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The Gruen Transfer - an hour of free ads on Auntie?

Thursday, 12 June 2008

Trevor Cook writes:

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You have to congratulate Andrew Denton on a great concept. Who would have thought that a program celebrating the marketing genius behind those annoying program interruptions would actually be so appealing to so many people?

And how did he get the ABC to buy a program that is crammed with ads, marketing messages and commercial logos?

There are no critics of advertising on this program. No advocates of more controls or higher standards. No-one arguing that advertising damages society. There are no devotees of Vance Packard ("The Hidden Persuaders"), Noam Chomsky ("Manufacturing Consent") or Clive Hamilton ("Affluenza").

Of course, Denton knows that a serious and thoughtful program about advertising would be boring. Instead he opted for a glib, faux critical approach that keeps the laughs coming.

ABC Managing Director Mark Scott reckoned that advertisers would be nervous at being 'carved up' on the ABC. Dear Mark, news flash, no-one is getting carved up.

It's more likely that the advertisers who get the star treatment on "The Gruen Transfer", and there's a lot of them, will be extremely happy about getting their messages in front of a million-plus ABC viewers, for free.

Scott should watch the program and ask himself why the ABC is promoting the advertising industry.

So what's your take on The Gruen Transfer - is it a critical look at the advertising industry, or a free kick for advertisers who get a spot on the show?

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bone Thursday, 12 June 2008 1:59:21 PM: I have to agree, the ABC could definitely insist on a more balanced view being presented. The Will Anderson & Andrew Denton combination would surely make it even more attractive to viewers with that level of divergence to work with.

Maybe they privately sees it as a necessary first step in enticing an industry that is traditionally unused to lifting it's skirt for the consumer's edification / education. Will’s motto these days is probably: if you live in a glass house, don’t get boned.
Bill Patey Thursday, 12 June 2008 2:28:36 PM: Having worked as a writer in four leading ad agencies over 12 years I can claim an inside knowledge of the business. I see The Gruen Transfer as an insult to the advertising profession..and wholeheartedly commend the article 'Making Mockery of a Tough Pitch' by Clemenger BBDO Managing Director Peter Biggs in last weekend's Australian Media section.
Mark Twain Thursday, 12 June 2008 3:38:57 PM: If Bill sees the Gruen Transfer as an insult to the advertising profession then the show is doing its job and Trevor's argument is rendered redundant. Well done ABC!
Chop Thursday, 12 June 2008 3:41:50 PM: Perhaps you're all just overthinking it? The show is entertaining and I laughed. I'm happy with that. Anyway the show has been running for a few weeks now and why is it now you poke a stick at it? Is it because last night they poked fun at the NAB? Who sponsors 'Crikey'? 'NAB' - def - 'to steal, pinch, or take....'
michael Thursday, 12 June 2008 4:29:15 PM: i see the Gruen Transfer as a good piece of television. It at least makes a start at informing viewers of the ways in which advertising works. Not everyone out there is informed or aware of how marketing and advertising influences their decisions.

The fact that it is a piece of formula programming that takes advantage of humour, smut and, occasionally wit, to get its message across doesn't negate the basic message. No-one (other than industry insiders and uni undergrads) would watch a more academically robust dissection of this field.

i generally avoid ANY television or radio material as being of little relevance or interest and too full of bias and populism to be of any benefit. Crikey sneaks in (just) for its overtly opinionated approach and to bring at least some pop culture knowledge into my barbeque conversation skill-set.

i watched the Gruen Transfer (first tv show in a long time) and probably won't watch it again - but i applaud any step that helps people to be more aware of how little of their activities they actually can lay claim to have initiated.

It is all the more intriguing that the show emanates from Andrew Denton, who once said of his bouts of depression that the cause was that he "was too familiar with the human condition". If we take a more generous approach to guaging intent then maybe we can assign the show with a subtle touch of benign community service?
Jimbo Thursday, 12 June 2008 6:03:50 PM: 40 years ago when I was in high school the english course included discussion of adds and how they worked. My kids don't seem to have had the same analysis in their english classes. The point - my kids enjoy the Gruen Report and have been given some insights into adds and how they work - hopefully they will develope my cynacism towards adds. Good one ABC..
Carol Thursday, 12 June 2008 6:40:49 PM: Relax, the ABC is having a humorous look at an influential part of society. the Gruen Transfer is entertainment people. Let some other programme do a serious analysis. On Wednesday nights I want the occasional laugh.
Tom W Thursday, 12 June 2008 9:02:10 PM: I think it's a great show that surely embarrasses the players - eg. GM last night, and all the banks. Will Andersen's not that funny but the show is funny and interesting with a fluent and engaging narrative.
Daniel Ashdown Saturday, 14 June 2008 4:36:32 AM: The Gruen Transfer is to advertising as The Daily Show is to politics. Criticism dressed as jokes, and jokes dressed as criticism isn't a bad thing. Are advertisers really getting a 'free kick' when half the show is devoted to mocking their profession?

If the honour of the noble advertising industry has been impugned, well then more power to Mr. Anderson.
Leslie Thursday, 19 June 2008 1:18:52 PM: Well did anyone else see the ad (no other word for it) for Rotary Exchange that was on the ABC right after The Gruen Transfer last night? Did they think we wouldn't notice?
David Sanderson Friday, 27 June 2008 10:06:48 AM: This article is amazingly myopic. To see the show as a plus for the advertising industry is stupidity of a very specialised type. For example, if you watched the last show and its analysis of 4WD advertising then you would be left in no doubt about how seriously anti-social and manipulative advertising can be.
The show does highlight that people in the industry can be amusing and creative but I am left with the feeling that they are expending their talents to no good purpose.
The show has also brought out the best in Wil Anderson whom I had previously thought was unamusing and tiresomely self-regarding but here is fresh, lively and entertaining. The fact that the show appeals to a younger audience is good in itself and a vital contribution to the ABC's long term strength.
The Gruen Transfer is a superb example of 'infotainment' and it performs both functions extremely well. The ABC would be fulfilling its charter admirably if it produced more programing of this calibre.
andrew Friday, 22 August 2008 6:59:28 PM: One panel member was more likely than the others to defend his industry no matter what.This man's slick sycophntic slavishness was more damaging than anything Chomsky could say. I was left uncomfortable, perhaps digusted by the perversions this man upheld

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The Gruen Transfer - an hour of free ads on Auntie?

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