text:
- Laura Desmond
- Chicago, IL
- United States
This conversation is closed.
Can advertising be both a force for commerce AND a force for good?
People love to say they hate advertising – and in many ways, I think we've earned our bad reputation (which might sound strange coming from the CEO of the largest media agency in the world). Personally, I believe that advertising has a responsibility to be more informative, more relevant, and more reliable in helping people navigate the landscape of choices in their lives. At the same time, we have to honor our commitment and responsibility to our client partners to grow their businesses and build their brands. In your view, what advertisers are doing the best job of serving this dual role in a genuine way? What are some examples you've seen, both past and present, that demonstrate being a force for good as well as a force for business? What more can be done in this space?
Jan 14 2012: "Advertising is the modern substitute for argument; its function is to make the worse appear the better."
George Santayana
I find a lot of advertising insulting to my intelligence and most of it irrelevant. As such, even if the purpose of an advert was in pursuit of some greater good, I would probably continue to ignore it or be suspicious of the motivation behind it, which, I imagine renders it ineffective.
Jan 16 2012: I think your sentiments capture the "bad reputation" I mentioned and that's exactly why I believe it's an important topic to explore. It's crucial that advertisers act with authenticity. If they don't, their message will be rejected in exactly that way you've expressed. I hope this conversation is a small step forward in pushing our industry to listen to audiences and behave differently. Anything is possible with good intentions and I do believe we can elevate advertising to be a force for good.
Jan 17 2012: In New Zealand, there is plenty of advertising to promote healthy lifestyles, safe-driving and so on. This is funded by ACC, which is a tax-payer funded accident compensation (beats suing each other) and other not-for-profit organisations.
For an advertising company to create ads for good causes, they would need to separate themselves completely from remuneration. If this is not done, the very media-savvy generations we have become will be immediately suspiscious of motivation. This may seem a small thing, but is the basis on which people build their perceptions.
The very fact that companies selling products and advertisers talk about creating a "trustworthy" brand, fails because people are wise to most of the tricks of spin-doctoring and sales-pitching.
I agree that, in some instances, education works and putting messages frequently in front of people does change attitudes (see anti-smoking campaigns).
Personally, and I may or may not be alone in this, mass media, in all forms is a facade, a thin veneer over reality. I understand that this has been the nature of the beast for some time but this is the exact thing that now smacks of artifice and is the great barrier that advertisers must overcome.Jan 23 2012: I agree with you Laura.
People who make ads--especially copywriters--tend to only concentrate on the way to express their creative ideas into the ads without considering the matter of relevance, the matter of authenticity, and the matter of "good intention".
If their attention is all about their benefits that come from their works--making seemingly very memorable and innovative advertisements. And if they do not consider their "silent duty" as the people who convince other people to buy and use their products, their irresponsible and selfish works won't be helpful at all to their consumers and to the people who watch their ads frequently. And more importantly, before long, the company that emerge in the ads will lose their reliable reputation from their customers, which means it is a matter of time that the company fails.
If they had been honest and wise enough to think about "win-win" situation beforehand,
the terrible situation I demonstrated above woulnd't have happened.
. .
Jan 18 2012: I am sure my receptors, which were burnt out by ad-over-dosages sustained in the years I watched TV, are beyond repair in this life time, "rendering ineffective" all ads.
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Hud Saunders
Jan 24 2012: I think your central premise is entirely disingenuous. You say:
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"Personally, I believe that advertising has a responsibility to be more informative, more relevant, and more reliable in helping people navigate the landscape of choices in their lives. At the same time, we have to honor our commitment and responsibility to our client partners to grow their businesses and build their brands "
But there is a false a priori assumption here that you are providing a service to the people who see your (or any) adverts. You are, by definition, doing what you say in the second half of your premise: looking after the interests of your clients, but it is not a dual role: that is all you are doing.
You can invent all sorts of justifications and arguments that you are in some way providing a service to your viewers, i.e you are giving people useful information, but that is at best a totally subjective view of what you're doing, and in real terms it is simply untrue. You have no way of knowing whether the information you provide is useful, and furthermore, as an advertiser, you are not presenting the information in an objective, neutral way, but in a way that is designed to sell that idea to your viewer, no matter how you try and wrap it up.
In my humble opinion, advertising is by definition immoral, and advertising to children is deeply immoral. This is not to deny that adverts can be extremely entertaining and enjoyable, but please don't kid yourself that you are doing something that is in any way philanthropic. You are in the persuasion business. Persuasion is not a morally neutral art, it is seeking to deliberately influence another for commercial gain. If you want to do good, stop selling things people by and large don't need or want, and start educating people in the things that are desperately needed right now; awareness of every individual's responsibility toward their fellow beings and the planet would be a start. Brave of you to enter into a debate about it though.
Steve j
Jan 25 2012: Advertising DOES provide a service to me, so the assumption is not totally false. If the assumption were that advertisers provide a service to EVERYONE in all cases, that would not be true.
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How am I to make an informed buying decision about a product or service without knowing at the outset what is even available?
You say, "Persuasion is not a morally neutral art, it is seeking to deliberately influence another for commercial gain." You are seeking to persuade readers of your comment that your position has merit. Do you have intent of commercial gain? Your statement is fundamentally flawed.
Your whole comment is fundamentally flawed, from beginning to end.
Hud Saunders
Jan 25 2012: I'm sorry, but that is incorrect. If you wish to find out about something, you simply look it up. You do not need advertising to lead you or goad you into making a decision; you are (surely?) capable of researching something yourself. If you wish to make an informed decision, go to a forum, read unbiased information, it's not rocket science.
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I am not seeking to persuade anyone of my interpetation of the morality of advertising, I am simply stating it; I am not prompted by commercial gain to do this. My statement is not fundamentally flawed, you have simply not understood it.
Jan 25 2012: Hud.
Who would provide said unbiased information? Product reviews are biased in their very nature, and often misleading as they have not done their research.
Marketing is certainly not a morally neutral art or science, and neither are the reviews you refer to. Relying on information from multiple sources is likely the best way to research, and the manufacturer of a product, or provider of the service is certainly the most knowledgable of all. Done right, a marketer is informing the public of the benefits of their product. Without their input, how can you make a truly informed decision? Further, if the provider of that product is providing a guarantee or warantee with their product - is this practice morally devoid as well? Not as cut and dry as one might hope....Jan 25 2012: That's wierd Hud...how did you buy your computer? Find out about TED? Get to enjoy TED? Decide on the clothes you wear or the food you buy? Do scientists get their idea to market by publishing research? How do they know what to be interested in to study? Advertising is one part of the marketing equation and in and of itself it is not immoral. That's like saying guns are dangerous! You have to be a participant to give it morality (or a lack of). Advertising missing people on milk cartons is not a bad thing as is the advertising that milk is good for you. Having the milk board and the FDA ram 'information' down your throat that they know is lies is immoral but you can't blame the medium for that. It's the user of the medium that is to blame...such as our dear host on this conversation!
Kathy Castle
Jan 23 2012: This is an interesting question, primarily because of who is asking it. I have to admit, I approach my answer to this with skepticism...it feels to me like a veiled attempt at earning my trust so I am a more captive audience for future attempts at making profit. When you talk about the possibility of advertising used as a mechanism for social good...I have to wonder to what end you are seeking to accomplish this? Is it so you can brand yourselves as a company that is working for social good so that you might earn more profit and be more effective for you clients, or is it because you recognize yourselves as in possession of unique access to the mediascape as you shape public wants, desires, priorities and expectations? The power held by those with access to the media, while recognized by many as relevant, is largely misunderstood. So, when you talk about what you can do for social good, I would begin with how self reflexive is this process? Do you recognize the power you hold in the shaping of public perspective? Do you recognize the power you have in restricting some options and enabling others? Do you recognize your position in relation to the rest of us without access to this forum---and what do you expect to do with it?
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I consider the power of media...and advertising in particular a good deal in my field of study. While it's not my central focus, it is something that plays into everything I consider as an academic. For an in depth explanation of how advertising has a negative impact on our expectations of ourselves from a gendered perspective...see the following two blog entries that consider the very specific impact of media on gendered identities.... http://kathy-momphd.blogspot.com/2011/05/sexualizing-femininity.html (femininity) and for a look at the social construction of masculinity, see http://kathy-momphd.blogspot.com/2011/07/film-ratings.html
Another example: http://www.designmadeingermany.de/2011/27618/
Jan 24 2012: Skepticism is something advertisers must deal with quite a bit, and I've seen a healthy dose of it in the replies to this TED conversation. Fair enough.
