Babies and Gentlemen!

WHY!? Why do some business owners insist on using babies and small children in their commercials? There's a local car dealership that runs commercials occasionally, and the woman who owns the dealership holds a baby in her arms as she promotes her Ford Trucks. The baby has no purpose in the commercial but she has it with her anyway. Then some business owners put the kids in front of the camera and make them do the commercial.

I've seen several billboards with babies on them as well. One in particular said "Is your heart a mess? Then go see my Dad." And it shows a family photo of baby who had been turned loose on something like cake and icecream or buffalo wings. You know, something really messy. The billboard was an advertisement for a cardiologist. I do have to give the cardiologist some credit though, at least they tied things together better than most.

It all boils down to sentimentality. When I studied photography in college my teacher said that you should let go of the sentimental value for your artistic photographs. It clouds your judgment toward them and makes it more difficult to edit which ones to show the public. I see the teacher's point though. You see, art and advertising are not places to inject sentiment. That's reserved for family.

There is a big difference between family photos and artistic portraits. When taking artistic portraits, it is all about the lighting, the composition, the contrast and colors. Family photos are meant to document loved ones. You can compose good family photos, but sometimes the photos that aren't the most perfectly composed are the ones that have the most sentimental value.

In the same regard, these commercials that business owners make with the children in them can have great sentimental value to them. But no one else cares. It's not an effective advertising campaign.