Anuncios combativos.
Author | Rigual, Luis R. |
Position | Campa |
En lo que llama una busqueda para restaurar los valores humanos, la Editorial Perfil, de Argentina, espera mejorar al país mediante el poder de la publicidad. La empresa, radicada en Buenos Aires, y varias agencias publicitarias de la ciudad, entre ellas Young and Rubicam y Lautrec Nazca Saatchi & Saatchi, crearon una campaña para alertar a los ciudadanos sobre los crecientes problemas de la violencia, la corrupción, el maltrato a los niños, el sistema judicial y los derechos humanos.
"Lanzamos esta campaña con el objeto de despertar la conciencia sobre diferentes males que aquejan a la sociedad", dice Joe Company, director de mercadeo de la Editorial Perfil. "Diversos aspectos de la vida cotidiana que, creemos, deben ser corregidos para recobrar los valores tradicionales que se han perdido parcialmente".
La campaña no es glamorosa pero sí directa. Un anuncio consiste sencillamente en una página negra con la frase: "Qué paradoja, ¿no? La violencia es igual a la justicia. Ciega". Otro es una fotografía donde se unen un chupete y una pera de boxeador, y debajo una frase que dice: "Si queremos un futuro sin violencia, empecemos por no enseñarla". La campaña impresa salió en diciembre de 1997 en las ocho revistas de...
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