Keyspan Energy Corp ran an ad in Newsday in which it used this picture (apparently of Long Island fishmongers) to express its commitment to the people of Long Island. The concept was that local businesses should rely on a local company for their electricity. But astute readers soon noticed that the fishmongers were holding up King Salmon, a species found only in the Pacific.
When challenged, Keyspan admitted it had used a stock photo of fishmongers standing in Seattle's Pike Place Market (nowhere near Long Island). It had digitally inserted the words "Mid-Island Fish" onto their aprons. Keyspan subsequently reshot the ad using the owner of a local Long Island fish store. The new ad read, "Want to meet a real fish company?"
Links and References
L.I. @ WORK; When Advertising Mixes Fact and Fiction, The New York Times.
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