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Is it a Sin to Advertise Religion?

5/21/2023

2 Comments

 
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by David Hagenbuch - professor of marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

In casual interpersonal conversation, two topics have long been taboo: politics and religion.  By contrast, in advertising, politics are usually fair game, but religion has largely remained off-limits, until now.   So, have two widely broadcast religion-related campaigns changed an age-old mass communication commandment? 
 
By now, most people have driven by billboards or viewed videos online for “He Gets Us,” the omnipresent ad campaign aimed at changing people’s perceptions of Jesus.  The campaign even aired ads during last February’s Super Bowl.
 
More recently, another campaign, which represents religion for some but with a very different objective, also has been broadcast in national media: #StandUpToJewishHate aims to stop antisemitism.  The need for such an initiative stems in part from the sobering statistic that the American Jewish community represents just 2.4% of the U.S. population, but Jews are victims in 55% of the country’s religious hate crimes.

Given my past and present advertising-related roles, people sometimes ask my opinion about ads, and because I teach at a Christian University, my views on marketing that involves religion has some extra appeal.
 
However, as much as I enjoy sharing my thoughts, I really appreciate hearing others’ perspectives, from which I always learn.  So, in the current case of these two high-profile campaigns, I reached out to a few wise friends and asked for their insights on the ads.
 
One person is a Christian church pastor; the others are Jewish – a software project manager and an executive coach.  For the sake of brevity but at the risk of some awkward acronyms, I’ll refer to these kind contributors anonymously as CCP, JSPM, and JEC, respectively.  Here are their reflections on the ads.
 
He Gets Us
 
In light of ongoing critiques of Christians and Christianity, CCP admitted having mixed feelings about the He Gets Us ads.  Still, he was grateful for the campaign’s positive portrayal of Jesus.
 
JSPM and JEC also appreciated the ads.  JSPM was particularly impressed by the campaign’s inclusivity, emphasized through third person plural language.  He reflected, “Our world could certainly use more ‘us’ than ‘them’ . . . When we allow people to dehumanize others, bad things happen.”
 
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Likewise, JEC was very impressed by the He Gets Us ads, which he found to be “incredibly open-minded” as they presented an accurate picture of Jesus, who was not close-minded.
 
Notwithstanding these positive attributes, CCP posed an important bottom-line question about the ads:  Are they effective?  More specifically, he wondered:
 
“The ads’ portrayals of Jesus highlight his love and grace, but do they clearly communicate to their audience who He is?  Also, are those short dramatic snippets enough to cause someone to explore more about Jesus?”
 
Furthermore, knowing that purchasing national media isn’t cheap, and a 30-second Super Bowl spot can cost as much as $7 million, CCP asked the very reasonable question of whether taking practical actions would be more meaningful than words:
 
“While our Christian witness is important, do television ads or addressing the needs of people who are hurting provide a better representation to our world of who Jesus is and what He and his followers value?”
 
Still, CCP remained circumspect, “Maybe the fact we’re having this discussion is proof the ads are accomplishing their purpose.”  He’s right:  This kind of general image/brand-building is very difficult to quantify, and so much free press is likely helping, at least to some extent, to offset the costs.
 
#StandUpToJewishHate
 
As mentioned above, JSPM denounced dehumanizing actions and the acrimony that often underlies them.  He added, “The abundance of hate in our society is crowding out love and is dangerous on many levels.”  The hateful words and actions the #StandUp campaign seeks to discourage exemplify some of the more advanced forms of that abuse.
 
JSPM appreciated how each campaign, though very different in their focus, aimed to replace the prevailing narrative with a better one, i.e., Jesus was about loving others, and it’s wrong to radiate hate.

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JEC supported the #StandUp ads’ goal of combatting hate and protecting people.  He also fittingly differentiated the two campaigns, pointing out that while He Gets Us focuses squarely on Jesus and highlights specific spiritual disciplines He demonstrated like self-control, unconditional love, and hospitableness, #StandUp makes no mention of a deity or reference to specific tenets of faith.
 
In addition, JEC raised two good questions:
  • How should the funding sources for both campaigns affect the ways their respective ads are interpreted?
  • Do the #StandUp spots really represent religious advertising?
                                                                                            
Admittedly, the second question surprised me as it challenged the fundamental framing of this piece and the logic:  ‘Because the #StandUp campaign encourages rejection of acrimony aimed at Jews, and because Judaism is a religion, the ads are religious advertising.’
 
