Q&A: Advertising Matters

Q&A: Advertising Matters

Why do some ads stick while others flop? AUT lecturer Dan Fastnedge answers big questions on creativity, bad ads, boycotts and culture in Aotearoa.

Is New Zealand's ad industry one of the world's most creative?

Definitely. Per head of population we're highly awarded. Our graduates succeed overseas-in Hong Kong, Amsterdam, London and Australia. It stems from our DIY attitude: we often lack the time and resources of bigger markets, so we have to be inventive to cut through and be memorable.

Why are there so many s*#t ads on TV?

It's subjective, but many ads simply inform: here's the product, price and where to get it. There are also far more platforms now, so budgets are spread thinner instead of focused on one highly creative idea. Some ads are intentionally bad-they stick in your mind precisely because they're annoying or awkward.

What should I do if I'm upset by an ad?

Complain. In New Zealand, the Advertising Standards Authority (ASA) reviews complaints and can work with advertisers and platforms to change or remove ads. You can also contact brands directly via social media, report content through platforms like YouTube, Facebook, TikTok and X, or join collective action such as boycotts to send a wider message.

Are New Zealanders more tolerant of edgy advertising?

We do have our own sense of humour and are often open to dark or edgy ideas, even on sensitive topics. However, we take a firm stance on issues like racism, sexism and violence, especially where children are concerned. Brands here tend to understand this balance well.

What's your favourite ad?

"Keep It Real Online," a New Zealand government campaign addressing online harm among young people post-Covid. One piece featured porn actors visiting a young boy to explain the difference between online content and real relationships. Despite its controversial framing, audiences understood the message. It was strategic, creative and effective.

Does it make a difference when advertisers take a stand on social issues?

Yes-if they're authentic. Brands need to "walk the walk," not just "talk the talk." Otherwise, it can backfire. Companies like Patagonia succeed because their actions match their messaging on sustainability.

Can boycotting products make advertisers take notice?

100%. While boycotts don't always hit short-term sales, they influence long-term behaviour. The UK's "Beach Body Ready" campaign sparked outrage, leading to protests and changes in ASA guidelines on gender stereotyping. It also affected how other brands approach similar campaigns.

Is New Zealand's ad industry representative of the population?

Like many industries, there's still progress to be made. However, change is happening. Indigenous agencies and diverse voices are emerging, bringing authentic lived experiences and cultural understanding into campaigns.

How does advertising form culture? Do ads like Ghost Chips and Tina from Turners tap into something uniquely New Zealand?

Ads both reflect and shape culture. Catchphrases like "Ghost Chips" become part of everyday language, tied to shared meanings like humour and safety. These campaigns resonate because they capture something distinct about New Zealand identity.

How can we help kids understand advertising messages they see everywhere?

This is a real concern. Children don't always grasp sarcasm or intent. Regulations aim to keep widely visible ads appropriate, while TV and online content include age restrictions. Parents can guide understanding, and if something is inappropriate, they should complain to the ASA.

What's the deal with greenwashing?

It's a growing issue. Globally, some governments are restricting fossil fuel advertising. In New Zealand, initiatives like Ad Net Zero aim to measure and reduce misleading sustainability claims and improve industry accountability.

Is there a balance between pervasive advertising and the right to enjoy public spaces?

The key question is value. Advertising often funds public infrastructure-for example, bus stops are maintained through ad revenue. While people may dislike constant exposure, there's usually a trade-off that supports public services.

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