Week Three: ABC Media Report

Article from: ABC Media Report
Title: The Gruen Division?
Presenter: Antony Funnell
Date: August 7, 2008

Link: http://www.abc.net.au/rn/mediareport/stories/2008/2323653.htm

This segment, broadcast on ABC radio national, involves a discussion between advertising industry professionals and ABC presenter, Antony Funnell, on the effects the TV show, The Gruen Transfer, has had on the industry. The guests talk about the interest the show has generated amoungst people looking to enter the advertising industry and also discuss whether the show has had positive or negative impact on the industry itself, in particular relation to whether or not the show has presented members of the advertising industry in a professional light.

Personally, I loved The Gruen Transfer. I found it an insightful look into the world of advertising and it definately entertained and informed me. I thought it was interesting to see the process the advertisers go through when promoting an issue, event or product and I feel I got more out of it than simply being entertained. It wasn't just about invading New Zealand or selling whale meat, it also touched on some important and controversial issues. I feel it helped the audience to understand why they feel the way the do after watching or reading a piece of advertising and I believe this is very important. Instead of producing a country of mindless drones who only buy products or support events or issues because advertising tells them too, through the expose of advertising techniques, this show has helped the general public become somewhat more advertising literate.

I also felt the the industry professionals who appeared on the show were quite honest and this allows the public to form their own opinions on the industry. I found they conducted themselves professionally and talked openly about the techniques they use, shattering (at least in my mind) the image of the heartless advertiser. All in all, I was very impressed with they show and, whether you loved it or hated it, it has obviously sparked discussion about the industry and that can only be a good thing. The more something is talked about, the more it has the opportunity to be analysed and understood.