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The practice of advertising and marketing is considered something of a black art. Coaxing consumers to consume, and continue to consume is a morally questionable act. But, by the same token, the fact remains that as consumers, we want to know about products, services and deals that will, genuinely, give us satisfaction. The fine line between informing the public and inducing the public is what cloaks marketing in a veil of ethical taboo.
Sexist? yes. Effective? who knows?
Advertising is as, if not more, ubiquitous in the Western world today as the finger-pointing political propaganda was in the previous century. Every square inch of the earth has been examined at some point by a marketing executive as a potential space for advertising. Even Times Square in New York City is a tourist attraction for is neon-saturated gallery of ads. But, according to many, the fun and colour of ads masks the apparent intent to warp your thinking, and mould you into a money-dispensing mass consumer.
Some even claim that advertising will all but end the world as we know it. Professor Sut Jhally wrote: “Simply stated, our survival as a species is dependent upon minimizing the threat from advertising and the commercial culture that has spawned it.” More moderate academics, meanwhile, associate advertising with addiction, over-consumption, cultural colonisation and other evils plaguing society. In their language, advertising is pervasive, insidious, targeted and amoral.
But, no matter how many toddlers are asked to remember brand logos, or how many people fill out online questionnaires – the fact is, there is no definitive answer that can help us understand the science behind us and ads.
Researchers tracking the path of an advertisement’s journey from media to cash return get lost at a crucial part of the analysis– the mind. The tangled complexity of the human brain contains such a maze of neural responses, memory retention patterns, image deciphering and basic sense-making techniques – that we simply cannot pinpoint what makes an ad effective.
It’s for this reason that marketers tend to build on what seems to work. Repetition, humour, sex, celebrity…there are several tried-and-trusted techniques used by advertisers that seem to elicit a positive response. As any first year marketing lecturer will tell you - it’s all about desire. Through consumerism and mass-spending, society has shown itself to desire the ideal. The ideal home, the ideal body, the ideal car, the ideal life – so much effort goes into showing you, the consumer, that this product will get you one step closer to the ideal.
Ad overload - can the mind cope?
Then of course, we come to the dark side. Preying on fears, insecurities and doubt – aggravating the sense that you’re not ideal. There are some marketers in this world, who, like a lion stalking an isolated wildebeest, will create a seed of doubt in it’s victim’s mind – implying the wildebeest is somehow physically inadequate - pointing out it’s dry hooves, or the split ends on its mane. It’s a predator tactics – weaken the target before striking. Nothing can be sold where there is no market – so when it comes to certain products – sometimes those markets must be created. Does the thought of going out in public with thin eyelashes consume you with fear? Well, fear no more, we finally have a product for that.
And there’s the rub. On either end of the transaction have the company’s capitalist need to promote their product to increase their wealth – and the consumer’s desire to be informed enough to make their spending decisions. What happens in between is where things become dubious – and that’s where education and comprehensive tools come in.
Television shows like the ABC’s Gruen Transfer are a prime example of how you can derive entertainment from breaking down ads and looking at the components. The results vary from a hilarious poke at the sheer ludicrousness of some, to an applause for the clever, satirical social commentary of others. The process of casting a critical, not always judgemental – but wary, eye over advertising, though, virtually dismantles its potency and empowers the consumer. Yes advertising is pervasive, yes it’s inescapable and yes it’s designed to pervert your mind into spending – but, to underestimate our brain’s defensive capability against such things is foolish.
Advertising to children is, of course, a much more sensitive area – as their deciphering capabilities are still developing - but in the broad sense – to free-thinking and free-spending adults – are we really at the mercy of that little 15 second jingle?
White collar careers and office life are not a glorified way of living. It’s boring, it’s monotonous and it’s draining. To make matters worse, there is always someone above you. There is always someone above you, who somehow thrives in the office dredge – and takes every opportunity to demean you, torment you, or simply annoy the bejesus out of you. They are of course – bosses…
"Work begins at 9am NOT 9.03am!"
