Truth In Advertising?
Why would a company advertise to NOT use their product? Is it a brilliant and clever case of reverse psychology or are they being sincere? You decide...
The company in question is dtac, a Thailand-based telecommunications company. And I certainly don't think the TV spot below is a case of "false advertising" or "deceptive advertising," defined by Wikipedia as "the use of false or misleading statements in advertising. As advertising has the potential to persuade people into commercial transactions that they might otherwise avoid, many governments around the world use regulations to control false, deceptive or misleading advertising."
In the U.S. the Federal Trade Commission (FTC) Act states that advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims and advertisements cannot be unfair. Furthermore the FTC deems an ad to be deceptive if it contains a statement - or omits information - that is likely to mislead consumers acting reasonably under the circumstances and is important to a consumer's decision to buy or use the product.
Ok, so armed with that knowledge how would you describe this TV commercial?
It doesn't provide "false or misleading statements," right?
It is "truthful and non-deceptive," yes?
So, why would a telecommunications company who depends on the selling of said telecommunications to be successful and pretty much stay in business in the first place, promote the fact they want us to put our mobile phones down?
Is this an example of a company openly supporting a social good over their own bottom line? I mean have we all become so cynical that we would immediately dismiss this as nothing more than some fancy footwork disguised as reverse psychology?
I am very curious to see what you think... please share your thoughts.