advertising - The Environment Report

Part 2: Food Ads and Kids

Researchers say food advertisers convince kids they need different food than adults. (Photo courtesy of the USDA)

Lots of people are concerned
that American children are
getting fat. More than one-
third are considered overweight
or obese. And some are pointing
the finger at those who manufacture
and advertise food for kids. In
the second part of our two-part
series on food and health, Julie
Grant reports on efforts to crack
down on food marketing targeted
at children:

Transcript

Have you ever tried going to the supermarket with a five year old? They’re cuckoo for cocoa puffs, and everything else on the shelves that’s colorful with big cartoon characters – strategically placed right at kids-eye level. So, They beg. They plead. Some even just grab what they want.

It’s called parent pestering.

Marion Nestle is Professor of Public Health Nutrition at New York University and author of several books on food politics. She says food advertisers convince kids they need different food than adults. And they want kids to pester their parents.

“I hear parents tell me all the time that the kids won’t even taste things because they say they’re not supposed to be eating that. They’re supposed to be eating chicken fingers, or things that come in packages with cartoons on them.”

Nestle says marketers are just trying to sell products – they’re not worried about obesity and other health problems caused by the processed food targeted to children. She’d like to see some big changes.

“If I were food czar, I would just say, ‘you can’t advertise to children, period.’ They’re not capable of making intelligent, adult decisions about what they’re eating.”

The Federal Trade Commission agrees the ads are a contributing factor to growing problem of childhood obesity. The FTC, the Food and Drug Administration and other government agencies will recommend changes to food marketing rules to Congress later this year.

Most people in the food and advertising industries say cutting off all marketing to kids would go way too far.

Elaine Kolish is Director of the Children’s Food and Beverage Advertising Initiative. It’s part of the Better Business Bureau. She’s been working with 16 of the major U.S. food manufacturers to change what is advertised to children.

Over the past few years, she says food manufacturers have spent millions of dollars to reformulate kids products – like cereals – to make them healthier.

“Before the initiative, cereals that were advertised to children might have had as much as 16 grams of sugar per serving. Now the maximum that anyone could have is 12 grams of sugar per serving. In fact, more of the cereals have less. So that’s a big improvement right there.”

And Kolish says advertising can actually help to get kids to eat healthier. For example, the McDonalds happy meal. Instead of offering kids French fries and a soft drink, the default happy meal now includes skim milk and apples – although it includes a side of caramel dipping sauce.

“I think now because of Burger King and McDonalds, alone, there’s probably more fruit advertising than ever before…and the sales and the trend data is really good. McDonalds has sold over 100-million orders of apple dippers in the last two years. That’s a lot of apples.”

But recent surveys at the University of Arizona and at Yale show that TV and online marketing toward children is still for foods that are not healthy for children. It’s mostly for things that are high in sugar, fat and salt.

Mary Engle is Associate Director for Advertising at the FTC. She says, for the most part, food companies have been taking foods that are bad for kids and only managing to make them less unhealthy.

“Whereas the proposal that the government group came up with is to only allow the marketing of truly healthful foods to children – foods that actually make a positive contribution to a healthy diet. So it’s much more limited which kinds of foods could be marketed to kids.”

Some food makers call the government proposal extreme. But government officials say they wouldn’t ban all ads – just those that encourage kids to eat bad food.

For The Environment Report, I’m Julie Grant.

Adopt-A-Watt

The Adopt-A-Watt program allows people to sponsor clean energy (Photo courtesy of Adopt-A-Watt)

A new program gets businesses and
groups to pay towns to switch to alternative
energy. Lester Graham reports it’s a
little like an “Adopt-A-Highway” program:

Transcript

A new program gets businesses and
groups to pay towns to switch to alternative
energy. Lester Graham reports it’s a
little like an “Adopt-A-Highway” program:

Imagine seeing a bank of solar panels that power nearby street lights, and a sign
underneath which recognizes the company that sponsored the project.

Thomas Wither is the founder of the National Adopt-A-Watt program.

“Our program mimics the very successful “Adopt-A-Highway” program. Only instead
of giving supporters community recognition for picking up litter alongside the road,
we have come up with a means of giving community recognition for supporting clean
energy and the funding for alternative fuels.”