The Iron-Fist Boss
"Are those shoes brown leather? Is that skirt above the knee? Is that staple vertical?" With the searing eyes of a drill-sergeant, the Iron-Fist Boss will scrutinise everything about you and your work, pointing out every hint of a failing. Not a report passes under their nose without a thorough inspection to ensure all headings are correct font and size – and all logos are used strictly within the guidelines. Never mind that the Iron Fist Boss cannot actually make a critical decision on a marketing strategy – someone has disobeyed the washing up policy in the break room. Such breaches will usually result in plates and cutlery being hurled across the room towards the bin – because to them, discipline is not meant to be gentle or logical. It’s meant to be hard, unforgiving and showered with profanity. It may be unnecessary to point out that this particular boss has obvious control issues, and that while they may launch spittle-spraying tirades against workers who don’t file an incident report after they spill their coffee – chances are in their privates lives, they like to be dressed in a nappy and spanked by a leather-clad dominatrix.
The Live-and-Breathe-Work Boss
Some people love nothing more than a relaxing recline on powdery white sand, with waves of luxurious turquoise water lapping at their feet. Others enjoy a fine drop of wine, some are into film, and some love a riveting game of football. Then there are people who love spreadsheets, budgets and strategic fiscal management. These people usually end up as a boss, purely because they live and breathe their job. If their job was made redundant, they would cease to exist as a person. There have been recorded cases where these bosses, whose roles have been made redundant, blank out and become permanently fixed in a drooling vegetative state. Some have even imploded. Office socialising is made difficult when you encounter them at the proverbial water-cooler. Don’t expect a chat about last night’s telly, or the headlines of the day – but be prepared to hear their thoughts on how the new database is such a hassle, and how it was far better at their old work. And get ready for some cringe-worthy team building exercises – at least weekly. Still, they essentially are harmless – they love working so much that they don’t really mind if what you do ends up sub-par – they relish the opportunity presented to improve it for you. Finally, be prepared at the Christmas Party – because after a year of nothing but work – a little chance to unwind often results in hilarious, and/or harrowing experience…bring a camera.
The Out-of-Depth Boss
Usually seen hiding under their desk, or staring at a towering in-tray in terrified bewilderment. The Out-of-Depth boss is generally one who has been shoe-horned into a position way beyond the level of their capabilities, and they are usually too pre-occupied with freaking out to cause you much worry. But while they wont stand over your desk and wave a job brief at your face – their incompetence means you will inevitably have to pick up the slack, often without recognition of the fact you are doing your bosses work. Out-of depth bosses usually posses some unexplainable appeal that sees them get promoted above far more worth candidates – it puzzles even them. Of course they will happily accept a role with a heftier pay-cheque – but their days are spent scratching their head, being indecisive and reading golf magazines on the toilet….all until they finally retire as president of the company.
"What are we doing later"
The Please-Love Me Boss
The Please Love Me Boss is a classic, and commonplace boss. They are usually socially deprived due to the tireless hours put into licking boots – but once the boots have been sufficiently licked, and the promotion into middle-management has been awarded – the Please Love Me Boss, turns their attention to their new underlings. They see their employees as their friends, but not: “Hey, how are you today, good?” friends – rather: “Hey we should hang out this weekend – I’ve got a cabin….” friends. They regularly hover about the office floor…gravitating from one conversation to the next – looking for any available opening. Once they find one, they contribute something unfunny, unrelated or simply unwarranted, and the conversation dies with the dying words ..”…yeah” trailing off into awkwardness. When dealing with this boss, the key is to never openly divulge your weekend plans with them, as they will, without asking, worm their way in. Even if you tell them you’re planning a romantic evening alone with your partner – they’ll bring around a movie.
"How's the wife and kids?"
