Ads

So I´m sitting in the immigration office and realise that I forgot to bring a book (rookie error!). But whilst I wait, it gives me a chance to write about something that I´ve been pondering for a while - advertising. 

I´m no expert in advertising or communication strategies but it seems to me that generally adverts or slogans are based on the idea that we take things in sublimally - so adverts don´t tend to say anything clearly (ie "Buy this product. It´s great") but instead try to portray an image or scene in which your life is better because you´ve bought the item in question. Of course most of the time it´s completely untrue - but that´s what we expect from adverts. 

So with that in mind, I´m surprised by a couple of adverts or campaigns that I´ve seen recently in Guatemala. What got me thinking initially was a huge advert on a bill board on the main road in the city. It simply says in big black letters "No violarás" (Don´t rape). No gimmick or subliminal message - just a straight forward 'don´t rape'. No discussion or explanation ... perhaps the reasons are obvious - but then if it´s considered necessary to say 'don´t rape', then it´s probably also necessary to explain why. Guatemala has a high rate of rape (mostly unreported) and femicide, so there is lots of work to be done in changing attitudes regarding the value and dignity of women. 

The other advertising campaign that´s caught my attention was by the Bible Society of Guatemala, and attempts to highlight the long term effects of the violence in the country.

 Each shows the distintive yellow crime scene tape - but with pictures of who is left on the other side: children orphaned by violence etc.

They quote from Deuteronomy 30: 19 "This day I call the heavens and the earth as witnesses against you that I have set before you life and death, blessings and curses. Now choose life, so that you and your children may live". 

This campaign aimed to raise awareness of the effects of violence on our society and asks us to choose "peace instead of violence". 


And then there´s Ricardo Arjona, the most popular singer /songwriter in Guatemala. His latest album Guatemorfosis was released with an accompanying advertising campaign (sponsored by Pepsi!).

 It uses phrases like "El cambio solo empieza si vos cambias" (Change only starts if you change) or "El cambio sólo empieza si yo cambio" (change only starts if I change) or "porque el corazon de Guate sos vos" (because the heart of Guatemala is you). 

Essentially he´s saying that if we want change in our society, then we need to stop complaining (of violence and insecurity etc) and start doing something ourselves - looking out for neighbours, standing up to injustice etc etc. But surprisingly this message has been somewhat controversial and has received some critics. His message is clear - change starts with us - but whether advertising has any part in that change, I´m not so sure.