High Standards: A Look At Marketing In Popular Culture

I want you to tell me what sells you something, and then tell me what made you purchase the product specifically. Is it sex? Is it lighting? Is it presentation? What makes you buy?

Today's ads and commercials seem so uninspiring, and when one brilliant ad stands out above the rest, the idea is talked about by everyone. What is it that makes many of today's ads so blah, so generic? Where has innovation gone to? Is it that large marketing firms are soo afraid of the big bad moral police? In America, I know there isn't an enforcement policy or a moral authority like there are in predominantly Muslim countries. But-- there are however underlying social moires that bar us from saying and doing certain things publicly. Although we claim to be a society of moral chastity and social/cultural acceptance, there still is a certain amount of censorship on the things we say and do but with exception. In contrast to this, some ads have been culprit to portraying a gratuitous amount of sex in ads they market to masses. For example, the AXE deodorant ads: Completely and unabashedly made for selling a product to men obviously insinuates sex as a side effect. This ad stands out in my mind as one of the only ads in American media that shows this kind of liberal disregard.

It must be said, that these ads, however entertaining, are in poor taste. European marketing firms often have sex as a topic in their ads, but always in jest and with taste. In general European nations seem to have less of a problem discussing and displaying sex in their media. The main difference in the two nations is that one is perpetually exposed and therefore much more comfortable with its discussion. European ads are revered for their creativity and sharp wit. Consumers enjoy those commercials and then are more likely to seek out the good the firm is purveying. But American ads, those are a different story.


When I flip through the latest gossip magazine, I don't see anything that inspires me. All the photos are of generic models or actors that lifelessly stand in front of a product without actively engaging me. Why on earth would I want to purchase a tube of lip-gloss or wear a sweater that I see from Old Navy if I don't even care what the ad has to say? If I'm not engaged, then I won't look twice at the ads. I feel that what American ad companies and firms lack is the assumption of intelligence on the consumer's part. Apple has done so well because they have a certain sophistication to their ads. Clean, white, upscale, the ads are pleasing aesthetically and socially. No toes are really stepped on and the relatability (I made it up, I know) is almost familiar (even if you've never used an apple product before). However, the true power of the ads lies within their assumption of intelligence. While the ads are enjoyable, they're also released for the viewing of mass consumers, meaning, everyone can view the ads. And they talk to US, American society about what we'd like about a PC. They assume we already like "ease-of-use, simplicity, elegance, and versatility" even if we don't own a MAC. With that winning combination, they've already sold us their product, and we've never even thought about owning one before. It's almost like they've got us with a one-two punch.

However, these ads still aren't daring enough. Intelligence is one thing, but selling with a more dynamic punch is something that should be tried in the American markets. Maybe companies should try using upscale sophistication with more daring images. Putting two and two together; doesn't that equate to innovation? I think that may be the very definition of it.

But let's not get ahead of ourselves. America still has a LOT of growing up to do. Liberalism isn't one of our strong points by far. We still have to overcome social acceptance, and push barriers. Equality must be met before we can even prepare ourselves for any sort of social supernova to occur. Maybe that should be the job of the American Marketing firms: Help push images and messages of "lighten up, America" on society so that change can happen. Take a look at the Gucci ads from a few years ago. Men and women together in the ads, all touching in an intimate way, you're not even sure if it's attraction or just comfortable proximity. Those in a way, aside from selling us some of the most beautiful pieces of couture, also helped spread a nouveau message of "free love". These images become a social staple and then we become used to them. Hopefully a new wave of ads will encourage us to loosen up and take a more comfortable stance on the things we will and won't tolerate.

I know we've all heard of censorship, but what the hell ever happened to the notion of free-speech and acceptance?


--Corey Fitzgerald