By Marc Jampole
While OpEdge is on a two-week
hiatus, we are running some of the more evergreen columns from past years. This
blog entry originally appeared on May 13, 2013.
Adults read the New
York Times.
While the Times does
not release readership demographics segmented by age, it lets potential
advertisers know that the median age of its readers is 52, meaning that exactly
half of all readers are older than 52. By the way, that’s about 15 years older
than the U.S. median age of 37.1. The Times also tells us that 60% of its
readers have gone to college. Very few children age 12 or under are
academically gifted enough to handle college and among those 12 year olds who
can do college work, a miniscule number who are have parents who send them.
We can assume that any advertiser in the New York Times understands these
demographics and is seeking to convince adults to buy its products or services.
A full-page ad in the Times does not
target children.
That makes the Oreo ad on the back page of the front section
of today’s New York Times perhaps the
most overt example ever of infantilization of American adults, the process by
which American retailers and the mass media encourage adults to retain their
immature or juvenile hobbies and entertainment habits of their childhood.
Oreo is the bakery product created by squeezing a thick
sugar-water paste that Nabisco, its maker, calls “creme” between two round
chocolate cookies. For decades it has
been one of the most, if not the most popular packaged cookie in the United
States, and certainly the most advertised.
Today, Oreo spent tens of thousands of dollars to give New York Times readers a multi-panel
cartoon version of a music video that can be found at its website. The video
visualizes a peppy children’s song with animation, language and colors associated
with pre-school education to re-imagine three tales: the three pigs plus generalized
myths about vampires and great white sharks. Each story—and each verse of the
song, which is sung with the child-like and child-loving joy of Raffi or Sherry
Lewis—starts with the phrase “I wonder if I gave an Oreo to…”: first to the big
bad wolf, then to a vampire and then to a shark. In all cases, the harmless-looking
villains share the Oreo with their intended victims (pigs, a girl and baby
seals) and everyone becomes friends.
Every element of style in sound, visuals or language in the
video has been used before and almost always to communicate specifically to
children. The same can be said for the print ad—every visual and language
detail tells us that the ad is meant for children. The ad comes with a child’s
mentality. It presents the colorful and happy world we often present to
children. The primitive illustrations with the varying size of letters define a
convention of children’s book design. The basic idea—Oreos can bring make nasty
people behave in a friendly manner—has the magical simplicity of a preschool
child’s reasoning. There is no attempt to speak through the child to the
parent. The ad simply speaks to children, mostly those under the age of eight.
But the audience who will see the ad in the Times is overwhelmingly adult. Oreos must
think that this puerile approach will appeal to adults.
Oreos has broadcast series of TV commercials appealing to
adults over the past few years. In one,
a father and son eat Oreos in the traditional way of licking the “creme"
before devouring the cookies. The TV
spot may appeal to nostalgia for childhood—eat Oreos just like you used to as a
kid—but it does so in an adult way: connect with your child by eating one of
your favorite treats from childhood. In
another Oreo ad for adults, two slacker-looking 20-something males in a
lifeboat on the ocean argue about the proper way to eat an Oreo. Humor for both
children and adults can turn on the incongruous, but the situation is
sophisticated enough to qualify as for adults.
By contrast, the “I wonder if I gave an Oreo…” print ad and
online video treat the audience as children.
Publishing the print ad in adult media therefore infantilizes adults
because it assumes that adults will respond to the same simple stimuli that
attracts preschoolers. If we assume that
Nabisco has the best market research available, there must be a body of information
that says that this approach will work. Nabisco is speaking to adults as if
they were children because its marketing executives think we are children and
respond to children’s entertainment.
I can just imagine that it’s bedtime and the chief executive
officer of Nabisco brings me and my significant other a plate of Oreos and big
glasses of milk. We crunch on the
cookies and sip from our plastic cups, while he gently reads us a bedtime story
about the three pigs. No huffing and puffing, though, which is a good thing,
since now I won’t have a nightmare about wolves (or vampires). They really are our friends, at least as long
as we keep feeding them Oreos. I wonder
if eating Oreos can reverse global warming?
Nighty-night.
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