{"id":113944,"date":"2017-04-03T13:54:00","date_gmt":"2017-04-03T18:54:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/political-correctness-stifling-online-advertising-industry\/"},"modified":"2024-12-21T05:55:31","modified_gmt":"2024-12-21T10:55:31","slug":"political-correctness-stifling-online-advertising-industry","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/political-correctness-stifling-online-advertising-industry\/","title":{"rendered":"Is political correctness stifling the online advertising industry?"},"content":{"rendered":"<p>I recently came across an article published on Brainsauce entitled <em>23 Hila\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f21b3cbf4f2'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f21b3cbf4f2');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\nriously Un-Politically Correct Vintage Ads<,<\/em> containing what is quite simply a shocking collecting of pre-1970s ads. Nowadays it\u2019s hard to imagine how some of these ever made the cut, but the truth is, there was a time when overt racism, pushing drugs to children and blatant misogyny were the nuts and bolts of ad agency land.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10905\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/Picture1-5.png\" alt=\"Picture1\" width=\"632\" height=\"827\" \/>Image credit: Brainsauce<\/p>\n<p>How times and attitudes have changed&#8230;or have they? On the face of it we live in a politically correct (PC) society, but sadly sexism, racism, class divides, religious prejudices etc are still prevalent in every corner of the globe. Donald Trump has most recently brought political correctness into the spotlight. He has railed about political correctness many times, and seems to relish expressing himself in ways that are far from being PC. When confronted by Fox host Megyn Kelly after he\u2019d called some women \u201cdogs\u201d and \u201cfat pigs\u201d, Trump responded \u201cI think the big problem this country has is being politically correct&#8230;We have to stop\u00a0being so politically correct in this country.\u201d<\/p>\n<p>So what is political correctness exactly? Author Barton Swaim, writing for The Washington Post, offers an interesting definition, which does a good job of balancing the positives with the negative:<\/p>\n<p>\u201cPolitical correctness&#8230;involves the prohibition of common expressions and habits on the grounds that someone in our pluralistic society may be offended by them. It reduces political life to an array of signs and symbols deemed good or bad according to their tendency either to include or exclude aggrieved or marginalized people from common life.\u201d<\/p>\n<p>\u201cPC was born of a generous impulse, maybe \u2014 it\u2019s good and right to avoid giving offense, when you can. But it has long been a blight and a menace. It obliges us to think constantly about a few topics \u2014 topics having mainly to do with racial and sexual identities, but other sorts of identities as well \u2014 even as it makes it impossible for us to speak openly and honestly about those same topics.\u201d<\/p>\n<p>Of course PC culture has been the source of jokes and satire\u00a0for many years, and it has historically been prolific within advertising. But rightly or wrongly, advertisers now face far more constraints than they ever did in the 70s for example, and subjects such as alcohol, sex, religion and politics need to be handled with extreme sensitivity to avoid the wrath of The\u00a0<a href=\"https:\/\/www.theguardian.com\/media\/asa\">Advertising Standards Authority<\/a> which received more than 37,000 complaints last year and banned or forced changes to almost 3,500 ads. Interestingly, it only takes one valid complaint to open an investigation.<\/p>\n<p>The Moneysupermarket.com ads, for example, have topped the charts for complaints in the past two years. These eye-catching ads feature a man walking down a street and dancing whilst wearing denim shorts and high heeled shoes, but people found offence in the sexual nature of the content, and other ads within the series. The ASA, while acknowledging that some viewers might have found the ads distasteful, did not judge them to be offensive and in breach of its Code. And of course for others, the ads are funny and promote positive messages of diversity&#8230;and there\u2019s the rub.<\/p>\n<p>What is and what is not offensive\u00a0will always be subjective. Above all, advertising is a commercial game, usually designed to stir up some sort of emotive response which connects an individual with the product or service the ad is promoting. While it would be unusual for a brand to try and deliberately offend its customers or potential customers, being \u2018vanilla\u2019 is rarely the objective either; for advertising to be powerful and have effect, it needs to make an audience sit up and take note. It can sometimes be tricky to be creative and achieve this, without offending a certain number of people. The problem is that with social media this minority group who\u2019s been offended can speak out instantly and often appear larger than it really is, rapidly gather further viral support.<\/p>\n<p>For example, last year KFC ran what was probably one of the shortest lived social media campaigns. It began with a racy teaser ad on Twitter with a &#8220;Not Safe For Work&#8221; tag and a pixelated image of a man and woman in a compromising position on the sofa. &#8220;Warning,&#8221; the tweet from KFC Australia&#8217;s official account stated. &#8220;Something hot and spicy is coming soon.&#8221;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10906\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/5.png\" alt=\"5\" width=\"940\" height=\"529\" \/><\/p>\n<p>Of course the Twitterati reacted as one might expect, lambasting the fast food brand for causing offence and the misogynist message it was putting out. One tweet said it had \u201cput women\u2019s rights back 50 years in this country\u201d. Needless to say, the campaign was pulled within the hour.<\/p>\n<p>In a similar vein, US department store Bloomingdales was compelled to apologise for a Christmas ad which many felt was inappropriate and in poor taste. The campaign pictured a man and woman dressed up for a night out, with the accompanying slogan &#8220;Spike your best friend\u2019s eggnog when they\u2019re not looking\u201d. Understandably, members of the public took immediate offence, sharing the ad online as soon as it debuted and accusing the brand of promoting date rape, which of course was never the original intent.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10907\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/8.png\" alt=\"8\" width=\"632\" height=\"909\" \/><\/p>\n<p>So the question is, has PC gone too far within advertising? Are brands too scared to give their backing to ideas which break convention and tow the PC line a little, and is this stifling creativity within the industry? In the era of social media particularly, campaigns have the potential to reach all the way around the globe to far more people than their original target markets, including persons of all races, religions, genders, sexual orientations, nationalities and cultures. This creates more opportunities for people to be offended, but does this mean advertisers have the responsibility to be PC on potentially a global scale?<\/p>\n<p>Historically, advertising which stirs some controversy or divided opinion is often the most memorable and successful. Bland, safe advertising just doesn\u2019t create cut-through. Clearly the days of creating an ad with Santa smoking a cigar are well and truly over (thank goodness!), but should advertisers avoid using any image or message which could cause offence? Where do we draw the line? Consumers will be the ultimate judge&#8230;<\/p>\n<p><a href=\"\/en-gb\/contact\/edinburgh\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I recently came across an article published on Brainsauce entitled 23 Hila Stay Forward Get exclusive insights into digital media&#8217;s top-trending topics delivered directly to your inbox. Submit SUBSCRIBE riously Un-Politically Correct Vintage Ads<\/p>\n","protected":false},"author":96,"featured_media":113946,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-113944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is political correctness stifling the online advertising industry? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/political-correctness-stifling-online-advertising-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is political correctness stifling the online advertising industry? | DAC\" \/>\n<meta property=\"og:description\" content=\"I recently came across an article published on Brainsauce entitled 23 Hila Stay Forward Get exclusive insights into digital media&#039;s top-trending topics delivered directly to your inbox. 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