I read
this article. It’s about the scare tactics and emotional poking at wounds that occurs in advertising fertility clinics. The author states that advertising is designed to be emotive, that is advertising’s purpose after all. To emote and therefore drive action. We all know this. But questions is it okay to use emotions in such an emotional area?
The author references a fertility clinic who has created a television ad around a women delivery a baby. The clinic felt that it may offend some people because it depicted the ‘messiness of birth’. The author said that to her “the offensive element was using footage of a tearful, emotional mother to pluck at the heart strings of would-be clients in the hope that it would tip them towards trying for a baby”.
There is an ad that was {might still be} on radio in Brisbane. It was always on during peak hour when I was trapped in the car. It was for a fertility clinic and it was a psst, we’re pregnant, oh my, thank you that place. Results, results, wish you were me, etc etc type ad. No overly offensive but some days it would catch me off guard and I would cry.
In. The. CAR.
Now THAT can’t be good for business. On those days I hated them. I hated them and the cheery radio voice. I hated the traffic and the radio station. Not once did I consider using their services. I knew they were manipulating me. And I resented them for it. It made them appear calculating and cold to me. Like they didn’t get what people go through at all. Not the sort of thing you are looking for in a fertility clinic.
I’d been quietly feeling this for a while. This is an issue that pushes ALL my buttons. But would I feel the same way if I had had a baby quickly and without ever having to consider alternative options. I don’t know. I like to think that I would still find these ads offensive. I’d like to think I’d care.
I hate the accident road death and party fight ads. I can’t help but think, what if I’d lost my partner, brother, father {insert other significant person here} in a car accident or violent incident? Do I really need to see this pop up during prime time TV to mess with my head and wreck my night. Will that assist more people than it impacts badly?
For me, I hate ads of this type. I resent them. I’ve never once driven slower because I saw an ad that said I should. I drive slow in built up areas because it’s the right thing to do. I will choose a fertility clinic based on personal references and gut feeling. So it doesn’t make sense to me.
Maybe this isn’t the case for everyone. Because if these ads don’t work, why would they use them? So tell me your thoughts. I’d love to hear your point of view on this. Tell me. I’m interested.
Suger 
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