To answer your question, yes, I do recognize that the advertising industry has unique access to media that can shape public wants, desires, priorities and expectations. That's why I believe it's important for advertisers to participate in communities and hear for themselves what people think, feel and do. Social media has accelerated advertisers' access to this type of feedback. It's an exciting time when the power of individual voices can create real change. Consider this: 22-year-old Molly Katchpole started an online petition against monthly debit card fees and Bank of America listened. They halted plans to charge a monthly debit card fee. Another example (albeit a bit more lighthearted): Millions of Facebook fans joined together to convince NBC to book Betty White as the host of Saturday Night Live – and she did on Mother's Day 2010.
So yes, our industry has unique access to shape our culture – but now more than ever so do individuals who harness the power of media to achieve a shared purpose.
Kathy Castle
Jan 24 2012: Hi Laura,
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Thanks for your response and engaging in the discussion. While my response here is skeptical, I don't so much categorize my standpoint as skeptical as I do responsible, and ultimately, hopeful. The images and messages that permeate our culture absolutely shape our perspective about ourselves, others, the world--all of which has a direct impact on how we orient ourselves toward the very real problems that face us as a global community. When we begin to recognize the power inherent in these messages to shape our frames of reference, particularly when we allow them to wash over us without critically examining them, we can start to more actively engage in the creation of a reality that we can all have a productive part in. Advertisers are but one of many contributors to the messages that shape expectations about who we are as men, women, members of specific ethnic groups, professional affiliations, what it means to succeed...the list goes on and on. It is the perpetuation of a stigmatized, harmful social identity that can serve as a potential limitation to how we see ourselves and how others see us. This then impacts how much voice we have in any global discussion.
So, while I recognize attempts at trying to achieve a positive message while still selling products as a well intended step toward contributing to a better world, I think it is important to first consider what the message is doing to limit the possibilities of individual actors based on the creation and perpetuation of social expectations for specific identity groups--does it contribute to or contradict the dominant messages about what is and is not expected of specific groups of people? Does it perpetuate or challenge dominant stereotypes? How might the message be tweaked to counter this and open up space for the individual? This is the kind of self-reflexivity I would like to see on the part of our advertisers and others with access to the creation of media messages.
Rik Vlasblom
Jan 21 2012: @Laura Desmond
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Quote: "Can advertising be both a force for commerce AND a force for good?"
>> Advertising without the underlying competitive mechanism is called educating. So is advertising good? No.
Quote: "People love to say they hate advertising – and in many ways, I think we've earned our bad reputation (which might sound strange coming from the CEO of the largest media agency in the world)."
>> That is not strange, just honest. And when honest has become strange, something is horribly wrong. Inverse the inverted.
Quote: "I think we've earned our bad reputation".
>> Why do you think this? From the video: cluttered, false, aggressive and intrusive. Then I hear a "but" and you continue by telling why educating people is good. And educating people is good, you just don't need advertisements for that.
Video link: http://www.youtube.com/tedaws?x=us_showcasephase2_8498_27
Jan 25 2012: Advertisement is necessary. And like politics, it will always exist as long as there are people. If you cannot turn an apparently existed thing into good force, you admit failure.
Besides, you can find examples of advertisement do both: for commerce and for good.
Jan 25 2012: Why do you think advertisement is necessary? And why do you think politics and advertisement will always exist as long as there are people?
What examples can you give that do both, a force for commerce and a force for good?Jan 27 2012: In the interests of full disclosure, I have worked in an advertising agency, and currently work in a role in my current organization where I am responsible for a lot of advertising as part of our marketing efforts.
I am of the view that advertising is inherently "not good"-- and I am referring to advertising in its more specific meaning (the one-way market-facing communication meaning) as opposed to all forms of marketing.
I have always felt (since I was quite young), that advertising-- were I to assign a personality to it-- is, well, kind of date-rapey. Yes, I just said that. Advertising is that guy who comes into a party, isn't really interested in you at all (he's not even listening to what you're talking about), he just wants interrupt you to talk about himself and, by the way, almost nothing he says about himself in any way squares up with your actual experience of the guy. This is the same guy who told TiVo that their "commercial skip" button shouldn't skip commercials anymore-- because people will use it to skip commercials and we don't want them to be able to skip commercials. Yes, we want to force people to have to see things they do not want to see.
I have been looking (off and on) for a decade for a way to, literally, end advertising-- while still providing a way for people with wants and needs a way to connect with businesses ready to meet those wants and needs, but on a more equal, open and honest footing.
I will definitely allow that some advertising is relatively better than others-- although when I see an ad that touches me emotionally, I'm pretty immediately met with the thought "They just connected with me emotionally... to get my money." I mean, commerce is what's behind it all anyway-- they're not reaching out to me just to make sure I'm doin' okay.Jan 24 2012: The key to any successful advertising campaign, especially one that is attempting to enhance the positive aspects of an organization, is "believability". If the campaign is in any way at odds with the public perception of the sponsor then there will rightly be skepticism, cynicism, or perhaps even downright scorn elicited from the viewing audience. This obviously presents a problem to any organization that wants to improve it's public image, all the more reason to remember to not let your public perception slide in the first place.
Can you imagine the possibilities if the organization was created as a change agent for social responsibility from the get-go? Not only as a vehicle for generating owner/shareholder profits, but as a true example of Profit-Donation Capitalism? Some notable examples of this ethos: "Newman's Own", or Tom's "One-for-One" whereby any shoe purchase also results in another pair of shoes going to underprivileged children. How simple, honest, and direct would their advertising be then? Would they even NEED advertising?.
Perhaps the best and truest way for advertisers to generate good will is for good will to be part of the organizations's founding principles, and not something to be embraced simply to burnish their rusty public exteriors.
Jan 25 2012: Those are great examples. You could hold both of those up as the gold standard for all corporations and marketers with a desire to do good. Thanks for sharing.
You raise one of the all time great debates for our industry - do great products even need advertising? I think of it this way - If I did something good for the world, but nobody saw me do it, did I really do something good? Many people will still answer yes to that question, so I'll take it a step farther. How much greater of an impact would I have had if the good I did was seen by one other person? What about millions of people? When you consider the ripple effect, I think advertising is worth it.
Jan 25 2012: Thanks Laura for the reply and for sparking this discussion in the first place.
I agree that advertising's "ripple effect" can surely broaden the impact of a great product or a worthy brand, but, as in all things, there are trade-offs to consider. Every dollar spent on advertising will dilute the profit-donation equation, so the potential benefits of any ad campaign must be carefully analyzed. Further, there is the danger of being perceived as "tooting one's own horn" so to speak, consequently the campaign would need to maintain an overall sense of honest humility and social responsibility. I suppose that under those conditions an ad campaign could be very beneficial, to the general (or targeted) public as well as to the advertising entity.
However, there are alternatives to classic, mainstream advertising. If the story is compelling enough, and the products are interesting enough, couldn't the endeavor itself become "News"? And, as such, could not widespread exposure be manifested via contemporary print and broadcast news/talk outlets, as well as online social networks, blogs, and other forms of "information dissemination" simply on the basis of being noteworthy?
I'm certainly not tolling the death-knell for the advertising industry, but in a connected society with a decentralized information flow there are new paradigms in play.Jan 24 2012: Dove soap commercials over the years have shown imagery of oil soaked birds being scrubbed and released by volunteers. It is a clever use of the product, and it is an inspiring reminder to volunteer and help animals. More importantly it demonstrates how the product works and how it works well. Advertisers can do more by recognizing their own biases, recognizing the biases of their society, and contributing works that oppose these biases. What I mean is self-accountability.
Jan 24 2012: I believe you are speaking of the Dawn Saves Wildlife campaign:
That's a great example. It may be one of the best illustrations of an ad being a force for good and a force for commerce. It not only shows the Brand giving back to the world, but also – as you said – demonstrates the effectiveness of the product. Thanks for posting!Jan 27 2012: To everyone who has taken the time to comment on this conversation - thank you! I love being part of the TED community and have sincerely enjoyed reading your comments over the past two weeks. I appreciate all of your thought-provoking responses and hope this is just the beginning of a meaningful discussion about the purpose of advertising.Jan 27 2012: no no no.. sorry. advertising is bad because it is something which is not chosen it is something repetitively given to people when they are trying ot watch a movie read a book..i like national geographic i like reading articals about africa and how the people have suffered due to diamond mining.... next to this i am forced again and again to look at seiko wathces encrusted with diamonds.... if they had brought out a magazine about diamonds i would not have bought it... advertising means someone is forcing you to looka t something you would not choose to watch listening to musci you would not choose and eventually buying things you would not choose... if there is a good product a good film or a good song and someone finds it they will pass it on to their friends and with the internet things can "go viral " at an amazing speed songs are shared by people who would never have had to money to advertise produce etc their music but they are good and people like them so their music spreads. if on the other hand every shop you go to every bus you take every time you turn on i tines or the tv you are forced to listen to some pop star {and youar e of a certain age rang that is interested in the topics of said star such as sex and hot boys or whatever crap theyre singing about these days} then youw ill buy that product.. you have not looked for it you have just been mass marketed you were not shared by your peers..and this means the bio diversity of products is more to do with the powers of advertising than th eingenuity of the product or the needs of the buyer which sucks.. it has played its part in our history from violence to soporific comsumerism and that is good because before advertising the forms of control over us were far more brutal... but i think we will leave it behind very soon and allow people to choose and spread their memes products and inovations by choice rather than by imposition and i think advertising will become a crime.
