The Wisconsin ad agency Laughlin Constable launched a
national campaign that depicts
this controversial advertisement. The message above was considered offensive by
many because it states quite boldly, in a marge font, that certain stereotypes
of people deserve to die. "The tattooed deserve to
die, hipsters deserve to die, cat lovers deserve to die", are
just some of the stereotyped people they used.A while afterwards, details were added to the ad and additional information was shown in order to clear misunderstandings and show that audiences can quite often jump to conclusions without really knowing what an ad can be about. The detail, written in a much smaller font, added that those particular people deserve to die if they have lung cancer. It continues by saying that "if you have lung cancer you did something to deserve it. This sounds absurd, but it's true. Lung cancer doesn't discriminate and neither should you. Help put an end to the stigma and the disease at NoOneDeservesToDie.org."
This compelling message that ends the ad really points a finger at those who are unaware of the association they make in their minds by thinking that people with lung cancer smoke too much, or do things to harm themselves. That is obviously not always the case. The people at Laughlin Constable knew this would enrage people, because they pretend not to follow the stigma, until it is pointed out that chances are they firmly believe it. They just won't come out and say it. Rather, they will let it influence the way they think and act towards others in society.
The reason this ad does so well is because it shocks its audiences. The people behind the ad know how the human mind works around conformity and what is considered to be acceptable or not. By making a bold statement and making audiences believe that it is what the campaign was supporting, it made audiences realize, after the reveal with the extra information, of how hypocritical they can be in their own thinking.
I believe it is important to understand how people's way of making meaning work, not only in the positive way of them putting two and two together, but also in the negative way. With this thought process, a positive outcome can be the result. In ads, it's important to not only make people feel smart by making social references to movies and popular thought, but also to point out flaws in human thinking, to shock, and to unnerve. That is how you get people's attention these days.
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