An Advert Rant.

Adverts: Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering, although political and ideological advertising is also common.

So, it is #rantyfriday and if you read my blog you know I often like a good rant, and sometimes that rant is about so called ‘parenting manuals!’ My dad once bought a manual to help him when I was a ‘difficult’ teenager. I don’t remember what it was called or exactly what was written in it but I do remember laughing out loud when I snuck into my parents bedroom to read it, thinking that the author clearly wasn’t a teenager as they didn’t get them at all! Maybe it was there that my dislike of parenting manuals began, who knows, but recently this irritation has spread to parenting adverts….

I was watching an advert for a popular squash brand this week and was infuriated by the tag line, ‘It’s great to be a dad, even better to be a friend.’ It is such a sweeping statement and I despair of parents who try and be their children’s friends; I’m of the firm opinion that you should be their parent! You, and they, probably have enough friends (I hope!) in your lives anyway. Parenting isn’t about being friends with your child, they are not supposed to like you, they are supposed to respect you and look up to you. Parenting is far more complex than friendship, and whilst I’m friendly with my children, I wouldn’t dream of actually being their friend. How would that help them? I’m supposed to discipline them, teach them the difference between right and wrong, nurture their talents and develop their personalities. I am not the one who should be having their first fag with them behind the bike sheds. Or be the first to hear about them losing their virginity. *shudders* I’m all for having a close,honest relationship with my children, but if they ask for my advice, the advice they will get is that from a mother, not a mate.

After watching that advert I then got a bit obsessed with analysing others. Nappies for example; ‘All your baby needs to wake up happy is your love and a dry bottom.’ What a load of sodding rubbish! I love my baby endlessly, and he always has a nice, clean and dry bottom, but does he always wake up happy, does he heck! I, for that matter, am loved and always have a nice, clean and dry bottom and I wake up in a foul mood almost daily.

And don’t even get me started on sanitary towels and, ‘Have a happy period.’ That was clearly written by a man. Why oh why would I or any other woman ever have a happy period? How could being bloated, tearful, irritated with everyone and everything, in pain, spotty and miserable as sin EVER be a happy experience. If a sanitary towel actually possessed magical powers and could make me have a happy period then I’d buy them in truck loads. Seriously, someone needs to invent that!

My point to this rant (albeit somewhat disguised!) is that parenting and life can be hard, and so many written words compound that. Books, magazine articles, adverts…if we read and believe them all we would go insane and never know what to do. Surely our instincts can tell us that if a child has a dirty nappy they will probably be unhappy. (and, for that matter, that we are never going to have the all elusive ‘happy period’)

My mum sent me this article in the newspaper this week (yes it was from the Daily Fail but still, I read it!)

In the article it says that 46% of Grandmothers listened to their own instincts. And the others shockingly took advice from Mothercare or Marks & Spencer. Can you imagine their advert, ‘This isn’t just any baby…this is a baby with the peachiest, smoothest skin. A baby whose cries sound like sweet music!’ Bleurch, you get the picture. Are these companies really that influential, do people actually listen to the words in their adverts? Are some men out there now changing their complete parenting style to be their son’s mates even though it could be going against every instinct they have?

The article ends with the sentence, ‘We think it’s important for mothers to be encouraged to discover their own inner instincts – something books can overlook!’

COULD NOT AGREE MORE. And now I think this not just about books, but hugely influential advertising as well. What do you think?