Season 4: "Are People Idiots?"
Airs on Radio One:
Saturday 20 February, 2010 10am
Monday 22 February 2010 11:30am
Ad giant David Ogilvy once wrote "the consumer is not a moron: she is your wife!" A few years earlier, Journalist H.L. Menchen wrote: "No one in this world, so far as I know, has ever lost money by underestimating the intelligence of the great masses of the plain people." Who's right? This week, Terry O'Reilly explains why "lowest common denominator" advertising is bad business- and why it remains agonizingly popular.