Wither says several airports are among the first to use the “adopt-a-watt” program.

Sponsors get the benefit of being connected to clean energy – like solar power – and
airports, towns, and other government entities get the cost of using clean energy
subsidized by those sponsors.

For The Environment Report, this is Lester Graham.

Selling Earth Day

Earth at twilight. A digital photograph taken in June 2001 from the International Space Station orbiting at an altitude of 211 nautical miles. (Photo courtesy of NASA)

The first Earth Day in 1970 often gets credit
for jumpstarting the modern environmental movement.
Lately, Earth Day’s meaning might be changing a bit.
A lot of companies are running Earth Day ads and
offering special Earth Day shopping events. Rebecca
Williams reports the idea is that we can buy our way
to a better world:

Transcript

You can’t watch TV lately without tripping over ads around Earth Day.

(Commercial montage featuring WalMart-SunChips-Home Depot)

And at the grocery store:

Campbell’s soup is wearing an Earth Day label. Campbell’s says condensing
soup means smaller, lighter cans. So, that means less waste. Of course,
they’ve been doing that since 1897. Long before Earth Day and the
environmental movement.

Even Barbie’s excited about Earth Day. She’s got a limited edition line of
accessories. They’re made from scraps of fabric that would otherwise have
been thrown away. She’s so crafty.

Of course, there’s a reason why it’s raining Earth Day ads.

“Companies advertise in ways they think people will respond.”

Tom Lyon directs the Erb Institute for Global Sustainable Enterprise at
the University of Michigan.

“Five years ago they didn’t think they were getting a whole lot of mileage
out of advertising green. Now you could say green is the new black – every
company is moving in this direction.”

Lyon says the reality of climate change has been more widely accepted in the
past couple years. People are wondering what they can do about it. And
companies are trying to tap into that.

Joel Makower has been studying green marketing for 20 years. He’s the
executive editor of Greenbiz.com. He says Earth Day marketing ebbs and
flows over the years. But he hopes Earth Day never turns into a marketing
event on the scale of Christmas.

“I think most people recognize the very clear reality that we’re never going
to shop our way to environmental health and so to the extent that Earth Day
becomes an excuse to consume, then we’ll have sent all the wrong messages.”

But Makower says a lot of companies actually are making big changes in their
practices and they should talk about that. He says Earth Day advertising
makes sense if the company’s doing something to improve all year long.
Otherwise he says it might just be a stunt.

Others think Earth Day as a marketing opportunity is probably here to stay.

Adam Werbach is the Global CEO of Saatchi and Saatchi S. It’s a major ad
agency. He says companies see Earth Day as another holiday.

“The reason that works so well this year – Easter came very early and there
was a large gap between Easter and Memorial Day so Earth Day fit in really
well so that stores could get through their Easter merchandise and start
putting green merchandise on the shelves and then move into Memorial Day.”

Werbach thinks that’s actually not a bad thing. He’s had feet in both
worlds – as a former president of the Sierra Club. More recently he’s been
a consultant for Wal-Mart. He thinks consumers should be the ones driving
companies to improve their practices.

“Our hope is of course that people who have tried these new products will
return and buy them in the next month so that in the end you’re creating a
cycle of demand for green products on shelves so that they don’t go away and
be a one time occurrence.”

But at the same time, Adam Werbach is a little conflicted. He wishes Earth
Day could be the one day of the year we could take a break.

No branding. No ads. No buying. Just Earth.

Hey… that might make a nice commercial.

For the Environment Report, I’m Rebecca Williams.

ADS USE NATURE TO SELL SUVs

Car companies use our love of the great outdoors to sell some of the most gas-guzzling and polluting vehicles around. (Photo by Erin Norris)
Advertisers use nature in commercials to persuade people to buy large SUVs. (Photo by Erin Norris)

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:

Transcript

Have you ever noticed that car commercials have a lot of nature in
them? The car that’s being sold is always climbing up a boulder or
ripping through the mud. Like this commercial:

(Commerical:) “The new Jeep Liberty Renegade…”

A Native-American looking man drives over some rugged terrain when he comes
across a seal stranded on the ice.

(Commercial:) “It gives you the power to conquer nature…”

As he approached the seal and raised a harpoon over his head, you
thought he was going to hurt the seal.

