OPPOSITION AND CAMPAIGNS AGAINST ADVERTISING

Opposition and campaigns against advertising

Billboard in Lund, Sweden, saying "One Night Stand?" (2005)

According to critics, the total commercialization of all fields of society, the privatization of public space, the acceleration of consumption and waste of resources including the negative influence on lifestyles and on the environment has not been noticed to the necessary extent. The “hyper-commercialization of the culture is recognized and roundly detested by the citizenry, although the topic scarcely receives a whiff of attention in the media or political culture”.^[82] “The greatest damage done by advertising is precisely that it incessantly demonstrates the prostitution of men and women who lend their intellects, their voices, their artistic skills to purposes in which they themselves do not believe, and …. that it helps to shatter and ultimately destroy our most precious non-material possessions: the confidence in the existence of meaningful purposes of human activity and respect for the integrity of man.”^[83] “The struggle against advertising is therefore essential if we are to overcome the pervasive alienation from all genuine human needs that currently plays such a corrosive role in our society. But in resisting this type of hyper-commercialism we should not be under any illusions. Advertising may seem at times to be an almost trivial of omnipresent aspect of our economic system. Yet, as economist A. C. Pigou pointed out, it could only be ‘removed altogether’ if ‘conditions of monopolistic competition’ inherent to corporate capitalism were removed. To resist it is to resist the inner logic of capitalism itself, of which it is the pure expression.”^[84]

“Visual pollution, much of it in the form of advertising, is an issue in all the world's large cities. But what is pollution to some is a vibrant part of a city's fabric to others. New York City without Times Square's huge digital billboards or Tokyo without the Ginza's commercial panorama is unthinkable. Piccadilly Circus would be just a London roundabout without its signage. Still, other cities, like Moscow, have reached their limit and have begun to crack down on over-the-top outdoor advertising.”^[85] “Many communities have chosen to regulate billboards to protect and enhance their scenic character. The following is by no means a complete list of such communities, but it does give a good idea of the geographic diversity of cities, counties and states that prohibit new construction of billboards. Scenic America estimates the nationwide total of cities and communities prohibiting the construction of new billboards to be at least 1500. A number of States in the USA prohibit all billboards:

• Vermont - Removed all billboards in 1970s
• Hawaii - Removed all billboards in 1920s
• Maine - Removed all billboards in 1970s and early 80s
• Alaska - State referendum passed in 1998 prohibits billboards^[86]
• Almost two years ago the city of São Paulo, Brazil, ordered the downsizing or removal of all billboards and most other forms of commercial advertising in the city.”^[87]

Technical appliances, such as Spam filters, TV-Zappers, Ad-Blockers for TV’s and stickers on mail boxes: “No Advertising” and an increasing number of court cases indicate a growing interest of people to restrict or rid themselves of unwelcome advertising.

Consumer protection associations, environment protection groups, globalization opponents, consumption critics, sociologists, media critics, scientists and many others deal with the negative aspects of advertising. “Antipub” in France, “subvertising”, culture jamming and adbusting have become established terms in the anti-advertising community. On the international level globalization critics such as Naomi Klein and Noam Chomsky are also renown media and advertising critics. These groups criticize the complete occupation of public spaces, surfaces, the airwaves, the media, schools etc. and the constant exposure of almost all senses to advertising messages, the invasion of privacy, and that only few consumers are aware that they themselves are bearing the costs for this to the very last penny. Some of these groups, such as the ‘The Billboard Liberation Front Creative Group’ in San Francisco or Adbusters in Vancouver, Canada, have manifestos.^[88] Grassroots organizations campaign against advertising or certain aspects of it in various forms and strategies and quite often have different roots. Adbusters, for example contests and challenges the intended meanings of advertising by subverting them and creating unintended meanings instead. Other groups, like ‘Illegal Signs Canada’ try to stem the flood of billboards by detecting and reporting ones that have been put up without permit.^[89] Examples for various groups and organizations in different countries are ‘L'association Résistance à l'Agression Publicitaire’^[90] in France, where also media critic Jean Baudrillard is a renown author. ^[91] The ‘Anti Advertising Agency’ works with parody and humour to raise awareness about advertising.^[92] and ‘Commercial Alert’ campaigns for the protection of children, family values, community, environmental integrity and democracy.^[93] Media literacyorganisations aim at training people, especially children in the workings of the media and advertising in their programmes. In the U. S., for example, the ‘Media Education Foundation’ produces and distributes documentary films and other educational resources.^[94] ‘MediaWatch’, a Canadian non-profit women's organization works to educate consumers about how they can register their concerns with advertisers and regulators.^[95] The Canadian ‘Media Awareness Network/Réseau éducation médias’ offers one of the world’s most comprehensive collections of media education and Internet literacy resources. Its member organizations represent the public, non-profit but also private sectors. Although it stresses its independence it accepts financial support from Bell Canada, CTVGlobeMedia, CanWest, TELUS and S-VOX.^[96]

To counter the increasing criticism of advertising aiming at children media literacy organizations are also initiated and funded by corporations and the advertising business themselves. In the U. S. the ‘The Advertising Educational Foundation’ was created in 1983 supported by ad agencies, advertisers and media companies. It is the “advertising industry's provider and distributor of educational content to enrich the understanding of advertising and its role in culture, society and the economy”^[97] sponsored for example by American Airlines, Anheuser-Busch, Campbell Soup, Coca-Cola, Colgate-Palmolive, Walt Disney, Ford, General Foods, General Mills, Gillette, Heinz, Johnson & Johnson, Kellogg, Kraft, Nestle, Philip Morris, Quaker Oats, Nabisco, Schering, Sterling, Unilever, Warner Lambert, advertising agencies like Saatchi & Saatchi Compton and media companies like American Broadcasting Companies, CBS, Capital Cities Communications, Cox Enterprises, Forbes, Hearst, Meredith, The New York Times, RCA/NBC, Reader’s Digest, Time, Washington Post, just to mention a few. Canadian businesses established ‘Concerned Children's Advertisers’ in 1990 “to instill confidence in all relevant publics by actively demonstrating our commitment, concern, responsibility and respect for children”.^[98] Members are CanWest, Corus, CTV, General Mills, Hasbro, Hershey’s, Kellogg’s, Loblaw, Kraft, Mattel, MacDonald’s, Nestle, Pepsi, Walt Disney, Weston as well as almost 50 private broadcast partners and others.^[99] Concerned Children's Advertisers was example for similar organizations in other countries like ‘Media smart’ in the United Kingdom with offspring in Germany, France, the Netherlands and Sweden. New Zealand has a similar business-funded programme called ‘Willie Munchright’. “While such interventions are claimed to be designed to encourage children to be critical of commercial messages in general, critics of the marketing industry suggest that the motivation is simply to be seen to address a problem created by the industry itself, that is, the negative social impacts to which marketing activity has contributed…. By contributing media literacy education resources, the marketing industry is positioning itself as being part of the solution to these problems, thereby seeking to avoid wide restrictions or outright bans on marketing communication, particularly for food products deemed to have little nutritional value directed at children…. The need to be seen to be taking positive action primarily to avert potential restrictions on advertising is openly acknowledged by some sectors of the industry itself…. Furthermore, Hobbs (1998) suggests that such programs are also in the interest of media organizations that support the interventions to reduce criticism of the potential negative effects of the media themselves