Answering Adam: Why advertising spin does harm consumers
In response to Adam Ferrier’s article on whether advertising spin is actually OK, TV luminary Nick Murray argues it is not.
As Adam Ferrier correctly points out in his wonderfully provocative article the ABC’s consumer affairs show The Checkout takes aim at brands which charge more for products marketed by preying on desires and fears in nearly every episode. I make TV shows including The Checkout, so I thought I’d give a non marketer’s perspective.
The Checkout isn’t saying advertising is bad, nor that creating demand or triggering aspirational thoughts is sinful – there is nothing inherently dishonest about advertising a more glamorous pack and fragrance so everyone feels better about the product and hence themselves.
We are saying it is wrong or at least questionable for corporations to con and frighten their own customers into buying exactly the same product at vastly different prices based simply on different words on the label.
Hi Nick,
I don’t think I can ask for anything more than being ‘wonderfully provocative’. However, in all seriousness the thought occurred to me when watching The Checkout. Both my wife and I concluded we’d keep buying the Baby version even though we now know it is exactly the same product – because we are not just buying the product.
Regardless, I’m keen that the world (or at least Australia) move from mindless to mindful consumption (just stop and think why you are buying what you’re buying) – and I think your shows are doing more than just about anything else to that end. Please keep it coming – and congratulations on the solid to great ratings such shows have.
Yes, there is a big difference between:
highlighting the benefits and educating consumer regarding your product
and
manipulating and misleading customers wholy and soley for increased margin.
PS: What are the taxpayer funded consumer bodies doing about this? I am guessing the postion will be that nobody has done anything illegal………..immoral – so what. UnAustralian (excuse me sorry, I know that phrase was coined for political crocodiles).
being part of a society would be nice. Im tired of constituent being confused with cash cow.
I don’t care if one brand of eye drops or baby wipes are identical to a more expensive product – providing I know and can therefore make an informed choice. That’s the value of The Checkout and its ilk. We really can’t expect the manufacturer/marketer to tell us that.