Gotta love American TV commercials
Gotta love American TV commercials, they’re often more entertaining then whatever show you’re watching. The year’s most watched TV event is the Super Bowl, and a huge portion of the population only watch it because of the funny new commercials that debut between the game.
My first day back in the states I was shocked to see a commercial that compared their product with a competitor’s product. I’ve never seen this in Finland, but this is very common in the U.S. And this is true for not just TV commercials, but radio ads, newspaper ads, magazines etc.. Here’s an example of what I’m talking about, “The Honda Civic has more cargo space than the Toyota Camry, and more horsepower than the Audi A4. And unlike French cars such as the Peugot 307, it’s not constantly on fire.”
Like I said, I’ve yet to see this in Finland - Is there a law against mentioning a competitor’s product/service in an advertisment? If so, doesn’t that kinda violate basic freedom of speech (assuming the advertisment is truthful)? Do any of you think it should be against the law to do this?
It’s called negative advertising and in the UK at least there is a gentleman’s agreement against it. It is considered bad form to promote your own product/service by trashing someone elses.
There may be an element of “all publicity is good publicity” in it as well. People unaware of your competitors are being made aware of them in your own advertising.
Frankly I wouldn’t mind some negative advertising to alert people to negative practices. Somnething like “Lidl contains more inedible shit per square metre than any other supermarket” would be a good start.
Comment by finnsense — Thu, Jun 22nd, 2006 @ 1:37 pm
Frankly I wouldn’t mind some negative advertising to alert people to negative practices. Somnething like “Lidl contains more inedible shit per square metre than any other supermarket†would be a good start.
Yes, exactly! Freedom of speech in action.
Comment by Phil — Thu, Jun 22nd, 2006 @ 1:41 pm
Negative advertising sucks.
Comment by Helsinkian — Thu, Jun 22nd, 2006 @ 1:58 pm
No, there is no such law. One can compare if all is founded on solid facts. But I am a Finnish copywriter, and I would never ever do an add like that. It would not be a favour to my client (Honda) because people would think it is in bad taste, and their sympathies would go to Toyota. So the effect would be the exact opposite to what was intended.
Comment by press — Thu, Jun 22nd, 2006 @ 2:21 pm
Are French cars constantly on fire … or what was that talk about truthfulness?
Comment by Anonymous — Thu, Jun 22nd, 2006 @ 2:29 pm
No, there is no such law.
That’s good to hear!!
t would not be a favour to my client (Honda) because people would think it is in bad taste, and their sympathies would go to Toyota.
Minus the “French cars are on fire”, is an ad like that really bad? It’s not negative, just an honest comparison.
Comment by Phil — Thu, Jun 22nd, 2006 @ 2:36 pm
Yes, from a Finnish (and professional) point of view it is really bad (elementary, no style whatsoever). Like finnsense already said it is not considered good taste to trash somebody in order to promote yourself. It just is too arrogant, and would not sell in Finland. The effect would be the contrary. And yes, “French cars are in fire” would be illegal because that is not true. But comparing the size of a trunk would not be illegal. I just don´t see the point. People are not stupid, they can compare by reading car brochures. Good ads leave space to people´s imagination. Unless it is an ad about weekend crocery offers. But even then saying that “Beef in Spar is 2 ¤ more expensive than beef in KKK” would sound arrogant.
Comment by press — Thu, Jun 22nd, 2006 @ 2:51 pm
I personally find those kinds of ads in bad taste and fairly cheap, without much effort being put into them. I’d rather be sold something in a fresh, innovative way rather than seeing someone retort to silly comparisons which I am capable of doing myself.
Comment by Anzi — Thu, Jun 22nd, 2006 @ 2:53 pm
And car sellers compare trunk sizes and other solid facts in Finnish advertisments. That may not be the main issue in the advertisment, but very often you can see a table in the ad containing numbers and other solid facts like equipments that are included in the price of the car.
Comment by Anonymous — Thu, Jun 22nd, 2006 @ 3:18 pm
There are some laws in some european countries against misleading advertising. McDonalds, for example, has had to change it’s burger adverts according to these laws in Europe. In the USA they can have whatever kind of pictures (bigger, juicier, more scrumptious) of burgers they want even though the actual product might look and taste like a piece of preservative-gassed cardboard.
Comment by Ã…boy — Thu, Jun 22nd, 2006 @ 3:48 pm
Others have already said it. But anyway, I think the biggest difference in Finnish and American advertising is the level of facts. As Phil wrote the adds in the US are often more entertainment than the programs themselves. I think that puts this whole issue to a good perspective.
I’m not saying that you can just lie about anything in American advertising. But “bending” the facts is much more common than in Finland.
And then there’s the arrogance bad publicity issue. And it’s all cultural, of course.
