My first two “Ads I Hate” posts seem to have struck a nerve (1, 2). You folks really hate the consumerist mentality these ads promote. From the e-mail and comments I received, it seems that you especially loathe the “Life takes VISA” ad campaign.
Nick pointed me to this ad featuring the New Orleans Saints:
I think the point of is pretty clear: all the hip folks use VISA, and only the outdated preppy man uses cash. This next commercial is even worse:
The engine of commerce hums and glows until our Everyman stoops to pay with cash. His action clogs the gears of progress. Give me a break. I don’t know about your experience, but in my world it’s actually quicker to pay with cash than it is to pay with VISA, regardless of whether I’m using credit or debit.
This demonization of cash is just one reason these are prime examples of ads I hate.
Have you seen an ad that promotes consumerism or poor personal finance? Drop me a line!
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No no no… it’s not ‘Life takes visa’
It is “Visa Takes Life”
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I hate the visa/cash commercial too!
But I would argue that the time is about the same. What is sllloooowww and “clogs the wheels” are the check writers.
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I have a Visa card, and I love it — 1% cash back on my purchases and I pay the balance in full every month. No annual fee. I actually pressure my siblings to let me pay their tuition fees on my Visa for them.
Because my Visa is such a steal for me (cash LOSES me money in my wallet, but Visa lets me keep money in the bank earning interest for a while AFTER purchasing stuff), I use it everywhere.
It is NOT always fast. Far from it.
My previous card, after less than a year of use, started to wear out. Many retailers would have to swipe it three or four times to get it to read. Some couldn’t get it to read at all. I saw lots of plastic bags wrapped around the card, receipt paper folded over it, and various other tricks (most of which actually do work, but still take time).
This summer, I was in Virginia on vacation (I live in Canada) and in addition to having the usual problems with the card not reading, half way through my trip, Visa decided that my out-of-country card use was abnormal and cut it off. Of course, I had no way of knowing this, so the first couple of times it got denied, I thought that it was just up to its old tricks, not swiping well. I eventually got fed up and switched to my backup AMEX card (gives me “reward miles”, which are generally not as good), but the Visa cost me a lot of time before I made the switch. (Being in a restaurant and having the card come back declined is a MAJOR drag.) I got a new card shortly after returning home, but that also took time and effort.
So, in summary: that second ad is horrid. Plus, in Canada, we actually require a signature when the card is used, so things couldn’t work like in the commercial even in a perfect world. (I am always slightly unnerved when I’m in the US and I use my card and don’t get asked for a signature. How are stolen credit cards not a HUGE problem for you folks?)
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Don: As I understand it, signatures are not required at most places for purchases under a retailer determined amount (i.e. at some stores it’s $25, others it might be more or less.) Reason for this is, if there is a disputed purchase, it’s cheaper and easier for the store to just remove the illegitimate purchase than it is to investigate if it’s below a certain amount. So if they’re not going to investigate and just take people on their word they don’t need the signature for proof.
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My check card apparently has this feature where I can simply wave it over a sensor in the swipe box so I avoid having to actually swipe it. I guess the companies are addressing the fact that people like me always try to swipe it backward and upside-down, thereby clogging the gears of progress. The first time I missed this feature, the lady at CVS kindly informed me of my missed efficiency. Remember back in the day when you and the person behind the counter could have a conversation while they totaled your bill on paper, and while you counted your nickels? (Well, I don’t, but I’ve heard fond stories.)
Don J, your sibs’ schools take cards for tuition? Because of the % cut that the cards get, my school refused to take it — for them, that adds waaay up on a big-tag like tuition, and since most people would not be picking their/their child’s school on taking cards or not (while some people DO pick lunch based on that), there’s really no incentive for them to take them.
In Canada I was trained to check the signature, yes. And down here in the US, while I’m not in service anymore, I’m constantly not asked for a verification. Sometimes I’m not even asked for one! I don’t care how small it is, the cards are not intended to be used that insecurely. I don’t care whether the banks will pick up the charge, I don’t want to deal with the administrative hassle of tracking down such charges if little surprises show up because someone got my card/number.
