Bullshit in Advertising

Topics: Advertising, Devin Hester, Under Armour Pages: 3 (1193 words) Published: October 24, 2010
According to Henry Frankfurt, bullshit is everywhere whether we know it or not. From advertising, to politics, and just in everyday life, bullshit persuades by misrepresentation. “One of the most salient features of our culture is that there is so much bullshit”, yet there is nothing we can do about it (Frankfurt 1). With the overabundance of information in the world and the pressure society puts on people to know things, bullshit continues to spread. That being said, bullshit is incredibly prevalent amongst product advertisement. One could argue that any attempt to sell something, whether it is an idea or a product, requires some amount of bullshit. Time after time, companies deceive customers by misrepresenting products and their uses: the true essence of bullshit. “We have no clear understanding of what bullshit is, why there is so much of it, or what function it serves,” but the advertising market couldn’t exist without it (Frankfurt 1). This idea can be further seen in advertisements for Papa John’s, Victoria’s Secret, Under Armor, and even diet programs like Jenny Craig.

Papa John’s pizza is one of the many pizza restaurant chains across America. The pizza tastes just like pizza from a chain would be expected to taste. The difference between Papa John’s and other places though, is that Papa John’s makes an extremely bold claim that can only be classified as bullshit. Papa John’s slogan is “Better ingredients, better pizza.” This is said at the end of most of its commercials and printed onto its menus. By using this slogan, Papa John’s is “making assertions the purport to describe the way things are, but that cannot be anything except bullshit” (Frankfurt 62). There is no proof that Papa John’s ingredients or pizza taste better than the next place. Cheese is cheese, dough is dough, and sauce is sauce, whether it comes from Papa John’s, from the supermarket, or form a competitor like Domino’s. Although this is the case, Papa John’s will likely continue...
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