(Commercial:) “…as well as the ability to protect it.” (chirping and hooting)

Instead, he plunges a hole in the ice and another seal pops out its
head to be reunited with the first. Then the commercial ends with
the sound of chirping crickets and the hoot of an owl.

But listen to that announcer one more time:

(Commercial:) “It gives you the power to conquer nature as well as the
ability to protect it.”

Over the next decade, Generation Y will be elbowing out the Baby
Boomers in the marketplace. So you’ll be seeing fewer commercials about
conquering nature and more about protecting it.

Here’s why that’s happening: according to researchers, Generation Y
cares strongly for the environment and they’re willing put their money
where their mouth is. Whereas Boomers theoretically care they’re a lot less
willing to financially back that concern.

But for everyone, nature speaks to something inside us. And advertisers
know this. Art Spinelli is the president of CNW Research:

“Well, for the most part, most consumers have an enormous response to
natural settings, whether it’s the agrarian part of just human nature
or human beings.”

He calls this response a hot button. Spinelli says advertisers use it
to sell everything from beer to cars.

“…And it plays off of a really instinctive basic attitude that a lot
of consumers have. Kind of like going on vacation to somewhere and
looking around and going, gee, I could really live here. This would be
terrific but the reality is that I have a job and it happens to be in
an urban or suburban environment and I can’t leave that to live in the
desert.”

Car salespeople will also tell you we have this nature hot button. They
say it’s all about knowing you could drive in the rugged
wilderness if you needed to. Here’s a car salesman who goes
simply by the name of Mike:

“They want to be able to know they can do it um, but it doesn’t
happen. They never do it. I think I had an Explorer once myself,
and the most off-roading – it was in the wintertime – and I think
I went on the sidewalk or something. That was the most off-roading I ever did.”

So what are people actually doing with their vehicles? Is it anything
like the commercials? Well, it’s not just about conquering mountain tops:

(Consumer 1:) “I’m driving a Toyota 4-Runner. I need something to tow my boat and I was
looking for a quality car.”

(Consumer 2:) “Part of the reason I brought a little SUV is I like to sit up high and the SUV
can really offer the height.”

(Consumer 3:) “I don’t actually go off-roading with it. I can get away for weekends and
pack a load of gear. I can tow a light trailer. It’s just a good all-around sport utility vehicle.”

(Consumer 4:) “I’ve helped friends move before and all the seats, the entire back folds down and
I can fit a whole full mattress in the back.”

So, turns out most people aren’t mud bogging on a regular basis, but it’s
important to them to have the option to mud bog. And advertisers are
hip to this desire. Car buyers can keep this fantasy alive as long as
they’re willing to fork over some serious cash for the price of the
vehicle and the cost of gas.

Car salesmen say the number one thing buyers ask them about is money, as in
how much will I have to spend. They say potential buyers never
ask them about off-roading or driving through nature, but they know that inkling is there.

For the Environment Report, I’m Kyle Norris.

Survey: Parents Missing Important Asthma Triggers

New research suggests that while parents of children who have asthma try to protect their youngsters from the things that trigger attacks, those measures often aren’t very helpful. The Great Lakes Radio Consortium’s Michael Leland reports:

Transcript

New research suggests that while parents of children who have asthma
try to protect their youngsters from the things that trigger attacks,
those measures often aren’t very helpful. The Great Lakes Radio
Consortium’s Michael Leland reports:

Researchers at the University of Michigan found 80 percent of the
parents they surveyed were doing something to prevent attacks, but
often missed important measures. For example, a quarter of the parents
said a smoker lived in the same house as a child with asthma, but they
hadn’t done anything about it.

In one case, the parent of a child with pollen-triggered asthma bought
a new mattress cover, but didn’t close windows to keep pollen out of
the house.

Dr. Michael Cabana is a U of M pediatrician who led the study. He says
many parents also needlessly buy products they think will lessen asthma
symptoms.

“A lot of times, parents may get more information from other commercial
sources more often than the time they have to spend with either their
primary care doctor or their doctor who might be a sub-specialist in
asthma. So I think physicians have to do a better job putting that
information into perspective.”

Dr. Cabana suggests parents talk to their child’s doctor about asthma
triggers before spending money on asthma-related products.

