The Evolution of Advertising Standards

the 1990s were a period of significant cultural and social change, and advertising reflected this turbulent landscape. While some ads were, as they are today, “cute,” others pushed boundaries in ways that now seem unthinkable. What was once considered edgy or humorous can now be seen as offensive, insensitive, or simply out of touch. This shift reflects a growing awareness of social issues and a demand for more responsible and inclusive marketing practices.

“Mommy, you will not be here anymore” – The Cynical Side of Humor

One example of advertising that stirred controversy involved a commercial with the line, “Mommy, when I paint it next time, you won’t be here!” The ad featured a son-in-law speaking to his mother-in-law, who was offering unwanted advice on fence painting. While the intent may have been humorous, its cynical tone struck a nerve with many viewers.

The ad’s creators aimed for memorability, and in that, they succeeded. “Insolent and rude? Yes! But also functional – almost everyone remembered it.” Though, the backlash was significant. The ad was criticized for its insensitivity toward seniors, and organizations such as the Alzheimer’s Society raised concerns about its potential to cause distress.

In the U.S., ads targeting or potentially offending vulnerable groups frequently enough face intense scrutiny. The AARP, such as, actively campaigns against ageism in advertising and media. Such watchdogs can put significant pressure on corporations to pull offensive ads.

“everything was so soft” – The Allure of Simplicity

On the other end of the spectrum, some ads from the ’90s now seem quaint and innocent. One such example is an ad campaign that suggested “everything you need for a happy life is laundry fabric softener.” While some may have found it irritating at the time, today it evokes a sense of nostalgia for a simpler era.

These types of ads highlight the changing values and priorities of consumers. Today’s audiences are more likely to be drawn to ads that emphasize authenticity, sustainability, and social obligation. The idea that happiness can be bought with a bottle of fabric softener seems remarkably naive by comparison.

“Enjoy speed… to the end” – Shockvertising and Road Safety

A notably jarring example of ’90s advertising involved a public service announcement about road safety. The low-budget spot “depicted a funeral procession that disrupted another funeral group, overtakes him, throws his coffin into the prepared grave – and ‘wins’.” The ad concluded with the grim slogan: “Enjoy speed… to the end.”

While the ad’s creators “received a number of awards at festivals,” its controversial content ultimately led the contracting authority to reject it. Another organization, though, adopted the ad, recognizing its potential to shock viewers into paying attention to the dangers of reckless driving.

This type of “shockvertising” remains a controversial tactic.While it can be effective in raising awareness of crucial issues, it also risks alienating audiences and damaging a brand’s reputation. Anheuser-Busch faced criticism in 2023 for a Super Bowl ad that used graphic imagery to highlight the dangers of drunk driving, proving the line between impactful and offensive remains blurred.

Hygiene Product Advertising: A Shift in Representation

The ’90s also saw significant changes in the way hygiene products were marketed to women. “Women, accustomed to standing in the 80s and long queues for hygienic supplies, came a decade later amazing what selection of this assortment suddenly” became available. Multinational companies seized the opportunity, emphasizing “excellent absorbency and maintaining a sense of cleanliness and comfort.”

However, some advertising practices from this era have come under fire in recent years. The use of blue liquid to represent menstrual blood, for example, has been criticized as “pure alibism and stupidity” by many female organizations. This practice perpetuates the stigma surrounding menstruation and reinforces unrealistic expectations of purity and cleanliness.

Today, there’s a growing movement toward more open and honest representation of menstruation in advertising. Brands like Thinx and Always are leading the way with campaigns that challenge taboos and celebrate the diversity of women’s experiences.

Children in Advertising: Evolving Ethical Considerations

In the 1990s, regulations surrounding the use of children in advertising were less strict than they are today. One ad from 1998, “attempting to joke that rather of rogue or smoking behind the school children secretly snacks cheese,” attracted attention. While the ad may have seemed harmless at the time, it now raises questions about the exploitation of children in marketing and the potential for harmful messaging.

Another ad “was accompanied by the slogan: ‘If you have to, you have to!'” This ad was quickly deemed “morally beyond the edge” because it “urged child violence, and a small child appeared on the street unattended.” The television station that aired the advertisement received a fine.

Today, there are strict standards in place to protect children in the media. The Children’s Online Privacy Protection Act (COPPA) regulates the online collection of personal data from children under 13, and advertising guidelines prohibit the use of children in ways that are exploitative, perilous, or harmful.

The Enduring Impact of ’90s Advertising

While many advertising campaigns from the 1990s may seem outdated or offensive by today’s standards, they offer valuable insights into the evolving nature of cultural values and social norms. By examining these ads, we can gain a better understanding of how advertising reflects and shapes our society.

Of course,some argue that revisiting these ads is needless,that we should focus on the present and future of advertising instead. However, understanding the past is crucial for avoiding repeating its mistakes. By learning from the controversies and missteps of previous generations, we can create more responsible, inclusive, and effective advertising campaigns in the years to come.