![]() Research shows anosmia is related to increasing levels of stress and depression, as anosmic people face major challenges in everyday life. ![]() Some people lost their sense of smell as a consequence of a nasal condition or brain injury, while others are anosmic from birth. Anosmia – the real noseblindnessĪnosmia is a complete loss of the ability to smell. Unfortunately for people with anosmia, their problems aren’t so easily solved: the condition has no cure. By making fun of their everyday problems, the campaign has offended people who have no sense of smell, appropriating their disability and turning it into a hashtag. The problem is that “noseblindness” is a real condition: it’s called anosmia, and more than 5% of people across the world suffer from it. A series of videos, starring actors and displaying a funny “noseblindness” intervention have had more than one million views so far on Youtube. Luckily for those “noseblind” people, the company provides a solution. It notes that other people can indeed smell their bad odours and will judge them. If a company mocked deafness or blindness like this, there would rightly be an immediate backlash from affected populations and advocacy organisations, probably resulting in an apology – and the end of the offending campaign.īut for the past two years, Procter & Gamble has been promoting its home freshener product, Febreze, using a “mockumentary” style campaign to warn people that they might have become “noseblind” to bad smells in their houses. They promote it using a hashtag and promise people will not feel #eyedeaf anymore. Or, imagine a TV brand tweeting about a new model that allows you to see every colour perfectly. The company uses a humorous advertising campaign and warns people that after they try their new product and hear all the wonderful sounds, they will realise they have been #earblind their entire life. Imagine a home audio equipment company promoting their new, cutting-edge sound system.
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