Finweek English Edition - - ADVERTISING & MARKETING -

“For my birth­day, I bought my fa­ther a MercedesBenz,” says a rather smug but seedy look­ing young­ster in an ad for the AAA School of Ad­ver­tis­ing. Suck­ing on a cig­a­rette, he adds: “Get good at words. word Make big m money.”

The T ad in­dus­try is des­per­ately short shor of up-and-com­ing copy­writ­ers, a de­fi­ciency that this ad is clearly try­ing to ad­dress. But will it help? help

Lynn L Made­ley, CEO of Havas South­ern Africa, Afri doesn’t think so. The ad is “mis­lead­ing, in­ap­pro­pri­ate inap and in­sult­ing,” she says. “It projects a com­pletely co false re­al­ity. If you en­ter a pro­fes­sion solely solel for mone­tary profit, you are des­tined for fail­ure. Em­ploy­ing peo­ple is not based on whether they want to be rich, but on their pas­sion, tal­ent and will­ing­ness to work hard.”

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