Title: Do Advertisements Really Cheat? You Decide!
Author: Leah Amber Lopez
Contact Email: leahlopez2010@live.com
Story:
The story I am about to tell you is by World Wildlife Fund (WWF), Brazil, and it focuses on the World Trade Center. The caption is “Let US”, which is basically a re-enactment of September 11, 2001; however, the ad has a large number of airplanes and jets. This ad shows several airplanes and jets pointing towards the Twin Towers of the World Trade Center. This same ad has already been created by DDB, and also made into a commercial. Each ad depicts how the tsunami that hit Eastern Asia killed over one hundred times more individuals than that of the September 11, 2001 attack on the Twin Towers. In my opinion, this shows the lack of morals and ethics of the Brazilians. To go along with this, it has been proven that the WWF was aware of this ad, and they approved it. The ad was actually printed out one time in a local newspaper. The honest reason that this ad was printed in the local newspaper was to see if it would qualify to win any types of awards. I know, this must be upsetting to you, as I know it is for me. The ad actually did become eligible for one award in New York, but the name of the award show, I honestly do not know. In my opinion, WWF, which enjoys an international reputation, should have known better than to approve of this type of advertisement. An ad of this type only makes them look bad, and makes its viewers wonder what their true intentions were. The true goal of an ad campaign is to position a brand in such a way that it pleases management and consumers. In the case with the WWF, they should have exhausted ad campaigns to position their brands as sensitive, ethical, and above any doubts; however, in this case, the WWF positions their image in a fashion that would definitely cast doubts