Controversial TV Advertising

Controversial advertising in television has always been a matter of curiosity. Here is a short list of the various controversial television advertisements.

 The television, or the idiot box, as it is today known, came into our lives in the '50s. The television is sometimes said to be one of the most business strategies ever created. Imagine, from the salesman's point of view, they would have an entire nation watching and listening closely to every word uttered for a set amount of time.

Needless to say, the television exposed us to media like never before, bringing foreign worlds, fantastic ideas and advertisements to our living room. Television advertising is generally a thirty second audio visual clipping telling us the features and advantages of a particular product. Since the time span of an advertisement is so less, the advertisement should always be exciting, interesting and get the point through immediately. If we marry the concept that advertisements are always time bound and that human psychology is always attracted to controversy, we get the perfect advertisement, not good advertising, not bad advertising, but perfect advertising - controversial advertising.

Controversy and media has gone hand in hand since time incarnate. A controversy depends on various factors. One of them being the target market of the advertisement. What may be passe in one country may be blasphemy in another, that is one main reason why even multinationals seldom keep the same advertising company across countries, leave alone continents.

Controversy in television advertising can be related to anything, the religion, culture, general opinion. Most often, the controversy will center around the more baser inclinations, like sex. One such (banned) advertisement making the rounds on the popular film clips website was about women using a female sexual object, with the Christmas tune 'O Come All Ye Faithful...' without the '...To Bethlehem' in the end. in the background. Another recent example of controversial advertisements was when Go Daddy girl Candice Michelle acted out a particularly risque advertisement during the Superbowl XXXIX.

A major percentage of advertisements for condoms, sexual objects and to an extent personal effects like deodorants, perfumes tiptoe on the thin line between intelligent advertising and controversial advertising. Sex isn't the only concept that has been used in controversial advertising. Sometimes, advertising speaking about current events have come under flak from various support group. Theoretically speaking, how would one like a raincoat ad based on the concept of the not-so-recent-now Tsunami?

Some advertisements gain controversy just by being, for example the Crazy Frog advertisement. When the advertisement was broadcast in on Belgian Television, some parents complained that the frog in the advertisement appeared to have genitalia, while some others complained about the frequency of the advertisement. Showing genitalia in advertisements and other product collateral is not something new. An international cigarette brand had a man showing his genitalia through line art for many years. Legend has it that the cartoonist thought he wasn't paid his correct worth.

Another case of controversial advertising is using famous or infamous figures. For example, Benetton became the center of controversy when it decided to use Victor Taylor the main accused in the Trinity murders as models for their advertisements in 2000 titled 'We, On Death Row'.

Though controversial advertising is said to disturb people at the most, there are other types of controversial advertising that has raised the heckles of consumers. False advertising stands high on this list. False advertising is when the company makes false statements in a deliberate manner to generate consumer interest and therefore, gain revenue.

Controversial advertising does have it returns as well as pitfalls. Where many companies may be told to pay a fine if their advertisements are deemed to be controversial, there have been cases where the person responsible for the advertisements has been jailed. For example, a few years ago, an in-house advertising idea caused employees of a bank to be put into prison. Their ad copy said that they wished to search for terrorists who could give them the most number of victims for their insurance policies.

Propaganda Techniques for Advertisement

Kings, political leaders, and even advertisers have been using propaganda to influence behavior for centuries now. The techniques used may differ but the end result remains the same. In this article, we tell you about the different methods of propaganda and give you examples of propaganda techniques.

Propaganda has been around since the beginning of time. It is basically a type of message aimed at influencing the behavior, opinions, and decisions of people. Propaganda doesn't necessarily have to take a moral path and can often be misleading and even exaggerated. Mainly used in politics, propaganda is hugely influenced by methods of influence used in public relations and advertising. Propaganda is often defined as the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause or a person.

Using emotions to overcome logical and emotional thinking is one of the key aspects of propaganda. If you have been influenced by the different techniques used, then chances are that you will not pay as much attention to the evidence presented as you would have normally. Every type of media uses propaganda including radio, television, newspapers, hoardings, the internet, etc. In order to understand this form of communication, you need to first understand the different types of propaganda that are used with the help of suitable examples. The types of propaganda that we have taken into consideration in this article are the ones that the Institute for Propaganda Analysis has identified as the most common types of propaganda methods.

