Schultze: Chapter 11: Christian Virtue

This chapter highlights authentic communication by means of peace, justice, authenticity, and civility. On page 154, Schultze uses the example of the Michael Jordan ad campaign, writing that the goal of the campaign was to truthfully highlight Jordan's talent, instead of hyping it up to sell Jordan's image or feed his ego.


Schultze writes, "Professional communicators often sacrifice authenticity in favor of status, money, and ego (154)."


What a true statement!


It seems as if ad campaigns everywhere are using methods to sell to their audience that sacrifice their authenticity.


For example, so many magazines, movies, and TV shows use sex and sexiness to sell their product, image, or label. Print advertisements are so played up it is hard to grasp whether it is a "real-life" situation or not. Many advertisements may display very intense or dramatic scenes, none of which are applicable to most people. 


For instance, this situation used in this ad is probably not applicable or authentic to most women:

(counterfeitchic.com)

This advertisement goes against the four main principles Schultze discusses. It is not authentic, it is not promoting justice, peace, and it is not forming civility.

One ad campaign, similiar to the Michael Jordan example, strives to remain authentic, promote civility, peace and justice. This is the Dove: True Beauty campaign.

Here, the company takes real women, real stories and real situations and uses them to sell the idea that we are all created perfect and beautiful.

I think the message the True Beauty campaign is issuing is a perfect example of good advertisement. Dove does not appear to be using this angle to create a bigger ego or status, or bring a large amount of money. It appears the campaign is done with good intentions. A change I appreciate. :)

True Beauty Ad

What do you think about authentic communication in advertisements? Does it work, or is our society too focused on unreal, stretched, or dramatized images?