The Super-Boss
A very rare boss, but a frustrating one nonetheless. In fact, the Super Boss is perhaps the worst of the lot. They are simply flawless. They tend to be characterised by their business acumen, indelible charm, lighting wit and sculpted physique. They are successful, fun-loving and worst of all, kind. When they ask about your weekend, they look you in the eye, and hang on the edge of every word you utter. When you ask for leave, they ask why – not to judge whether your reasons are acceptable to not be working – but instead to know what you will be doing, and offer helpful advice, because chances are they’d been there or done that before. They actually care about you…and it’s plain sickening. The fact is, they are, and always will be – better than you in every single way. They are better looking, better paid, and better connected. They make you feel inferior as a being, and that is why the Adonis boss is the worst of all.
"Who are you? a nobody that's who"
The On-a-Mission Boss
This boss is climbing their way to the top, and they will have absolutely no qualms with using your face as a rung on the ladder. They tend to be relentless in their pursuit of their desired job, which is more often than not, the biggest wig – the Chief Executive Officer. But, while they may dream of the letters CEO next to their name, for now they must be content with being a lowly manager – or director. But they aren’t content, and it’s you, the inferior, who bores the brunt of their ambition. Tasks are delegated to you at breakneck speed – and deadlines are policed literally, with death as a consequence. Finally, when you do manage to drop the on their desk and crumble in an exhausted heap – they step over your depleted body and take your hard work to the Board and take all the credit…even your colour-coded referencing system. Then, several months down the line, they finally get the call-up and assume the role at the top…you, meanwhile, shudder at the thought of a new On-a-Mission boss coming in, and kicking you around all over again.
Notable Mentions:
Laid-back boss
Lunch is measured in hours and home time is any time after lunch. Monday mornings are non-existent and workloads are miniscule. The ultimate boss.
Sleazy Stare at Your Boobs Boss
You can wear the collar to the bottom of your chin and pile layer after layer of protective, shapeless clothing on – but this boss will still stare, jaw partially agape, at your chest.
It has been said, by intelligent people with long names and round wire-rimmed glasses, that sport is simulated violence performed within a set of rules. It’s the only social domain in which someone can send someone else to an intensive care unit, without themselves being sent to prison. While not intending to denounce sport, or its physicality – I do find it interesting that in between the emotional extremes of joy and sorrow that sport regularly brings up, there is an ugly side of sport. When the boundaries of simulated violence are breached – and anger flows forth, sport’s ugly side rears its head in memorable fashion. It is known as the dummy-spit, the blow-up, the blue or a list of many other terms, and sport’s glittering history is bullet-holed with such occasions. Which is why we love it so much.
Perhaps it’s best to start with the king of all sporting dummy-spitters, American tennis legend, John McEnroe. In a sport where all white attire is required and the merest whimper of enthusiasm from the crowd is hushed down, McEnroe was more famous for his tempestuous tantrums than his sublime talent. At the height of his powers in the mid-eighties, McEnroe’s on-court encounters became characterised by his snaps into rage over what he considered a bad call…which was essentially every call against him. Following every line-ball he deemed dubious, ‘Mac’ would stomp down to the net and spit profanity-laden verbal assaults at umpires, linesmen, ball boys – even crowd members. He would smash several racquets a game, refuse to shake hands and then, after walking off the court, victorious, to a chorus of boos, McEnroe would clap derisively and dole out the bird to everyone who could see. Today, as a celebrity, he’s been described as approachable, affable and very media friendly, but even now, as he casually competes in amateur masters tournaments and charity matches, McEnroe still reverts to the cursing, racquet-mangling, argumentative wild-child that earned him his infamous reputation.