Colin Brown
Jan 25 2012: To each their own in terms of how they define good but I will give some more food for thought. Lets use online affiliate marketing/advertising as the example as there are many ads that have made me chuckle or provided minor entertainment but when clicked delivered a false promise. Therefore, if "good" encompasses entertainment or amusement then yes advertising can be a force for commerce and a force for good.
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Lets use a better example in beer commercials. Alcohol is a substances that is constantly abused and negatively affects the lives of hundreds of thousands of people every year but I laugh and/or smile at almost every beer commercial I see.
The major point I'm trying to make is that advertising/marketing is to increase sales. If the product, service, or cause your advertising happens to do "good" (however you define it) then you sleep easier at night.
Will Germain
Jan 25 2012: Ok so for example, the new Acura ads show a man in football gear being stripped and then redressed in a fancy suit (essentially being "upgraded") while a deep voice says "it works for people, why not cars?" and the man is then replaced by the new Acura, conveying the idea that we can be "upgraded" by the new Acura. The truth is, we will not be upgraded by the new Acura, but rather we will be significantly poorer financially and arguably spiritually poorer as well for believing that a car would upgrade us in the first place.
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Gisela McKay
Jan 25 2012: No.
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I think the only ads I can think of that have been a "force for the good" have been anti-ads. In other words, ads designed to counter the effects of other ads, which seem like a giant waste of cash. If only the original ads had been held to some sort of standard, they wouldn't have run.
All I know is that now I want a house hippo.
http://www.youtube.com/watch?v=YLG2JP0P5JEJan 25 2012: Dear Laura,
Perhaps reword the questions:
1. In your view, what advertisers are doing the best job of serving the interest of the world - humanity, nature and community?
2. What are some examples you've seen past and present that demonstrate that advertising can be a force for good, such as helping to reduce consumerism, while still being a force for sustainable business?
3. What more can be done with advertising space to educate the public on the destructive nature of depending on ever expanding economies and business growth facilitated by the advertising industry?
I'm sad to see TED allowing you to abuse the forum to suit your best interests by doing a survey that you can then use for creating more consumerism and profits for the companies you represent! You're a slick sales person but I'm not buying until you ask the questions that really need to be asked!!!Jan 25 2012: It would be utopia if advertising was based solely on principled behaviour. At the vey least a guiding "do no harm" policy would be great..i.e targeting children or the lesser educated for fast/processed food or easy money with hidden or inflated costs is just plane wrong and does immeasurable harm. However in reality these clients exist so we need to develop better critical thinking strategies so we can make more informed choices. Perhaps an advertisement educating the public on the pitfalls of advertising and spin might be in order ;) At the end of the day I think we all know what the right thing to do is, it's just that advertising knows how to target our own rationalisations for not doing it....Jan 25 2012: Please excuse my still developing thought - but I think this is a really interesting question. Advertising is a manipulative tool, arguably by definition. Advertisers manipulate consumers to think/feel/react in certain ways, and I feel that we have this natural tendency to immediately think of manipulation as bad. But I like to think of Tom's shoes (the shoe company where you pay a fairly overpriced amount for some canvas shoes and a pair of shoes is donated in a developing nation - for those who hadn't heard of what I'm referencing) as a great example of positive, social change advertising. Toms (Tom's?) became wildly popular, and I have a hard time believing it was because of the functionality of the actual shoe. The product's success was driven by its advertising campaign, manipulating people into believing that should pay exorbitant prices for a shoe and also for the satisfaction of knowing that they helped a child in Africa. Is this wrong? I don't think so.
Maybe advertising is still "evil" but we might need its manipulative powers to get powerful, social change businesses off the ground - and I think there is a lot of potential for good there.
Andy Wilson
Jan 24 2012: We are stepping into an age where advertising can easily be both a force for commerce AND a force for good. But two things need to happen (besides ad-agencies and corporations having integrity.)
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First, a shift from general advertising(GA) , to direct response(DR). Or at the very least, advertisements that stem from the foundations set by Claude Hopkins, Caples, etc. There are two problems with general advertising, besides being grossly ineffective.
1) GA creates more noise than information. Cluttering the daily lives of consumers with information that does not matter. If advertisements were more relevant there would be a stronger and swifter flow of information that matters. (And this is done by taking the consumer's problem seriously, and then communicating the product's ability to solve their problem. Not catchy jingles, not commercials that make people laugh.)
2) Hyper-targeting - Targeting consumers through strategic advertisement is not a new idea. But right now, the ability to target consumers through ads is unprecedented. (Did you hear about Perry Marshall's student who helped unseat a mayor in South Dakota, via hypertargeting via facebook http://tinyurl.com/6u4ctob.)
If we are able to target relevant consumers, with relevant advertising (not jingles). Consumers will be much better off, because they no longer are bothered by meaningless advertisements ad nauseum . But instead they will have automatic access to relevant information that helps them solve problems in their life.
Additionally, this will line the pockets of ad-agencies and corporations alike. The ads themselves will be more effective and wasteful spending will be cut dramatically.
A shift from GA to DR, plus as we discover more and better ways to target consumers (and then implement it). This in tandem with advertisers and corporations having something relevant to say (they almost always do, they just rarely say it) - will create a new world for advertisers and consumers alike.
Jan 25 2012: I love watching how data and technology is transforming our industry. The more advancements advertising makes toward behavioral and hyper-local targeting, the more relevant it becomes. It's an exciting time and I love being part of an industry that is on the cutting edge of change.Jan 24 2012: My personal answer is No. I was an advertiser for 10 years and struggled with this question as well. I eventually made a shift, in part because I honestly couldn't find a way to answer Yes.Jan 24 2012: At base level, advertising is just letting people know about your product, where and how to buy it. Great! Er....not really. As a consumer, I actively associate many products with annoying advertising and will avoid the product. If I must watch something on tv, I turn the (spiked up) volume down during ad breaks. I don't like being shouted at, manipulated, patronised, bored to death, outright lied to and most of all, the intrusion. I haven't bought "womens'" magazines for years, as they seem to have little new/valid content - just endless pages of ads, most of which I find incredibly negative toward - well, women. I disengaged with most internet advertisements on pages a long time ago, though the interruption thing applies here too. Am I an ageing, hairy-armed, sackcloth clad troglodyte with no make-up? Hardly - I have more than my fair share of lovely 'stuff', which I seek out myself in shops, galleries, museums, fairs and markets - virtual and actual - and my friends and I talk/email/fb/tweet. I am soon to launch an atypical website - with an Emporium attached - and the question of advertising and how we handle it is very much on my mind. I know what we don't want to do to our audience, and that's my start point. And yes - I hope we can stay alive, too....Jan 24 2012: WE took this on board as an agency in late last year. So much so that we changed our vision. Our vision is to "create inspiring and innovation solutions that Make a DIFFERENCE" . Our goal is to ensure that our personal and client impact and contribution to the community as well to the environment is always positive. Therefore we endeavor to create campaigns that make a difference - either utilising sustainable and biodegradable products or by their campaigns also contributing to a foundation, cause or charity. I also believe that all agencies have a choice of what products to work with - this would be reflected in your values as a business. We also have an in house CSR team that is allocated a set amount of hours per week to set initiatives and measureables for our business as well as our clients. These are used as part of our business KPI's quarterly and reported to the board to ensure there is as much positive impact as possible. ADvertising is the perfect medium to spread positive messages and create brand influence. Prime example being 77% of Australian women seek brands that are aligned with causes and 54% of those would switch brands if their preference does not.
Last but not least, all true creative should start with research and an absolutely authentic message. No matter the product, brand or division, we have an opportunity to present the right message to the right buyer / viewer. Not all products are for everyone, not all brands are for everyone. It's about ensuring the right message is reaching the right group. We are all responsible for our choices be that the agency or the consumer as long as the message is true to point, the end goal should be achieved.
