Dear DiTech,
Your “People are Smart” ads downright piss me off. Are the viewers so brilliant that they can read the half screen of fine print you flash at the end of your ad? And really, could you run this ad during a worse time? Now I don’t think all subprime borrowers were morons, but obviously the lenders thought they were a hell of a lot smarter than the borrowers who are now stuck with mortgages they cannot possibly pay off.
Thanks but no thanks,
KR
P.S. I’ve done way too much a bit of research on the ethics of fine print in financial advertising, so my conclusion to the research is after the jump.
**Try to contain your excitement**
Through my research and analysis I have reached the conclusion that financial advertising is morally corrupt. Not only do the advertisers not respect the law, the law is devoid of any moral guidance. It is likely that this problem extends beyond financial advertising and to the general practices of these institutions, as recent predatory lending practices have come to light. Because of these ethical shortcomings of the institutions, the FTC must create morally appropriate guidelines that promote ethical financial advertising. Additionally, advertising practitioners (involved in financial advertising or not) need to take it upon themselves to raise their ethical standards. Though the current conditions seem bleak, with the proper guidelines and ethical considerations, fine print will be eliminated from television advertising, modified in print advertising, and appropriate ethical standards will be established. (COPYRIGHT KR)
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