Monday, 5 March 2012

Banksy on 'permission-based creative commons advertising'

OK, I can see the irony here (as Banksy's work is often placed in an environment where you have no choice but to see it but maybe you can use it and amend it) however this statement, purported to be by Banksy resonates with me.

It's like another take on Seth Godin's permission marketing and it goes like this:

Banksy on advertising

"People are taking the piss out of you everyday. They butt into your life, take a cheap shot at you and then disappear. They leer at you from tall buildings and make you feel small. They make flippant comments from buses that imply you’re not sexy enough and that all the fun is happening somewhere else. They are on TV making your girlfriend feel inadequate. They have access to the most sophisticated technology the world has ever seen and they bully you with it. They are ‘The Advertisers’ and they are laughing at you. 

You, however, are forbidden to touch them. Trademarks, intellectual property rights and copyright law mean advertisers can say what they like wherever they like with total impunity.

F**k that. Any advert in a public space that gives you no choice whether you see it or not is yours. It’s yours to take, re-arrange and re-use. You can do whatever you like with it. Asking for permission is like asking to keep a rock someone just threw at your head.

You owe the companies nothing. Less than nothing, you especially don’t owe them any courtesy. They owe you. They have re-arranged the world to put themselves in front of you. They never asked for your permission, don’t even start asking for theirs”

Once you become aware of the messages from brands hitting you as you drive or walk through a town the 'noise' becomes really distracting.

You can choose to fast-forward past TV adverts, or tune to another channel as with Radio yet how do you tune out of hoardings, bus-sides, posters etc? You can't and there are laws preventing us from copying, deleting or changing  images we simply cannot avoid; even if we find them distasteful, demeaning or insulting (even even to our intelligence!).

Full disclosure: Maybe Banky's not the only slightly hypocritical one here. I work in marketing and have previously been responsible for wrapping buildings in advertising.
Maybe there are too many rules in the world already, or maybe there is a discussion to be had about ambient advertising that plays on insecurities, or that sees itself as untouchable, fits into a 2012 world.

Opted-in, personal, relevant, optional advertising that adds value to the individual has to be the end game as companies shout louder and louder for a reducing amount of attention.

1 comment:

Anonymous said...

Hey Robin

Check this out vs. your post:
The Matmi post is nearly 2 years old - same ethics and even more relevant now.
Pinterest too - see Matmi's post, an infographic:

Signing off, mind is melding, Penny