more than disheartened to see the ads for the Devondale co-op depicting dairy farmers in such a feminist manner. The Australian sugar industry was one of the most advanced sugar industries in the world, and it appears the Australian dairy industry is also one of the most advanced dairy industries in the world, and that should be stated in the ads, not to portray dairy farmers as being dumb, stupid and barely articulate. The intended aim of the ads seems as follows: "the commercials were designed to achieve "consumer cut-through to drive brand recognition and sales volume". "This strategy is based on humour and the comic characters were designed to be over-the-top so they could not be construed as real representations of our farmers," the spokeswoman said." John Newton Author Journalist (logged in via email @newtricious.com.au) What really offends me, as a (long ago) ex-practitioner of the dark art of writing copy, is that neither tell me anything new or truthful about their product. Cheese. In either a straightforward informative or amusing way. The Yeo is for the reasons stated above, appalling, cheesy (sorry) and try-hard. It tells me nothing about the product. The Devondale attempts to sell a product benefit but it is an unbelievable product benefit. Sorry, if I like sharp cheese that stuff will be bland. And vice versa. And the pink clad girl friend with the dog was also a little stereotypically offensive. The best way to write good advertising is and always was to get