Jan 25 2012: This is inspired. Thank you for sharing your company vision statement. I believe more and more agencies are starting to follow this path. When we wrote our purpose statement for Starcom MediaVest Group we said our dream was "To grow our clients businesses by transforming human behavior through uplifting, meaningful Human Experiences".Jan 24 2012: If you advertise as part of the commercial machine which is gradually grinding down the human population then I think you should be put in a cell and locked up until you realise and admit your role in the downward spiral of human liberty.
If you are a small business or positive group and advertise in order to raise awarness of your cause or service then it is absolutely a good thing.
The companies which do good unfortunately do not earn enough money in order to compete with the companies which ust make an absolute mint and can afford prime time tv advert slots etc.
I think "advertising" can be fantastically influential, the best example must be Apple over the past 10 years. Through advertising (and having far superior products already on the market before anyone else) they have established themselves as Number 1.
I rarely see greenpeace adverts on TV but more on facebook etc where it is cheaper and does not have as good an influence under the circumstances that using a pc to communicate uses far more brain power than staring at a tv screen absorbing whatever show/advert is pumped down your optic and audio nerves.
Currently in times of financial hardship I have seen a worrying increase in online gambling sites advertised between daytime TV. ANd its main target audience?????.....the unemployed who are living on benefits and always searching for the elusive big cash injection to their life.
Coincidence???? NOPE........... there is plenty of scientific proof which shows that those who have very little disposable income are more inclined to gamble because the pro's outweigh the risks of losing....especially when you didnt have to work for the little you had.......
And at night time????? Online loan companys......to get that cash you have lost before payday.......
A very very sneaky advertising campaign which should be dissallowed by the government,
Advertising in times like this should be more responsibly aimed at productive things such as grow your own veg etc
Patrick Orr
Jan 24 2012: Advertising, Design and Communication is one of the greatest social tools we have. It is just terribly unfortunate that the majority of organizations willing to spend money on Advertising and Design need our expertise to navigate PR situations.
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I understand that to survive in the world of advertising most agencies need at least one of these heavy hitters on retainer. I'm just saying it would be nice to see more said agencies contributing to accounts that would benefit the quality of life for the world(not just humans) as a whole.
As a professional in the industry I know that advertising can be Good. I also know how over worked concept and production artists can be by account executives to meet the goals of 'evil' advertising campaigns.
I think it's up to the Account Execs to streamline their budgets to free up some money for worthwhile initiatives while making an effort to seek out less morally questionable accounts. The creatives are begging you to do this, but we'd never be heard for fear of being laughed out of a boardroom. You would be surprised how many people get into this industry for the right reasons, but end up doing the wrong work.
Jan 25 2012: Viewing advertising as a social tool is one of the themes I'm reading in many of the comments here. It's a good way to look at it, and I've personally seen more and more companies add social responsibility to their business objectives. Some clients are calling it "Grow the Good". I love that expression. It's something that ad execs need to seed in all levels of their organizations.
Anne Nimke
Jan 24 2012: What better use of advertising than to be a force for good -- good for the individual, good for the family, good for the organization...let's all do our best to make good competitive!Jan 24 2012: I'm impressed with the Hellman's ad that draws attention to issues around food security
- +1
Jan 24 2012: I'm also impressed with this campaign. I would have loved to see some infrastructure put in place at the retail level to give the public a easy path to action.Jan 25 2012: Thanks, Mark. I don't know if I've seen that one. If you have a moment, I'd love it if you could post a link.
Jan 25 2012: Here it is. Hellmann's is a Canadian company (a subsidiary of international Unilever) The video seems to be too long to be aired as a TV commercial, so I'm not sure what its original target market was.
There is a corresponding website for the marking program: http://www.realfoodmovement.ca/latesttalk/
Jan 25 2012: Thanks for sharing. Good stuff. I love that there is a corresponding grant program; it shows their commitment to real action in the community. It reminds me a bit of the home farming movement that Triscuit launched in the U.S. Check it out:
http://www.homefarming.com/Jan 21 2012: There is no doubt in my mind that advertising can be used for commerce and for good (and also for really bad).
With good I would refer to quite a few governments that run ad-campaigns to inform people about the dangers which certain life styles have. For instance in the Netherlands a lot of ads have run to promote save sex (which btw could work as a perfect example of how commerce could be a force for good). Also I remember some ads about 'what to do when confronted with .....' by a few governments (where .... = you see violence / someone is in need of medical attention / etc.)
However the biggest problem there is with adds being 'both good for commerce while doing good'. Is that in almost all cases you have to first explain that something is wrong with the world. This then causes a negative feeling or cognetive dissonance which you do not want to have linked to a product.
Because ads are always short it is impossible to 'have the bad feeling being washed away' before the ad has ended. Therefor I believe that none of the companies will run an ad-campaign which does the above.
The only 'good examples' where ads try to do good are commercials that show the world as 'it should be'. For instance there are many beer commercials that show a world where friends come to eachothers place to have a beer and share a laugh. This might encourage more people to do the same.
One thing that I would find important to see in future commercials that 'are for the good'. Is that people from different religious backgrounds and people who look very different are treated as equals to the rest. Because although we say that the world is already like that I see time and again that it is not. And I believe that a lot of fear could be taken away from people if they saw that there is nothing dangerous about others.Jan 27 2012: Ideal advertising highlights products, services, or ideas that stand to make a positive difference in people's lives. If consumers see value in the offer, then presumably they adopt the product/service/idea. In this scenario both parties win: the advertiser earns the consumer's business and the consumer's life is improved in some way.
Of course, not all - or perhaps even much - advertising is ideal. Yet it is clear that advertisers that approach this ideal do better for themselves and their customers' well-being at the same time. For example, in work we're doing at The Center For Positive Marketing at Fordham University, we've observed quite a strong correlation between brands' well-being (read: financial value) and the well-being of the people they serve. This result dovetails nicely with the Harvard Business Review piece Ms. Desmond cited in an earlier comment.
Advertisers need to more explicitly recognize these relationships and aim for this ideal. Advertising can and should uplift businesses, consumers, and society as a whole.
www.CenterForPositiveMarketing.orgJan 27 2012: Laura,
The ad world doesn't deserve the bad reputation, the clients also bear that responsibility! Companies with a bad product or service do want to advertise that product.
Perhaps the responsibility of ad men is denying that advertising a product won't help.
In an ad agency, who would dare to turn down a client after realizing their product sucks...? "Sorry sir or M'am, but we believe you should first improve your product/service before deciding to spend a significant amount of money to advertise it". Your point of view is the same as David Ogilvy's: inform, help.
I love marketing and communication strategy (that's my job) but I'm allergic to ads. Here is why. The century-old traditional advertising model could be compared today to "shout and sell", whereas we do have the means to "talk" with consumers when they want and eventually help them, which benefits both the consumers and the brands.
Mass-advertising with "shout and sell" techniques still works, unfortunately. But content marketing, that is to speak about everything relevant to the product but the product itself is a great way to engage a meaningful conversation with consumers and help them make a (better) choice.
One of the first (commercial) example is www.beinggirl.com by P&G: Help teenage girls addressing (embarrassing) questions about becoming an adult. Of course it is meant to sell, but P&G did put their products in a very discrete way. It was a great success and I believe still is.
For above the line ads, the example of Nike is nice: translating what your company stands for into something meaningful (see Michael Porter's Thick Value theory for that matter)
In a nutshell: Today, the ad industry has the means to "talk & serve", which eventually sells more (!) instead of shout & (trying desperately to) sell, which becomes more and more difficult (and big kudos to the creative directors who still manage to do it!)
Comment deleted
Jan 27 2012: I wholeheartedly agree that "being a force of good" needs to be embedded in a company's culture and long term vision. The Nike Foundation is a good example. As I referenced in a previous comment, there was a great article recently in the Harvard Business Review titled "How Great Companies Think Differently". It talks about how successful companies balance short term financial goals and long term societal benefits.
http://hbr.org/2011/11/how-great-companies-think-differently/ar/1Jan 26 2012: "do great products even need advertising?" Yes, they do. Because the media is the present power of delivering an information. People use media as a source of information. In my opinion the real question is: who are these people who decide in media agencies if a product is a good one? There is, and always will be, a big issue about earning money and morality. Is there a place for a geniune way of deciding what's good what's wrong? If a media agency achives a position in consumer's market as a 'moral' one - it wins.Jan 26 2012: Dear Laura,
the topic is so interesting and I would like to have the time to read all the comments.
I've been studying the relation between advertising and good and I discovered the power of archetypes, of jungian archetypal psychology and the methodology of archetypal branding by Pearson and Mark.
My new book with all my reflections is going to be published in Italy on February 21th. The title is "Create! How to design a contagious communication (and make the world a better place)".
I have also a keynote that I'm presenting in english. You can find here the slides: http://www.slideshare.net/mirkopallera/create-how-to-design-contagious-communication-cristal
My next presentation will be at Davos (Switzerland). http://forumdavos.com/ I hope to see someone of you there.
If you are interested in contacting me you can find me here or on Facebook: http://www.ninjamarketing.it/author/mirko-pallera/
