Unfortunately this week I had the opportunity of listening to commercial radio whilst at work. I think it was the regional station Essex FM, which is part of the MixNetwork, the ITV equivalent of radio. I was (don't want to sound too dramatic) offended by one of the adverts broadcast as I thought it was irresponsible. The product advertised was Comfort fabric conditioner; it was concerned with promoting a new stronger concentrate version of the product.
Whilst I am indifferent toward the product, what I take issue with is that when highlighting the benefits of the new product. In particular that the new products packaging is smaller and therefore better for the enviroment. The adverts traditional style voice over changed to what I can only describe as a mochery of a hippy. What is offensive is that irresponsibe advertising like this enforces the stereotype that enviromental issues are only of concern to (hate to use the term) hippy types. This suggestions/stigma needs to be eradicated and the general public need to be reassured and encouraged that enviromental issues are of everybody's concern regardless of ideological stance.
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