Word: gallos
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...When Gallo found that The Crimson had identified it as the advertiser, the company complained. In an effort to avoid direct identification of the advertisement that appears today, a representative offered a compromise line: "If you wish a poster-size reprint of this ad, please write to the E. & J. Gallo Winery..." The Crimson refused the compromise, but offered to print it along with more direct identification...
This is obviously not what Gallo had in mind. The dual mention of the company would be "repetitive," a representative said. What is more likely, however, is that the company felt that attaching its damaged credibility to the advertisement would immediately destroy the ad's effectiveness. In the end, Gallo relented...
Whether the advertisements have any impact is doubtful in any case. No knowledgeable advertiser purposely offends the sensibilities of his audience in messages laden with more juvenile sarcasm than fact. Gallo, which has been preparing its anti-UFW ads without the aid or expertise of a professional agency, has done this twice. The company is apparently unaware of a basic tenet of advertising that holds that sarcasm alienates more readers than it convinces...
...company's one attempt at gravity came in an advertisement headlined, "Ten Documented Facts You Should Consider Before Boycotting Gallo." Who documented these facts is left unclear; the advertisement provides references for none of its statements...
...Gallo has spent close to $700 to place its three somewhat incredible messages in The Crimson--messages that on personal grounds most members of this newspaper would have preferred not to publish, but messages that on grounds of freedom of speech were not censored...