While several countries have already banned any form of advertisement for products such as alchool or cigarettes, more and more other countries are following the same health care policy.
In this way, liquors and cigarettes brands have been little by little banned from the screen all around the world. Nevertheless, these last have not given up, struggling to still keep in touch with the audience out of the supermarkets.
Thus, marketing services of the brands have come with fresh ideas to hide the brand into another product advertisement. This, is called surrogate advertising.
Check out this advertisement for "Club Royal" apple juice, which, in fact is a Whisky brand.
For example, a cigarette company might produce public service announcements relating to a topic such as lung cancer, using the company's logo or distinctive brand colors in the ads so that people are exposed to the company's branding without seeing an explicit ad for the company's product. The company would justify the advertisement by claiming that it's an example of social responsibility. War between governement, anti-tabacco/alchool organisations and sellers has thus been launched.
A good illustration would be the moovie "Thank you for smoking", a pretty recent film on the topic which has been launched in 2006. It prefectly shows, with a delightful humour, how major corporations are ready, despite the knowlegde that they are encouraging and leading children to death by smoking, to spend milions of dollars to get round the law to still advertise their products.
The trailer of "Thank you for smoking"
Nonetheless, surrogate advertisement doesn't only concerns tobacco or liquiors, but this can be used by brands that want to increase their public image buy sponsoring public and social events, sport teams, etc...
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