not even Schumacher was safe
Road rage gets to millions of motorists daily, so when there are championships and professions at stake, tempers often flare. Take for example legendary Formula One champion Ayrton Senna, who ran around the pits post-race to find rookie driver Eddie Irvine and smack him in the gob after the Irish driver proved to be a hindrance while being lapped. Senna’s fiery Latin temperament and penchant for throttling (the non-car related kind) was famous, however, which makes German driver Nick Heidfeld’s uncharacteristic verbal attack on another driver slightly more special. Often nicknamed the ‘quiet man’ of F1, Heidfeld marched down pitlane to vent his anger after his car was wiped out by Japanese driver Takuma Sato on the final corner of the 2006 Chinese Grand Prix – costing him fourth place. He found his target in pitlane and unloaded a tirade upon him, firing a choice selection of words at the bewildered Super Aguri driver, and telling him he “left his brain at the hotel”. It was only hours after allegedly reducing the young driver to tears that Heidfeld was told he had actually just berated rookie Sakon Yanamoto, the teammate of Sato, and not the man himself. He later apologised, but asked Sakon to “pass-on” the message to Sato.
Type the term ‘football violence’ into google, and you’ll be presented with an exhaustive database of incidents – across all codes, round ball or oval. Having your face scraped off by the bottom of a forward’s boot in a rugby ruck is part of the game - and the occasional blindside punch from AFL player Barry Hall is forgiven with a shake of the hands, but then there are incidents that go beyond the already dubious limit. Look no further than Manchester United star Eric Cantona who leapt the barrier to kung-fu kick a boisterous fan in the head, or perhaps the
"What? I was only checking irregularities!"
most concerning incident in recent memory – the amateur proctology work done by notorious rugby league dimwit, and now full-time boxer, John Hopoate Hoppa claimed that jamming his fingers into the backside of an opponent was to slow down the play, but most agreed that other methods should have been explored.
Even the legendary figures renowned for sportsmanlike conduct have their moments. Cricketer Viv Richards must take the biscuit for wonderful sporting incidents. Once, after returning to the pavilion, clearly annoyed by his dismissal, TV cameras panned up to the West Indies dressing room in the stands, only to witness the great man’s bat come crashing through the pavilion window. When questioned later, the Sir Viv explained that he had thrown his bat on to the floor and it had bounced up and out the window. Though CSI-style analysis would attest that the downward trajectory of the willow-projectile give the official excuse little credence.
Stroppiness has no place in the ring
Some athletes simply employ the tantrum tactics that served them so well as a toddler in a supermarket – such as Korean boxer Byun Jong Il who was so incensed at losing his bantamweight bout in the 1988 Olympics that he plonked himself down in the ring, and sat there, refusing to move for hours.
"Ear and children pie, mmmm"
And in the subject of boxing, who can forget Mike Tyson’s foray into cannibalism? First he bit of Evander Holyfield’s ear in desperation during a losing bout, then he threatened to eat Lennox Lewis’ children. Brilliant.
"Cheese is for eating, not saying"
And finally, if you can cast your minds back to December 2008, you may remember that headline-grabbing golfer John Daly pegged a onlooker’s phone at a tree. It was a cathartic release of frustration that any Sunday hacker can lend empathy to, but, instead of bending his four iron on his knee, or throwing his putter into the water hazard, the rotund American blamed the fan’s (admittedly intrusive) presence – and proceeded to turn his camera into a whimpering pile of debris. Camera dispatched, Daly continued his unspectacular round and finished somewhere in the middle.
There are countless other blow-ups to recall – some could even be considered more memorable than those listed – but it is the very act that captivates us. Players can score all the amazing goals, and perform all the impossible physical feats they want – but what really grabs our attention (and the headlines) – is when our heroes show a human side, a weakness removed from sporting vernacular. So while some say sport is essentially an accepted pass to commit violence, we’ll never forget the truly ugly incidents. Because, let’s face it, they are the best.
For too damn long pimps have been utterly parched. There’s simply been nothing fit in the energy drink market to quench the thirst of all those pimps out there. But now, after a hard day’s pimpin, all the OG’s out there can finally knock back an energy drink worthy of their discerning pimpy taste.
