View
1.404
Download
3
Category
Tags:
Preview:
DESCRIPTION
Given at Mudra Institute of Communications, Ahmedabad (MICA). Jan 2014.
Citation preview
SELLING IDEAS WITH A HEART
Nagarjun “Nag” Kandukuru
VP – Global South Strategy, ThoughtWorks
DEPICTION OF WOMENIN ADVERTISING
“Women are soft and gentle, but they hit things.
If your wife hits something in a Volkswagen, it doesn’t hurt you very much.”
Millennials offer hope
[Fair&Lovely Ayurveda]
WHAT OTHER ADs CROSS THE LINE?(Causal/tacit sexism?)
SEXIST ADs <-> EVERYDAY SEXISM LINK?
The consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.
““
[Liril: Waterfall]
[Gillette: Solider for Women]
DEPICTION OF RACE /MINORITIES IN ADVERTISING
WE’VE COME A LONG WAY BABY, BUT…
[Popchips: Raj]
WHAT CURRENT DEPICTIONS WOULD APPEAR SHOCKING IN 20 YEARS?
[Tanishq: Remarriage]
[Havells: Hawa Badlegi]
[Google: Reunion]
“SMOKING – CANCER LINK UNPROVEN”
CYNICAL USE OF PR
“FOSSIL FUEL INDUSTRY - CLIMATE CHANGE LINK UNPROVEN”
PR BY VANDALISM
CSR as PR HOGWASH
IMAGE MANAGEMENT
WHAT OTHER PR PRACTICES ARE UNACCEPTABLE?
PREYING ON THE DEFENCELESS(Let’s ponder the consequences)
TARGETTING CHILDREN
BRAND NAMES AND THE TRUTH
ON-LABEL COMMUNICATION
CONSUMPTION IS HAPPINESS?
[Coke: Ummeed wali dhoop]
[Dove: Talk to your daughter]
DECEPTIVE POSITIONING?
MANIPULATION?
CONSUMER PROFILING
PRIVACY VIOLATION?
OTHER HOT BUTTON ISSUES
EXCESSIVE INTRUSION?
ADs ON DODGY TV SHOWS?
UNCRITICAL ACCEPTANCE?
CELEBRITY ENDORSEMENTS GONE WILD?
$28m/year Sub-subsistence wages
BLACKHAT SEO
SHOULD AMBUSH MARKETING BE BANNED?
WHY NOT ALLOW LATE-NIGHT LIQUOR ADs?
No easy answers
• Is subliminal advertising OK?
• Is comparison with an identifiable
competitor OK?
• Is product placement in movies OK?
MEDIA DIVERGENCE OFFERS HOPE
[Lifebuoy: child reaches five]
WHAT COULD YOU DO?
Culture Communication
“I have the right to earn a living!”
“If I don’t do it, someone else will.”
“What can one person do?”
Society
You Client
The only thing necessary for the triumph of evil is for good men to do nothing.
““
Edmund Burke
AN OATH FOR COMMUNICATORS?
WRITE DOWN 3 THINGS YOU WILL NEVER DO
MY PRINCIPLE
SCHOOL OF CHANGE LEADERS?
BEHAVIOURAL ECONOMICS MARKETING ETHICS
Recommended