1. Bandwagon Influencing people by telling then how everyone is using the same product or is true to the same ideology. This encourages people to take the same course of action.

Example It is a technique that is used largely during elections. Many people are often influenced to vote for those candidates or parties whom the majority seem to be supporting. These people are also often the most likely to succeed. In the United States, because of the time zone difference, results in the eastern parts are declared before polls close in the west which often influences voters in the western zones.

2. Card Stacking Most companies use this technique in advertising by highlighting the positives of a product while downplaying any possible negatives or side-effects. It is truth in half.

Example Many advertisers for drugs and food items use this technique effectively. The advertisement will talk about the evident positives of the product on sale which by implication makes it appealing to a consumer. By giving only part of the picture, the goodness of the product is highlighted greatly. It is a technique that is also used by political parties to highlight the good that they have done for their constituency while never mentioning the negatives.

3. Glittering Generalities When emotionally appealing words that make us approve and accept an idea without examining the evidence, glittering generalities are put to use, the technique is known as glittering generalities. They carry conviction but have no supporting reasons to prove the same.	Example The most well-known example of this propaganda technique was its use by Adolf Hitler who would use words that were linked to ideas like freedom, pride, independence, and integrity in his speeches. This way he would create a sense of pride in the audience in the concept of fatherland as he suggested it. It was the use of this technique that helped him gain the mass support that he had.

4. Name Calling The technique works in a way that is the complete reverse of glittering generalities. The technique used is such that it causes an audience to create a negative opinion about someone because of the bad opinions they hear of them. As with glittering generalities, there is no basis for the name calling.

Example The work by Leni Riefenstahl was hugely criticized by many people due to her associations with Hitler and the Nazi party. This was despite the fact that her documentaries, The Triumph of the Will and Olympia are seminal movies that used groundbreaking techniques for that time. After the Second World War, Riefenstahl could never reinvigorate her filmmaking career, thanks to these negative associations and the accusations that went along with it.

5. Plain Folks This technique works in a way to establish that the speaker is regular and ordinary and has the same views and opinions as the people he is appealing to. It creates a sense of camaraderie between the speaker and his audience which helps build belief in the idea.

Example This is a technique that is used quite commonly during elections. Most politicians try to establish a rapport with their voter group by creating the image that they have a lot in common. Therefore, the images of George Bush wearing denims and a plaid shirt while relaxing at Camp David or Bill Clinton eating at McDonalds are all examples of using the technique. To a large extent the campaign slogan, Yes, We Can endorsed by President Obama also utilized the same method.

6. Testimonial When a famous person or a celebrity endorses a certain view, they testify to the idea or the product. This is an effective propaganda technique that often works wonders to influence an audience.	Example This propaganda technique is probably the most widely used and the most effective of the lot. When a celebrity endorses a certain view, it is more than likely that fans and followers endorse the same view. This technique is effectively used in politics but has even more far reaching consequences in advertising wherein celebrity power can actually increase sales and brand value.

7. Transfer When a product or an idea is linked with another to create the impression that they share positive attributes, the technique being used is known as transfer. This technique can be used to create positive and negative feelings about an entity.	Example This propaganda technique is capable of creating highly emotional responses and therefore, generally the imagery for association tends to be visual. The use of Swastika by the Nazi Party led to negative associations for the symbol when in actuality it was an identifier for health and prosperity. Till today the use of the Swastika can cause negative perceptions in the minds of people.

"Propaganda has absolutely nothing to do with truth," said Joseph Goebbels. After reading about the different propaganda techniques and the examples of these methods, you hopefully understand why, he said so. The examples of propaganda techniques used in this article are simple ones that make it easy to understand the concepts that they follow.

How To Make An Advertisement

I believe in only one thing while creating an advertisement. - Be creative as much as you can. Advertising is not bound by any rules but selling is precondition.

Advertising is making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.

Advertising is the no personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."

"The best ads are written from the heart. Write down the good ideas and the wild ideas. Don't try to edit your ideas at the start. Don't put a brake on your imagination." - John Caples

In very interesting definition of a Gerry Miller: - Advertising is defining an interesting story.
E.g. "The cat sat on the mat" is not a story. "The cat sat on the dog's mat."

Writing an ad is an art. There is an importance of creating ad concept and using words while writing an effective copy of ad. Here is a small effort to understand effective ad writing.

