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NZ advertising rules

19 January, 2009 Leave a comment

Rule #1: Shout. Always. If you think you’re shouting loudly, you’re not. Shout louder. It’s like british people who can’t speak a local language when they’re oversease. When in doubt, shout slower and louder.

Rule #2: Create a banal slogan (preferably with a terrible gag in it) to go with the company name and the special offer. Then shout it.

Rule #3: If at all possible, get the owner of the company to do the ad. There are more personal endorsements on air here than when Viktor Kiam and Richard Branson were doing their worst.

Rule #4: Remember that there appears to be no regulation of taste and decency whatsoever. 10am on a Sunday morning and you will hear an ad for “Make her happy, make yourself happy. Get over that embarrassing erectile disfunction with…” on their equivalent of talksport. And of course there’s the ad for “Christchurch’s most discerning gentleman’s club.”

Rule #4a: This can be extended to the sensibilities of the inhabitants, who won’t think twice about putting rather unfortunate messages side by side. To amusing effect, though, it has to be said. See here.

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