by the way I'm looking for publishers in different languages so if you are interested I can send you more information . very best to youJan 25 2012: Are you familiar with TED's Ad's Worth Spreading?
Jan 27 2012: Yes! Love Ads Worth Spreading. Thanks for linking to this conversation.Jan 25 2012: To me, information is much more important than advertising. If there is a cure for a certain type of cancer, interrupt me and let me know. Otherwise, leave me alone and quit interrupting me. My brand loyalty is now gone...I believe if something doesn't sell itself on it's own merit, it should not be advertised.
For advertising to be a force for good, you'd have to do it for good first, and hope people can repay you some how.
(as I say this though, I hope my daughter has a nice career like yours!)
Thank you for asking the question!Jan 25 2012: Advertisers are geniuses at telling a story and evoking powerful emotions in 30 seconds or just a single image. That snapshot carries the magic of transporting us to another world or giving us perspective on our own, especially when humor is involved. Advertising has certainly set the standard for that type of communication.
Yes, advertising has the power to educate, but to say that is actually does is a stretch. Education expands our thinking and our world, while the companies paying for the ads really want to narrow our focus to their product.
For small companies, I believe advertising is essential to connect customers with real needs with service providers. Large companies generally just use it to make us feel insecure and urge us to conform. Given large corporations' intentional overreach in our lives and our government, I do what I can to stay away from their insistence that I need them.Jan 25 2012: Since I don't have (or want) ANY kind of media besides the internet I would appreciate if you could give me an example of an ad which sells a product really generally needed in an informative - non dehumanizing (great choice of word) - way. I'd be happy to change my mind!Jan 25 2012: Kudos for coming here to discuss this, Laura. I have long seen advertising as having enormous potential for good but the balancing act you people have to perform - as described in your OP - is a hard one and, sadly, a lot of the time we see more hard sell than the 'selling' of something good for people..
Relevance, and help with making wise choices are absolutely the areas which need addressing, imo. May I ask how much ethical discussion goes on before it is decided to proceed with an advertising project? Or is it, as many think, really all money driven?
We know so much more about health now, maybe a rethink of what kind of ads should take priority is needed. I believe that companies who played along with this could earn serious respect - and we have to try to get away from the 'all big corporations are bad' mindset, which is just divisive.
Personally I would like to see the genius behind Coca Cola ads used - by that firm, even - to promote a healthy drink AS WELL. Then people would have a real choice. Ditto with other big brands selling small luxury goods. That's what we want, but there is also what our bodies need..Jan 25 2012: Full credit for being open to this discussion, Laura. Late last year I co-authored a report with WWF and a former advertiser, seeking to open up a debate about the ethics of advertising, called Think Of Me As Evil? - the title was inspired by a quote from Rory Sutherland of Ogilvy, who said that he would "rather be thought of as evil than useless" in the work he does. (Report PDF: http://bit.ly/t7PDx5)
As we review in the report, there's compelling evidence that advertising, far from simply building brands as you state, boosts overall levels of consumption. That's to say, it encourages people to spend or borrow rather than save, or even work longer hours to earn more - in order to attain the sorts of materialist lifestyles that are being advertised to us. In a world of resource limits and an increasingly unstable climate, ever-increasing levels of material consumption are unsustainable. Advertisers often say they bear no responsibility for such big problems - 'we're merely selling what a client asks them to'; 'we have to rely on govt / other businesses / the consumer to shift behaviour and drive greener investment first'. Of course, pretty much every industry and every state has raised similar objections: 'we're only 2% of global emissions', 'someone else should lead'.
But as you say in an earlier post, advertising "...can shape public wants, desires, priorities and expectations." To that list I'd also add cultural values - an area that has seen a huge amount of social psychology research in recent decades. We argue in our report that advertising promotes materialistic values, and undermines pro-social and pro-environmental values.
If advertising wants to be a force for good in society, it needs to start thinking very hard about its indirect impacts. It's one thing for Starcom to (commendably) pilot its own carbon footprinting tool to measure the direct CO2 from crafting an ad campaign; but what about the additional CO2 caused by that ad boosting consumption?Jan 25 2012: I was very encouraged to find this site. I wanted to thank you for this special read. I definitely savored every little bit of it.
Heathrow cabsJan 25 2012: I would like to comment on what I see as the difference between "advertising" and "marketing", as well as the difference between "customers" and "consumers".
In my view, advertising is when a company puts out information into the public domain about its products or services, so that if someone out there has need of that product they know where to acquire it; i.e.. to whom they can give their custom. However, I believe that this quaint notion has been slowly but inexorably overturned to be replaced by the new wave of "marketing", whose aim is to put messages into the public domain that try to convince us that we have a NEED for a company's product. Sometimes such messages will even go as far as to imply that our self esteem or social status depends critically on having this product, and sometimes even that it must be THIS YEAR'S model of the product! The aim of these messages, of course, is merely to encourage consumption; the products no longer to exist to serve the customer, but the consumer exists to serve the product producer - by endless consumption.
Not only is this situation not good for the environment - from the depletion of raw materials to produce products that are either entirely unnecessary or designed to be shortly thrown away and replaced - but it's not good for us either because, if we are susceptible to these marketing messages, we are pressured into a constant state of feeling incomplete.
I believe marketing consultants have a responsibility to redress this situation, and to use their own skills of persuasion back on their own clients - i.e. the product producers - to create a market reality where there is a healthier, more genuine, and more sustainable balance between what is being produced and what we really need in daily life. Let's start by remembering that our role in life is NOT just to consume!Jan 25 2012: i gotta rant one more time -- the fast food industry is at fault for taking cheap sugar cause we elected morons who created a corn surplus and then had to hide that in the belly fat of the people who voted for the morons and we still won't vote out the morons and they won't change it cause iowa makes the king? You should all be more concerned with the new german state while europe crumbles: efficient, state/corp partnership, will own the eu and will be pissed when they don't get paid back. The only question when the tanks start rolling is will we stop them again or is our state/corp partnerships so strong we will just put up red light cameras and send them fines. laura stop that red light scam, when the hell did we become sources of profit, not citizens who paid for the politicians third wife's pension. That may be a bt product of advertising, maybe...yes laura, stop that one scam and the morass below will anoint you their leader. then run.Jan 25 2012: hold back the anger at the poor woman for asking an honest question and maybe give her some credit cause she may be trying to figure out how to do make ads better. couldn't even get thru half the nonsensical responses. dove soap didn't clean those birds so bad example. good example: sistine chapel. or the drawings of a starving tribal leader reminding his folks that they can go hunt, like you all should give this woman respect. That ads cause such quick and obvious phony anger is the signal of what is coming. Total penetration of every inch of everything and the weak minded will point that out as bad while they complain about the push notification of a half of sub as they are walking in to redeem the offer.
We've created a platform (a passive social credit awards service...In other words, SMRC passively observes, generates and manages real value (credit) for EVERY Tweet, blog post, SMS, shared video-bookmark-link, comment, etc., that funds the most socially worthy charities (i.e. efficient, right-focus) in your name (or trade the credit points), while never exposing the identity of any member - GUARANTEED.
what the f$%ck is this? passive charities? worse than religious wars -- we need carlin, or maybe we can let this woman try to make a sistine chapel. just for the keeping artists employed advertising is one of the most important industries out there, hell without it vonnegut would have been a dentist. godamn i just read someone said advertising is immoral? where the hell am i? the declaration of indy was a goddamn ad. so is the bible. only kings can make the distinction between art and commerce and their ad was the divine right of themselves. informative ads are impossible because of the audience, not the ads. if these are the responses here of all places? -- Laura, just rook em into buying something they don't need. they deserve it. and make sure it is crap so they can see everyday the broken down pieces of thees broke ass ideasJan 25 2012: How about we look at this from a little bit of a different angle? In addition to advertisements being a force to drive good will and charity, what if the market research itself could help promote positive social change? In today's world, social media is as big of a boom as television and radio was 40 years ago. Social media provides an avenue for any topic to be discussed, but at the same time it provides us with a chance to assign value and record the social-emotional sphere of this generation. Never in the past have we had an opportunities like we do today, and they are vastly untapped. If we could tap this resource, wouldn't the possibilities for good be endless?
I am aware of a company, a start up, that looks to harness the value of the topics that people are passionate about, and assign a legitimate, monetary value to said topics, and donate that to charity. This works by having people, like yourselves, volunteer your social media accounts to be passively observed by the service, and for every bit of feedback you produce on anything, it donates 80% of the market worth to 5 charities that you have hand picked, IN YOUR NAME, allowing you to change the world in the way that you see fit. On top of the donation, the user also receives equal donation credits, exchangeable with for profits, additional tax credits, and/or rewards. On average, according to this system, people generate about $0.60/day to their charities, which is 219 dollars per year, so if 1 million people signed up, it would generate 219 million dollars a year towards human advancement.