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I have to laugh at them because reality is often the opposite of what these commercials portray. Where I work, the cafeteria has credit card machines at the check out line. It can take several minutes for the transactions to go through. Cash is the preferred method of payment so you don’t piss off the people behind you.
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The strange thing about these ads is that they are so blatantly false.
I often eat a cafeteria by my office- most people there pay with cash and I always try to bring cash so I can move quickly through the line. I actually feel bad when I have to pay with plastic because it takes so much longer and I can feel the cash people in line behind me getting angry!
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What bothers me in those commercials – and I hate, I despise that whole series of commercials – is not only the rampant consumerism but also incredible impatience. Our society is already in such a huge rush all the time, do we really need MORE excuses to be impatient, and angry about it?
Also, re the signature – it isn’t actually a security measure. It’s used as one sometimes, but what the signature really is is signing a contract agreeing to pay the bill.
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JD. Great Article.
I totally 100% agree. Everytime I see these commercials all I can think of is the hypnotic effect that they have on people who are still under the ‘credit cards are free money’ spell. Credit makes everything so much easier and convenient and if you don’t use it – your lame or your doing something wrong. Total Crap.
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here ya go, jd.
http://youtube.com/watch?v=P8WWd_26U94
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I used my card the other day in the work cafeteria, and about 3 people in line started laughing and recalled the VISA commercial and how cards were supposed to be fast. I prefer cash, but I left my money at home and was starving. It was funny how everyone agreed that cards aren’t faster unless it’s under $25 and no signature is required.
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Ditto on disliking the ads. This ad campaign has been commented on a lot over the internet.
That being said, the only pet peeve that I have with people who use cash are those people who will pull out their wallets to fish out the bills to minimize any paper bills they get back…..
….then they fish out their coin purse and begin to slowly fish out the coins (including pennies)…..
….and now the cashier has to tally up everything but it’s taken so long that they no longer have a running tally of the amount….
…then they get back their $2.
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They’re just scared of cash because they won’t get a cut. The horror!
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I’m chaotic and have the memory of a watermelon. Thats why I use cash, because when it’s gone, it’s gone. I don’t risk acidentally going over my budget and getting stuck with a bill I can’t pay and will gather intrest while I desperately scramble around for money I don’t have. It’s a trap!!!
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I have to disagree. The key to my financial success is not using cash. I use either my credit card (which I pay off the balance every month) or my check card for every transaction. Once upon a time I had $40K in debt, credit cards, student loans, etc. And I worked very hard to pay them off and build a nest egg, emergency fund, and get a handle on my spending.
I used to hit the ATM, get cash and try to manage my finances in cash, and I had ZERO accountability as to where my money went. I spent $20 in each of 5 places and my brain thought I had only spent about $20, not $100. And I honestly could not account for the $100. I was much more prone to impulse buys. Now I have a paper trail for every penny I spend, and I know when and where the money went. Often do not even go to places I know don’t accept cards because I find it wildly inconvenient to go to an ATM to get cash. Plus, I will often have leftover cash, which disappears without record.
Honestly, I have no issues with how long it takes most of the time to process my credit/debit transactions. It is certainly less than going out of my way to find an ATM, try to guess how much I will need, and then end up blowing the leftovers on who knows what. My plastic forces me to be accountable. I am not racking up debts, just using it as a tool to better track my spending.
It may not be for everyone, but it works for me.
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The only thing that really slows it down is when people write checks.
I have to say when I use cash I spend it more freely too. Maybe it is a generational thing? I have never really used cash so for me, cash doesn’t seem like “real money”. I spend it and it is gone. If I use credit, I spend it, and it shows up on my statement.
I hate HATE the student loan commercials encouraging students to borrow up to 40k a year. “My parents cosigned, so I got a great rate!” That is just encouraging irresponsible borrowing.
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Surveys have shown that people will usually spend 30% to 50% more when using a credit card, than they will with cash. Of course the credit card companies know this. They can’t make any late fees or interest off of cash. These commercials are terrible for the false messages they portray. Our entire culture makes it easy for most to get into hock up to their eyeballs. We have a credit card economy. I remember the days when we used to have layaway.
