We have received numerous comments about our new billboards going up around town. The vast majority are very positive from people who get the message and have a good chuckle. However, it seems a few folks just don’t get it and are offended.

To this displeased crowd I would like to say: look more closely and then read the message. Afterward you should see that it is simply meant as a clever advertising tactic.

I never imagined some people would be so resistant to what is meant to be a humorous way to draw attention to our reputable name. I understand why most people would have to take a second look, which is what the billboard is supposed to make you do. The model is simply holding up her ring finger wondering when she will receive an engagement ring.

In researching ideas we feel we came up with a way to make people take notice. We are a well established family business with friendly and professional employees that wouldn’t intentionally offend anyone.

In addition, our billboards also meet the billboard company’s ethics standards. We stand by our decision to display advertising that will grab your attention.

Barry Schenck, Certified Gemologist Appraiser for M.M. Schenck Jeweler, Inc.
3953 Hixson Pike
Chattanooga

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Wondered if I was the only one who thought that they were inappropriate. Glad to know that others feel the same way.

They're not funny and, at first sight, project the wrong message. The message they're meant to send isn't so great either. My children should not have to see that everywhere we go.

The billboards are trashy and if that's the message Mr. Schenk wants to convey to the community about his business, then he's done a great job.

Raquel Newton
Signal Mountain

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Mr. Schenck,

Please do not give in to the handful of people who feel they need to complain about something totally harmless. I will never understand why some people feel the need to look at something and immediately try to create something out of nothing to complain about.

I applaud you and your billboard; it is certainly a clever advertising tactic, and I certainly see nothing wrong with it. Even if I did, surely I would be able to find something better to do with my time than to complain about something as trivial as this.

I hope you leave this billboard up as long as "you" see fit, not anyone else.

Sam Horn
Chattanooga
SamuelLanghorn@hotmail.com

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Bravo Barry, you got my attention. I saw the billboard at the intersection of Hixson Pike and Ashland Terrace last week and had to turn around and take a second look. After a good laugh I went on, but I also knew that the "community watchdogs" were going to start barking very soon, and it seems like they did.

I don't know about anyone else, but I for one don't need anyone looking after my morals. I'm wondering how many of the "barkers" saw the billboard after they came out of the liquior store across the street. It's like someone watching an R rated movie on Saturday then complaining on Sunday morning about all the trash that's on TV. Every TV ever built has a device that can censor your viewing; it's called a channel select.

I would like to meet the person that came up with that billboard and shake their hand. I say keep it up; we all need a good laugh these days.

Craig Collier

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Mr. Schenck,

Let’s face it. Obviously, you have the right to advertise any way you
feel is appropriate. As my wife and I were discussing the other day as
we passed one of your billboards, it’s not really the innuendo of the
finger used that we questioned. For us, it is the pretentiousness
suggested by your ad. Also, if the “vast majority” of individuals feel
positive about your ad, then why the need to defend it?

Craig Martindale

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I too just recently saw the billboard on Frazier Ave on the North
Shore, and I thought it was hilarious. It took a second look, which is exactly what it's meant to do, to really see it.

Advertising, as well as so many other things, has gone to an extreme of being so politically correct that it's gotten boring. To really make a splash people have to be different, not conform to typical advertising.
Think about your favorite commercials and billboards over the years.
If you're really honest with yourselves, I'm willing to bet they were the ones that really pushed the envelope.

Certain people, in this town especially, are able to find something wrong with anything they
chose to take issue with. Also, if you're so worried about your
children, try talking to them for a change and explain why they
shouldn't give someone the finger, even though it's obvious that is
not what the woman on the billboard is doing. Quit complaining about
art people; it's a guaranteed freedom.

Paul Wilson
Chattanooga

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As many have said, you do have the right to advertise any way you see fit. Though many do complain about everything, is this advertising really all that harmless? I understand those who "chuckle" over this and get a good laugh. But, part of the problem with our society is that those things that once were frowned upon by all are now chuckled over by most. It dissappoints me that people are more concerned with the jeweler's right to advertise than what our children are exposed to. The more we dilute what is
"ok," the more this world slides down that slippery slope of immorality.

As a single mom who is giving my all to raise a daughter with morals and
overall good character, it's not funny or "chuckle-worthy" to have to
explain a sign like that. At a glance, we all know what it looks like and was designed to look like. If you are traveling at a normal rate of speed without a cell phone in your ear, you might not be able to give it the second look required to understand it.

I have seen the sign driving down
the road, not while coming out of a liquor store. And, in the event that my daughter does see it, I will discuss it with her, as I do all things. I will gladly explain to her that some people don't possess enough creativity to attrack attention without the "shock-factor" that this world has long since required. It saddens me to know that a billboard like that meets any company's ethics standards.

Rebecca Pool

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If you have ever met Mr. Schenck concerning a business matter in this
family owned jewelry store, you would know that they are highly
respectable and would never intentionally try to offend anyone. I am a parent, and I embrace the opportunity to explain things like this to my son.

I think the judgment is being passed way to easily in this case, especially when we have worse billboards around town. Let’s put
down, Mr. Schenck first? I don’t think it’s appropriate to attack him
and his advertising choices. Do you contact McDonald’s or Burger King
every time they sponsor a movie that isn’t kid appropriate? I think
not; your kids are probably playing with a Happy Meal toy as we speak.

Hypocrisy is the real topic, and I think some of these parents
need to look inward before throwing stones at a billboard. Those
unhappy with themselves usually are the most critical of others. Even
children need to know how to laugh at things before letting blood
pressure soar through the roof over shock value. Come on now, pick up
your jaw and go on about your business. Seriously.

Carrie Hopkins
Red Bank