Advertising is a con game

Jun 18, 2011 Letters

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Dear Editor,
In this fast pace, leaping, competitive modern worlds of business/commerce, advertisement has become a sine qua non. It is near inconceivable to think of entering a business minus advertisement.
The saying “good wine needs no bush” is generally well understood and accepted: a good thing sells itself, one way or another people will get around with eagerness to take advantage of what is genuine; and conversely a poor quality product/service will sooner than later invite its own demise.
Yet, good or bad, ads are still depended upon to sell almost anything, from a pin to an anchor, to propel any service, like the advertisement in which the little girl knew all the bones in the human body: “What’s humerus?” “It’s a bone mom”, that product was swarmed upon like hungry wolves—sold out!
But many advertisements are fakes, a fraud, meant to dupe the customer/client, and this practice is generally indulge in by all types of businesses; big/small operations, private, government and even the street vendor.
In listing his ‘seven blunders of the world’ Mahatma Gandhi included “commerce without morality”, but in today’s world of the almighty dollar that hardly counts, no matter how unwholesome a product, the sole purpose is to have it sold-end of story.
One bank has a bold sign placed in a commanding position in its building that reads “we care about you”, but pick any day you choose, no matter how simple the business, you will end up spending whole day; there is much confusion and mumbling, like a drone, strained nerves, the manager sits in his office and can see all that is taking place from the camera installed. But that is not his problem. That camera was solely installed for the safety of the bank itself, not you the customer, really what they care about is your money.
It is amazing to hear the astronomical sums of money spent on ads that serve to mislead: shows are advertised with names of famous and popular artistes as drawing card, knowing fully well it’s a lie; events are planned listing exciting items just to entice patrons who would turn up expecting, only to be disappointed.
Let’s take the National Insurance Scheme and its feedback programme on television (monthly) to sensitize and address the many issues affecting clients. NIS makes everything sound so glorious and heavenly as if it is on top of its game.
“Whatever problems you are having, just come into us, that’s what we are there for,” says that forever smiling P.R.O. But hell no! Far from it. Many have suffered extensive fatigue, burn out, some have oven resigned themselves from further stress, with every tick of the clock the complains are rising like a tidal wave and like a recurring decimal comes the sound of those irritating words: “keep checking”.
Yet again some big businesses take you over the top. I once saw a set of window curtains open out on display, hung outside the store at eye catching price, stepped into the store to make a purchase and what was being offered for the price attached was nothing! nothing! not even remotely in anyway whatsoever compared to what was advertised.
The vendor at the market shouts “6 for a hundred”, you advance to the lovely looking mangoes on her stand then she says to you “dem duh is 5 fuh $200”. Those for a hundred dollars are in bad shape.
Or there is a nice looking parcel with the two on top in fine form but those below are damaged; or the seller has a handful of bora raised high and shouts “bora hey 200 dala”. You stop to buy, then she singles out a tiny parcel from the lot to offer you.
You see a posh looking eating place, there’s a sign that says “Delicious Foods”, you enter, place your order and wait until you don’t feel like eating anymore, but you have already paid, then finally the meal is served and it is not up to scratch and you want to beat yourself.
Well, I guess that’s the way it is the world over. The comic strip Mutt & Jeff once offered a piece that demonstrated the real essence and chicanery of advertisement. A customer is sitting in a restaurant eating at a table where everyone passing on the sidewalk has full view of him. One man was delighted with what he saw on his plate, entered and requested a similar meal then sat down with pleasant expectation at a table way inside. When the waitress brought his order hell was shock out of his skin, and was furious, “Look what that man sitting over there was served,” he thundered.
“Yes,” said the waitress calmly. “That’s because he has the table at the window”.
And so the story of ads goes; it’s all a game, just a game; build them up, fool them and get them hook, play them like a clever crook.
Frank Fyffe

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