You’ve probably already heard, but in case you’ve been living under a rock, Pimpjuice has launched in Australia, after absolutely soaking the American market with its patented glow in the dark-ness and smooth flava. Thankfully, the black gansta-rap market which is so poorly under-represented down under will finally have a liquid medium to reach all those kids who are living rough in the vast Australian ghettoes that some call the suburbs. Now, after icing some beef-talking haters, those original gangsters from the ‘burbs can cool off with some smooth, glowing Pimpjuice – giving them the energy to then go and pimp some ho’s. For real
[ Click here to read more ]
As Baz Luhrmann whips the covers off his long-awaited, well-hyped film epic, Australia, thoughts turn to the intrigue behind the eccentric director's decision to play upon the always contentious issue of cultural identity.
Baz stated his intentions pretty early on in the project, stating it was to be the Australian version of Gone with the Wind – a film that is firmly woven into the American folklore fabric. He then cemented his nationalistic position by naming the film after the country itself - Australia, and then casting arguably the two most valuable Australians in Hollywood - OUR Nicole and OUR boy from Oz
[ Click here to read more ]
The 433 Aussie athletes are pouring into smoggy Bejing, just days before the world’s largest sporting event kicks off. It’s quite a healthy contingent, especially considering the host nation (and the world’s most populous) have 639 competitors. There are slightly fewer athletes than four years ago, but the level of talent is by no means diminished, and should potentials be filled, our Aussies may fly home from the with an impressive collection of precious metals.
[ Click here to read more ]
The World Champ might be off to rally
Kimi Raikkonen may be a fully-fledged rally driver within a couple of years, according to paddock speculation.
The reigning world champ has quelled rumours he’d be quitting at the end of the year, saying he’d see out his current F1 deal with Ferrari in 2009, but stopped short of confirming he’d remain in the sport beyond that
[ Click here to read more ]
1) Robert Kubica
Last year, Robert Kubica was that Polish guy who dominated highlight reels by way of a hellish crash at Canada. TV anchors were for the first time grappling with his name (Koo-bika or Cube-itsa?) as viewers watched his car shred itself to pieces around him. His teammate Nick Heidfeld finished second. But, after spending his winter dieting and training with determined conviction, the Pole was ready to dominate screens again – but this time as a winner. And so, somehow fittingly, it was in Canada, where Robert was again on the lips of the newsreaders but this time as victor. His consistently quick performances this year, including several podiums, a pole and of course that brilliant win, have catapulted Kubica right into the title fight.
[ Click here to read more ]
DON'T waste time kissing in monster-infested waters!
Horror flicks. We love them for their outlandish premises, their gory grandeur and the chance to see some beautiful, scantily-clad women being mauled by freakish beings. But, if there's one thing about horror movies that frustrates me...it's how utterly stupid the people can be. I mean, so much loss of life could have been averted with some simple common sense. So, in order to prime yourself to survive an onslaught of evil, remember these key rules
[ Click here to read more ]
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Advertising is as, if not more, ubiquitous in the Western world today as the finger-pointing political propaganda was in the previous century. Every square inch of the earth has been examined at some point by a marketing executive as a potential space for advertising. Even Times Square in New York City is a tourist attraction for is neon-saturated gallery of ads. But, according to many, the fun and colour of ads masks the apparent intent to warp your thinking, and mould you into a money-dispensing mass consumer. 
Then of course, we come to the dark side. Preying on fears, insecurities and doubt – aggravating the sense that you’re not ideal. There are some marketers in this world, who, like a lion stalking an isolated wildebeest, will create a seed of doubt in it’s victim’s mind – implying the wildebeest is somehow physically inadequate - pointing out it’s dry hooves, or the split ends on its mane. It’s a predator tactics – weaken the target before striking. Nothing can be sold where there is no market – so when it comes to certain products – sometimes those markets must be created. Does the thought of going out in public with thin eyelashes consume you with fear? Well, fear no more, we finally have a product for that.
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Comment by ChrisB
on Advertising vs The Brain
Formula 1
The Social Centre
In regards to children - that's where the ethical concerns are highest. Educating children about advertising and preventing adverstisers from targetting children for 'pester-power' is something I think is needed.