Perception is reality

I read a book awhile back called Syrup by Maxx Barry, which highlighted one of the most important rules for advertising, "perception is reality". That being that if something appears to be clean, or good, then it must be good or clean. The very power of advertising is enormous. It's what makes a Mercedes different from a Ford. One is perceived to be a better car than the other, despite sometimes their similar construction and driving ability. Advertising however, is entering into the political sphere more profoundly these days.

Barrack Obama created and marketed his catchphrase, and turned it into a powerful icon: "yes we can". His campaign symbol was cleverly marketed and designed, to the point where it has been trade marked and other people were trying to scamp off on the 'Obama high/craze' that swept the US at the very start of his presidency. Kevin Rudd was elected under the banner "Kevin 07", and his whole political advertising campaign was run by a professional advertising company (who are now running the latter mentioned). This is nothing especially new, but both these campaigns were the largest ever run (by size and monetary value). Thus the connection between large expensive and successful advertising campaigns and changed public perceptions (which creates a new reality).

Hence someone else who has a lot of money to spend, and a dirty public image is now going to great lengths to turn their perceptions, into the public's new reality. We're talking about the Coal Industry. They have spent millions across the globe advertising how they're investing in carbon capture and storage (even though it is a far off, untested science that only a handful of small scientific plants are actually doing), making the world a greener place (by putting up green posters, replanting the lawn around the power plant etc), but now they're running a campaign claiming that an ETS in Australia could risk thousands of jobs, cost $14 Billion in lost revenue and not cut emissions. The coal industry is running this advertising campaign in marginal Labour seats to try and force the government to disband the ETS (despite the coal industry already getting massive concessions)

Despite the overwhelming economic, engineering and scientific evidence to prove that a) emissions will be reduced (from marginal to dramatic, depending on who you ask), b) the lost revenue will be minimal, followed by increased revenue from a lowering emissions economy and c) more jobs will be created over 10 years than will be lost, through the creation of new jobs (like building new power plants)

So will this new advertising campaign "Let's cut emissions, not jobs" be powerful and effective enough to change public perceptions about the ETS and coal industry?  Or will it be like McDonald's trying to change its ever sticking image that it is an obesity factory outlet? My personal belief is with enough advertising and money, little public knowledge (and interest), plus mentioning 'jobs', the 'economy', and 'bad' at this time will change enough of the public's perceptions, to change reality. That is the sad power of advertising.

Links
Coal industry launches charm offensive - The Age
Coal firms advertisements hit emissions plan