Copywriting and Advertising

Karon Thackston says that no matter however beautiful the ads are, no matter however effective the words are- the only thing that matters is display of the ad. The beauty of the ad gets elevated and appreciated only when it has proper copywriting.

The copy of any ad is the salesman. Good copy creates a desire to buy and closes the sale. Once you have found a winning sales idea, don't change it. Your client may tire of it after a year or two. He sees all the ads from layout stage to proof stage to publication stage. Explain to him that when he is tired of the campaign, it is just beginning to take hold of the public.

There are some different rules to developing copy like you frequently mention the brand name and key consumer benefit: and to conclude the ad by linking back to its beginning, with a strong call to some kind of action. While second rule for developing copy is to keep the format simple, uncluttered, and straightforward.

Whenever you write a copy your aim should be only your customer not your product. If your copy appeals to emotions and solves problems. One good copy is the answer of the customer's question that what is there in it for customer?

Elements Of A Good Ad

Writing ad is an art. Writing an ad is based on AIDA theory. Get Attention. Make it interesting. Let it produces desire in reader's mind. Influence reader to take an action.

Attention
In the clamor and clutter of sight and sound, and the competition for the reader's eye, ear, and heart, it's imperative that you compete successfully for attention. There should be some element in the ad -- whether it's the headline or the illustration or the layout -- that attracts the eye or ear and arouses sufficient interest to warrant attention to the message. And the copy itself must sustain that attention.

Interest
Once you've captured the reader's attention you've got to say or show something to sustain interest, or the message will not be heard.

Desire
The ad must generate a desire to accept what you have to say about what you have to offer; to want to do business with you.

Action
The ultimate aim of an ad is to generate action on the part of the reader or listener; to cause the reader to want to do something that you want him or her to do, such as buy your service, or, in the case of professional services marketing, it might be to either generate an inquiry or accept a selling situation. On the other hand, just getting a reader to think about you in a specific way is an action, too. That's what institutional advertising is about.

Other things to be covered in Advertisement!!

Promise of Benefit
Something in the ad should promise the reader or the listener some benefit that will accrue from accepting the ad's premises.

Credibility.
The premises of the ad must be believable.

Persuasiveness.
The ad should be persuasive.
It should sell or generate the need for the service you offer, and project your service as superior.

Steps outlines for creating ad concept

1. Believe in your personal experience. Put yourself as a customer.
2. Learn from the experience of others
3. Write from your heart
4. Talk with the manufacturer / producer
5. Study the product
6. Review previous advertising
7. Study your competitor's ads
8. Study testimonials from customers
9. Solve the problem
10. Your mind work
11. Successful idea

Outlines for writing ad effectively

1. Know your objectives.
2. Identify with their problem or need.
3. More you tell, the more you sell.
4. Measure promotional efforts
5. Be more specific
6. Write short sentences, with easy and familiar words
7. Make sure each word is exactly the right one to convey your meaning.
8. Write headline keeping reader's interest in mind
9. Define solution and hint to reader
10. Explain the solution for the problem
11. Show the proof by specific results, testimonials and a guarantee.
12. Explain how are you different than your competitors
13. Offer free information. E.g. information packs or catalog
14. Make title interesting
15. Put reader in hurry by offers ending date.
16. Ad should be readable and noticeable so put your logo and text clearly
17. Highlight your website, email and toll free numbers
18. Use a coupon or response device
19. Use a dashed or cut along the dotted line border on an ad
20. Use Serif or Arial in layout, as such fonts are easy to read
21. Use the present tense and the active voice

Advertising copy is successful when concept and words are matched in correct format on paper. Even color management in an ad depends on what concept or message you want to convey. Highlighting key words are necessary in ad like classifieds.

Using one full page with one word attracts more attention if word is so powerful. Sometimes ad conveys a detailed message and information too. In such case writing thousands words are necessary. There are many theories and concepts written to write good ad.

Still I believe in only one thing while creating an advertisement. - Be creative as much as you can.
Advertising is not bound by any rules but selling is precondition. 

How to make A Creative Advertisement

"Advertising may be associated as the science of arresting the human intelligence long enough to get money from it" said Stephen Leacock.

If I am not wrong, I shall describe customer intelligence over here. Today's customer is sharp in mind and budget for single penny he spends. If advertiser looks for what influence consumer's decision, nothing is wrong. Purpose of writing this article is a try to associate advertising and marketing appeals with customer's hidden persuaders to purchase.

