Experience the Message had a little entry the other day about US Airways’ decision to place advertising on air sickness bags. ETM asks, “What’s worse: this or urinal advertising? Piss or vomit? You decide.”

I’m not sure we have to choose what’s worse. Both are seemingly obvious bad marketing decisions. However, what’s even worse is the motivation behind the idea to place advertising on air sickness bags. US Airways spokesperson Morgan Durrant stated, “It’s a way to boost revenue to keep fares as low as we can.”

So, it’s for the good of the consumer. Now I see. Some other folks weighed in on the decision:

US Airways Spokesperson Phil Gee: “[Air sickness bags] are in every back seat pocket. We figure while it’s there, why don’t we make it multipurpose?”

Aviation consultant Michael Boyd: “Barf bags have a lot of shelf life. people aren’t barfing as much in planes as they used to.”

Back to Mr Durrant: “When you think about it, the audience is captive. That’s a draw for most advertisers.”

I hear a lot of buzzwords being abused here: multipurpose, shelf life, captive audience. The problem is that they’re being misapplied. There’s a line being crossed here, one that everyone who desires to build a successful brand image needs to keep in mind: Don’t associate your brand with bodily excretions or fluids…

…unless you happen to be the Red Cross.