Many people must wonder how children would interpret the message contained in an advertisement running on current television.
This advertisement depicts a couple contemplating buying a lounge. They want the bigger unit, but they can only afford the smaller one. The man switches the price tags - and the impression is given that he succeeds in swindling the store by buying the dearer item at the cheaper price.
Of course, to the adult mind this is pure humour. It depicts a farcial situation that would be unlikely to happen in the real world and it is intended to draw attention to an offer a store is making - to upgrade sales items at no extra cost.
But to a child's mind this seems to give approval to something akin to shoplifting. An attempt is being made to trick the store staff and reward the buyer with an item that - while paid for - is not at the required price level.
There is obvious difficulty in balancing advertising content to catch the interest of viewers but not deliver a message that can be misinterpreted by young minds.
Switching the bigger chocolate bar to the display with the lower price could be the start of a shoplifting trend if this advertisement was taken seriously by juvenile viewers.
Those that design advertising should think long and hard at the message content they are delivering !
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