Vance Packard defined relationship between product, presentation and image on one hand, and customer motivation on the other hand.

They are:

1. Emotional security, comfort and confidence: Motivation forces behind purchase of food or safety features in car are security, survival and stability.
2. Reassurance of worth: purchases must make customers feel good. They must satisfy themselves, friends and colleagues. Styling and presentation do matter.
3. Ego gratification: anything that is sold successfully must include a measure of perceived personal achievement. Instant coffee doesn't sale only convenience but also should be good enough to present to friends.
4. Creativity: a variety of the ego-need is creativity.
5. Love objects: Children are used extensively in TV commercial to engender sense of love and warmth. Marketing power of products like washing powder, groceries, fast food, cars, holidays and fabrics is based on love object.
6. Power: the power of product or offering is reflected in the person who uses it. Automobile industry is based on power. What else to say? Cigarette or alcohol!
7. Traditions and roots: "Good old days" in modern era. Maintaining old days test or reputation. 'Return to traditional values' or ' back to basics'.
8. Immortality: this follows on from ego gratification, traditions and roots. Stability, order, control and eternal personal prosperity are all associated with longevity are important in presentation of long-term offerings.

(Source: The Hidden Persuaders, Vance Packard)

A good ad normally focuses on one core selling proposition. Twedt suggested that messages be rated on desirability, exclusiveness and believability. The message's impact depends not only on what is said about but also on how it is said. For example, Rational positioning or Emotional positioning.

Advertising message may be based on following appealing factors.

1. Product Features - Price (value-for-money, economy etc.), quantity, performance, special features, quality, convenience, practicality, uniqueness, necessity.
2. Drives - Physiological states with a strong effect on behavior
3. Motives- Psychologically potent ideas directing behavior towards conscious or unconscious goals
4. Emotions- Physiological changes that are evaluated cognitively and may lead to changes in conscious feeling
5. Roles - Familial, gender, sub cultural, occupational, peer.
6. Personality traits - Extraversion, introversion, tolerance of ambiguity, field dependence, impulsivity/reflectivity, conformity etc.
7. Values - Enduring and non-specific beliefs shared by groups concerning what is generally desirable, proper, good or bad
8. Attitudes - Acquired mental dispositions which regularly lead individuals to view things in certain ways and to act accordingly regardless of particular goals
9. Beliefs & Opinions - Influenced by attitudes more than knowledge
10. Knowledge - Influence by knowledge
(Advertising Appeals: By Daniel Chandler, UWA, May 1996)

Let's see how best can I influence as an advertiser to customer's minds mapping various appeals in messages.

Emotional security
Drives, Motives, Emotions
"Don't leave home without it" - American Express Card

Comfort
Product Features, Beliefs & Opinions, Knowledge
The best seat in the house." - JOCKEY UNDERWEAR

Confidence
Personality traits, Product Features, Attitudes, Beliefs & Opinions
"America lives in Dacron" - Dacron Fabrics

Reassurance of worth
Values, Product Features, Personality traits, Beliefs & Opinions
"We bring good things to life." - GE

Ego gratification
Personality traits, Beliefs & Opinions, Motives, Roles
Even your best friends won't tell you." - LISTERINE MOUTHWASH
"You are in a Beauty Contest Every Day of your Life." - CAMAY SOAP

Creativity
Values, Attitudes, Drives
"America's storyteller." - KODAK
"When there's no tomorrow." - FEDERAL EXPRESS

Love objects
Emotions, Roles, Product Features, and Drives
"Reach out and touch someone." - AT&T

Power
Attitudes, Beliefs & Opinions, Knowledge and Product Features
"The Power to Be Your Best." - APPLE COMPUTER

Traditions and roots
Roles, Personality traits, Values and Emotions
"Good, excellent, superior, above par, nice, fine, choice, rare, priceless, unparagoned,
unparalleled, superfine, superexcellent, of the first water, crack, prime, tip-top,
gilt-edged, first-class, capital, cardinal, couleur de rose, peerless, matchless, inestimable, precious as the apple of the eye, satisfactory, fair, fresh, unspoiled, sound; GKN: over 80 companies making steel and steel products."
- GUEST, KEEN & NETTLEFOLDS, LTD. (1962)

Immortality
Product Features, Values, Knowledge
"Diamonds are forever" - De Beer

Anyway, just remember what Roger said,

" One AD is worth more to a paper than forty Editorials".

