EDUCATION AND INSPIRATION
"The final frontier is not space. It is the human imagination." Such advertisements provide inspiration.
Recent ads have contributed to my education. I now believe, for instance, that there is always hope: there is no cancer that has not been survived by someone (Cancer Treatment Centers of America). A baby's touch can reduce one's blood pressure; and smiling releases useful hormones (CIGMA. A Business of Caring).
Through a Westin Hotels ad, I know now that some travellers carry (not big, but) sophisticated equipment that translates little known languages. This is to say those who are serious about business are observing the cultural parameters of your destination.
AARP
The American Association of Retired Persons (AARP) has one that is at once informative and intriguing. In the last five years the USA government spent US$75 billion fighting drugs, yet that war on drugs is far from won. Somewhat imperceptibly, the ad gets into the high prices of drugs. This war can be won if people choose political representatives on the basis of their voting record in relation to Medicare, social security and related issues.
"BANANA AMIGO"
Most ads should expectedly be self-seeking for the corporations that finance them. This is taken as given for the purpose of this piece. The degree of credibility afforded to each ad will depend on one's particular experience(s) and bias.
The giant SHELL oil company advertises its concern for the environment vis-à-vis its international development. Given the nature of oil exploration, etc, I believe that such a win-win combination cannot easily be attained.
ELECTRICITE DE FRANCE (EDF) simulates and fast-forwards the development from scratch of a city that may be San Francisco. Electrical power is a visible aspect of that ad. At the end, the city is stamped as having FAILED in terms of environmental impact. EDF thereby advertises "POWER, WITHOUT DAMAGING THE ENVIRONMENT."
Even Chiquita, prior to its descent into bankruptcy a few years ago, had learned about the potential for organic farming. It began advertising a "BANANA AMIGO". However friendly its banana, we know that it did not save Chiquita from financial collapse.
SILENCE
Uncle Sam advertises that a young person can choose 1 of 212 jobs in the US Army. There is a tendency for such ads to glamorize the armed forces while remaining SILENT on the potential trauma and ultimate sacrifice of actual combat.
About three weeks ago, an edition of the CNN week-day program, LOU DOBBS MONEY LINE, was actually delivered from the deck of a US warship just prior to its departure to the middle-east. Dobbs interviewed three young persons, one white, one black and one of ethnic inbetweenity. His selection methodology is unknown, but two females and one male were included.
Each was asked her/his reason for joining the navy. NOT ONE said it was for defense of freedom or liberty; or for patriotism or love of the good old USA!! Not one even vaguely alluded to pursuit of a military career. Every one of the three said his/her reason for joining had to do with the money that would be provided to complete a college degree in the future. The black sailor added that subsequent to his degree, he would look forward to operating his own restaurant and catering business.
All this gives rise to a couple of queries:
FANNIE MAE
I do not want to miss another opportunity to remind us how small we are and to exhort us to stop our political cannibalism that is at once petty and insane. In the Commonwealth of Dominica in 2001 total number of households was 24,041.
Fannie Mae was originally (1938) a creature of the US Congress. In 1968 it became non-government. Between 1968 and 2002, it financed the building of homes for over 43 million American families. This is an average of one million, two hundred and sixty-four thousand, seven hundred and five (1,264,705) families, housed by one company, each year, for the past 34 years.
One ad features a married, black couple. They argue and eventually agree on taking a holiday at some resort somewhere in the Caribbean. Or so it seems. The wife suddenly informs her spouse: You know want I want?.. I want a house!!!
The ad ends with "FANNIE MAE, showing America a new way home."
Well done, Fannie Mae.
WIT AND HUMOUR
An ad in Miami says..."We buy your ugly houses." It tickled me black. I wish we had such a company locally; I would sell my grotesque house.
There is also that HOME DEPOT ad: the husband comes home and his spouse says mournfully:
"I think I broke the washing machine."
"How did you do that?"
"Sledge hammer."
It would be difficult to beat the ad by SMIRNOFF (vodka), even while it urges that you drink responsibly:
The CEO assembles his employees to celebrate the very successful year just ended. "This year", he says, "I want more time off...more flirting…more money…."
The employees look surprised, so he quickly re-assures them: "Not for me…I'm rolling in it…more money for you…!"
One smart employee whispers to his neighbour that their CEO "has certainly discovered SMIRNOFF."
BANK ADS
November 6, 2002 Federal Reserve Chairman Alan GREENSPAN announced a drop in interest rate from 1.75% to 1.25%. In 2001 alone interest had dropped eleven times. I am risking my neck to say, that the Fed's record makes our own ECCB seem dead, when it comes to tinkering with interest rates in the effort to stimulate economic activity.
Recently a drop in mortgage interest rates was publicized. The commercial banks charge between 8 and 10.5% based on one's capacity to negotiate.
There is a great deal of ads coming from the commercial banks, and some people have asked me which is "better." Here is some free advice; assuming two case scenarios.
The present value of $30,000 due at the end of 20 years at 9% discount rate is $5,353…. $150,000 less $5,353 by 9% for 20 years works out to $312,343.
This means that A's proposal is $11,318 more attractive in nominal terms than B's.
I acknowledge that my method was vetted by Dr. Allan Williams, PhD Economics, Cornell University.
CONCLUSION
Contemporary capitalism demands re-statement of an ancient adage: subject every gift-horse to rigid examination; mouth and all. Do not let ads and gifts curtail your capacity to negotiate.