting has at its core, the painter’s life and ideas- the painter leaves her or his signature, an imprint on the painting.
The same is true of movies and dance – a movie, even though worked on and created by many individuals – the final product has the strongest imprint of one individual – the director.
But Advertising – commercial art – is unlike the others. Because it is a truly anonymous art form – in that sense it is the entire society’s creation –
It doesn’t have the imprint of just one creator – a copywriter, an art director – the agency management – the client – the ad film maker – the director – the actors – the press – the censor – each and every one of them shape and craft the ad – leaving behind their own prejudices and likes and dislikes – often mutilating the ad beyond recognition – just like in everyday society – where a million people leave their imprints on it –
Also, one of the most important requirement of a good ad is that it be
relevant and topical – in that it shows what’s current – and if the current hot news is pornography – you can bet your ass that advertising will reflect it – if only to ride on porn’s popularity.
There is a saying in the agency circles – clients deserve the advertising they get. Be it good or bad. I also believe that the society too gets the advertising it deserves.