March 2006 Archives

How far until a lie?

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"Dramatization. Underbody digitally modified."

That's the fine print underneath the latest Ford pickup ad. You've probably seen it - two bulldozers tackle a Ford pickup, one on the front, one on the back. They crush it, showing the engine and bed collapsing while the cab stays intact. Then a buzzer sounds and some nice folks in lab coats open the doors and get out of the totally safe pickup.

Except it's digitally modified and labeled a dramatization. At what point does a modification of a safety feature demonstration cross into negligence?

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