August 23rd, 2002

Advertising Legalized Lying? Critics Feel New Style of Advertising Dishonest

By Peter Jennings
ABC News

LIZ CHO, ABC NEWS

H.G. Wells once said that advertising is just legalized lying, and some people claim a new sales technique is a prime example. Companies that can’t lure you with blaring TV commercials, billboards, and magazine ads, are hoping you listen to some friendly personal advice. So beware of talking to strangers. Peter Jennings explains.

PETER JENNINGS, ABC NEWS

(Voice Over) In New York City’s Times Square, even if you are not buying, everyone is selling. Everyone. Sony Ericsson is selling cell phones here. There’s a billboard. There’s a taxi. And there’s Tom and Heather. Heather Lane, she’s an actress, and a salesperson.

HEATHER LANE, SALESPERSON

I wouldn’t call it a salesperson. I just think it’s more just promoting the new phone.

PETER JENNINGS

(Voice Over) The new phone with a digital camera attachment that takes pictures. But Tom and Heather are posing as tourists.

TOM SELLWOOD, SALESPERSON

Excuse me, sir, would you take my picture with my girlfriend?

PETER JENNINGS

(Voice Over) The concept is called viral marketing. We think the word comes from virus, as in something that spreads. Companies are finding it difficult these days to reach consumers with conventional advertising, so a few, like Sony Ericsson, are hiring young actors to pitch the product directly to the public.

JOHN MARON,

DIRECTOR OF MARKETING, SONY ERICSSON

No, we’re not really trying to sell anything. We’re just showing a new product in a very cool product demonstration way.

TOM SELLWOOD

And press that button.

PETER JENNINGS

(Voice Over) We talked to some of the people Sony Ericsson was not really trying to sell. They were all surprised.

MALE FIVE, PASSERBY

It was a little deceiving, but I guess it’s, it’s a good way to get your point across.

TOM SELLWOOD

Ah, this is so sweet, man. Check it out.

MALE SIX, PASSERBY

You damn sure got us good, know what I mean? And I’m, it’s hard to fool me, but you got me there.

GARY RUSKIN,

EXECUTIVE DIRECTOR, COMMERCIAL ALERT

It’s deceptive. People think that these are tourists, but, really, they are corporate shills. But, it’s absolutely unethical to deceive people like this. In, in addition, it’s taking advantage of the kindness of strangers, and that’s pretty low.

PETER JENNINGS

(Voice Over) Sony Ericsson defends the strategy.

JOHN MARON

If pressed, will they identify themselves? Of course they will.

PETER JENNINGS

(Voice Over) This man had no problem with it.

MALE SEVEN, PASSERBY

If they convince anybody, then it’s fair.

PETER JENNINGS

(Voice Over) And he promptly went back for more.

TOM SELLWOOD

The point is . . .

PETER JENNINGS

(Voice Over) Oh, yes, the point. The point is the pitch. And Tom went right back to work not trying to sell anything at all.

LIZ CHO

I agree, it is taking advantage of the kindness of strangers.

DEREK MCGINTY, ABC NEWS

I don’t know. I always think that sort of the American way, you know, we, in terms of we will do whatever we can to sell you, and we will sell you anything. That’s sort of business in this country.

LIZ CHO

Let us know what you think. E-mail us. Is it fair or not?

DEREK MCGINTY

That’s the news for this half-hour.

LIZ CHO

Coming up, more news from ABC.

commercial break

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