From
the current May (sweet-smelling? is it may still plenty of scents, as the
poet said? ) also in Italy it will be possible to make the 'comparative' advising,
as for example in the cradle of advertising, the United States. Unforgettable
the campaign Coca Cola 'against' Pepsi, Ford 'against' Chrysler etc. Surely
with a grain of salt, with decency and with respect of the limits, the Authority
in control says. But what's decency, which the limits and more in general
the state of things nowadays in Italy? What point is advertising beyond the
great but not yet very great numbers it produces? I'll tell you a story contributing
maybe to give answers, and in any case, if it required a title, it would reserve
that of “The last taboo”, or “The degenerated of advertising “, or further
“The fatwa of agencies “... An important traveller agencies, rather the most
important of
Italy, decides to set out its spring-summer 99 advertising campaign over client
relationship seriousness and liability. So this network, we will call B, entrust
to public figure of communication that as everybody knows most enjoys the
same features among public opinion, liability, transparency a why not authoritativeness.
Well then one who does not dupe you. We'll call him O. I want to say first
of all that when I say “communication”, since a lot of time I image the following
scene: in the cage of communication intended at its whole possible extent,
it has been introduced information, that is since ever at risk of being the
sacrificial lamb, and advertising, being instead a roaring lion. Then the
cage has been closed. The fact is that since then it is referred to communication
as in the cage there still were, friendly divided, two animals. Instead, according
to you who read, who is in the cage now? Let's get back to the story. O. accepts
to make a radio-television testimonial on condition of projecting a campaign,
as he wants, making a service while promoting a product. Ok. The B network
sees its advantage in the originality and unicity of a campaign like this.
What it is invented then? A sort o civil advertising or progress advertising.
A man who says “Read a book instead of watching at advertising “, or “ Instead
of watching at advertising ride a bicycle any time you can, for your health,
sure, but also for that of your children for example “ or further “ Instead
of watching at advertising read art 21 of the Constitution, granting the freedom
of expression and the right to manifest one's own opinions “... Then the mark
of B appears, and even in the third mentioned case, O ends saying that “He's
doing it “ - that is he's manifesting freely his opinion - “thanks to B”.
It would seem a beautiful short-circuit: imagine, a reporter promoting (or
maybe I should say he's 'informing about') the book, the bicycle or even the
freedom thanks to a sponsor unrelated to all that. The first progress/development
advertising (of B) together. But Advertising deemed as a superior body, had
a surprise in store for everybody. Indeed this spot campaign is passed without
problems by TeleMontecarlo, and it is watched with partial wonder, and nevertheless
leaving partially a good 'original' incisiveness degree trail. Instead Publitalia,
dealing with the Mediaset networks, first visas and then passes the campaign
blocking it in extremis if the case. Reason: O is attacking advertising. But
how if it is making advertising? That's no matter, it is an unbearable anti-advertising
offensive.The spot must be purged: this way O must decide 'while the original
spots have been already broadcast by TMC”, to replace or to cut the indicted
opening words. He cuts. The spots are broadcast on Canale 5 without “instead
of watching at advertising “, it starts “read a book “ or whatever. The best
is the art.21 spot, referring to a constitutional right forbidden by Publitalia
within the same formula introducing it. Marvellous. Everybody can buy (didn't'
we start from here?) the spot, censured or not, among networks. Advertising
must not be touched, or better it can be touched but only somewhere.
P.S.
I know this beautiful and instructive role since I'm O...
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