Many advertisers and marketers seem to have lowered their standards to the least common denominator when creating and communicating their messages. Far too many in our profession seem to appeal to the dark side of the human psyche.
Many marketers feel that no message or style is too raunchy if it provides shock value in the quest for increased awareness and profits. Although these tactics might be providing short-term bumps in sales and brand awareness, they might be damaging brand equity in the long-term. Further, the messages sent are often socially irresponsible or have no lasting moral value.
As marketing professionals, we create brands and ad campaigns intended to appeal to emotion and elicit behavioral change. Since we are doing the work anyway, we should appeal to positive emotions and seek to elicit responses that lift the human spirit and, perhaps, maybe even bring out the best in others...
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