Advertisingdictation or reflection?

Press, Volume CXII, Issue 33101, 16 December 1972, Page 11

Advertisingdictation or reflection?

(By

KEN COATES)

The question whether mass media advertising merely reflects the way people live or manipulates them in their life-style is an issue raised by recent discussion of liquor advertising aimed at young people.

The argument began when a Christchurch Roman Catholic priest, the Rev. P. J. Crawford, strongly criticised advertisements which, he claimed, exploited young people. He went further, and alleged that the habits of industry and commerce are cutting too much into people’s lives and have a disproportionate place in shaping our environment. He says: “They often dictate where people live, how we programme our day, what our standard of living is, how we relate to others in the home and family, what our view of life is, what is necessary for living and attitudes to others.” He also claims that much of the directing of advertising at young people is a deliberate attempt to make money by playing on the wants and passions of young people, and is unjust and immoral.

Specifically on liquor advertising, Father Crawford maintains that as the products of breweries and wine and spirit agents can be particularly destructive of people, they should act responsibly in deciding how to dispose of their product. “If any false image of manliness, success, sophistication, popularity and happiness is associated with the drinking of alcohol, then those who direct the sale of it are acting irresponsibly,” he says. And he calls on leading businessmen in all lines of business to give more leadership in the promotion and sale of their goods. Mistake admitted Among the advertisements which Father Crawford singled out for comment was one for Booths gin and Fresh-up, entitled “Adam’s Downfall.”

The print of this read: “The secret is ours. The Effect is what you are after. So try it. Sip it at your next sin session, and tempt more than your taste.” The point has not been lost on the New Zealand Apple and Pear Marketing Board which with its product, Fresh-up, was associated with the advertisement.

It has conceded that it made a mistake. "We now consider our participation in this project was an error in judgment on our part,” says the deputy general manager, Mr J. B. Cubey. “This is an unusual situation whereby we were not totally in control of the contents, but nevertheless we accept responsibility.” It is interesting that the board goes further and suggests that there is room for improvement.

“We would be happy to co-operate with setting up industry standards similar to those practised by the tobacco industry, if it is felt a sufficient section of liquor marketers could be brought together to form some kind of committee,” Mr Cubey adds.

But he does not entirely see eye to eye with the priest’s stand against advertising aimed at young people, nor with his condemnations of some of the activities of commerce and industry. Without a soundly based commercial structure, Mr Cubey points out, job opportunities would be denied the very people it was sought to protect. “I agree a great oeal of advertising is directed at today’s youth market, but this is much more the result of circumstances which exist rather than a conscious effort on the part of manufacturers to alter the lifestyle of young people,” he says. < Obvious situation “Advertising is a reflection of the way the majority of young men and women today want to live, rather than a conscious attempt to lead consumers into a new lifestyle.” He points out people want to enjoy themselves, to have parties and to eat and drink at parties. “If one is selling food and drink, the obvious situation in which to show the food and drink is the situation in which it will be consumed," he says. “Market segmentation by the liquor trade is based entirely on consumntion patterns, which are dictated by the consumer and not by the manufacturer.

“Most liquor, other than beer, tends to be consumed by younger, party - going people below the age of 35.”

It stands to reason, argues Mr Cubey, that this is where the main sales effort will be directed, at least in terms of illustration content.

And he uses the example of Vivante to illustrate his point: “To show a group of octogenarians celebrating with a product like Vivante would not only be straining

credibility, but also would be completely irresponsible from a marketing point of view. “Vivante is a young people’s type of drink; it is fizzy; it is not highly alcoholic and is infinitely preferable to many alternatives available.” Mr Cubey observes that young people are better educated, more discerning, more critical and considerably more intelligent than they were say 20 years ago. He says efforts are being made to protect people who will not be sold anything they do not want to buy. “Youth is completely capable of making up its own mind dn what product it will eat or drink, and whether it is going to buy or not to buy, regardless of the arguments or blandishments of any advertiser,” he claims.

Definite limitations And he adds: “Many critics of commerce fail to recognise that it is beyond the ability of advertising to sell a bad product, or to sell a product that people do not want or need.” The Apple and Pear Board’s deputy manager maintains that far too much has been made of the supposed ability of advertising to manipulate and control the consumer. “All advertising can hope to do,” he says, “is inform and strive to create an awareness of the name of the brand being advertised and possibly of its main advantages.” He points out that advertising is a single facet of marketing mix and as such is a complicated study with definite abilities, but even more definite limitations. Here the argument rests — at least for the moment. Father Crawford says there are hopeful signs, particularly in the Apple and Pear Board’s attitude on setting up standards. But he plans to continue his fight against what he terms exploitation of young people and seeks an early meeting with representatives of liquor interests in Christchurch to discuss aspects of the issue.