Insulting Ads and Offensive Tabloids
Every unsolicited advertisment you see conveys an unsubtle message about what the advertiser thinks of you. This is especially true of the ads you get on the Web, since (unless you go to a lot of trouble to subvert it) there is software analyzing every keystroke and/or click of your mouse to determine what appeals might be effective on your subconscious. But (with some effort) you can block almost all advertising from your Web browser. The same cannot be said of broadcast media like TV and radio, which have to draw their inferences from which programming you are watching/listening to on which channel. I for one find it impossible to endure the ads that come with any sort of “action” movie or series, since they more or less explicitly declare the advertisers’ belief that I am a testosterone-drenched teenaged male moron. “Chick flics” are no better, as their ads scream, “You are a gullible and insecure woman, worried exclusively about your age, looks and popularity,” or, sometimes, “You will send money to anyone who shows a picture of a sad puppy.” Fortunately, I have a video recorder that allows me to fast forward over these insults.
Unfortunately, I have to buy food; and at least some of the time I have to shop in supermarkets. There I am trapped in checkout lines where I cannot avoid looking at the crassest tabloid garbage unless I close my eyes and try to navigate by touch alone — which entails its own hazards in that context.
Before starting this Rant, for once I bothered to check with Google to see what other people might have written on the subject. I was horrified to discover that most of the Web-accessible opinion on supermarket tabloids seems to accept the notion that they are harmless expressions of Western cultural tradition and/or useful sources of information that would otherwise be suppressed. (Yes, I enjoyed Men in Black too, but I didn’t take it seriously!)
I disagree. I think supermarket tabloids are the most profoundly insulting abuse in the entire arsenal of advertising insults. And I consider supermarkets that respect the “tradition” of shoving them in my face in unavoidable checkout lines to be unworthy of my business.
Surely I am not alone in this reaction. Surely there are enough others who feel as strongly as I do that we could mount a class action against all supermarkets for defamation of our cultural character. Surely…
Are you with me?