Talkback: Good ads don't need to shock

It is clear the advertising industry has the power to get into our hearts and minds, and on our nerves.

Advertisers fighting for the consumer dollar are increasingly going to extremes to get our attention using the obscure, boorish and shocking - and often falling short of the mark.

Therefore I was pleased to observe the recent Kodak Picture Kiosk TV advertisement, which uses a polite, pint-sized boy to demonstrate the product, and doesn't resort to any of these tactics.

Advertising can be a powerful vehicle for promoting positive behaviour as well as selling a product. This one is. And yes, children copy positive as well as negative behaviour.

That's not to say the occasional slightly shocking ad doesn't hit the mark.

The Australian tourism one is a case in point. (The British Advertising Standards Authority's initial opposition to it was a bit bizarre given that the British virtually pioneered smut TV - but I digress.)

The ad is clever, edgy and spot on, mate, with actors promoting its message in a typically direct, confident Aussie manner.

Yes, slang is used in the punchline, but it doesn't labour the point (unlike the Toyota "bugger" ad). Someone there knows less is more.

Back to my original point.

With so much negative, unpleasant behaviour invading our screens, the Kodak ad is like a breath of fresh air.

It fits the criteria for a successful ad, catching the attention and seamlessly communicating the message - that the new kiosk is child's play. The cute kid's personality and polite responses to the gentleman are amusing and appealing and inject an important dimension to the ad.

In my view this is an example of the ability of an ad campaign to affect an audience for the good with positive role modelling for our younger generation, while effectively promoting a product.

From a public relations perspective this puts Kodak in a very good light, building positive brand image.

There is an aspect of social responsibility here, giving the company an opportunity to bask in the reflected glow.

Companies are being requested to show sensitivity towards the obesity epidemic with their advertising content. While you're at it, how about an assault on the manners of the nation?

* Wendy Geus is a public relations adviser.