viernes, 4 de noviembre de 2011

¿Debe la publicidad controlar los contenidos?

Estos últimos días se ha producido un fenómeno desconocido hasta ahora en España, un golpe a la telebasura del que casi todos nos hemos alegrado: muchas de las marcas que patrocinaban La Noria se han ido retirando para no financiar espectáculos tan lamentables como una entrevista pagada a la madre de un delincuente como el Cuco.

Campofrío, Puleva, Nestlé, President, Bayer y, hoy mismo, Panrico, se han sumado a este boicot al programa de Jordi González. La falta de presencia en ese programa ha sido una magnifica promoción para un público con un gusto más refinado. La imagen de estas marcas se ha beneficiado de este fenómeno, sobre todo la de las primeras que lo hicieron, ya que han tenido más eco y han sido más atrevidas.

Hasta aquí todo parece perfecto. Pero el periodista Antonio Papell hacía esta mañana en Twitter unas reflexiones que merecen la pena: "Se equivocan las empresas al pretender utilizar la publicidad como arma ideológica para la censura. La censura comercial ya ha funcionado en USA, al servicio de la reacción. Ligar publicidad a contenidos es censura. Sólo faltaría que fuese el mercado -los anunciantes- el que marcase la línea ideológica de los medios. Si aceptamos que la publicidad manda sobre la ideología, el pluralismo está perdido".

Aunque el sentido común de cualquiera con cierto nivel intelectual dice que es una barbaridad pagar 10.000 euros a la madre de un criminal para que vaya a contar cosas en televisión, ¿qué pasa si comienza a ponerse de moda esto de que las marcas patrocinen eventos o no en función de lo que consideran moralmente aceptable? ¿Nos parecería tan bien que se retirase la publicidad de un periódico, por ejemplo, por ciertas informaciones sobre el aborto o sobre la homosexualidad?

Ya hubo cierta polémica en la Internet con el patrocinio de la JMJ de Madrid. Muchos de los que no estaban de acuerdo con este acontecimiento anunciaron un boicot a las marcas que lo sufragaban.

Convertir a las marcas en jueces morales es peligroso. En principio parece que deberían atender a sus intereses comerciales a la hora de publicitarse en un espacio, estudiar si la audiencia a la que van dirigidos es apetecible y actuar en consecuencia. Pero también es lógico que las marcas no quieran que se les asocie con determinados fenómenos y el caso del otro día en La Noria parece uno de ellos.

59 comentarios:

  1. No creo que el juez hayan sido las marcas, sino los consumidores (que han ido a quejarse a las marcas).

    Francamente, me parece tergivesar el asunto.

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  2. Estoy de acuerdo con Jesús. Las marcas han reaccionado retirando su publicidad por la presión ejercida por los consumidores-clientes, no por que lo consideren moralmente censurable. No creo que a las marcas les importe lo más mínimo (en general) quién asista a un programa de TV, lo que les importa es la audiencia y sus cifras de ventas (y así debe de ser en mi opinión) pero no cabe duda que la reputación corporativa se ha puesto en entredicho y si los consumidores podemos "controlar" el patrocinio de determinados programas , bienvenida sea la censura.

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  3. ¿Son más importantes los anunciantes o el medio?

    Recordemos lo de El Corte Inglés y los medios autocensurándose para no perder anunciante o el "boicot" a las marcas que se anunciaban en la JMJ.

    Incluso podríamos poner un caso en el que un medio se anunciara en un programa/revista a favor de público homosexual... y una cantidad de personas pidieran a ese medio que se dejara de anunciar porque fuera contra sus interés morales como deja caer el post ¿Dónde está el límite?

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  4. Menuda chorrada... Esto no es sino una manipulación interesada del que desea ser financiado a costa de cualquier cosa. La publicidad en los medios SIEMPRE está asociada a los contenidos, no es censura, es simple interés. El que crea que alguna marca ha de pagar a un programa porque si, independientemente del contenido, es que no sabe lo que es la publicidad ni el marketing.

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  5. El que diga esto es que no tiene ni idea de publicidad, esto se hace ya todos los días, yo trabajo en un medio de comunicación y estoy harto de ver presiones y movimientos en la inversión en medios por " culpa " de lo que diga o no diga un periodista, y por desgracia se de lo que hablo , ya que vivo de eso , de vender publicidad a anunciantes de un periodico.

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  6. Veo bien que una empresa decida retirar la publicidad de un lugar que no está de acuerdo a la imagen que quieren dar. Veo mal que dicha marca presione al medio que tiene dicho contenido que no le gusta para que lo retire solo por el hecho de anunciarse. Lo primero es elección; lo segundo es censura. Veo lamentable que los medios se plieguen a las marcas: si nadie se plegara, las marcas tendrían que anunciarse en lo que hay. Como siempre, cuando hay muchos que ponen el culo de forma servil a los demás no les queda más remedio que hacer lo mismo.

    Ni veo La Noria, ni he visto la entrevista a esta señora, ni entiendo por qué la madre de un asesino debe ser considerada como una asesina cuando el delincuente es su hijo. No veo una persecución similar hacia las madres de los políticos del presente, pasado y futuro, y eso que sus decisiones son en muchas ocasiones criminales contra toda la población.

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