May It Please The Court

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May It Please The Court
by Leonard Rivkin
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Quote of the Day - He chose the ditch. - Robert Nichols
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New Advertising Campaign May Ditch Values, Create Liability - You Decide

Don't get me wrong here; I'm no moral barometer, certainly not a moral compass, and likely not even a moral thermometer, if there's any such thing.  Even so, I was struck by the advertising program used by the new shopping center at The District in Tustin Legacy, just down the street from my home.  As a disclaimer, I'm the father of three who are in their late 20's and early 30's and with two out of the three married, and all three with jobs, so presumably the advertising campaign is not aimed at me. 

Here it is:  "Ditch Mom," on a giant-sized poster featuring a pre-teen girl looking at  the words "Ditch the kid," on an equally giant-sized poster featuring a 30's-something Mom, plastered on the side of one of the stores on the Jamboree-South road side of the shopping center, west of the hangars.

Is the campaign designed to feature a fracture between parents and children?  If so, then so much for family values.  Or is it really the other way around?  Is The District's advertising campaign designed to highlight the shopping center as a safe place where Mom and daughter can separate, wander around and be alone for a period of time, only to hook up later just before going home? 

I'm not really sure, but if the latter is the message, then I can only assume The District wouldn't want the legal liability associated with such an implied promise of child safety.  If the former, then you're the judge.  Thoughts?  Comment below, or let The District's Marketing Director know what you think by sending her an email.

Posted by J. Craig Williams on Saturday, July 14, 2007 at 15:19 Comments (0)


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