For the Great Lakes Radio Consortium, I’m Michael Leland.

Green Conscience vs. Green Consumerism

This first report in the "Your Choice; Your Planet" series looks at the difficulties of being a "green" consumer.

Most of us are conflicted when it comes to the environment. Polls show the majority of us consider ourselves to be environmentally-friendly. But, our day-to-day decisions often don’t measure up to an earth-friendly lifestyle. Part of the reason is that there’s lots of confusion about what’s best for the environment. Another reason is that being earth-friendly is pretty darned inconvenient. In the first report of an ongoing series we’re calling ‘Your Choice; Your Planet,’ the Great Lakes Radio Consortium’s Lester Graham explores the dilemmas we face when we attempt to do right by the environment:

Transcript

Most of us are conflicted when it comes to the environment. Polls show the majority of
us consider ourselves to be environmentally friendly. But, our day-to-day decisions often
don’t measure up to an earth-friendly lifestyle. Part of the reason is that there’s lots of
confusion about what’s best for the environment… Another reason is that being earth-friendly is pretty darned inconvenient. In the first report of an ongoing series we’re
calling ‘Your Choice; Your Planet,’ the Great Lakes Radio Consortium’s Lester Graham
explores the dilemmas we face when we attempt to do right by the environment:

It’s tough, trying to be green, or earth-friendly or whatever you want to call it. I mean…
most of us aren’t interested in always trying to find the eco-friendly clothes or trying to
figure out the differences between the “all natural” and the “100-percent real” juice. And
then there’s stuff. There’s all kinds of stuff we need… alright… maybe we don’t NEED
it… but – hey – everybody else has one. Why shouldn’t ?

There’s a gap between being a flower-sniffing, hemp-wearing, tree hugger… and a
regular person trying to be a bit more environmentally friendly. The Executive Director
of the Sierra Club, Carl Pope, says if you’re struggling with that gap… you’re not
alone…

“We haven’t solved the problem of linking up our values and our consumption. Most of
us consume out of habit and convenience. We don’t consume out of our deepest values.”

So… we BELIEVE that we ought to save the earth for future generations. And most of
us have a few habits that make us feel a little better about ourselves. Maybe we bring a
coffee mug to work instead of using Styrofoam cups. Or we might take the bus or the
commuter train once in a while, you know, to save the earth from our bit of car exhaust.

But the real challenge comes when we start buying stuff. You know… like groceries,
and cars, and appliances. Stuff. Joel Makower is the founder of GreenBiz-dot-com. It’s
website that bills itself as a “The Resource Center on Business, the Environment and the
Bottom Line.” He says the big impact on the environment takes place in how we spend
our money…

“I think consumers know intuitively that every time they open their wallet they cast a
vote for or against the environment. But, doing that’s a very complicated matter.”

(grocery store sound up)

It’s complicated because even if you walk into a store determined to buy only the
products that are the most environmentally friendly… you’re bombarded with conflicting
claims. Say you’re looking for trash bags. Are the bags claiming to be made of 80-
percent recycled plastic any better than the ones over here called ‘enviro-bags?’ I don’t
know. And that’s the problem. Most of the time we really don’t know which products
are the safest for the environment. And don’t even get me started on the whole paper or
plastic grocery bag question.

Joel Makower says we care, but we’re confused.

“There’s a huge gap between green concern and green consumerism. And that’s
everybody’s fault.”

Makower says companies don’t know how to market their products’ environmental
attributes and when they do try, he says, they often do it poorly or misleadingly. And
we’re afraid to try new things… not knowing if we’re being suckered into a poorly
performing product that SAYS it’s more environmentally friendly.

So, often, rather than deal with all that confusion… or instead of spending hours and
hours researching everything we buy…. we figure… “Well, it can’t be that bad; can it?”

Charles Ballard is an economist at Michigan State University. He says, really, there’s
only so much you can ask of us…

“Keep in mind that people can’t be expected to become saints just because they’re
interested in the environment.”

He says most of us see being environmentally friendly something like extra credit… or
something we do when we’re better off financially… kind of like a luxury item that we
can feel good about. Ballard says most of the time we’re more distracted by the glitz and
glamour we see on TV or read about in magazines and want just a little bit of that good
life for ourselves…

“What we have is a situation where immediate gratification, where grabbing for all the
gusto you can right now is the thing that’s driving our decisions.”

