Decorated copywriter Ernie Schenck recently wrote, “According to Naomi Klein, author of No Logo, consumers are like roaches. They’ve been sprayed so much, they’re beginning to develop immunities. Can’t argue with that. How else to explain the emergence of alternative branding tactics of every ilk, everything from experiential marketing to product placement to television programming developed around brands.
Klein made her roach comment on a special 90-minute documentary airing tonight on PBS called The Persuaders. If those of us in advertising and marketing felt like bathroom fungus before, this show makes us look all but indistinguishable from that gelatinous alien ooze in Dreamcatchers.
What is it with these people like Klein? They just can never seem to get it through their heads, there is nothing fundamentally unethical about attempting to sell somebody something.”
Actually Schenck calls her “Naomi Watts” throughout his post, but I fixed that for him. Least I could do.
As to Klein and her ilk, I welcome them with open arms. Advertising needs reform. And we who create it would do well to absorb the criticism with our defenses down.
I have nothing against criticism of the advertising business, believe me. There’s a LOT wrong. Case in point, and the latest entry under my MAN, YOU GUYS JUST REALLY PISS ME OFF file, the reprehensible practice of bringing in ad school graduates and paying them nothing. What ticks me off is criticism that asserts that somehow we’re all sitting around in some star chamber like a bunch of puppeteers. Consumers aren’t puppets. And I’m not Frank Oz. (I’m also apparently paying far too much attention these days to Naomi Watts. Sorry about that:)