Food and cigarettes are causing quite the stir this week. Philip Morris is under fire for releasing pink “Purse Packs” and a Nielsen Consumer Insight survey highlights the consumer belief that food companies should take more responsibility for the food that they produce. Of course, marketing and advertising are the bad guys in both situations.
To which I say, “Come on!” Take a look at the Philip Morris website. There are numerous informational tabs highlighting the effects of smoking, discouraging teen cigarette use and quitting. If you Google “cigarette effects”, you can get over 7 million results outlining the effects of cigarette smoking. There are also additional searches that can inform you of the chemicals in cigarettes and what will happen to your body long-term if you smoke.
Not a smoker? OK, let’s take a look at consumer reflections on food companies. Apparently, 75% of consumers believe that “people are encouraged to eat less-healthy food by advertising, and that these companies should provide healthier food.” Now, let’s take the first part of this statement–people are encouraged to eat less-healthy food by advertising. Is that really news? Of course they’re encouraged to eat less healthy foods; that’s the point of advertising. The brains behind those commercials and print ads would be out of a job if they didn’t persuade you to buy their product. Now, the second part of that statement gets the same response as the Philip Morris ad.
The point of marketing and advertising is to draw the consumer in. It does not, however, brainwash. We live in a time where every person knows that smoking can lead to lung cancer; that pregnant women who smoke are endangering their babies; that over-consumption of food will lead to weight gain; and that fruits and vegetables are good for you…ice cream, not so much. It’s the marketer’s job to sell the product. It’s the consumer’s job to make the educated decision.
Stream of Consciousness 