Book Reviews | Gordon Campbell | News Flashes | Scoop Features | Scoop Video | Strange & Bizarre | Search

 


Advertising is All About the Product—Yeah Right!

Advertising is All About the Product—Yeah Right!


By An Anonymous Peace Activist

Most of us are well familiar with the “Yeah Right” billboard campaign that has been used to advertise Tui Beer. We can recall such slogans as “I’ve got something in my eye”, “I’d rather have a quiet one tonight”, and “I’ve been studying all summer”.

All of these are juxtaposed against the unaltered and familiar “yeah right”. The effectiveness of the campaign has been in tapping into and exploiting the typical kiwi bloke culture, and reinforcing the image (be it real or imagined) of the independent, beer-guzzling, hard-working kiwi male who values his mates over his chick, and never shows any emotion or concern for others. Generally I quite like all this, and have found the campaign (like the product) relevant and enjoyable.

Perhaps this is why some friends and I decided to help them out with their slogans, and why we selected their particular billboards as the vehicle for some anti-war campaigning. Simply by printing large white letters and fixing them to black paper, we were able to put up slogans that, at least from a distance, resembled the real thing. Last year when the US bombed a red-cross warehouse in Afghanistan the billboard was altered to read “surgical bombing”, “yeah right”.

More recently our slogans have focused on the Iraq situation and have included: “War will bring peace”, and “Let’s go Bush”. Over the last week we have hit one particular billboard a number of times on alternate nights (it happens to be the nearest one to my house). The following day at about lunch time Tui employees have been sent out to clean up our work. Also over this same week a copycat (we choose to believe we are the originals) has been hitting it on nights when we haven’t. This means that every day for a week Tui has had to clean up this one particular billboard. By last Friday they had given up, and aborted its “yeah right” slogan, and instead put a large orange cover of the billboard that simply read “Tuiversity” (presumably a comment on the priorities of students).

Filled with disappointment at Tui for denying us a public forum (which had in fact still been drawing attention to their product), and refusing to allow their product to invoke anything other than individualised stereotypes, I temporarily branched away from our anti-war campaign to tag “Yeah Right!” alongside Tuiversity—both drawing attention to the absurdity of the Tuiversity, and also drawing attention back to the fact that Tui’s advertising spaces are not so easily defended from subversion!

*****************

For the avoidance of confusion: Scoop received the above forwarded via a third party and is unaware of the identity of the mystery Tui Billboard bandits.

© Scoop Media

 
 
 
 
 
Top Scoops Headlines

 

Valerie Morse: Key And NZ Police At G20: What A Contribution

While 200 New Zealand police officers are helping to repress protests outside of the G20 in Brisbane this week, John Key has been inside pushing the interests of giant multinational corporations to fast track the World Trade Organization (WTO) ... More>>

ALSO:

Gabriela Coutiño: Ayotzinapa Caravan Meets With EZLN In Oventic

In their visit to Zapatista Territory, parents of the 43 students disappeared from Ayotzinapa Guerrero, agreed with the Zapatista National Liberation Army (EZLN), to articulate a national grassroots movement that would question forced disappearances ... More>>

Ramzy Baroud: Talk Of A Third Intifada: Where To From Here, Palestine?

When a journalist tries to do a historian’s job, the outcome can be quite interesting. Using history as a side note in a brief news report or political analysis oftentimes does more harm than good. More>>

ALSO:

David Swanson: Who Says Ferguson Can't End Well

Just as a police officer in a heightened state of panic surrounded by the comfort of impunity will shoot an innocent person, the Governor of Missouri has declared a state of emergency preemptively, thus justifying violence in response to something ... More>>

Melanie Duval-Smith: Homeless Is Where The Heart Is

So, you are not allowed to feed the homeless on the streets of Florida. Last week, a 90 year old man and two Christian ministers were arrested for doing just that. I can hear the cries of the right wingers from here. “Not in our back yard”, ... More>>

John Chuckman: What We Truly Learned From the Great War and the Absurdity of Remembrance Day

No matter what high-blown claims the politicians make each year on Remembrance Day, The Great War was essentially a fight between two branches of a single royal family over the balance of power on the continent of Europe, British foreign policy holding ... More>>

Redress Information: A European Call To Suspend EU-Israel Association Agreement

More than 300 political parties, trade unions and campaign groups have called on the European Union to suspend its “association agreement” with Israel. The agreement, which came into force in 2000, facilitates largely unrestricted trade with Israel ... More>>

Ramzy Baroud: The Age Of TV Jokers: Arab Media On The Brink

As I was finalizing my research for this article, I found myself browsing through a heap of hilarious videos by mostly Egyptian TV show hosts Tawfiq Okasha and Amr Adeeb. More>>

Get More From Scoop

 
 
 
 
 
 
 
Top Scoops
Search Scoop  
 
 
Powered by Vodafone
NZ independent news