Aiding in the decline of morality via commercials.

"Lying is the foundation of a certain kind of comedy" - Not so anonymous (My wife has some good ones!)

Television commercials are a staple in our society.  While there are numerous ways for companies to advertise their products and services, the iconic television commercial allows companies to reach the public at large like nothing else.  The direct targeting of the desired customer base makes this form of advertising even more attractive to the advertisers.  While it is easy to understand that companies have to constantly refresh the commercials in order to keep us interested, I have a problem with some of the decisions that are being made.

While watching a very popular children's television show with my kids, a commercial for a very popular name brand of laundry detergent aired.  The commercial started with a teenage daughter asking her mother if she had seen a certain favorite shirt.  The mother responded by saying something to the effect that the shirt was not her type.  The commercial then goes into a flashback of the mother wearing the shirt during a night out with her friends.  The mother finds the shirt (complete with stain from the night out), washes the shirt with the advertisers detergent and then replaces the shirt into her daughters closet.

There is another laundry detergent commercial that shows a father and his children eating BBQ at the dining room table.  The children express concern that thier mother will not be happy with the fathers decision to eat BBQ as the mother does not seem to approve.  As the father is eating the sandwich he spills sauce on his wifes table cloth, the children express concern that the mother will be upset again.  After explaing that he has a secret weapon, he shows the children how to clean the table cloth with the advertisers product.

Here is the problem, both of these commercials show a parent lying to someone that is supposed to be significant in their lives.  Lying, hiding the truth, covering up mistakes, and even asking children to hide things from the other parent (as in the second commercial), do nothing but show children that respect, love, and truthfulness holds no place in adult behaviour.

This type of behaviour is common place in sitcoms and movies, but how does this help sell soap?  There is another question that comes to mind when I see these and similar commercials.  If these companies are encouraging untruthfulness, how can we as consumers trust that the companies are being honest with us?  I believe the commercials they use prove to us that honesty is not important to them. They are asking us to purchase their product based on the trust that their product can perform as advertised. How does this form of advertising encourage us to believe any claims they may have?

I have not included the names of the companies involved on purpose.  I would rather have you, my reader, see for yourself. There are many more examples of innapropriate behaviour included than I care to even go over.

The companies involved should be ashamed of themselves and should not be trusted.  I cannot help but wonder what they are teaching their own children at home.

As I was explaining my objection to the commercials above my wife gave me the quote that I started this article with, she made an exceptional point.  A certain type of company, a certain type of personality, a certain type of morality, and none of them very honorable.

If you want to see the commercials here is a link to the lying mother one, I cannot seem to find the other one on youtube.

http://www.youtube.com/watch?v=CREzffQNZDg