The Power of Fake Ad Campaigns

This post is for, Hump Day, which is a SexiDesign.com weekly blog series dedicated to investigating subliminal messages and sexy popular marketing techniques.

…smoking is definitely not sexy!

Fake Ad Campaigns

Fake ad campaigns are a common marketing tactic used by organizations to stimulate promotional efforts and arouse interest for the company. However, they are also a magnet to controversy and criticism. So what is it about these campaigns that draw attention? And is that attention beneficial for the company in question?

Association Against Tobacco Sex Slaves

The French Association Against Tobacco launched a controversial advertising campaign in early 2010 deterring cigarette use amongst teenagers. The ads point to similarities between cigarette smoking and sex slavery, showing teenagers as sex slaves while the cigarette substitutes male genitalia. Has the association gone too far by comparing the two, or is this a classic case of “shock marketing?”

Ad Details

ads

The power of this ad is in the details of its composition. Not only does it provide blatant shock value but it also stirs the opinions and beliefs of its audience.

Composition

The ad is a closeup shot of what appears to be different teenagers kneeling before businessmen to provide oral stimulation. The angle of the shot is in the perspective of the teenager as they look up to their oppressor.

Displaying the teen’s perspective is a powerful method of demonstrating the emotions involving submission. “Smokers are slaves” to their drug of choice, unable to part from it because of its addictive attributes, and this idea relates to sex slaves unable to escape from the grasps of their ruler.

Analyzing Body Language and Expressions
cigarette ads

This ad is incredibly effective in demonstrating submission. Using teenagers as sex slaves is more effective because of the lack of control they have in their lives. The wrinkling and hair growth upon the man’s hand reflects an adult who is fully capable of understanding their power upon the child. And dressing the dominant adult in professional attire further perpetuates the idea of power.

Placing the adult’s hand upon the teen’s head not only blatantly relates to oral sex, but also communicates the guiding of the child to commit an act they’re uncomfortable with. And looking up shows the whites of their eyes–a tell tale sign in the body language of submission.

Raised eyebrows further showcase innocence, and I can’t help but notice the subtle delicateness of holding the cigarette between the teen’s lips. It’s almost like they hold it delicately because they’re young, and sexually inexperienced which further emotes submissiveness using virgin-like subjects.

Unintentional Statements

Staring at this ad long enough, I understand the point the association is trying to make but I also wonder about other statements it stirs up. Does the campaign hint at the perils of Paraphilia with children? Or what about how it may stir opinions regarding the origins of homosexuality in teens. Furthermore, is cigarette smoking what’s demonized here, or oral sex?

And does anyone else find it interesting that the girl is the only one of the 3 ads who is with an adult without a jacket, making it an even more blatant reflection of a sexual act?

Marketing Tactics: What, why, and how?

So how or even why does an organization pull off a fake advertising campaign? Here are some answers:

Making an impression through shock value – The association argues that it’s hard to catch the attention of teens with anti-smoking campaigns unless you provide some form of shock value to get them to notice.
Controversy is still attention – Regardless of who the campaign offends, the controversy surrounding it acts as a catalyst to discuss the real message of the ads.
Press loves it – This campaign was most likely promoted via press releases which caught the attention of people in the media always looking for the next controversial story.

In Summation…

Organizations can receive fruitful amounts of promotion utilizing the potential power of phony advertising campaigns. However, it’s necessary for these companies to evaluate the possible controversy or backlash of the public by stirring emotions. Is there a better approach to fake ads? And would you even consider utilizing this marketing technique?