However, JEC reminded me that not all Jews consider themselves as adherents to Judaism, i.e., Jewish religion.  For some, being Jewish is about cultural/and or ethnic identification, not necessarily religious beliefs and practice.  So, although antisemitism may involve religious bigotry, it’s more broadly discrimination against specific people who are identifiable outside of their theological beliefs.
 
JEC’s analyses of the campaigns were also a good reminder that people, including me, see ads through the lens of their own worldviews and experiences, which can lead to very different interpretations of the commercial content.  Those potential discrepancies are why it behooves those creating ads to step outside themselves and truly try to understand others’ perceptions.
 
The three interviewees provided some excellent analysis of the two specific campaigns, but what about the general idea of religion using paid-for mass communication?  Is it right for religious organizations to advertise?
 
Considering this question, JSPM and JEC both pointed to the First Amendment’s protection of free speech.  Outside of hate speech and a few specific requirements like truthfulness, individuals and organizations of all kinds do have great liberty to publicly disseminate information and to attempt to persuade people to believe and act in certain ways.
 
Still, the messages of religion-related ads cut deeper than most, which means religious organizations should strive to:
  • Promote in proper situations:  Ensure that ads appear at appropriate times and in appropriate places.
  • Be inclusive:  Use language that’s welcoming rather than exclusionary.
  • Seek common ground:  Emphasize points of agreement.
  • Avoid offending:  Don’t disparage others’ beliefs.
  • Be compassionate:  Understand the difficult challenges that many people face each day.
 
Not surprisingly, these are many of the same principles that the three contributors to this piece have identified and implied.  Furthermore, following these principles doesn’t mean abandoning the tenets of one’s faith; rather the principles suggest not leading with antagonism.
 
It’s also helpful to recognize that most religious organizations’ advertising does routinely uphold these principles.  These organizations are not necessarily using national television campaigns like the ones discussed above but rather promotional tactics like these:
  • A synagogue buys newspaper space to advertise an annual flea market fundraiser.
  • A church runs radio spots to promote its Christmas-themed musical.
  • A new mosque uses outdoor signage to announce its opening.
 
This kind of religious advertising commonly accomplishes the organizations’ objectives and upholds values that virtually everyone understands, like decency, fairness, honesty, respect, and responsibility.
 
There are examples of good and evil mass communication in every sector.  Religious advertising isn’t always pious, but when done in the right ways, it radiates “Mindful Marketing.”
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The Pros and Cons of Artificial Influencers

5/7/2023

2 Comments

 
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by David Hagenbuch - professor of marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

Who would you ask for an important restaurant recommendation?  You might turn to someone who knows the local area well, eats out frequently, or has discerning taste.  What about asking someone who’s never been to a restaurant or ever eaten food?  That seems like a silly suggestion, but with companies increasingly offering advice through artificial endorsers, the notion of consulting a ‘tech expert’ has taken on a whole new meaning.
 
I recently received an email from OpenTable in which the well-known reservation app announced an innovative partnership with the suddenly famous AI bot ChatGPT:
 
“We’re collaborating with the internet’s favorite chatbot to make finding the perfect table as easy as texting your best friend.  Soon you can ask ChatGPT for restaurant recommendations for the perfect family brunch spot, a lively rooftop for a big group, or a romantic table for 2, and you’ll received recommendations with a direct link to book in seconds.”
 
It’s an intriguing proposition – asking a chatbot that doesn’t have tastebuds or emotions, let alone a significant other, to suggest a restaurant for a romantic dinner.
 
Virtual beings aren’t just recommending what to eat; they’re also suggesting what to wear.  The 170-year-old jeans maker Levi’s recently grabbed headlines when it announced plans to increase diversity in its advertising by employing AI clothing models.     
 
But wait, there’s more!  Marketing technology guru Shelly Palmer has compiled a list of companies using virtual influencers to build their brands, which includes many notables such as Alibaba, IKEA, League of Legends, Lux Shampoo, Pacsun, and Puma.  As the science and acceptance of AI continues to advance, all signs point to a baby boom of virtual brand endorsers.
 
