Don't !@#$ing swear!

pro·fan·i·ty
/prǝ'fanǝdē/

noun: profanity
     blasphemous or obscene language.
     "an outburst of profanity"
     synonyms: oath, swear word, expletive, curse, obscenity, four-letter word, dirty word, blasphemy, swearing, foul language, bad language, cursing; informal cuss, cuss word; informal imprecation; archaic execration

• a swear word; an oath.
• plural noun: profanities
• irreligious or irreverent behavior.
• synonyms: sacrilege, blasphemy, irreligion, ungodliness, impiety, irreverence, disrespect
• "some traditional festivals were tainted with profanity"

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Profanity is everywhere.

Swearing is happening all around us.

It's in movies and television shows. It's on the internet. It's used by comedians, (motivational) speakers, adults, teens, and the elderly. Profanity is even used by politicians. 

Swearing in advertisements, why the hell not?

Advertisements don't start trends, they follow them.

So if profanity and obscene language is used all around us, why isn't it more common in advertisements?

A quick Google Images search will show you that there aren't many advertisements out there that use profanity, especially openly. Sometimes it's censored; sometimes it's subtle or hidden.

But why is it something advertisers fear? What's the danger? 

If it's clever, why not?

If it's for a cause, why not?

If it's attention-grabbing, why not?

If it's relevant, why not?

If it's different, why not?

If it's relatable, why not?









If it's effective, why the !@#$ not?

Because it's controversial. What's wrong with a little controversy?

Because it's offensive. Why is everyone so sensitive?

Because it's unprofessional. Hasn't profanity has been used in the workplace environment plenty of times?

Because children shouldn't be exposed to it. What's so bad about exposure? Is ignorance a better option? Children can be taught; they seek to be taught. They're sponges of curiousity, so why not satisfy their thirst for knowledge?

I'm not saying to condone swearing from children. Exposure isn't bad, but it becomes a problem if they are not taught that swearing, at their age, is a bad thing.

However, one could argue that exposing children and youth to profanity could desensitize them to it. This could either be a good thing or bad thing. 

If there's swearing or obscene language used in an advertisement, chances are it isn't targeting children. Hell, it's probably not even targeting all adults. It's most likely targeting a certain group of people whom would appreciate or relate to the "inappropriate" ad.

Now, I'm also not saying profanity should be used in all ads, and start appearing in anything and everything.

I believe there's a time and a place for everything, and if the time and place calls for swearing, so be it. If the art directions calls for the design to go just a little bit further to better communicate the emotion and passion, and the solution just happens to be a swear word, I don't see the big deal.

I don't get offended when swearing pops up in a conversation I'm having with someone, so maybe my opinion is biased. Granted, if it's excessive, I might begin to worry or be cautious. 

Some of my favourite designers and artists swear; some of them are even known for using foul language. It doesn't make them any less of a designer, artist, or person. I prefer it, really. To me, they come across as genuine, raw, and real. They're more relatable. I feel more connected to them, as a person, as a human, rather than just some famous person.

I recently had the pleasure of attending a talk by Erik Spiekermann, a well-known German typographer and designer. One of the first things he said was that he tends to swear a lot. With English not being his first, second, third, or maybe even fourth language, to him, swear words are just words. Amazing does not begin to define his work in design and type.

He knows the rules, but knows when to break them. His experience and expertise is on a level out of this world, but because of his mannerisms and casual language, he is—in my eyes—quite personable and relatable.

Spiekermann's amount of swearing doesn't quite compare to, say, Aaron Draplin's amount of swearing, another designer whose talk I also enjoyed recently. However, Draplin doesn't seem any less personable than Spiekermann.

These guys know their stuff when it comes to design. It comes through when they speak, and there's no doubt in my mind that the profanity that they use has something to do with it. When they speak, they sound like they know what they're talking about, and then some. Their use of profanity sets a tone, they sound passionate and raw. They sound human, they sound genuine. So you believe them, whether or not you did before they started speaking.

If this can be achieved through voice, why not through advertising?

Surely, it can be risky. It could be dangerous, maybe offensive, but if it's effective, isn't it worth the risk? If it's going to effectively get your message across, would you not be willing to cross the line?