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I too have a credit card that pays 1% and I have never paid a penny in credit card interest. However, there many people not so fortunate. The credit card industry preys on them with their double digit interest rates. Credit cards are often like lottery tickets – the people who can least afford them end up with most of them…
Best Wishes,
D4L
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Quite timely…I was actually talking with my wife about this yesterday.
My personal experience is when I swipe my card, I have to show it to the check-out person, wait for it to finish processing, sign the receipt and then wait for my receipt to print which usually takes about 1-2 minutes at my grocery store.
Not sure where this speedy checkout premise is coming from???
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[...] JD has a post after my own heart – I too hate those “life takes Visa” ads. [...]
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Any large purchases (over $500 for me) I pay for using cash. Why? Because as I count out those 20′s it hurts, and I remember how long it took to make that money.
Also, I have a kind of special Mastercard account- it’s basically a chequing account with credit card priviledges. The money has to be in the bank at the point of sale, but I can use it to rent cars, put down deposits on a hotel room, etc. Long live cash!
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Using cash takes longer because clerks don’t know how to make change anymore
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Jtimberman, I heartily agree! This happened to me TWICE in the past few months. First occurence when the computerized register was not providing a “change due” readout to the “cashier.” I had to literally do the math on a piece of paper for her (for change back from a $20 bill). The second time the register was not computerized, and the clerk was unsure of how to return my change due from $5 for a purchase of $2, plus 5% sales tax.
Math = if we don’t use it, we lose it.
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Here in NYC most places don’t require a signature for purchases made with a credit card that are under $25. At the store I work at when a credit has been reported as lost or stolen a message comes up on the screen and the register won’t process the transaction. So I would suggest reporting cards stolen or missing as soon as possible. Duh, right?
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I like using my Discover card for everything from Mcdonalds to utilities, that way when I want to review how much money I spent and on what categories it is all in one spot. I can then make the decision to to increase or decrease my spending according to how much fufillment I got from it. Checking my bill online can also influence future purchases.
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Ingrid: Yes, duh. But the problem with a lot of identity theft cases is that the victim doesn’t know that their card or identity has been stolen.
Jean: I’ll admit my math skills aren’t as strong as they used to be. Maybe I should get one of those Nintendo DS’s with Brain Age. Or borrow my 8 year old’s math book
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Thanks to [this is jerry] for uploading a better quality version of the Saints commercial.
One thing that strikes me about the quick trips through the line shown in these commercials is that this really did happen in London when we were there last summer. No joke.
You’ll remember that I signed up for a credit card specifically for this trip. I used it everywhere in London. But my card was different than the kind the Brits had. My card required a signature. It wasn’t “chip and pin”. One day in a bookstore, I had an especially comical encounter. I was trying to buy a UK personal finance magazine (seriously) and paying for it with my card. This was in Victoria Station during rush hour, and there were many people behind me. The line had been flowing smoothly until it was my turn. Because my card wasn’t “chip and pin” (which, I think, means that you can just swipe and go), and because I couldn’t understand the cashier’s thick accident (British by way of Mumbai), it took a couple of minutes to pay whereas everyone else was going through in thirty seconds.
Also — I’m not meaning to condemn credit cards with this post. I’m trying to condemn these awful ads. My credit card pays me 1% back, too. I intend to use it for many transactions.
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Visa and their marketing firm are aware that the premise of the ads is ridiculous. They aren’t trying to convince anyone its faster to use plastic.
They are working to remove the stigma of using a CC on small purchases, which still (barely) exists. In the past, no one wrote checks for a gallon of milk, except maybe The Dude. The 21st century version of the check, the debit card, is more convenient than its predecessor, but its not as quick as cash. If “everyone” is using their card for “all” their purchases, than you should as well.
The marginal benefit of us waxing and waning about the spots is added value. Congrats, we’ve all fallen for it.
Its a great ad campaign.