With this, no longer would people see advertisements as a nuisance, but they would see them as an opportunity, wouldn't you say? Also, since cause marketing has a 2010 Cone Cause Evolution Study bench marked increase in sales, we can create a society that not only prospers charitably but fiscally. The name of the company is Social Market Research for Charity. http://sites.google.com/site/socialmarketresearchforcharity/Jan 25 2012: Furthermore, we will be nothing like the famous football player used in the ad.Jan 25 2012: Modern western advertising is based on the lie that we are not presently as happy as we could be if we bought your product, and that we need it to be better people. So to answer the questio, no advertising cannot be both a force for commerce and a force for good. And to the person who started this debate, as an educated person how can you seriously think that it could be?Jan 25 2012: Last year I went to Havana for the first time. I walked the city for 6 days, every day 6-8 hours. I never got tired. I wondered why...when I realized - there are NO ADS! Never before I had walked around in a capital, a major city in an ongoing state of PEACE OF MIND.
So really: Product information IS very important! But not to be found in ads which are paid for by the producer. Not in this (capitalistic, based on consume) system. There is no way to satisfy the producer as much as the consumer. One side is bound to "loose" and it will always be the consumer being told what he needs.
Advertisement is based on building up needs. No needs - no consume - no system as we know it. Without being told all day by ads what we need combined with the end of artificially raising fear we'd quickly realize how little it is we really require to lead a satisfied and rather happy life.
This can not be done by ...what..."green ads"? True information has to be disconnected from any monetary interests.
Jan 25 2012: Advertisements themselves have not been at fault for dehumanizing advertising campaigns that have been at fault but for the corporations themselves to air these advertisement to represent their companies.Corporate social responsibility is a growing trend and is a source of strength for many of them. Supporting companies that air commercials that are socially responsible is our best way to show companies that this is the way to compete in a world where we have values.Jan 25 2012: I think that advertising has a lot of potential to do a lot of good. Speaking as a young woman who has come of age in the digital age, advertisements have always been present in my life, so I feel like perhaps my generation doesn't notice them as much as older people may. I have also seen many of my girlfriends feel that they are inferior due to the beautiful women they see in advertisements who don't look anything like them, and I think that this is a good example of where advertising can do good. If we can put more ads out there with more realistic looking women, like the Dove "Real Beauty" campaign, it can help more women and girls feel better about themselves, I believe.
Obviously, advertising is a business that is almost completely centered around the client's needs and wants, so if the client is paying to use an image of a woman that has been photoshopped down to nothing, then that's what they're going to get. I think that advertisers could take the initiative to suggest using more realistic images and back it up by showing how women may respond more positively to such images. But, as others have said, part of the responsibility lies with the companies themselves to do things like using more diverse people in their advertisements or to create products that are more environmentally friendly.
Also, like others have said, if a product is bad, it will not sell, and it is also illegal to be disingenuous in advertisements. While not everyone will follow these laws, if you see a company doing so, you can report it to the Better Business Bureau or, as someone else said, find their social media pages and voice your opinion. Most companies these days will do whatever they can to correct mistakes in order to save face. Finally, while I agree that advertisements can be disruptive when watching TV or watching videos on the internet, without them, the programming wouldn't cost as little as it does or be free (i.e. Youtube). Same thing goes with radio.Jan 25 2012: Conflict of interest is a big deal and affects everyone. I am sure you have good intentions and truly want the best for people. I am also certain that you are incapable of objectively judging the pros and cons of advertising, given your source of income.
Advertising that is truly respectful should give viewers full control to avoid the ad if they prefer, should reveal conflicts of interest explicitly, and not include any information or images that are completely unrelated to the idea or item being advertised.
For example, I would like to see a world in which the only ads that have music are ads for music or very closely related things. A food ad that includes music is inherently about eliciting emotions to bias the viewer. I know that a decent amount of clever music has been composed for ads, but still (and I'm a musician even)... But this is the ideal, and reality isn't going to get to this. The more we stop explicit ads, the more they'll just be interwoven in product placement and such... But that's why we need explicit markers of conflict of interest. I'd like to see a little symbol over the screen in every movie or TV show or internet video that reveals when the use of a product or idea was a paid placement.
As to being informative, that's fine if it really only goes as far as informing people. I generally hate ads, but I have actually appreciated learning about certain products when the ad is literally a focused description of a great product.Jan 25 2012: Interesting, after reading many of the comments I suppose I hadn't realized the deep undertones of mistrust and sometimes disgust of advertising. Part of me wonders if the skepticism relayed here is in large part due to the audience. This IS TED after all and I for one watch the lectures to learn and be challenged - would the responses be the same from other groups?
There are advertisers who prey on a demographic. Someone earlier mentioned advertised gambling sites during working hours as to target the unemployed or late night with loan companies. The fast food industry's complete unwillingness to take accountability in their contribution to the obesity epidemic is another vulture. I think it's however unfair to group all advertising here. Some people are simply selling services and they like having food and homes too. Many of our own jobs and incomes depend on the ability to sell a product or service. There's really nothing malicious involved. I'm not going to take companies at their word but neither am I going to completely dismiss what they have to say out of hand. The internet I think has really helped in consumer education because if I'm in the market for something I'll check out different brands, read consumer reports and check customer reviews.
However, there is a gigantic problem with over saturation. You can't go anywhere or do hardly anything without being bombarded with advertisements.
For me, I think what would be nice about advertisements is an effort to educate and not just sell. If Mac is going to sell me their sleekest flattest newest coolest device, don't just try to awe and wow me; tell me who would get the most from the machine. Why is a terabyte better than a gigabyte? Why are they better for home security than PCs? What's an SD card slot and why do I care?
If I'm going to be smothered in ads all day at least give me something in return for my time.Jan 24 2012: This is a really interesting thread. I'm an ad student currently embarking on an undergraduate dissertation, exploring how marketing can be utilised to encourage sustainable lifestyles. I've completed a wealth of reading on the subject and many people would agree with the notion that 'advertising is evil'. It is, at the end of the day, used as a tool to create false wants and needs. The design stage of many products is as equally at fault as the marketing that manipulates people into thinking they need it. Take printers and printer ink for example; products that are designed for the dump. People are forced into unnecessary consumption. Companies need to overhaul their business models and incorporate the planet alongside their profit.
Advertising plays with the emotions. Advertisers can deploy the same tactics that persuaded someone to buy that pair of jeans , to help making society a little greener. Advertisers helped rebrand failing companies. I believe it can do the same for the planet.
If anyone has anything interesting to help me with my research, feel free to send it my way.
Jan 25 2012: Thanks for posting, Liam. I'm always interested in hearing from students. Two things come to mind that I'd like to share with you. I posted a video as a companion to this TED Conversation: http://www.youtube.com/tedaws?x=us_showcasephase2_8498_27
In the video I talk about an assignment given when I was a student. Our professor asked "Is advertising a force for good?" and I was the only student that answered yes. I'd be curious to know how a current class of undergraduates might answer the same question.
Another thing I'll share with you is some recent research about public opinions on corporate responsibility:
It's an interesting look at how the Millennial generation feels about the obligation of companies to give back to society.Jan 24 2012: As a consumer, I have to say I am often annoyed by advertising and will avoid it if I can. I also used to work for SHR Perceptual Management though, so I understand the commitment to clients to help their business grow. I've come to the conclusion that advertising that is ENTERTAINING as well as informative is what makes the best combination. An entertaining (or thought-provoking) ad definitely adjusts my attitude about watching it, but they're so few and far between. Consider how many people anticipate the Super Bowl commercials... I believe this is because with so much money being spent on the ad spot, agencies put their best people on the project and they come up with more-brilliant-than-usual ads. I don't think anyone minds watching a commercial that causes them to call their friends afterwards and say, "Hey, did you see that ad? You have to go find it on YouTube!" People couldn't wait to see the next Mac vs. PC ad (the campaign with Justin Long and John Hodgman) because they were funny, and they were spot-on for the brand so they accomplished all the goals an ad should. That's what makes them memorable. Not all commercials can say that... I often bring up advertising in conversations where I can remember the scenario of the ad, but I can't remember the product. That ad is a failure because it only accomplished one of its two goals. There are also commercials (Old Navy comes to mind) where I remember the brand clearly, but only because the scenario of the ad was so over-the-top annoying that it marked the brand in my head as something that I never want to support. I know finding the perfect mix is tough - you can't please all the people all the time - but I feel many agencies/clients don't even bother doing the psychological research of visual positioning to make sure the emotions their ad will invoke in the target market are good ones. I'm not even touching the subject of advertising things that do not promote well-being... I'm out of room anyway. :)


