Examples of good and bad advertising solidarity versus exhibitionism

Examples of good and bad advertising : solidarity versus exhibitionism Some aggressive advertising is filling the market with messages that include full nudity and provocative images of scantily clad women that serve to retain the attention of potential consumers. An example of this is the “Naked boys singing” musical farce , which held an extravagant casting. The eight finalists were presented, unclothed, before a jury for the appointment of two candidates for the musical comedy. Similarly, a troop of police officers were naked, with handcuffs, hat, and revolver, to collect financial support for humanitarian purposes. Many newspapers continue to publish classified advertising pages of contacts, which offer multiple sexual services. Some time ago , at least in Spain , we attempted to legislate on these erotic advertising campaigns . All was forgotten , because it seems that vested interests prevented it. Newspapers earn astronomical sums by those advertising inserts . The creative people who designed these advertising campaigns seem to be all at sea . For them, the ends justify the means. At the other extreme, there are examples of solidarity in advertising campaigns, like the one issued in Spain by the Obra Social "la Caixa", under the slogan "There are no children poor in love" and "We work against child poverty to improve their future". This social institution invests time, effort and financial resources in educational development and welfare programs for over 200,000 kids in a situation of poverty. Also, Sanitas has organized during the summer months, residential complexes for seniors with doctors, psychologists, nurses and physiotherapists, with leisure activities, concerts or handicrafts. The advertising piece shows the octogenarian Marta Salas, who declares: "I will enjoy the summer. Last year I went to Sanitas Residencial and this year I will repeat. It is a very pleasant place to meet new people and there are many activities to choose from and to be entertained. What I like the most are the group activities. They also have doctors who take good care of me and so I can devote all my time to enjoy the summer”. Celebrities like Mari of Chambao, Silvia Abascal, Antonio Orozco and other artists, have created a foundation called "Voices". With the donations, they visit deprived areas of poor countries and conduct courses. The soloist Ana Torroja recorded some songs from his latest album with students from the School of Interpretation. And the actress Angelina Jolie, through the Jolie-Pitt Foundation made a donation to the wounded in military conflagrations and is fulfilling her commitment as ambassador for the United Nations Agency for Refugees. We need to provide better advertising, which together with the image of solidity, safety and reliability, will spread more and better creative imagination, without manipulating the consumer. Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing. clementeferrer3@gmail.com