This HTML5 document contains 15 embedded RDF statements represented using HTML+Microdata notation.

The embedded RDF content will be recognized by any processor of HTML5 Microdata.

Subject Item

n2:

rdfs:label

Scapegoat Ad

rdfs:comment

This happens most often in adverts for a type of service (phone, delivery, store, etc) but can apply to products as well: The brand name and its competitor(s) will be represented by employees of the respective companies, usually low-level workers such as cashiers, stockboys or delivery drivers. When the shortcomings of the competitor are inevitably brought up, they are pinned directly on that company's employee -- as if to imply that this minimum-wage grunt is actually responsible for company policy. Sometimes the employee will be a Jerkass and/or fanatically supportive of his employer's policies, thus justifying everyone's ire; but he is as often as not an innocent scapegoat, which can inadvertently turn him into The Woobie.

dcterms:subject

n9: n13: n15: n18:

n5:wikiPageUsesTemplate

n6: n7: n11: n16:

n3:wikiPageUsesTemplate

n4: n10: n17: n19:

n14:abstract

This happens most often in adverts for a type of service (phone, delivery, store, etc) but can apply to products as well: The brand name and its competitor(s) will be represented by employees of the respective companies, usually low-level workers such as cashiers, stockboys or delivery drivers. When the shortcomings of the competitor are inevitably brought up, they are pinned directly on that company's employee -- as if to imply that this minimum-wage grunt is actually responsible for company policy. Sometimes the employee will be a Jerkass and/or fanatically supportive of his employer's policies, thus justifying everyone's ire; but he is as often as not an innocent scapegoat, which can inadvertently turn him into The Woobie. Alternatively, the competitor's employees will be depicted as slow, unhelpful, unknowledgable, dense, rude, slovenly, etc. while our employees are clean, competent, prompt, confident, friendly, professional, pretty et al. Another common variant paints the scapegoat in a more favorable light: S/He works for the competition, but uses the advertised product, essentially acknowledging any shortcomings in the competing product. This is an advertising-specific Sub-Trope of Take That. This is also a case of Values Dissonance as in most countries comparative publicity (that is calling your competitor by name in an ad) is prohibited because their trademarks rights allow them to prevent competitors for using their name in marketing campaigns even if its for comparison purposes. In the U.S. however the right to engage is comparative publicity is protected by the first amendment. Cue tourist from other countries being shocked when seeing this type of ads in American TV. Compare Cable-Satellite Mudslinging, Strawman Product and Spokes Sue. Examples of Scapegoat Ad include: