Reflections By Dr. Richard Reed

January 2, 2008

Every major corporation and business in America uses advertising to entice us to purchase their products. Through the use of television, radio, and print media, advertising firms develop concepts they hope will make you patronize their business. It has been my observation that every business receives mixed results to their advertising programs. There are times when the advertising is cute, clever, and you feel good about using a product. There are other advertising programs that fall below standards of good advertising, let alone good taste.

One of the companies that I feel is letting their current advertising campaign fall not only below standards of good advertising, but also civility, is Burger King. Their latest advertising program, “Freak Out,” portrays customers coming into Burger King and discovering the Whopper is no longer on the menu. I don’t have a problem with the advertising concept, but I do with the language. I was disappointed to hear swear words and the word “freak’in” used the same way the “F” word is generally spoken. It is disappointing that a fast-food restaurant, that wants families and children to patronize their products, would lower their standards to this level.

We are subjected to advertising every time we open printed media, watch television, or listen to the radio. There is so much advertising in our lives that it is easy to “tune out” the jingles and throw away the advertising circulars without a second thought. Advertising product may be part of our lives and culture, but that doesn’t mean, “anything goes.” Since the Burger King ads are being shown on television and aired on the radio, someone in leadership thought these ads were a good idea. I wish they would take another look.

Advertising standards have changed dramatically over the past thirty years. Many products that were once considered “taboo” in public advertising are now advertised every day. There are some products that could disappear from public advertising that few people would probably miss. For me, it is generally not the products that are bothersome, but they way they are advertised. This is not a case of being prudish or old-fashioned, but a desire to see good manners and civility present in advertising. I don’t know about you, but I am tired of watching and reading ads that demean people and cultures, that utilize swearing or degrading language, or require sexual innuendo to sell a product.

For Burger King, I am not disappointed about the advertising concept, but I am disappointed they lowered their standards of civility and language. I am disappointed that Burger King believes the use of profanity and implied profanity to sell a burger seems acceptable. I am disappointed that the use of such language promoting a restaurant where children are enticed to eat doesn’t seem to bother people. Sorry Burger King, you aren’t serving it my way.

I wanted to email Burger King about my concerns, but according to their website, they don’t accept email communication from the public. I am still letting Burger King know my thoughts by sending a letter, and I know my letter probably won’t change one thing in the way they choose to advertise, but it does make a difference to me. My response makes a difference in how I feel, but more importantly, my response says something about the way I understand my faith and how I understand social responsibility.

Faith is not just about what you believe, but how that faith impacts the decisions you make each day. When you watch or listen to advertising that you feel falls below levels of civility and good manners, perhaps you should let the company know. It may not make a difference to the CEO , but it should make a difference to you. Keep the faith, and let the world know that the presence of the living Christ in your heart makes a difference in how you live. See you at Wendy’s!

Grace and Peace,

Pastor Richard