America Needs to Advertise

There is a new advertising campaign designed to convince people to come to the States for business and leisure travel – is this the beginning of the end of the "American Empire?"

It’s a fairly well-known fact that the biggest, most well-known brands – those that are veritable icons or entrenched in pop culture – rarely need to advertise. Well, apparently America no longer has the muscle to count itself among those top "brands," as a recent marketing campaign dubbed "The United States of Awesome Possibilities" shows all too clearly. The advertising effort, reported by Advertising Age, is intended to boost business and leisure travel in the U.S. so, to be fair, this is all about making the U.S. a travel destination more than anything else.

Still, at a time when the U.S. has been battered for years by a bad economy, crony capitalism and inept politicians, it just seems pathetic. Yes, America…it really has come to this. You need to advertise to be relevant again. That’s an oversimplification, of course, but what does it say about a country when advertising is necessary to convince people to travel here?

The website for the campaign offers some "useful tips" about American culture. They’d be useful if they weren’t so hilarious. One tip is this: "Be aware that Americans are fanatics about showering and hygiene." Other tips? "Health care is superior in the US but it can be very expensive because there is no universal health care." The question is – superior to what? Or how about this one – "some banking networks charge fees of $1-2 per transaction." Yup…that’s spot-on, though the number will eventually be even higher (and does run to $3 for some banks) if some big banks have their way.

Notes Chris Perkins of Corporation for Travel Promotion, "What is so compelling about the United States is that no one thing can explain who we are as a nation. Each visitor and each experience helps create the fabric of American culture, and Brand USA embodies this spirit. When we launch our global marketing and advertising campaign next year, we will be able to reach audiences around the world by showcasing the best of America and spreading the message that we welcome visitors with open arms." As long as they’re willing to shower regularly, pay exorbitant banking fees and part with their cash for "superior" health care, that is. 

Advertising And Emotions

Abstract

I am laughing, I am crying, I am enjoying, I am sad, I am upset, I am interesting, I am looking, I am hearing, I am speaking, I am showing, I am, I am, I am..,,,,,

Feeling. Emotions. Sentiment. Affection.

All are being weapons of advertising firms to kill viewer's intention to buy any other product than a product for which an advertisement is made.

That's why Fred Allen said," Advertising is 85% confusion and 15% commission."

Introduction

What is Emotion?

Emotion is another word for feelings. Some common emotions are anger, fear, love, sadness, grief, jealousy, hurt, disappointment and joy.

We may have these feelings or emotions in response to things that are going on at the moment or when we remember something that happened in the past.

Frequently, we also experience physiological changes, such as feeling hot; faster heartbeats, changes in our breathing, knotting in our stomachs, etc. when we feel an emotion.

Emotions & Advertising

Emotions are arguably defined as bodily changes, together with mental change, influencing one's decisions, sometimes out of the normal pattern for the individual, used particularly in reference to buying behavior.

Advertisement is full of appeals. I believe there is hardly any advertisement, which has not appeals to make.

General appeals include featuring product, drives & instincts (needs), motives, emotions, roles, personality traits, values, traditions, attitudes, beliefs and knowledge. An emotion is one of the best appeals in advertising.

Emotional Appeal

It means product advertising appealing to emotional desires rather than logic, economy or utility.

Here are some examples of emotions that are catered to viewers in different advertisements.
Fear, hope, anxiety, love, distress, surprise, guilt, shame, interest, excitement, joy, anger, disgust, contempt or loathing, sadness, happiness, amusement, peacefulness, grief, sorrow, trust, anticipation, depression, envy, frustration, sympathy, loneliness, embarrassment, horror, dread, awe.

You can use any of above in your advertisement.

Emotions and Advertisements

General Motors Corp tied up Chevrolet in America as an " American Revolution." The same GM has introduced Chevrolet in India weaving all Indian traditions under campaign of " I am Chevrolet". Vinay Dixit, vice-president, marketing, sales & after sales, GM, says, "The whole idea of the 'I am Chevrolet' campaign is to make the brand culturally relevant so that it meets the need of the Indian market."

