Advertising for Fools

Advertising our way to reality seems to be the current approach. The evidence suggests a strong belief that if we “pelt” enough advertising dollars behind any notion, we can change or even create opinion.  Media magnates and advertising gurus have permanent smiles glued to their faces and dollar signs replacing the pupils of their eyes as they collectively laugh their way to the bank. Congratulations to all the beneficiaries and my sympathy to an unsuspecting public. Clearly we have not bothered to understand the fundamental role of advertising. It seems that somebody remembered reading about the role of propaganda under Hitler and believed that it will work in modern day society. Despite reported low literacy rates, the public is not stupid and will not respond zombie- like to every half-baked message they experience in the Media. They will exercise judgment and act on the basis of their own realities. The problem is that our leaders and their advisers seem to believe that they can influence Jane and John Public to believe anything. 

The lessons of 20-years of one-term administrations are still to be learned. The case for what advertising can or cannot do is well documented. Advertising can re-enforce notions and beliefs.  It can provide information and consequently encourage discussion but it cannot fundamentally change behaviour. When I experienced the Carnival campaign by the Ministry of National Security under the banner — “watching your back.” I “steupsed” because one advertising campaign couldn’t make me believe that the police had changed. I am waiting for the behaviour change in my daily encounters with the “men in grey.” When I listen to the programme “Tutta on Line” and hear of all the wonderful things teachers are doing, I contrast that with days of “rest and reflection” and “not being in the mood to conduct an examination” and remain sceptical. You can create pretty images till the cows come home — people will carry out their own reality tests. If there is a mismatch between their reality and what you advertise, you will suffer the consequences — mistrust, apathy, cynicism and eventually lose their support. 

When I respond to the invitation to contact my MP and get a bureaucratic run around, I know that someone thinks I am a fool! The reality is that communication occurs continuously and advertising is just one vehicle for communicating our messages. Advertising alone will not change behaviour. At the core of any attempt to change behaviour is the recognition that there are consequences for actions.  This means enforcement of rules and regulations throughout the society. Even the most unscientific poll indicates a public with high expectations. If we are to begin satisfying these expectations then, the public must know and understand the nature of the task at hand. We must communicate honestly and openly. The public needs to know the extent to which we cannot deliver in education, the health sector, security and public utilities. A credible communicator has to come forward and appeal to our intelligence and sense of logic. Making the judgment that for some reason we cannot handle the truth is  underestimating the intelligence of the audience. We are continuously arriving at conclusions based on our social interaction. Daily we judge the extent to which there is a fit between our reality and what our leaders would like us to believe.

Credibility is being built or destroyed on the basis of daily encounters. Drip by drip we judge the extent to which WASA is improving in its service delivery... whether Licensing Office is becoming more structured in its approach to record keeping... if our leaders are as honest as they claim. Playing the emotional trump card has limited impact. Yes, the Opposition will have the blood of the victims of crime on their hands but the Government will be held accountable and daily we are analysing and taking note of what is or is not being done. Now that the advertising onslaught has taken a “time out” there is an opportunity to engage the hearts and minds of our people.  There is also a sense of urgency for the presentation of a logical, measured response.  Clearly, there is no “single bullet” response.  Nor is there an overnight single solution. Social problems require planned, sustained and committed responses.  The prime responsibility of the Government is to provide the enabling infrastructure. It is time to confront the reality of our dire situation and help Jane and John Public to understand what matters most to prevent a state of anarchy.  Open, honest, credible communications is the key.

The views expressed in this column are not necessarily those of Guardian Life. You are invited to send your comments to guardianlife@ghl.co.tt