What is BADvertising
BADvertising is the act of "doctoring-up" misleading ads to create a more accurate picture. By superimposing an honest image over a dishonest ad, the truth of the matter becomes very clear.
The BADvertising images answer the question:
"What would this ad look like if it were really telling the truth?"
The act of BADvertising can be accomplished by: Physically cutting and pasting the ads
Manipulating the images on a computer screen or
Correcting the images in your own mind every time you see a deceptive or misleading ad.
While many products and their advertisers are willfully misleading the public with deliberately deceptive advertising, no deception is currently more blatant that of the tobacco industry--- and nowhere are the consequences so deadly! The BADvertising Institute is dedicated to immunizing young people against deceitful, seductive tobacco tactics by giving them the skills for recognizing the "tobacco tricks" and mentally correcting the imagery whenever they see the ads. Ultimately, in this way, every tobacco ad becomes its own counter-ad in the eye of the beholder.
当很多产品和他们的广告深思熟虑地用欺骗性的广告蓄意地误导公众时，没有一种欺骗比烟草行业更普遍地令人侧目。也别的没有地方的结果像那样地致命！ BADvertising 组织致力于让年轻人对欺诈的诱惑的烟草诡计产生免疫力，通过让他们掌握识别烟草伎俩的技能，在意识上纠正他们所看到的广告给他们的误导。
NOTE: To Advertise means to make something known to the public.
For ease of discussion, an "ad" here includes any image, item, action, concept, or gimmick used to promote, market or make us think favorably about a product or about smoking in general, regardless of the medium. This includes:
Ads on billboards and in magazines
Brand names and logos on racing cars （ CARD ） , cocktail napkins, personal accessories, and clothing
Smoking in movies and on TV;
Free cigarettes and give-aways in the bars;
So-called public service ads;
Activities by "front groups";
Gifts to schools, hospitals, arts groups, and other charities;
Partnering with otherwise respectable companies
Funding and promoting junk science;
Corporate positioning; etc.
BADvertising is Truth through contradiction
Cigarette advertisers will never tell the truth...they can't. Instead, they promise us pleasure, fun, status, and glamour, and their idyllic images are accepted as a given; they are urban wallpaper. We see them; we do not question them.
香烟广告从来没有讲真话 --- 他们不能。相反，他们许诺我们快乐、娱乐、身份、魅力，他们生动逼真的图像作为已知事物被接受。他们如市内的壁纸，我们看见他们，但我们没有怀疑他们。
"Seeing is believing," we are told, but advertisements are created and composed, they are not candid photographs of real life. Children are exposed to these false images from the cradle, but the process through which the ads come into being is not visible to the eye of a small child...or any of us! The "smooth" camel is apparently enjoying his smoke. He's real. He's out there. He's having fun. TV and movies are creating the illusion that smoking is an acceptable activity and everybody's doing it. Children have no idea who's being paid or pressured to give them these ideas. Without some kind of rude awakening, they grow up to be oblivious, complacent, addicted adults.
The BADvertising Institute is promulgating "honest" tobacco ads. They are designed to startle. It is our contention that the young consciousness needs a little shaking-up, before we can ask the simple question, "What's really going on here?" The images are a catalyst. They work.
UPDATE: When I began my BADvertising work in l986, advertising was much different. Glamorous tobacco ads filled the magazines and billboards were everywhere. Now the billboards are illegal and the number of magazine ads has diminished. Tobacco advertising hasn't gone away, however. The tobacco companies are simply side-stepping the laws. Their tactics are becoming much more subtle and covert and more difficult for the unaware to recognize. It comes in the form of smoking in the movies, brands and logos on clothing and other everyday items, sponsorship of events from ballets to tractor pulls, corporate positioning.
更新：当我从 1986 年开始我的 BADvertising 工作的时候，广告和现在有很多不同。迷人的烟草广告充满杂志，广告牌到处都是。现在那样的广告牌是违法的，广告杂志的数目也减少了。然而，烟草广告仍然没有走开。烟草公司在和法律擦边球。他们的诡计变得更加的狡猾和隐蔽，没有意识到的人要认出它们来将更加困难。它以电影抽烟的形式出现，商标或标识语印在衣服上，或每日消息，从芭蕾舞到拖拉机牵引力竞赛的赞助事件，共同定位。
Their "public service" announcements and so-called "tobacco prevention programs" telling kids not to smoke because smoking is an adult activity, naturally have the intended backlash effect. Nobody wants to be told what to do and kids want to look like adults. And the public buys into their ruse. So the tobacco companies win twice: they get more kids to start smoking and at the same time convince the public that tobacco companies are really conscientious corporate citizens, worthy of their respect.
The forms may be more subtle today, but their intent remains the same...to seduce more young people into a lifetime addiction to tobacco and thereby increase their profits.
今天他们的形式会更狡猾，但是他们的意图仍然保持一样 --- 诱使更多的年轻人终生迷上烟瘾，因此能为他们创造利润。
The BADvertising process continues to give visual form to the truth behind deceitful advertising tactics.
|Brought to you by
The BADvertising Institute
© 1995, 2000, 2005 Bonnie Vierthaler