Over the past few months, millions of people have turned to ChatGPT and some similar AI bots for answers, often to factual questions about:
  • general knowledge and information, such as definitions, historical events, and scientific facts
  • technology, such as how to use a particular software or troubleshoot a technical problem
  • health and medicine, such as symptoms, treatments, and side effects of various conditions
  • current events, such as news updates and breaking news
 
For those kinds of objective answers, it certainly makes sense to leverage machine learning, which can scour “a colossally large repository of text” and very quickly and adeptly “parse queries and produce fully-fleshed out answers and results based on most of the world's digitally-accessible text-based information.”
 
There’s a difference, though, between returning a list of “all fine-dining restaurants in Denver” and recommending a few that seem like the best fit for the particular diner’s occasion, palate, price range, and other personal preferences.
 
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Companies wouldn’t use AI-powered artificial endorsers if they didn’t have advantages, but as this piece has already suggested, they also have disadvantages.  Here’s what this human marketer sees as the pros and cons of virtual spokespeople.
 
Pro 1 – Affordability:  Firms don’t have to pay artificial influencers, but they do need to pay for 3-D modeling which can be about $75,000 for a six-month contract.  That’s not cheap but it is cost-effective compared to the deals demanded by A-list celebrities like Taylor Swift ($26 million from Diet Coke) and David Beckham ($160 million lifetime from Adidas).
 
Con 1 – Apathy:  Jobs for humans are often an issue in conversations about AI.  Virtual spokespeople don’t care that they might be replacing people.    The companies that make and use the avatars may or may not feel conflicted, but at least some humans are needed to do the 3-D modeling and help manage the virtual endorsers.
 
Pro 2 – Adaptability:  Firms can program an artificial endorser to do and say anything they want, as well as look anyway they want.  These spokesbots will always deliver their lines perfectly, they’ll never cause PR headaches because of missteps in their social lives, and they’ll always maintain the ‘ideal’ weight, hair color, and skin tone.
 
Con 2 – Inauthenticity:  Because they’re nonautonomous beings that speak others’ words, virtual endorsers can’t be truly authentic.  One might argue that human spokespeople also parrot what they’re told to say , but at least they have a conscience and can decide, ‘The money is very attractive, but I can’t support this company/product.’
 
Pro 3 – Omniscience:  As suggested above, AI-powered applications can scan and assimilate incredible amounts of information.  Although they can’t literally know everything, and they sometimes make mistakes, their knowledge and accuracy will keep getting better and exceedingly surpass that of humans.
 
Con 3 – Inexperience:  Even as virtual endorsers may have unparalleled knowledge, they have no real experience.  As mentioned above, ChatGPT can’t eat food or wear jeans, so how can it really recommend restaurants or clothing? 
 
Pro 4 – Disclosure:  When we see ads with endorsers, whether they’re real people or digital beings, we instinctively know that they’re sharing a perspective that’s at least somewhat biased toward the advertised product.  In some ways, the presence of virtual beings, which are still relatively uncommon, makes it even clearer that the communication is not impartial.
 
Con 4 – Deception:  Although leading people to believe that their endorsement is unbiased is a possible problem for both human and animated beings, artificial endorsers hold greater potential to mislead, to the extent that their very life-like looks and mannerism make them seem real.  This realism ties back to the issue of inauthenticity (Con 2) and represents the greatest potential ethical issue for spokesbots.
 
As described above, their lack of volition means artificial endorsers can never really say what’s on their mind, or be totally truthful.  When people know a spokesperson isn’t human, they can account for that inauthenticity by raising their perceptual defenses and being more leery of what’s said.  However, if consumers believe a spokesbot is a real person, that added skepticism will never arise.
 
Right now, most artificial endorsers still appear fake, although some, like Puma’s Maya look and act incredibly real.  In fact, many have wondered if she is human, and some have even expressed a romantic interest in her.
 
As time goes on and technology advances, spokesbots will become more and more indistinguishable from real people.  Organizations that employ artificial endorsers should let the public know that their digital creations aren’t real through some kind of disclaimer (e.g., “Maya is a virtual person”).  Otherwise, consumers may give the bots’ communication more credence than it deserves since they’re not real humans who have genuinely judged companies’/products’ merits and made deliberate decisions that they are worthy of endorsement.
 
Over millennia of buying and selling products, people have known that it’s difficult for sellers to be truly objective about their wares, but buyers also know that spokespeople must make a conscious choice to endorse.  Organizations that attempt to sidestep those consumer perceptions by passing off their spokesbots as real, autonomous people are endorsing “Single-Minded Marketing.”
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    David Hagenbuch,
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    Mindful Marketing    & author of Honorable Influence

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