Saturday, August 8, 2009
There is a disturbing trend in marketing these days and what's even more disturbing is that anyone not recognizing it probably won't give it a second thought before absorbing its subtle ugly message.
I tend not to pay much attention to advertising unless the commercial tickles my funny bone. However, there is nothing remotely tongue in cheek or otherwise funny about a candy commercial featuring peanut butter cups that spells out in really big letters that sharing is nice...but stupid.
This is an acceptable marketing ploy? Since when?
Did it start with reality shows that featured babies falling down and men being clobbered in really painful places, all while a host encouraged the audience to laugh? Or vicious people who get to say really spiteful things to contestants and have an audience respond favorably to their behavior? Are these the new alphas or simply the minions of alphas?
In the fictional shape shifting worlds that we build alphas are the dominants as they are in nature, they are the strongest, and as such are given the responsibility of protecting the pack, den or pride, their mate or mates, offspring, etc. They get the perks because they do the heavy lifting (so to speak).
But our alpha heroes look out for those less fortunate while the villains in our stories take advantage of them.
Whose responsibility is it to teach kindness? Sharing what you have with others less fortunate? I say it's everyone's responsibility. Every action has a consequence. The candy company can probably withstand my not purchasing their product. But do I need to be doing more? Do I need to be protesting this vehemently?