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My new pet peeve commercial is the Burlington Coat Factory (I think) that is at Christmas party, with everyone dressed to the nines (my Christmas parties always require formal wear…) and a woman asks the little girl “Do you believe in Santa Claus” and she says (in a somewhat snotty tone), “I belive in cashmere.” Ugh…
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The issue is that we forget that VISA is selling something.
They HAVE to get us to use the card. They have saturated the market with cards so there is no growth potential there. They will continue to focus on increasing the number of transactions per card.
As a consumer the problem is that the merchant fees, interest and fraud cost all of us money even if we don’t participate in the scam. The merchant has to cover those costs and he cannot pass them on only to the consumer who uses the card. AND Studies show that we spend LESS when we use cash. As much as 18% less. Plastic costs over and over and over.
As an adult with experience I know that the biggest time waster in the line is the person who is day dreaming and waits until the items are rung up to even being the process of dealing with payment. A customer who has pen and nearly completed check in hand is faster than someone on a cell phone searching for their credit card in the bottom of their purse.
My real concern is that most kids are not even thinking about the message but they are still hearing it. They will ASSUME when they are older that this commercial is fact.
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Here’s the message I got from the cards (which I totally know better, but young people may not) is:
1) wow-you are hip and cool if you use a charge card to pay instead of cash, and
2) oh, you’re using cash? You are a loser, slowing down the process of paying, and you better feel guilty about it because you clearly aren’t hip and cool.
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Wow, just wow. Those ads are so offensive!
They wouldn’t work here in Australia as if you use a debt card you have to enter a PIN to use it, so it would actually take longer than cash. A credit card requires a signature so takes longer still.
I also hate the implication in the first ad that if you don’t use a Visa then you’re not a Saints fan and are in some way disloyal to New Orleans which is just nasty after Katrina etc…
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Even though I use a credit card for nearly everything, I will agree the ads saying credit is faster than cash are annoying, although the newest one showing the woman writing a check slowing things down is right on.
I cringe anytime I see someone break out the checkbook. People who use checks at retail stores not only deserve to be ridiculed, but should be taken out into the street and beaten to a bloody pulp.
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these commercials are actually kinda funny to me
the people that i look at weird are the ones who have to pay exact change for a cup of coffee.. and go through their coin purse in order to do so
it’s so much easier to use a debit/credit card.. plus you don’t have to carry all that spare change in your pocket anymore (which you probably end up losing anyway)
cmon guys.. it’s the 21st century
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[...] Roth From Get Rich Slowly posted an entry today on his blog in which he drew attention to those popular Visa ads that promote the use of credits [...]
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What I want to know is what that music is in the 2nd ad! It’s like the perfect mad scientist song!
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J.D., as much as I respect your opinion, I have to REALLY disagree with your negative views about this commercial and the message it projects.
Cash is on its way out and credit/debt technology is in. There are SO many more reasons to use credit and debit cards than there is not too. By using cash, you are greatly limiting yourself on the cash back and reward points you could be earning. Card transactions are absolutely quicker and more efficient than using cash. Not only that, handling cash bills is very, very dirty since it is handled frequently by all sorts of people.
I don’t usually post such opposing views, but I feel pretty strongly about this…
Please read my rebuttal.
-Raymond
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The “slow cog in the machine” ads are annoying, not to mention ridiculous, but the one I really hate is the “Downtown” visa commercial.
http://youtube.com/watch?v=KmhP5LQ4q84
The new-in-town girl is not paying attention and breaks the heel of her shoe, so everyone drops what they are doing to help her buy a makeover, a new dress, and new shoes, all with, you guessed it… her VISA. Its also disturbing that she is basically forced into these purchases by the whole town, as you can see her stumbling around dazed and dazzled and just whipping out her card when the nice people tell her to.
Basically, if you suffer a minor inconvenience you must use your credit card to make yourself feel better as quickly as possible, society compels you.
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Folks,
I just noticed that the ads are for Visa Checking Cards – which are targeting to replace check users – who, we all agree on, are the slowest.