Comment by Aijoovai — Thu, Jun 22nd, 2006 @ 4:48 pm
There has been some ads in Finland that have done comparisons to competitors - at least some cell phone plans have been advertized with “cheaper than everybody else”. The catch is that if you make a claim about something you HAVE to provide a reference (ie. back up those claims). Something like a cell phone plan is rather easy - just pick out list prices from your competitors offerings.
But have a guess, why cloth washing powders always do comparisons to “regular, ordinary washing powder” vs. “Omo/Ariel/Bioluvil/whatever” - because something like a “cleanliness” of clothes is a bit hard to measure. Actually, this backfired too, in Czech republic at least. There were these commercials on the air, and some local soap factory decided to release a product - a completely white box with just text “ORDINARY WASHING POWDER” on the cover and made a fortune.
(Actually, I’m fan of ordinary washing powders as well - they are usually based of phosphates, which your local water treatment plant can filter out to almost 100% efficiency - most of those “brand” powders are based on Zeolites which tend to settle down on the bottoms of lakes and create silt layers..)
Comment by Zarr — Thu, Jun 22nd, 2006 @ 5:19 pm
You can see comparative ads in finland. Usually in car ads, like this:
http://www.bmw.fi/merkkienmerkki/
Comment by roihu — Thu, Jun 22nd, 2006 @ 7:49 pm
French cars on fire? Not anymore.
Didn’t they surrender and give them all free Dental Care or something?
Comment by winter — Thu, Jun 22nd, 2006 @ 9:01 pm
Isn’t negative advertising against liberal values?
Negative campaigning is businesses trying to hurt other people’s business in order to promote their own products. I find something really wrong with that. In a true liberal society you’re free to tell people how ace you are, but not at the expense of other people’s chances of pursuing their businesses fairly.
Comment by Miriam — Thu, Jun 22nd, 2006 @ 9:21 pm
“Like I said, I’ve yet to see this in Finland - ”
That’s seen as dirt throwing. People with brains can compare themselves without manipulation by ads.
Comment by Anonymous — Thu, Jun 22nd, 2006 @ 9:27 pm
Many years ago, Fazer biscuits had an ad in newspapers, where a lady with a disgusted expression on her face was tasting a biscuit, that was clearly recognizable to be one from their competitor.
Also those “Jotain ihan muuta” (Something totally different) ads for TV-Nelonen -channel were quite recognizable. That 6 hour black&white russian classic movie withs cows and tractors from the 20’s was definetely the TV1 films in the summertime, “Kellarihumppa” dance show (every friday at prime time from here to eternity) was so TV2, although given the sample, “Kellarihumppa” would outperform any TV2 humppaprogram anytime. And that “Naked with (what was her name again)” talkshow was so much A-K Hermunen on MTV3 back then.
I think there is negative advertising in Finland. They just don’t shove it down to your throat. It is more subtle.
Comment by Antti (the redneck one) — Thu, Jun 22nd, 2006 @ 10:06 pm
This is what I’ve always wondered in American culture. People actually watch commercials? That’s no better than watching government propaganda.
Comment by Jaakko — Thu, Jun 22nd, 2006 @ 11:52 pm
“more entertaining then” should be: “more entertaining than”.
Please don’t do it again.
Comment by kervÃ¥ — Fri, Jun 23rd, 2006 @ 2:06 am
(my link didn’t work the first time; just here to rectify and republish it
)
Comment by Miriam — Fri, Jun 23rd, 2006 @ 4:07 am
” ‘Lidl contains more inedible shit per square metre than any other supermarket’ would be a good start.”
Can be, but I would leave that to the consumers. It’s not like the competitors can judge that objectively.
Comment by Rudolf — Fri, Jun 23rd, 2006 @ 10:37 am
Hey people, go read this blog instead: http://stuffthatsucketh.blogspot.com/ ! It is more to the point than this one, and unlike Phil, its author knows how to properly spell the word “than” !
Comment by You mean like this? — Fri, Jun 23rd, 2006 @ 10:45 am
It is ‘Kervo’, not ‘kervÃ¥’ (That is, if we are talking about Kerava :p)
Comment by Antti (the redneck one) — Fri, Jun 23rd, 2006 @ 11:22 am
An advert that says that Peugeots are always on fire or something like that would definitely be illegal in Finland. There are detailed rules on what can and cannot be said in an advert in Finland, in particular “Laki sopimattomasta menettelystä elinkeinotoiminnassa” (which translates something like “Act on Improper Conduct in Business”) and certain paragraphs in “Kuluttajansuojalaki” (”Consumer Protection Act”), but the gist is that everything must be truthful and not misleading, and comparisons must be based on objective criteria. In addition, businesses self-regulate by banning advertising that is in bad taste.
