Walk the Line

     A lot of brands struggle when it comes to communicating potentially offensive content in a campaign. On one hand, aggressive text and pictures grab the attention of the audience and can present a truly powerful message. On the other hand, a fine line exists in the advertising world between what is acceptably bold and what is blatantly distasteful. The real question is how do brands walk this line?

     Reporters Without Borders is one brand forced to address this issue in all of its campaigns. In many of its advertisements, the organization attempts to convey the seriousness of its message with blunt and shocking pictures and/or words. The following are two images from the organization that were created to stress the mistreatment of journalists in certain areas of the world:

"INK SHOULD FLOW WHEN BLOOD FLOWS."

"Some countries treat journalists like you treat a pen."

     In both of these advertisements, a message about the violence and mistreatment of journalists is expressed to the audience. The first image, however, could be considered distasteful or even horrific because it actually shows a dead body. The result of seeing an ad like this is far from pleasant… but does that make it less effective? The second image is clever in how it puts a new spin on the pen as a symbol of journalism. Instead of representing the power of the written word, however, it is strategically positioned in the role of an abused and gnarled journalist. The experience with this ad is certainly less repulsive… but does that make it better?

     To be completely honest, the Ink Flows ad made my stomach wrench when I saw it, and I immediately began thinking it was unnecessary. While viewing the Pen ad, I was more attuned to how it conveyed the same message but allowed the actual violence to be left to the imagination. Even if I don’t like to admit it, however, my negative reaction to the Ink Flows ad is a more powerful memory than my appreciation of the Pen ad. In the end, I liked the Pen ad more, but cannot be sure it was more effective from the brand’s point of view. Undoubtedly, the line for appropriateness in advertising can seriously affect how a brand is remembered by their audience, and organizations need to choose wisely which side of the line they walk on.

(Then again, Reporters Without Borders kind of straddled the line by creating both of these ads…)