MAR­KET­ING CRI­TIQUE

Passage Maker - - Crosstalk -

For many months I’ve seen an ad by Swit­lik that I as­sumed would be cor­rected by now. It de­picts an aban­don ship sit­u­a­tion with flames in the cabin window and peo­ple board­ing the life raft. It’s neg­li­gent ad­ver­tis­ing in that emer­gency sit­u­a­tion be­cause only the kid is wear­ing a PFD.

Along that line I am also dis­tressed at the num­ber of other ads I see in boat­ing mag­a­zines that dis­re­gard good safety sense. That is mostly boats at high speed with un­se­cured peo­ple on open ar­eas with­out PFDs. I know they are try­ing to show how fun boat­ing can be, but they also should show some re­spon­si­bil­ity. I know I am a grump but I have vented now. —Bruce Evertz

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