There are limits to free speech, the prohibition of defamation being perhaps the most important one. Phil, how would you feel if Helsingin Sanomat published an article saying that “Phil Schwartzmann is a pedophile, watch out, he’s preying on your kids”. Would you say, “wow, what a wonderful display of free speech”, or would you sue their ass? I guess the latter. Similarly, businesses are protected against untruthful statements that may hurt their reputation and sales.
Comment by Turjake — Fri, Jun 23rd, 2006 @ 3:15 pm
I just spent 4 yrs in Finland, have been back in the US for about 8 mos and the ad nonsense here makes me crazy.
Not so much Phil’s example because as long as the statements are true, I’m fine with that. The ad gives me some information. (Minus the French car remark). I don’t think its negative, its comparative. And, in the US as well, ads must cite specific sources for their comparisions.
I found several ads in Finland to be just as simple-minded and offensive as some commenters suggest this example commerical is. I also saw many clever ads. As I do here.
What drives me crazy about the ads here is the silly fine print at the bottom of virtually everyone:
> commerical about cars driving anywhere - fine print: do not attempt, this is a closed course, professional driver
> commercial about a car driving under the water (to demonstrate the new sunroof that gives more visibility) - fine print: do not attempt, simulation, real cars can not do this
> etc, etc
PUH-LEASE!!!!!!
Comment by Peanut's Mom — Fri, Jun 23rd, 2006 @ 9:16 pm
Tele Finland had an adcampaign this year in which they trashed their competitors, it was disguisting.
Comment by Petri — Sat, Jun 24th, 2006 @ 5:43 pm
I must say I find the comments in this thread hilariously self-righteous. Am i misinterpreting the humor here or do you folks really see this as a moral issue (and one in which, as no doubt in all things, the Finns are superior to the Americans)?
Comment by Zara — Sun, Jun 25th, 2006 @ 8:18 pm
Zara, it’s more of a question of good taste than morals.
Comment by Turjake — Sun, Jun 25th, 2006 @ 9:22 pm
I think one way to get a gist of a nation is to watch their commercials on TV. What struck me the most peculiar thing in the USA was lawyer ads on tv! Have you ever seen a lawyer ad in Finland? Wow…
Medicine ads are also quite rare in Finland… not that there wouldn’t be any, just rare.
Watching tv commercials also is a good repeptition if you want to learn a foreign language. Though watching Estonian TV I think I can become a hambapasta salesman… Just colgate total ads all the time
Comment by Hank W. — Sun, Jun 25th, 2006 @ 9:23 pm
Zara, you’re quite right. If Finns don’t cite morality, they’ll cite “good taste”. And this from a nation of street pissers.
Really, what is interesting is that most people here decided to interpret the ad as a comment on French cars, when for Americans it’s clearly a jibe at the penchant the French have for burning cars.
French cars have such a minuscule hold on the American market that nobody would understand a joke about their performance; the joke is simply a joke about French culture in general. And those kinds of jokes have become mainstream ever since the French betrayed the US at the UN.
Comment by Finnpundit — Sun, Jun 25th, 2006 @ 11:31 pm
“And those kinds of jokes have become mainstream ever since the French betrayed the US at the UN.”
Wow, Finnpundit, I did wonder where you went.
How did France “betray” USA? Did France promise to follow USA’s lead? Did it change it option, after claiming something else earlier on?
It didn’t.
It may have pushed its own interests above those of USA; it might have been looking on its wallet when USA was talking about morals…but the nation stayed on its course that it had said to keep from the beginning. Thats called of being “singlemindlessness” (sp?), having a “backbone” or even being “strongwilled”. France promised, and then delivered.
Other examples of betrayal, as defined by Finnpundit;
1. Promise to hunt down Saddam, by Bush.
2. To liberate Afganistan.
3. Bush’ promise to make tax cuts.
BETRAYALS! ALL OF THEM!
Comment by iJusten — Mon, Jun 26th, 2006 @ 1:52 am
I cannot believe the holier than thou attitude of the Finnish advertising is better/more responisble crowd here.
This coming from a country that just produced the most idiotic, irritating “retro,” confusing, stupid-ass commerical for some new candy.
http://www.panthour.net/OLD/panthour.php
I suppose Finland can’t help it. But is it retro or is it some kind of ironic play at those modern “infomericals”?? It doesn’t matter what it is, because it sucks balls… It is like a student film from 1989 for christ’s sake. It’s SO early 1990’s, so dumb and SO pointless. Who thinks this stuff is funny / artsy ?
If the car advert in question is an abhorrent affront to moral soap sellers everywhere, then the panthour campaign is an affront to good taste in general.
