Drink Gatorade, and I’ll be able to dunk like Michael Jordan. Buy a new car, and I’ll finally be noticed. Pop a few pills, and all my problems with women will be instantly solved. These are three of the thousands of lies advertisers tell me every day.
Advertising in the 21st century has become far more personal, direct and effective than ever before. Using the remarkable power of technology, advertisers have zeroed in on the best way to present their product in an attractive way to consumers.
But while corporations enjoy more efficient marketing, consumers are increasingly vulnerable to the messages that are constantly pounded into their heads. The ceaseless appeals to sex and materialism threaten the individuality of any honest person. On campus, many student groups mimic mainstream advertising to attract attention. But thankfully, USAC candidates hold themselves to higher standards. It’s our responsibility as consumers to show advertisers what we consider an acceptable promotion.
Contemporary advertising strategies are completely ineffective for me. I consider myself to be relatively self-secure and content, so I get exhausted by the endless pitches for a sharper razor or clearer TV. These incessant ads very seldom persuade me to buy a product.
After all, it’s not difficult to see past the facade of an advertisement. All ads are structured similarly, creating a need in the eyes of the viewer, then revealing its solution. From campaign posters to Facebook banners, all advertisements desperately try to convince you that only they can solve your problems.
In order to grab your attention, advertisers utilize sex appeal, playing into natural desires to highlight their product.
At UCLA, every walk to class leaves you with a half-dozen fliers, most of them for student-run events. The vast majority of the time, clubbing nights are depicted with nearly-nude models seductively inviting the wandering student.
Even a flier I picked up about airborne pollutants chose a picture of a swimsuit volleyball player with the sky in the distant background. I’m not going to say that these ads didn’t catch my eye. What I’m going to say is that it’s rather repulsive that advertisers use girls to make money.
I’m sure everyone can think of a similar example in the national media. Think of GoDaddy.com Super Bowl commercials. Tawdriness and deception are effortlessly spotted in nearly all large-scale advertisements.
But in contrast to the way the national media uses alluring images to grab your attention, more honest promotion tactics exist.
USAC candidates are similar to large-scale advertisers because of their similar task: Both endeavor to show how they can solve the problem at hand. But instead of exploiting sex to spark interest, students at UCLA choose relevant symbols to candidly present themselves.
George Chacon, the Cultural Affairs commissioner, said he used direct, purposeful advertising when he ran for the position last year.
“All candidates on Student First! have a unified vision but their own uniqueness. I have always been about “˜One Love,’ from Bob Marley, as I come from a background where I want to listen to everyone’s message. On my signboard, I put this theme to grab people’s attention,” Chacon said. Since advertising can take many forms, it’s refreshing to see someone take a more honest approach to promotion.
While candidates could likely attract more attention by mimicking mainstream advertising, they hold themselves to higher standards, hoping that their strategy will pay off. I think many agree that this straightforward approach is far more convincing.
I’m sure plenty of other UCLA students easily see past the lies of advertisers. And with these illogical images bombarding them every day, more and more will choose products with messages based on substance, not just marketing. Unscrupulous advertisers are about to be hit by the curse of conscientious consumers. I think many UCLA students are also over sleazy advertising and are eagerly awaiting the chance to support honesty over publicity.
If you’ve been sickened by ads on and off campus, e-mail Pearring at spearring@media.ucla.edu. Send general comments to viewpoint@media.ucla.edu.