Selling to Cynics

Summary pique advertising Generation X is societys trendiest group, it is realistic and under the age of thirty. Advertisers have of late discovered this segment and argon willing to sell directly to them now, that also would like to start a relationship that goes beyond this generation. The conundrum is that Generation X doesnt trust advertisers, they ar aware of the circumstance that there are companies willing to sell them products they dont want. These companies are desperate to reach this new segment with the help of advert agencies who peach their language.Tim Delaney made the advertisement for Pepe jeans, which is an advertisement with the darker values of generation X, as it shows disturbing images and alienated teenagers. Pepe Jeans wants to dissociate it ego from the corporate culture. They regain their advertisement did non offend their targeted audience, as the idea of how negative or dark these thoughts are, are in the eye (or mind) of the beholder. Jiro Ejai fe from dont tell it magazine treasured an advertisement based on the amusing violence in cult movies. Their advertisement shows a teenager being shot repeatedly.He made the advertisement intentionally over the top, and thinks the question of moralisticity should lie with the church, family and schools. The test viewing shows that teenagers disagree about the violence used in this advertisement. Some think the advertisement is unacceptable, others are non offended, as nowadays there is more than more violence in movies. The advertisement industry is disputing the use of Shock advertising, and the moral cause of this new tactic, as advertising doesnt only sell a product, but also sells behavior and view with the same efficiency.Adrian Holmes of Howard-Spink advertising is one of the acceptable advertisers, he thinks it is in the moral interest of the country and the commercial interest of the industry that these shock advertisers should be brought into line. These types of adv ertisements give ammunition to the anti-advertising lobby, which will use it against all advertisers and curtail any(prenominal) creator freedom they still have. Christopher Ogden of the advertising standards authority relies on the self regulation system where advertisers themselves behave responsibly. The authority itself however would act laborious if the advertisers use anti-social advertisements.The idea of Professor Malcolm Mc Donald of the Cranfield School of management is that advertisers who chose for before yen term sensational game always lose in the long run, as there are not only the shareholders to please but also other stakeholders like employees, pressure groups, etc. Finally Geoffrey Ellerton of national bank thinks the more you target and advertisement very specifically for a particular market niche like the teenage audience, the greater the danger that you give any other audience the idea that the organization is not for them but for a younger aged group.Midl and bank uses an advertisement which shows an teenager person leaving his parents to live on his own. Test viewing has shown that teenagers are indifferent to this kind of advertisement as it did not make an bear on on them. We can conclude that the advertisement business is caught between devil worlds, the moralists and the mainstream on the one hand and a young market with completely different ethical ideas on the other hand. Generation X baron just turn their backs to the advertisers.