And when you’re going for the gusto… you tend to forget about the environmental cost
of your lifestyle. We buy the wrong things… and we buy too many things. We just plain
consume too much. But, then… sometimes our conscience starts eating at us… and
before you know it, we’re being a little more careful about recycling at work… or some
other little contribution to the earth’s well being.

The Sierra Club’s Carl Pope says environmentalists… or those of us who like to think of
ourselves that way… keep trying to do better…

“The American people’s values and ideals are ahead of their own habits. That’s actually
why we have religions, is because people want to be better than they are. And one of the
reasons we have an environmental movement, I think, is because Americans want to be
better than we are.”

And so… we sin in all of our consumption… and then make restitution by trying to be
better, more earth-friendly consumers. The problem is… as one writer put it… you can’t
really buy your way out of consumption. When you get right down to it…. you really
just have to buy less. That’s a tough one.

For the Great Lakes Radio Consortium, this is Lester Graham.

Hybrid Suvs Roll Into Showroom

For the past few years, people who have wanted to buy a more energy-efficient car have had to think small. That’s about to change. The floor of this year’s North American International Auto Show in Detroit offered a look at several new energy-efficient models due out later this year or within the next few years. The auto industry hasn’t sold very many of the cars carrying one type of new technology so far, but officials hope more choices will boost sales. The Great Lakes Radio Consortium’s Michael Leland has more:

Transcript

For the past few years, people who have wanted to buy a more energy-efficient car have had to
think small. That’s about to change. The floor of this year’s North American International Auto
Show in Detroit offered a look at several new energy-efficient models due out later this year or
within the next few years. The auto industry hasn’t sold very many of the cars carrying one type
of new technology so far, but officials hope more choices will boost sales. The Great Lakes
Radio Consortium’s Michael Leland has more:

At the Toyota display at this year’s auto show, a small crowd formed around the newest version
of the gasoline-electric Prius. Toyota’s sold the car since 1997, and has made it bigger for this
year. What makes this car different is it’s powered by a gasoline-electric hybrid engine. A few
months ago, Denny Jones of Toledo, Ohio ordered a new Prius. He’s still waiting for delivery, so
he drove to Detroit to sit in one at the auto show.

“First of all, I’ve had other Toyotas, so I like the quality. They’ve made improvements on this
one. There’s hatchback. On the first style you couldn’t have a hatchback. They get better
mileage than the first one. And, overall it is a larger car.”

Gasoline-electric hybrid engines have lower emissions and get better mileage than cars with
standard gasoline engines. Toyota says the Prius gets about 50-miles per gallon. But the only
hybrids on the market so far have been small cars like the Prius and the Honda Civic.

Later this year and next, larger hybrids will roll into showrooms. Honda will offer a hybrid
Accord. And Ford will sell a hybrid version of its Escape SUV. Jerry Bissi braved an afternoon
snowstorm to come to the auto show, and was checking one out.

“I prefer to have an SUV-type vehicle for driving back and forth, all-wheel drive, the weather
conditions we have today outside. So I prefer something like that rather than the car.”

There will be several hybrid SUV’s available by next year. Toyota will sell a hybrid Highlander,
and its luxury division Lexus will offer its own model.

“Ladies and gentlemen, it is my pleasure to introduce the world’s first luxury hybrid vehicle, the
Lexus RX-400-H.”

Denny Clements is a vice-president at Lexus. He says there seems to be a pent-up demand for
larger hybrids.

“Our dealers have taken a huge amount of orders just off word of mouth about Prius, I think. I
think what we have when you talk to our customers is there is a lot of very affluent people who
would like to make a statement about Middle East oil, would like to make a statement about who
they are, but they don’t want to make the sacrifices in terms of luxury amenities.”

Toyota says Americans bought about 21-thousand hybrid Priuses last year. But that’s a drop in
the bucket compared to the almost 16-million vehicles sold in the U.S. last year.

“If you added up all the hybrids that have ever been made since the beginning of time, they don’t
equal the production of one high-volume auto plant in one year.”

That’s David Cole. He heads the Center for Automotive Research. He says some people have
shied away from hybrids because they’ve only been available as small cars, and others have been
wary of the new technology. But mostly, Cole says a lot of people aren’t willing to pay more for
a hybrid.

