A correspondence on Andrew Sullivan’s Daily Dish, on the wish that advertising to children should be banned:
On days when he gets to watch TV, our relationship is instantly transformed from that of child and provider to child and denier. The kid is being manipulated and you know it – and you are too, as a parent, because the advertisers know that you – or enough of you – will eventually cave.
For a while, I have been perfecting a taxonomy of adverts. I have whittled it down to six types, with all adverts falling into one of these categories. Are there any that I’ve missed?
The Sexvert says: “Buy this product, and you will get laid.” It might be disguised under some tenuous notion of marriage or male-female friendship, but that’s just a smoke-screen. All consmetic and hygene products are obviously of this type.
I’ll tell you the commercial they’d like to do, if they could, and I guarantee you, if they could, they’d do this, right here. Here’s the woman’s face, beautiful. Camera pulls back, naked breast. Camera pulls back, she’s totally naked. Legs apart. Two fingers, right here, and it just says, “Drink Coke.” Now I don’t know the connection here, but goddamn if Coke isn’t on my shopping list that week … Damned if I’m not buying these products! My teeth are rotting out of my head, I’m glued to the television, I’m as big as a fucking couch. “More Snickers, more Coke!”
And, according to Bill Hicks, junk food.
The kind of ads that Andrew mentions above fall into this category, but also some aimed at adults too. Their message is “buying this product will make you a better parent.” McDonald’s put out nothing but Kidverts, and anything with a grandparent in it is actually a Kidvert in disguise.
Funny adverts. Very rare. These do often overlap with Kidverts, but since they almost always involve young men making fools of themselves, I am yet to be convinced that they are not actually a sub-genre of Sexvert.
Also dubbed the Cynical Multinational Global Ethnic Diversity Shitvert, these are usually the preserve of faceless corporations trying to convince us that their utopia is the only one around. Purveyors include oil companies and credit-card companies. Likewise with the comedyvert, I don’t trust these not to be sophisticated sexverts in disguise – especially when young ladies in national dress are concerned.
These are adverts that naively try and sell a product, usually sofas. Bless them.
The Elusive Sixth Element…
… is the car advert. Sweeping shots of rolling hillsides and mountains, flashes of lightning, tumbleweed and wild deer. How this convinces anyone that the car in question is just what they need, to drive the kids three minutes down the road to school, is totally beyond me.