Adnews Comment – Bright Picture, Dark Negative
Here’s my comments in this weeks Adnews. Hope you have a magnifying glass.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Zoe Scaman
Apr 2nd, 2009Your opinions never fail to interest & inspire…great post. thanks
Bod
Apr 2nd, 2009A group of monkeys are placed in a cage. A bunch of bananas hang from the ceiling bars with a step ladder leading to them. Whenever a monkey tries to climb the ladder to get the bananas all the monkeys are soaked by a water cannon. After a time the water cannon is no longer needed. Whenever a monkey approaches the step ladder the other monkeys turn on it. Each day one monkey is removed from the cage and a new monkey introduced. Eventually there are no monkeys left who have experienced the water cannon. One day another new monkey is introduced. He asks one of the elder monkeys, why doesn’t anyone climb that step ladder and grab those bananas? The elder says: no one knows, it’s always been that way.
This is how corporate culture is created.
Fritz Bachen
Apr 2nd, 2009Zoe – much thanks. Stay in touch.
Mr/Ms Bod – what a depressing thing to read at 8.00pm on a Thursday night at my desk. Such is life.
Bod
Apr 2nd, 2009Sorry to depress you, Fritz. That wasn’t my intention. My point was that stereotypes survive because of the ‘that’s the way it’s always been’ culture that pervades advertising agencies and marketing departments. I agree whole heartedly with your article but can’t see anything changing anytime soon. A client of mine has a real aversion to showing women in his advertising because his brand operates in a traditionally male dominated industry. Get to know him over a drink and he echoes your sentiments about advertising needing to reflect society but he’ll then tell you he’s a very small cog in a very conservative machine. Changing cogs is easy. How do you change the machine?
Someone once described advertising as the uninvited guest at dinner so it better be good company. Increasingly it’s belching and farting its way through the meal and I suspect it won’t change its ways until it’s tasted real hunger.
Nice blog, by the way. Real food for thought.
Bod (Mr)
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