Encorp Ruins a Great Ad Campaign


I was watching an ad on TV when I was brought up short by the content. And that led to today’s article.  What do you think?

Encorp Ruins a Great Ad Campaign

I like the Encorp ads promoting recycling. No one wants to be the victim of the nasty un-recycled juice carton.

But let me recant, I did like the ads, I used to the like the ads and then I saw one set during a family dinner time. The woman refused to serve a man from a platter of meat.  She just pulled it away. His response was to smack her on the hand. The hit was automatic and reflexive. Why would he hit her?

Why would no one at the table react to the violence? Is hitting a woman who simply pulls back a plate of meat typical behaviour, is it acceptable.

What were the advertisers thinking?

In that one move they have changed of promoting recycling to promoting violence against women.

What does this have to do with parenting? Well, maybe very little. But, I have always made the connection between violence against women and violence against children. When I got married, in 1968, there were a few jokes about my husband John being in charge, about how he would control me. And this was thought to be funny; it no longer would be tolerated.
And yet, here we are with an ad showing the hitting of a woman as typical and part of an amusing ad with a serious message.

In my newsletter on July 11, 2013 I noted that the hitting of children is still seen as a joke. If you were away on holidays and missed it, just click on the link.

Violence is not funny, is not appropriate and should not be acceptable. We know that physical punishment of children can impair the parent-child relationship. When the child, who loves the parent, sees that person as one who will also hurt him physically it’s confusing and depending on the level and amount of pain inflicted will certainly have an impact on the connection between the two.

Children who are hit by presumably caring adults are more likely to become aggressive and may continue to be aggressive into adulthood.

My point is that we talk a lot about zero tolerance to violence and yet we still can see it as a butt of jokes. If we truly want to stop physically hurting each other, we need to take the topic seriously.

Whether it’s a smack on the hand, a swat on the behind or a belt across the thighs, it’s not okay, it’s not funny and we all need to stop laughing.

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Posted in Discipline, Family Concerns, News | 3 Comments

3 Responses to Encorp Ruins a Great Ad Campaign

  1. Deborah Smart says:

    That’s not what I saw in the ad; I saw that he was trying to take from the platter, and it was the woman who pulled it away from him, and hit him on the hand that was reaching for the platter.
    Perhaps we need another look at the ad?

  2. Marilyn Legard says:

    As a grandmother of two boys, whose Father, my son, does not agree with ‘spanking’. I DID think there was some merit in ‘spanking’, but have been swayed by you to thinking it’s not a good thing. But what I did this summer when the little boy was with me was inexcusable. We were driving in the car and he was teasing me by touching things and I warned him not to touch the gear shift, I said something like “I’d clobber him” and when he put his hand there I came down hard on him with my right hand/arm…and he did sit up and take notice…that was wrong but definitely a reflex reaction.

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