It cannot save the World

Advertising cannot save the world....or can it?
Often when people think advertising they think of men in suits sitting in a board room coming up with various ideas on how to make you, the consumer, buy more. I had this same view of a soulless industry dedicated to promoting the never ending consumption of the unattainable “perfect” life. In fact, it’s our drive to attain perfection that accounts for the billions of dollars spent in North America alone on advertising.
There is a revolution occurring in the marketing world as it moves towards what can be described as “ethical marketing.” Kind of oxymoronic, one could argue, because the entire goal of advertising appears to be making us want (the only giving being the transaction of our credit card to the clerk when it comes time to pay).
I believe, however, that there is merit to this movement. More and more marketers want to show the consumer that they care, that the people behind those colossal billboards and superbowl commercials understand you and me because they are us. They want to return to a time when marketing was also about giving. Just look at the medicine shows of old; a dramatic mix of street entertainment and circus art...all meant to persuade you to buy a headache or constipation cure.
Modern day examples are hard to come by but the Whopper freak out campaign by Burger King comes to mind (a viral marketing hit and one expertly wove into the North American culture of reality TV and humour). Advertising, since it takes so much time away from our lives, should at least be entertaining.
Advertising has become an essential tool for many non-profit organizations. Even the local bake sale for Haiti must have someone take the helm of the PR and advertising “department” in order to make their existence and message known. In this respect one could maybe argue that advertising is saving the world. Either way, I hope to use this website to celebrate the works of people who dare to look past the safe forms of advertising, and the people who see advertising as two-way communication between themselves and the customers.

From Nathalie Batres' blog “The Consumer Isn't a Moron; She's Your Wife”