“Where it is going to be in the future is dependant on one thing in my judgment and that is
economics. Can it be done at a cost that consumers will pay for?”

So far, Toyota, Lexus and Ford aren’t saying what their new hybrids will cost. Right now a new
hybrid Honda Civic costs about two-thousand dollars more than the most expensive gasoline
model. The federal government offers a tax deduction to hybrid-buyers to help close that gap, but
it is being phased out during the next few years. Some automakers and environmental groups say
it’s not enough anyway. They want Congress to pass a federal tax credit for people who buy
hybrids.

David Friedman is with the Union of Concerned Scientists. He says the automakers’ decision to
offer hybrid engines in more models is an opportunity for the country to become less dependant
on imported oil – if enough people can be persuaded to buy the vehicles.

“If automakers put some of their 10-to-15 billion dollars of advertising muscle behind this, and if
the government is willing to get these tax credits out there, I think we can see hybrids grow into a
significant portion of the market.”

Back at the auto show, Jerry Bissi says he’d consider buying a hybrid SUV. He says he thinks
others will too, if the price is right and they prove to be reliable.

“I think there are a lot of people sitting on the fence. They’re going to watch the first one, see
how it does. If it does prove to be good, they’ll jump on the bandwagon and be late joiners.”

Buyers might need some convincing, though. On this afternoon at the auto show, Ford’s hybrid
version of the Escape SUV drew only a few visitors compared to the crowds surrounding the
standard gasoline-engine Escape and the company’s larger Explorer SUV.

For the Great Lakes Radio Consortium, I’m Michael Leland.

Enviro Group Brings Ad Campaign to Obituaries

Environmental groups often send mailers, hold fundraisers, and organize protests to raise awareness for a cause. But a Minnesota group tried a more unusual approach. The Great Lakes Radio Consortium’s Christina Shockley reports:

Transcript

Environmental groups often send mailers, hold fundraisers, and
organize protests to raise awareness for a cause. But a Minnesota group
tried a more unusual approach. The Great Lakes Radio Consortium’s Christina Shockley reports.

Near the obituary section of the St. Paul newspaper, readers recently came
across this. Lake Patricia, age 12,830, dies after a grueling battle with
contaminated run-off. The ad in the form of a death announcement is part of
a fall campaign from the group Metro Watershed Partners. They’re hoping to
get people to rake their leaves. Ron Struss is with the University of
Minnesota extension service, and took part in the campaign. He says leaves
contain phosphorus, which causes harmful algae blooms if leaves wash into
lakes and streams. Struss says the obit hit home in the land of 10,000
lakes.

“Lakes are very dear to people in the state, and folks that have a
life-long association, and even through generations, loss of water quality
in a lake is taken as a loss of something that’s personal to them that’s
gone.”

Struss says the campaign has been successful. He says more people are
raking their leaves and telling their neighbors about the run-off problem.

For the Great Lakes Radio Consortium, I’m Christina Shockley.

Return to Sender

The fast food and beverage industries spend billions of dollars annually to create an image for their products. Great Lakes Radio Consortium commentator Suzanne Elston says that some of that money would be better spent educating the public about what to do with the leftovers:

Transcript

I was walking my dog the other day when she found a real treat right in the middle of the road. Some clown had pitched the remains of a Burger King dinner out their car window – fries, burger, napkins, and drink container – the works. And while Jessie couldn’t wait to roll around in the smashed French fries and burger bits, I was wishing I could find the rightful owner and return it.

Since I couldn’t hope to find the culprit, I decided to do the next best thing. I called the nearest Burger King restaurant and asked to speak to the manager. I told her that I had found something that belonged to her store, and asked if someone could please come and pick it up. She wondered exactly what it was, so I told her.

She said, “Just because our name’s on it, doesn’t mean that it’s our responsibility.”

I am quite sure that the employee who made that statement had no idea how profound it really was. From what I’ve seen, the vast majority of the garbage that makes its way into ditches along our roads is either fast food leftovers or beverage containers. The cheap, disposal nature of carryout packaging has made the entire fast food industry possible. The same can be said for the soft drink industry. They both benefit from the disposability of these items, and yet they appear to bear no responsibility for them.

