I am in Teacher Heaven after reading an absolutely brilliant literary response to this quotation from H.G. Wells: "Advertising is legalized lying." This young author has been fascinated by our previous lessons on the subtleties of word-spinning, as seen in ads for products and political campaigns. He has synthesized much of our discussions in this lively, wry essay on advertising. And his essay structure outshines many high school, even college-age, writers. The only editing I did--I swear!--is to alter some misspelled words and delete one superfluous phrase. The vocabulary and information about obscure plants, etc., are all his! I provided nothing, in terms of the information he shared, except for the initial prompt by H. G. Wells.
Legal Lying
H.G
Wells once declared that advertising was simply legalized lying. In many cases,
his statement is completely true, but to understand why, we will have to take a
journey back in time to around 4000 BC, the time of the ancient Egyptians and
Greeks. In the large cities of these ancient civilizations, merchants crowded
together in marketplaces and inevitably competition arose. This competition
sparked the roots of modern ads. In an environment where people had their
choice of where to shop, instead of depending on one sole shopkeeper, the
merchants had to squabble over the stream of revenue that came into the
marketplace. As the marketplace rapidly expanded, the merchants would have to
convince shoppers to buy at their stall. Soon, shrewd shopkeepers found out how
to present their product in the most favorable way possible, namely by omitting
some important information. In this way, "Discounted Week-Old
Cabbage" was discarded in favor of "Cheap Value Cabbage."
Advertising, and its association with lying, was born. Meanwhile, in archaic
England, the first advertising had taken a slightly different path. Shops began
to hang wooden signs outside of buildings to publicize their establishments and
to clarify what they did. For example, a wooden board with a drink on it would
be a pub, or a hammer and nails would mean Carpenter, and so on, and so forth.
The great-granddaddy of the classifieds in the newspapers of today were born.
Let us fast-forward now to
the 16th century. The first paid ads are beginning to pop up in the newspapers
of the time. The most shrewd of the advertisers have realized that the public
believes that the newspapers are to be trusted and that many people read them,
so, taking advantage of the lust for money that many people possess, they paid
advertisers money in order to let their ads reach a wider audience. This was
also when people began to realize that the products in ads weren’t exactly what
they claimed to be. By the time Mark Twain rolled around, "quack"
medicines featured in "quack" magazines and paid testimonials had
already begun to crop up around the Western world. Admakers and entrepreneurs were
really little more than scammers who took advantage of the public`s gullibility
to sell products with grand names like Revalenta Arabica, which took advantage
of the obscurity of the name in order to attract customers into thinking that
it was some new scientific wonder, which was, in fact, simply dried lentil
flour with the nutritional value of ground split peas. In the face of this,
people like H.G Wells slowly began to realize the true nature of advertising.
Let us now move to the early
20th century. In the face of increasing public pressure, lawmakers began to
take steps towards limiting and restricting advertising. Before the turn of the
century, advertisers were required to state any harmful information or anything
negative associated with the product. But once again, admakers found a way
around the restrictions. At the turn of the century, we arrive at our predicament
today.
Many of you, I am certain,
have seen the fine grey print that seems to haunt the bottom of every ad site,
or heard the speed-talk at the end of commercials. This is what has become of
the efforts to stem the onset of false advertising. The truth is hidden away
nearly out of sight to the common consumer. What is happening today is like
governing mining with laws written when there was still a man shaking a pan over
a stream--if you are an adult not in prison, you can stake a claim. Companies can
comply with the law by hiding the information NEARLY out of sight, and still do
perfectly legal actions. So, at the end of this long journey, H.G Wells turned
out to be right. But all we can do for now is keep our eyes open and ears sharp
for the legal lying all around us.