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U.S. debtors delinquency rates improved significantly, credit bureau Equifax reported. Among the most significant statistics, 60-day deliquescence on credit card bills fell by 29 percent.
The reduction in late payments has in turn led to increased credit, according to Equifax. Credit card originations for consumers with subprime credit scores (below 660 points) increased 48 percent from January through October.
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Mortgage payments delinquent by 30 days declined by 13 percent last year, according to Equifax.

subset: commoncrawl


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I get the tweener side of it all, gives you range with Cena as far character development goes but for that tweener vibe he needs to show hesitation or flat out avoid the right thing from time to time whether the fans like it or not. He needs to show more of the insight that's he's into it just for himself and pleasing himself than doing the things he does and not because it will make the fans happy which was the case more or less here.
Choosing to save Punk was a crowd pleasing move. There in my thinking he was a full face rather than a tweener.


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Thank you so much for all the fabric love. I'm so grateful to have such wonderful friends (even if you're online!). I've always felt such love and encouragement from you in this online space and I hope you know how much I appreciate it!
The winners of the Wallflowers giveaway are:
Jeannie Gan, Katie Ellis, Sarah Dull, and Robin…I emailed you ladies!!
I bought this little dresser at Goodwill downtown Seattle a few weeks ago. I actually liked the way it looked before but it needed some sprucing up.
This was my first time using Annie Sloan chalk paint. There is a lot of info on the internet about Chalk Paint…but basically you don't have to sand or prime and it leaves a matte almost chalk-like finish.
I love almost everything about this paint. I love the colors it comes in, love that you don't have to sand, love that there was almost no odor so I could paint inside, love that it went along way…I used maybe 1/4 of the quart on this dresser, and love that it dried fast!
I don't love the price (it's almost $40 for that quart!), it's only in boutique stores, and it really should have a topcoat over it to prevent watermarks/chips. I put a water based polycrylic over the paint to seal it and make it durable…or wax works well too but is more labor intensive.
All in all I'm really happy with the result and I'm sure I'll be using chalk paint a lot more…if only because I don't have to haul the furniture into the garage and sand/clean/prime it before hand!
Hope you all had a nice Halloween!


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Layne Bed
Inspired by 18th-century antiques, our Layne collection exhibits a gentle restraint in style. Simple rectilinear forms blend seamlessly with the subtle yet intricate detail of natural woven cane panels and elegant turned legs.
- Handcrafted of kiln-dried hardwood with fine veneers
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- Finished by hand in sandwashed grey using an intense multistep finishing process that achieves the authentic texture of time
- Slat roll support for use with box spring and low-profile mattress (as shown)
- This item is handcrafted with meticulous care. Given its hand-finished nature and natural variations in the wood grain, each item is unique and no two will be exactly alike.
- Wood swatch is 6" square; free shipping
Layne Bed
- Twin Bed Overall: 42½"W x 79½"L x 47"H
- Twin Headboard: 42½"W x 2"D x 47"H
- Twin Footboard: 42½"W x 2"D x 29"H
- Clearance Under Bed: 10"H
- Twin Bed Weight: 124 lbs.
- Full Bed Overall: 57½"W x 79½"L x 47"H
- Full Headboard: 57�"W x 2"D x 47"H
- Full Footboard: 57½"W x 2"D x 29"H
- Clearance Under Bed: 10"H
- Full Bed Weight: 135 lbs.
Layne Bed
Euro Top Plush Mattress
Euro Top Plush Mattress & Box Spring Set
Wood Swatch - Sandwashed Grey


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Southport - Coupons UK
Coupons and vouchers available in the UK. We will highlight some of the best but you can also add links yourself for offers you know about and wish to share with others. Details are listed in date expiry sequence.
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text:
Strong sut, obovate sh. Nice coloring.
A midseason yellow fleshed peach. Origin:
A chance seedling found in a block of Jerseyqueen at Hollabaugh Bros. Orchards
in Biglerville, Pennsylvania. Tested as HB 110. Introd. in 1997. USPPAF. Assigned
to Adams County Nursery, Aspers, Pennsylvania. Fruit: Globose, large, a bright
red blush covering 75% of the skin surface. Flesh; melting, yellow, firm,
freestone, very good quality. Ripening 15 days after Redhaven. Tree: Flowers
medium to large, rich pink, showy. Leaf glands reniform 4-6 alternate. Upright
spreading tree, vigorous, moderately productive.
The description of each variety of peach or nectarine fruit under each group is in different formats as this information is collected from varied sources and hence is not consistent


text:
Energy Star Certification Cost: $500
Central air conditioner: $300
Central heat pump (fossil fuel back-up): $600
Central heat pump system (electric back-up): $700
Central heat pump system (fossil fuel back-up); electric water heater: $700
Central heat pump system (electric back-up); electric water heater: $800
Independence Power and Light offers rebates to builders for constructing new, energy efficient homes which meet Energy Star standards. Builders who meet Energy Star standards and install specified equipment will be eligible for prescriptive rebate amounts ranging from $300 - $800 per new home. Incentivized items include Energy Star inspection and certification costs, central air conditioning systems, heat pumps, and water heaters. Rebate amounts per home vary based upon which equipment is installed in new residences. See application form on the program web site for other rebate and eligibility information. Complete all necessary information on application forms and include all requested equipment information. Contact utility for further program information.
See rebate forms for full equipment requirements
Air Conditioners: SEER 15 minimum
Heat Pumps: SEER 14.5 minimum, 8.5 HSPF, 12 EER
Electric Water Heater: EF .92 minimum; 50 gallons and larger


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for me he should have stayed retired he probs got the best ever wrestling send off but couldnt stay away from in ring action being a manager should be all he does in wrestling just now lets hope he doesnt anymore and stays fortune's leader
Want to join EWN's original e-fed? Join EWNCW NOW!Want details? Just ask me!
"Your soul is mine!"
I am trying my best to get this account back. XOXOXOXOXOXO~ -PandaMassacre


text:
About Middle East Regional
The Office of Middle East Programs (OMEP) is a regionally-focused USAID office that undertakes critical programming around the Middle East and North Africa and engages with partners, networks and research institutions throughout the region.
The changes that have emerged from the Arab Awakening have underscored the importance of government accountability, economic opportunity, and political and economic inclusion of marginalized populations, especially women and youth. The MENA region is facing many challenges, including burgeoning youth populations with limited opportunities for meaningful employment; a volatile transition to democracy; and a growing scarcity of natural resources, particularly water, which increases tensions and constrains economic growth.
OMEP addresses these challenges through a range of regional initiatives that complement USAID's bilateral programs in the Middle East and North Africa. OMEP's programs promote inclusive economic growth, address regional environmental challenges, especially water, and support countries transitioning to democracy. All of our programs expand participation and opportunities for women and youth and promote the use of science and technology in regional development.
Last updated: May 14, 2015


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Networking Technologies Career Studies Certificate
The Networking Technologies Career Studies Certificate program meets the non-traditional, short-term educational needs of many adults. The courses in this course of study may be offered during evening hours so that it is possible for an individual to earn a certificate while remaining employed.
Program Requirements
This program requires completion of selected specialized courses. All electives must be approved prior to enrollment. A Career Studies Certificate is awarded upon completion of the program with an overall 2.0 GPA (grade point average --"C" average).