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I Agree that in many places like lunch cafeterias or small retailers where they have to connect to the CC company to verify each transaction CCs are slower then cash, but I have a Visa that has that no-swipe chip in it (its either called pay-pass or blink I think) and its a real pleasure to use in terms of speed. You just tap the card anywhere near the CC Machine box thing and a receipt prints out in seconds and your on your way. I think thats what Visa is really trying to promote here, and when it comes to the no-swipe technology I think they have a point.
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I know credit cards are here to stay – just read the fine print, because they are hoping for one slip-up from you so they can impose ridiculous fees. For example, many banks charge a $29 to $39 fee for a late payment. Also, one missed payment can cause the interest rate to shoot up as high as 30%. Some banks charge annual fees, some don’t. There’s always a cash advance fee. After the low 6 mo. introductory interest rate, then know how much the interest rate increases. Also, reward cards usually have a higher interest rate than nonreward cards. It would be worth a phone call to your bank to inquire exactly what their fees are to any of the above, and even ask them if there are other penalties you’ve haven’t asked about that you should know.
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Those commercials are ridiculous because many times they show people buying things that would not cost very much – and I know that some places won’t even let you charge something if it’s under a certain amount. Plus, it takes longer by credit card. I hate that. I’m impatient.
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Many times I recognize that people wait to swipe their card through until the end, instead swiping through immediately after the cashier scanned the first product. So you just have to sign or even just get the bill at the end. That cuts the time off quite a bit. I guess many people don’t know that they can swipe their card without having all their purchases scanned already.
But nevertheless, for very small purchases I mostly use cash. For bigger purchases I use my credit card, since I get airline miles.
BTW. checks barely exist in Europe. It is so outdated and I never understand why many apartment complexes in the US still requiring checks instead of online payment.
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You are aware that by putting these ads up, having everybody watch and discuss them you are actually promoting visa, right?
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I don’t know. If anybody ever got on my case in a store line for paying cash and being slow, I would most likely tell them to “go to hell”. Probably not that nicely though.
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For me, plastic is now reserved for three situations:
1) On-line purchases. I just can’t fold those bills small enough to fit through the wire.
2) Purchases where carrying that much cash is impractical. (Car repairs, hotel bills, and such.)
3) “Oh frack! I’m out of cash.”
That last is usually bad planning on my part.
I have one major credit card, and two debit cards. The credit card is now kept as a shock buffer. (“It’s saturday, my car repair money is in ING savings, and I don’t have a net terminal to move the money with.”) It also is used when I have doubts about the integrity of the merchant, as it allows for virtual numbers.
One debit card is with a local bank and is used for most on-line transactions and “Oh, frack!” moments. The other debit card is on my ING Electric Orange, and is used for those planned purchases where I move the money out of the savings where I was holding it until I needed it. (Hotel bills when traveling, primarily.) As debit cards are compulsory with EO, it is unsafe to use for regular payments, so I broke up the debit pattern into two cards. I have a completely separate account that I do my bill payments with.
The people who declare cash to be outmoded scare me. That is so wrong I can’t even think how to explain it to them.
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Cash is an asset. Your credit card is not an asset but a potential future liability which becomes a liability when you use it.
I bet master card is not happy that Visa thought of those ads and not them.
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I work in a cafeteria at a hospital so I get huge amounts of customers. We have a cash only policy. This is likely do to the fact that most people have only 1/2hr breaks and they would riot if everyone starts pulling out their credit cards/debit cards.
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The “live richly” campaign that Citibank used until about a year ago was incredibly annoying on this score. It wasn’t “be rich” – it was “live richly”.
But for Ads of the Devil, nothing comes close to this.
(Note: it’s a youtube that’ll start up immediately upon clicking…)
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I hate all of those “You don’t love your kid unless…” ads. I’ve seen them for toys, cars and any number of other things that aren’t necessary. I am the oldest of six kids and while we far from without growing up, my parents luckily never bothered with all of the extra crap that new parents buy because they think they need it. ( Baby wipe warmers for instance…) My wife and I had to field a lot of these gifts out from her side of the family when we had our son.
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