Advertising alone cannot create a better world
THERE is a Seinfeld gag in which the comedian observes that people in soda advertisements always look deliriously happy but that he hadn’t noticed soda having the same effect on him. ”They are jumping, laughing, flying through the air! It’s a can of soda! Maybe I’m putting too much ice in mine.”
Scepticism about advertising is a healthy byproduct of growing up with commercial TV. Public education campaigns, which aim to educate viewers about the consequences of potentially dangerous activities and to encourage more responsible habits, have the heavy task of persuading an audience to change their ways. The most memorable advertisements (the anti-smoking and Transport Accident Commission campaigns) use shock tactics to cut through audience complacency.
These campaigns have been well received and connected to changes in public behaviour. Importantly, however, the advertisements were not isolated measures. The TAC ads, for example, have been backed by random breath testing and the introduction of speed cameras. Similarly, anti-smoking advertisements have coincided with bans on smoking in public places, bans on tobacco advertising and warnings on cigarette packets.
Dr Kausman’s concern is that people will ”turn off and not listen”, which is always a danger in any advertising campaign. An allied concern is that people are overweight for more than one reason, including the relative cheapness and easy availability of processed foods rich in fat and sugar.
On balance, we believe confronting people with the dangers of their diet is worthwhile.
The federal government should also reconsider its opposition to restricting the amount of junk food advertising broadcast while children are watching TV. Children are less aware than Jerry Seinfeld of the manipulative intentions of advertisers. But it would also be naive to assume that banning junk food ads alone would stop the rate of childhood obesity. More exercise, less TV watching generally, and healthier meals at home are also important parts of the mix.
Emotional engagement is a key element of the WorkSafe campaign, promoting the importance of safe practices in the workplace. The campaign will be stepped up this summer with a new advertisement showing a child opening the door to police officers with grim news. The intention of the new campaign is to raise awareness of the higher rates of workplace accidents during the summer.
We wish the campaign every success. Unfortunately, not every calamity can be avoided – as the Queensland floods remind us – but prudence and care can reduce the risks we face. We wish all our readers a safe and prosperous year ahead.
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