Advocacy advertising attempts to
influence public opinion on important social, political, or environment issues
of concern to the sponsoring organization.
It often challenges conventional wisdom and presents alternative
interpretations of social problems and political issues. Advocacy advertising essentially enhances
participatory democracy (45).
An example of this form of advertising can be found on http://adcouncil.org . While there are several advocacy ads on this site, the ad most effective for me is the Unplanned Pregnancy Prevention ad http://bcove.me/mj7bwg76. This video is entertaining and it attempts to include "minority" races as well as both women and men, and most importantly, it is informative.
The Center for Consumer Freedom is also an amazing form of alternative advertising. They promote ads that give the consumers the freedom of accurate choice.
 | |
| Taking on the F Train by my mobile device. |
On their site, http://consumerfreedom.com , "Promoting Personal Responsibility and Protecting Consumer Choice", you can find a ton of print, radio and TV ads that promote advocacy advertisements.
The problem with all mainstream ads, is the creation of non-realistic and unattainable images. Cortese quotes Jean Kilbourne in 1989 in describing the illusion mainstream ads create, "It creates a mythical and WASP- oriented world in which no one is ever ugly, overweight, poor, toiling or physically or mentally disabled" (52).
Ideally, the best alternative ads would include attainable goals, real life facts and choice. Both the AdCouncil and Consumer Freedom do a fair job informing and influencing the public on issues that matter.
No comments:
Post a Comment