5: Advertisers Using Taboo Concepts for the Good?

Rutherford’s thesis of “fascination around taboo to attach meaning to goods” brings up an excellent idea of how advertisers can keep their product in our minds, especially when we are surrounded by media all day every day. They use myth, illusion, and hoaxes to catch our attention about taboo topics in society. This is manipulation by advertisers on consumers.

How can they do this to us so easily?

By using taboo ideas and materials in advertising, we are drawn to the advertisement itself.  It creates and interest and excitement within the consumer whether they relate with or need to product at all.  They draw us into the ad by showing us something we are not used to, or not used to thinking about in public.  This is where they catch the consumer – remembering the product. When it comes to remembrance most people remember things that stand out to them in particular.  What stands out more than anything? A taboo idea, theme, or object.  The advertisers use this in hopes that the consumer will remember their advertisement, and therefore remember their product.  It can really trick a consumer into buying things or services they do not need, or it can be quiet useful to society.

Sexual abuse, violence, drinking and driving, suicide, aids… and the list goes on.  There are types of advertisements for help with these issues as well as collecting donations for the cause.  These advertisements often use graphic images and ideas that could be deemed “taboo” under most circumstances.  It’s these types of advertisements that catch your eye and make you lose your words while you watch it.  It’s these types of advertisements that you sit back after seeing it and say “wow”. But it’s these types of advertisements that work.  They get us to see something that hits close to home for some people, or is something that is never thought about for others.  Whatever these advertisements do for you, they at the very least make you think, and usually leave an impression on you. This is an excellent example when advertisers mind tricks and manipulation can be used for the enhancement of our knowledge and understanding of these important taboo topics.

Source:

Rutherford, Paul (2007). A World Made Sexy: From Freud to Madonna. University of Toronto Press.