More importantly, they don’t seem to care. And that’s what I find so interesting. The fast food and soft drink industries spend billions of dollars every year on advertising and promotion. They aren’t just selling products – they engage some of the brightest minds in advertising to help sell an image. What’s so astounding is that none of these marketing geniuses has made the connection between that carefully crafted image and what happens to it when it ends up squashed in a ditch or smeared all over the road. It strikes me that this is really bad public relations.

I understand that the very nature of fast food makes a certain amount of disposable packaging necessary. It’s also understood that it isn’t Burger King or McDonalds or Coca-Cola that’s pitching all this trash in the ditch. But the truth is that they aren’t doing much to discourage it, either. And maybe that’s the point.

The whole convenience food industry needs to work on educating the public about responsibly disposing of their packaging. Rather than packing food into bags at the drive-thru window or take-out counter, fast food restaurants should use litterbags instead. Maybe then consumers would actually think before they roll down the window and pitch.

Somewhere along the line both the fast food restaurants and the consumers have accepted the idea that a tremendous amount of garbage and littering is the price we have to pay for all that convenience. It’s time to re-visit that perception.

From here on, when I see a squashed coffee cup, a flattened Coke can or Big Mac wrapper in the street, I think I’ll be calling the advertised owners and asking them to come and pick up their stuff.

The Dawn of Smell-O-Vision

In the animal kingdom, a sense of smell is a useful tool. We can tell whether our food is fresh, our clothes are clean… and we might even choose a mate by their scent. Soon, marketers may try to attract your nose to their products. But like too much noise, too many smells may be a turn-off. Great Lakes Radio Consortium commentator Tom Dunkel doesn’t mind that he’ll miss out on this new kind of pollution:

Transcript

The nose knows more than we think it does. Studies have shown humans secrete the same chemical scents called “pheromones” that trigger things like aggression and mating in the animal kingdom. What does that mean? Well, it means that by mixing the smells of lavender and pumpkin pie, researchers in Chicago were able to sexually arouse a test group of men… a test group of, apparently, very lonely, embarrassed men. Its private industry’s job is to try and cash in on scientific discoveries. Which explains why a patent has been issued for a little device that attaches to a TV, computer, or stereo. The sole purpose of this little gizmo is to generate odors that enhance what we see and hear on our TVs, computers, and stereos. Yes…. It’s the Dawn of Smell-o-Vision! And it’s only a matter of time until it produces a new, annoying form of environmental pollution.

Someday soon grocers will be spritzing supermarket aisles with chocolate-based fumes…. fumes that fill shoppers with a heroin-like craving for Coco Puffs. Airline industry scientists will discover that the combined smell of fruitcake and varnish make passengers actually want to stand in line for hours at ticket counters. We’ll be begging for flight delays. Some future presidential candidate will get catapulted into office by winning the scratch-n’-sniff-campaign-button vote.

Fortunately, I’m going to miss out on this brave, new, environmentally manipulated world. I’m going to miss out because I’m one of about 3 million Americans who have no sense of smell. People like you…. normal people…. enjoy a symphony of 10,000 different odors. My world of smell is a one-note song: ammonia. Eye-watering, sinus-scorching ammonia…the nasal equivalent of having ears that can only hear blood-curdling screams. As handicaps go, I admit I have a minor one. Ragged men don’t stand on street corners mumbling, “Hey, buddy, can you spare a dollar for a guy who’s never smelled fresh-baked bread?” But being born without a sense of smell has very practical, very anxiety producing implications. I have left chicken pot pies baking in the oven all night long…. cooked them no, incinerated them – until a neighbor stopped by to ask if my kitchen was on fire. Likewise, I can’t tell if I’ve worn a suit two times or 20 times. Imagine sitting in a business meeting, brimming over with earth-shattering, big ideas…but convinced nobody will listen to those Big Ideas because you smell like a high school gym locker.

I long ago accepted the fact that my nose can’t distinguish a rose from road kill. But after all these years – not being able to smell has suddenly developed a bright side: No company is going to manipulate my environment. I am totally immune to Smell-o-Vision. Better yet: No matter what those wacky, test-group scientists do, I will never, ever, get sexually aroused by a piece of pumpkin pie.

Tag: advertising

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