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Lidl’s imitation newspaper advertisement.
I always get nervous when the line between journalism and advertising is blurred. For example, I really resent those “special” advertising sections you occasionally find in Time magazine and its ilk. Advertisers seem to hope that people will actually think that the ads are Time articles, only in a slightly different font and with headlines like: “Nigeria is a great place to invest!” or “Bangladesh’s booming economy: Why is it so booming?”
I recently got the above faux paper in my mailbox and it seems to be going for the same effect. (Does it work?) It looks very similar to the free weekly newspaper Dobro Jutro, except it’s all about how fresh the fruit is in Lidl. Not to be outdone, Rutar also sent out something similar:
Slovenske novice just called; they want their layout back.
Here the retailer Rutar has shamelessly copied the exact layout of Slovenia’s most popular tabloid. Is anyone fooled? And isn’t there some sort of law against this? I can understand parody being protected, but disguising ads as popular newspapers?
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My thoughts exactly… I don’t get just a little nervous, I get a temper fit that could heat a mid-size city in the dead of the winter.
And while one can perhaprs at least try to understand retailers trying to lure the customers by using fake newspapers, I cannot for the love of the world understand the “brezplačniki” (free weekly magazines like Žurnal and Dobro jutro) which sometimes use the same typeface for a PR article as well as for a true article… And on one occasion Žurnal even did the same for a political PR article !!!
But if the retailers realized that it’s cheaper to print their own newspaper than to buy adspace in a “real” newspaper, then I feel the likes of Žurnal and Dobro Jutro are likely to meet their maker.
The worst thing is they treat slovenian language like it’s the last thing you would want to care about.
At my house the dustbin is very close to the letterbox. So I normally sort out 90% of my mail right in front of the house - including 2 out of 3 free weekly Newspapers. All that stuff matches very well inside the bin. What a waste of ressources…
actually , the Lidl thing is done by Zurnal, the fresh fruit wasnt done by me , but the next two covers (chocolate and cream) were shot by moi.
And eventhough im not perticulary happy with the likes of zurnal and dobro jutro , i have to support them since my livelyhood depends on them . You wouldnt belive how much money Zurnal makes from ads , so its here to stay for a long time .
So I take it Žurnal gets a hefty fee for lettin Lidl imitate its layout?
When I see the exclamation points at the end of sentences or if I read headlines that scream for an exclamation point, I tend t get wary.
Very Wary!
anti-spam sticker anyone ?
www.sostanj.info/slike/2003-10-23-Nalepka.jpg
And buying you off with ‘free coffee’? Well that much is a good thing…but as for the rest….:p
the lidl thingy is made by zurnal , and yes , a quite hefty fee is changing hands