YÖK
Comment by SUPERinfer — Mon, Jun 26th, 2006 @ 10:10 am
Finnpundit, the ad is pandering to American (right wing) stereotypes about French culture. You don’t get it if you are not aware of the existence of that particular stereotype. A similar example would be a Finnish ad referring to Swedes as queens. An American would wonder what queen Silvia has to do with it, because Americans are not aware of (nor interested in) Finnish stereotypes about Sweden.
Comment by N. Siinistö — Mon, Jun 26th, 2006 @ 10:30 am
I cant understand SUPERinfer. That commercial is pure genius. Panther-candies summer-campaigns are always great. Few years back they had that Mexican wrestler who walked the whole summer around finnish landscape, while talking in in spanish, and then some translator (orginally spanish, apparently) translates what he says in finnish.
Comment by iJusten — Mon, Jun 26th, 2006 @ 10:39 am
similar example would be a Finnish ad referring to Swedes as queens. An American would wonder what queen Silvia has to do with it,
Are you serious? You’re assuming a great deal, such as
a) The American being aware of the existence of a country called Sweden
b) The American being aware of the country’s status as a monarchy
c) The American knowing what a Queen is anyway
d) The American knowing the name of the Queen of Sweden
Comment by Freeridin' Franklin — Tue, Jun 27th, 2006 @ 12:28 am
FF: don’t forget the commenter on the US libertarian blog that I quoted the other day stating:
“I do wonder why the Swedish Monarch, His Majesty Carl XVI Gustaf, can tolerate the slow death of his kingdom.”
That person certainly knew what Sweden is, that Sweden is a monarchy, what a King is and indeed, the name of the King. Why wouldn’t some Americans know who the Queen is? But maybe you’re right, America is quite a distance away from Sweden. Now how many family members of the Sultan of Brunei do you know? I don’t even think the Sultan’s name Hassanal Bolkiah is common knowledge. Since the sultan is the richest monarch in the world, trivia about him might indeed be of greater interest to Americans compared to trivia about Sweden.
I guess it was stupid of me to compare the King to the Sultan, after all if we’re really specific about the Sultan’s name (including his title), it’s Ke Bawah Duli Yang Maha Mulia Paduka Seri Baginda Sultan Haji Hassanal Bolkiah Al-Mu’izzaddin Waddaulah ibni Almarhum Sultan Omar Ali Saifuddin, GCMG:
http://en.wikipedia.org/wiki/Hassanal_Bolkiah
The sultan has currently two wives and has divorced his first second wife (the new second wife is 32 years younger than the sultan). That’s a monarch that can influence the fate of his monarchy, including making a law that makes himself infallible.
Whereas it could be hard to understand how monarchy works in Sweden, the sultan’s playground Brunei could be seen as a utopian monarchy (although lacking in democracy):
“Despite his personal extravagance, he has attempted to share the country’s oil wealth. In a country mockingly dubbed the ‘Shellfare state’ (in reference to the significant influence of the Shell Oil Company), Bruneians have free education and free medical services. There is no personal or corporation tax in Brunei.” Now who said spend but don’t tax doesn’t work?
Comment by Helsinkian — Tue, Jun 27th, 2006 @ 1:48 pm
Well my point was, readers of Finlandforthought aren’t necessarily familiar with American anti-French stereotypes. I’m not sure, though, if it’s a real ad or perhaps something Phil just came up with.
Comment by N. Siinistö — Tue, Jun 27th, 2006 @ 2:33 pm
American anti-French stereotypes… At least freedom fries got a lot of publicity and most FFT readers probably know calling french fries “freedom fries” had something to do with people who had anti-French stereotypes.
Comment by Helsinkian — Tue, Jun 27th, 2006 @ 3:57 pm
Helsinkian:
That person certainly knew what Sweden is, that Sweden is a monarchy, what a King is and indeed, the name of the King. Why wouldn’t some Americans know who the Queen is?
Certainly there are Americans who are able to find a foreign country on the map, or perhaps even several (not that the information would be of any use to them). Just as there is the occasional French car that isn’t burning.
Comment by Anonymous — Tue, Jun 27th, 2006 @ 11:08 pm
When they ran those TeleFinland mocking ads on every commercial break last fall, I really started feeling sick, since I myself was (and still am) a happy Saunalahti customer. I’m really happy they have these pretty strict guidelines here, like that the commercial channels have to make a clear distinction of the start and end of the commercial breaks. MTV makes every effort to smoothen that line, though.
Comment by Arttu — Tue, Jun 27th, 2006 @ 11:17 pm
http://www.timesonline.co.uk/article/0,,24389-2252271,00.html
Comment by Anonymous — Tue, Jul 4th, 2006 @ 8:28 pm
Maybe its because I live it every day. Maybe it’s because I’m so jaded by it…
But UNLESS you’re talking about the Super Bowl Ads and them only, I think commercials blow.
And that’s 20 years of Madison Ave comin’ at ya!
-kevin
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