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This is one of those stories we've heard a number of times before, but for some reason it never gets old, and it's hard to ignore. You know the one: A guy sells his beloved 1969 Chevy Camaro SS due to some life-changing situation only to get it back some thirty years later. Jimmy Cole's SS is just like that, but only different.
Jimmy's dad, Jim, purchased the car new in 1969, and according to the bill of sale, pops wasn't new to the muscle car world-far from it. Two cars are listed as trade-ins for the one Camaro-a '66 GTO and a '66 Malibu. Amazingly enough, though, that compilation of muscle only fetched $2,920.55 against the sticker price of $4,396.65 for one performance-optioned F-body.
The two-car trade did offer Jim the luxury of not digging nearly as deep into his pockets to acquire the new hot rod. And a hot rod it was. It seems the young Mr. Cole wasn't about to settle for just a standard V-8 Camaro. Nope, he was all about performance, so in went an extra $311.75 for the SS package. Scanning the invoice further revealed his true quest for additional horsepower. This meant parting with a hefty $316 for the L78 375hp T/Jet 396 engine, while another $56.90 went into the Positraction axle. If you're going to bring in that kind of horsepower, a "peg-leg" just won't cut it. He then tossed in another $15.80 for the chambered dual exhaust. Another big-ticket item was the Turbo 400 trans. That set him back another $290.40, while the Spec. Ducted Hood tacked on $79.00 to the tab. It's only money, right? Still not done, Jim felt the interior could use a little added flair that would reflect the handling and performance goodies, so he laid down another $94.80 for the special instrumentation gauge package. And not that performance took a back seat to some creature comforts, but another $61.10 was laid out for an AM radio and another $94.80 for the power steering upgrade. Now that's money well spent, right there. All in all, the special-ordered upgrades totaled up to $1,535.30. Add on the $5.25 for the one-percent local tax fee and another $4.00 for the clerk and notary fee and Jim was rolling in muscle car heaven.
Returned To Sender
Jim enjoyed the Camaro until 1974 when he sold it to his brother who happened to work for Pigeon Forge Fire Department. For several years it was used as the First Responder vehicle. Needless to say, it was always the first vehicle on the scene.
According to Jimmy, "another uncle bought it in 1977 and kept it a short time before selling it to 'someone out of town.'"
Sometime in 1981 Jim was flipping through the local paper's classified ads when he noticed a Cortez Silver '69 up for sale that looked similar to his. After much prodding by Jimmy, Jim caved in and called the phone number listed on the ad to see if the car was still for sale. It was, so the two Cole's headed over to investigate if it was in fact Jim's original car. To the surprise of the father and son, all the original paperwork was there and in great shape. Confirming it was Jim's Camaro, they had no choice but to purchase the car. "It even had the original paint!" Jimmy exclaimed.
Excited to have the car back in their hands, the idea then was to have it restored and to give the vintage sheetmetal a fresh dousing of silver pigment. Sounds like a simple plan, right? Not so fast.
For the next 27 years, the car would see three different body shops. "Talk about 'paint jail,' all these guys did was provide storage, which was actually not a bad thing since it kept the mileage down. As it sits now, it only has 53k actual miles on it," said Jimmy.


text: Kenya's smallest tribe facing extinction Add to ... AFP Video Published Tuesday, May 29, 2012 8:19PM EDT Last updated Tuesday, May 29, 2012 8:20PM EDT There are only a few hundred people left who belong to the El Molo tribe, who live on the shores of Lake Turkana in northern Kenya. Their numbers are slowly decreasing, and there are fears Kenya's smallest ethnic group will soon cease to exist Watch More Video: Jane Fonda joins 'historic' Toronto rally for jobs and climate Clinton accuses China of hacking Britain's royal family gathers for christening of Princess Charlotte Greek polls show 'No' vote ahead by small margin Harper rallies Calgary Tories with song, attacks on opposition Kerry says Iran talks could go either way Speeding bus plunges off bridge in China Polls open in Greece euro zone referendum Low oil prices can't crush stampede spirit Hunt is on for WestJet bomb threat culprit 'I'm safer in Baghdad': Courtney Love caught in violent anti-Uber protest in Paris Greece suffering from 'brain drain' as thousands of doctors leave for Germany 'It's big business now.' Saskatchewan family sells farm after three generations on the land Say goodbye to popping bubble wrap? Shadow of debt crisis looms over Greek holiday isle Bomb threat made against Victoria-bound flight 'Yes' camp takes slim lead in Greek bailout referendum poll More Loblaw workers threaten to strike Trump is creating a 'nightmare scenario' for the GOP Freight train derails, catches fire in Tennessee Comments AA


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Obama's plan to raise taxes on those making over $250k a year is nothing more than Class Warfare and his way of appeasing the poor and uneducted. It won't solve anything. The Top 2% already pay a huge sum in taxes. The Repubs plan of reforming the tax code and closing loopholes makes much more sense but it doesn't appease the socialist.
Increasing taxes on Capital Gains will only ensure that Americans will invest less. Just look at the big money sitting on the sidelines. No investor in their right mind is going to risk thier capital when the rewards are so slim. Better to just sit on it than pay it to the government in additional taxes. The big players, the big investors are going offshore with their money where they can get a better ROI. How can anyone blame them when it is so obvious that Obama is anti-independent businesses. Just look at his actions today in Michigan. Here is a cash strapped state that is trying to attract investors and businesses by becoming a Right To Work state and Obama spoke out against it! With the demonstations of the last several days, no buisness in their right mind would want to move there.
Obama and the socialtist can kill the wealth and before we know it we will all be poor. He has never had to balance a budget or live within his means. He is bad for business! Companies that will expand in this country will do so in the Right To Works states or they will take their buisness offshore. That is a fact of life!
It is clear that Obama is too weak to make the tough choices and prefers to play Class Warfare which much of the media loves. Just like Ann's horse. The really big monied folks are fast giving up thier citizenship and moving to places that welcome their wealth. Not because they want to take it away but because they know it will be good for their economy.
Last edited by Franco; 12-11-2012 at 09:32 PM.
The freedom to discriminate is essential to personal Liberty. Life in a free country is about being free to make choices based on your own criteria rather then one mandate by the government...Libertarian blogger
I can list several of mine that have increased :
property taxes
homeowners insurance ( no claims)
electric bill (usage is actually down but rates increased)
gas (use less but the expense has increased)
DOG FOOD!!! (same food and less consumed as 2 of the 4 are now seniors and require less)
Hihope Hiland Heathen of Perth CD, RE, CGC, TDI
I used property taxes and homeowners insurance because those 2 things have increased even more for my retired parents who are in their 70's than mine have. They paid off their house years ago more than anything to not have a major expense in later years. Yet, their property taxes go up every year, and they really get very little for the money. Flat out dollars they pay 2.5 x's more than I do in property taxes yet I have a much larger house and a lot more land. Dad won't leave that crappy state so I guess he has to deal with it.
But my property taxes have almost doubled in 11 years. I call the county every year to ask what the heck I get for my money and all they ever say is well , but, but ......
MY electric rates are insane compared to when I bought this house. Best example is my barn which has a seperate meter. That is rated small general service.The usage does not change. It runs 2 dusk to dawn lights and my invisable dog fence on a regular basis. The bill thas doubled in 11 years.
While we don't try to keep up with the Jones' it would be nice to not pay for leaches to do so.
Hihope Hiland Heathen of Perth CD, RE, CGC, TDI


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Midwest Living Review
Refresh your chilled senses with the abundant plants and flowers at the Marjorie McNeely Conservatory at Como Park. If you don't like greenery, that's OK: You're also just steps away from the Como Town amusement area and the Como Park Zoo. You'll find acres of foliage under the conservatory glass, arranged in breathtaking vistas that might convince you that the snow you shoveled this morning must have melted by now. It's hard to even guess at the total number of individual plants on display at the conservatory, but there are thousands of different plants represented, including 835 different orchid species and a seasonal display of 126 bonsai trees. If you're visiting near Christmas, be sure to take in the annual holiday flower show in the Sunken Gardens -- it presents a carnival of festive poinsettias (red, maroon, apricot), along with complementary seasonal plants. Shows aside, the conservatory, like a botanical Disneyland, breaks its offerings into themed areas. These include the Sunken Gardens, Palm Dome, North Gardens, Fern Room and the Tropical Encounters exhibit, all of which can be taken in with a one-hour stroll. Unexpected alcoves of color and glimpses of wildlife are around every turn (Tropical Encounters houses giant river turtles, free-roaming birds and a resident sloth), and the winding pathways serve to increase your feeling of discovery. Restorative, healing and free, the conservatory is more than a destination. It's good medicine for the winter cold. Open daily, from 10 a.m. to 6 p.m. (April to September); 10 a.m. to 4 p.m. (October to March). Entrance is free, although a donation of $2 for adults and $1 for children and seniors is suggested.


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KENTUCKY (12/17/13) – What happened today? Here's a list of a few notable events that occured on this day in history.
1821 — Kentucky abolishes debtors prisons
1903 — First sustained motorized aircraft flight (Orville Wright)
1944 — Japanese-Americans released from detention camps
1944 — Green Bay Packers win NFL championship
1946 — Birthday — Eugene Levy, Hamilton Canada, comedian/writer (SCTV, American Pie)
1969 — Birthday — Chuck Liddell, American mixed martial artist
1975 — Birthday — Milla Jovovich, Kiev Ukraine, actress (Resident Evil, Ultraviolet)
1978 — Birthday — Manny Pacquiao, Filipino professional boxer and politician
1991 — Soap opera One Life to Live airs its 6,000th episode
1994 — Queen of Pop Celine Dion (26) weds her manager Rene Angelil (52) at Notre Dame Basilica in Montreal, Canada
2003 — SpaceShipOne flight 11P, piloted by Brian Binnie, makes its first supersonic flight.
2005 — "Modern Day Drifter" country singer Dierks Bentley (30) weds Cassidy Black in Mexico
2006 — Contemporary Christian and Latin pop singer Jaci Velasquez (27) weds Salvador lead singer Nic Gonzalez in Austin, Texas
2011 — Kim Jong-Il, supreme leader of North Korea (DPRK) 1994-2011, dies of a suspected heart attack at 70
SurfKY News
Information provided by historyorb.com
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