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FACT OR FICTION? A
By MATT JOY
recent ruling from the Advertising Standards Association (ASA) has highlighted that some people appear to have difficulty separating real life from fiction.
This has resulted in a slap on the wrist for
Toyota and a don't do it again-style missive for its entertaining GT86 television ad. You know, the one with the cartoon-like man enthusiastically driving a not-quite-real GT86 through a CGI-heavy landscape en route to freedom from his mundane (artificial) life. Well tough, because you won't be seeing that on the telly anymore. Why? Because two people complained that the ad promoted irresponsible driving. Worse still, the ASA then sent out the 'cease and desist' notice. Two people? Is this all it takes to shut something down? Although this is a deeply concerning aspect of so-called people power, what's equally troubling is that some consumers appear unable to make the distinction between reality and fantasy. According to the report, particular attention was drawn to a sequence where the car is driven through a window, no doubt to illustrate in a symbolic and dramatic way the
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character breaking free from his dull life. Apparently this might tempt people in the real world to do the same. Taking the complaint to its logical conclusion, do people break out the quill and Basildon Bond every time they see a video driving game advertised on TV? I have no issue with such products, but the various action sequences are little different to the car ad in question, so why haven't these been banned for the same reason? Maybe the very same people flash their lights at every Volvo and xenon headlight- equipped car in the mistaken belief they're being blinded by inappropriate main beam use. However, if it's really this easy to get something banned, I'm going to round up a few friends to moan about the legion of cheesy home-related bleach, disinfectant and stain removal ads that dominate my viewing. How can anyone's kitchen be that clean?
Wait, you say, I need a proper reason? That'll never catch on.
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The Camborne / Redruth / Hayle Gazette December 2012
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