Is there a stigma around calling an advert an advert?

This week Rob Alderson reflects on an interesting blog by Chloe Markowicz which suggests that people are ashamed to call what they do advertising. As ever you can join the debate and add your comments using the discussion thread below.

When is an advert not an advert? Or to put it another way when brands come into play, should we all be more straightforward when discussing the creative work produced, rather than skirting round words like content?

I was mulling over these questions this week after reading Chloe Markowicz’ interesting blog over on Contagious. Titled There’s No Shame In Advertising, Chloe ’s central point seems to be that when it comes to making content for a brand, we shouldn’t be afraid to call a spade a spade.

Referring to Bill Hicks’ famous rant about the ad world, Chloe wrote: “Maybe brands need to stop worrying about whether or not they’re a turd in Bill Hicks’ drink, and remember that they’re making advertising, not art.” Of course when it comes to adverts and branded content we’re talking about a real variety of creative output, ranging from the 30-second primetime TV spot on the one hand, to the much more subtle – and perhaps creatively ambitious – online film on the other.

But it’s interesting that we often find creatives are keen that when categorised on our site, projects are listed under film, or illustration or sculpture rather than advertising, which suggests Chloe is onto something. I think it comes down to how reductive we want to be.

It’s true that in light of the well-publicised cut-backs in arts funding, amazing creative projects are sometimes only possible because of a brand’s involvement. It becomes a question of intent; namely do you believe that a big brand supports an arts project or makes a great film simply to sell more stuff? If you do believe this, then where does this stop? Is this Reebok Classics film an advert? Was Doris Salcedo’s Shibboleth basically an advert for Unilever?

I do think Chloe is right in that in this climate, people shouldn’t be embarrassed about making work for brands. Perhaps a more interesting question revolves around how much of our cultural output are we happy for brands to be involved with?