The emotional advertisement improves brand's impression, personality and value with feelings. Here are some dashing examples in Indian scenario. The 'Josh' machine campaign gave a young-at-heart image for high brand recall to Ford Icon.

While 'Youthful Individuality' is the soul of Levi's brand which defined universal values, Originality, self-confidence, integrity.

Titan had launched range of watches most suited to personality and attitude of the person. In the advertisement wherein the father and the younger daughter gift a Titan watch to the elder daughter on the occasion of her marriage.

Raymond (woolen and worsted textiles) is uniquely positioned as a brand that addresses the innate need of men to look good and at the same time possess strength of character. This emphasis on human values creates a warm emotional link with consumers- the essence of 'The Complete Man'.

THE ICICI Prudential Advertisement brings out the emotional appeal of the husband and wife and therefore is able to move consumers into considering the Brand seriously.

Emotions & Brands

Such emotions helps advertiser to create brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and consume brands rationally as well as emotionally.

In countries like India, emotions are definitely a critical factor in consumers, accepting and loving brands. Promotions like small offers & reduction in prices or buy & win leaves short term impact on customer's mind whereas emotional appeal helps an advertiser to put long-lasting impact.

Conclusion

Abraham Maslow, a famous psychologist, identified 5 groups of needs that people have and that emerge one after another, after each need is meet.

Hierarchy of Needs
1. Basic Physiological needs,
2. Safety and security needs,
3. Belongingness and love needs,
4. Esteem needs, and
5. Self-actualization needs.

Success of long-lasting effect of any advertisement largely depends on in which stage we are and what our main needs are.

Hot CHILLY

Beer commercials are so patriotic: 'Made the American Way.' What does that have to do with America? Is that what America stands for? Feeling sluggish and urinating frequently? -- Evelyn Waugh

Tired Of Online Dating? So you may try A Billboard Instead

An Omaha man decided to try a new twist on finding a mate online-he's put together a marketing campaign that's definitely not conventional.

Name: Harold...45 years old...single... never married...no kids... 5'8" tall...153 lbs...brown hair...blue eyes. Sounds like a lot of the descriptive ads posted by men on online dating sites, right? Well, the online site this posting came from isn't a traditional online dating site; it's from a personal website created by a long-haul trucker who finally decided that the best way to meet his soulmate would be to take his campaign to the streets. Harold began his campaign by creating a website, will work for a wife, and everything else blossomed from there. The idea started with those signs that destitute people hold saying, "Will work for food." But Harold's slogan is a more personal one: "Will work for a wife." Harold's primary problem is that he doesn't meet women often because he's a truck driver. He meets people on the road, but at home, he doesn't have a way to meet any women.

After creating his site and launching it, Harold decided to increase his exposure by renting a billboard in Omaha, Nebraska, which will begin later this month displaying a picture of him holding a sign with the name of his website. He took his campaign further still on Tuesday by donning a picket-style sign and standing on the corner of 72nd and Dodge Streets in Omaha, greeting passers-by and handing out business cards. He plans to spend as much time as he can standing on street corners, weather permitting. "I'm looking at this as a summer campaign," Harold said. "This is my summer project." The billboard, signs, and business cards have driven flocks of people to Harold's website, which gives a lot of details about his lifestyle, his beliefs, his hobbies and interests, and what he's looking for in a mate. "I want a woman who is kind, who is polite, courteous, that treats other people with respect, dignity, and integrity," Harold said. "I would like to be married by Christmas, if you want the truth on it, but I don't think that'll happen."

So far Harold has spent about $1000 looking for his soulmate. "How much will I spend? That's an open-ended question. How much am I willing to spend? Five to $10,000," Harold said. Although some may think his spending limit is extravagant, Harold is pragmatic about his reasoning, saying it's "cheaper than getting a mail-order bride." According to his website, Harold a good cook, does his own laundry, irons his own shirts, mows his own lawn, and tries to keep his house clean. He's "not much into name-brand clothes" and finds himself "as comfortable in Levi's as I am a suit." He says that the main question he usually gets from women is, "What are you willing to do for a wife?" His best answer to that question is, "I'm willing to be a husband."

Harold knows his approach is not a conventional way to meet women, but it might turn out to be a lot of fun and bring two very lucky people together. However, Harold won't let it make him miserable if his campaign fails. "If this doesn't work, then my brothers and I will have something to laugh about for years to come. Nothing ventured, nothing gained, right?"