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Ad Wars – Holiday edition

Michael 7 Comments

I am so looking forward to tomorrow, it is palpable! Feel it in the air! Capture its essence on the wind! Yes, I’m talking about Holiday Advertisement Armistice! We can all breathe a sigh of relief!! For a day or two.

I know I’m not the only one who can tell the season by the ads on TV and now on line too. Fragrances? If it’s snowing outside we must be coming up on Christmas. If there are birds singing it’s getting close to Mothers Day. Otherwise, you better have a good deodorant if you want to smell good. Televisions, really big televisions and power tools? Fathers Day will soon be here with the tools needed to build a world class man cave and the electronics to fill it. Caribbean resorts flooding the airways? We must getting close to Thanksgiving so we can plan for some warm sunny days on white sand and leave the white snow behind. And jewelry? Clearly Valentine’s Day approaches. Oh there might be some token pieces in May for Moms Day, and Christmas is always good for a nice necklace, but they pale to the brilliance of the gems you find on air during the first two weeks of February.

Personally, I’m getting sick of finding pictures on diamonds the size of baby heads mounted on rings of the shiniest metals retouching can allow in my Instagram feed. Maybe I’m in the minority but I wouldn’t even consider proposing, or want to be proposed to, on February 14, January 1, December 25, or my intended’s birthday. Show a little originality! Make it a moment that will always be remembered for the special occasion that it is. It should be a special day only those two share. In 40 years when she turns to he and says, “Do you remember when you asked me to marry you?” the answer shouldn’t be, “Duh, yeah…Valentine’s Day. I remember cuz it was right after the Super Bowl. That reminds me. We’re out of beer. [Burp!].”

But then what do I know. I’ll be the one spending Valentine’s Day with my therapist and then going to the neighborhood pub for the Tuesday hamburger lunch special before heading home to check and make sure the ring I bought back then is still in its case, in the back of the sock drawer, just in case someday (but not Valentine’s Day) she changes her mind.

And I’m looking forward to a few days of respite before images of green milkshakes clog up Instagram.

We all owe something to someone for our existence. We explore how we repay them in Uplift! On ROAMcare.org.

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Letting the EGGS out of the Basket

Michael Leave a comment

For the most part American marketing and merchandising has made a mockery of holidays. Thanksgiving takes a back seat to Black Friday. Washington’s Birthday isn’t even called that so the Presidents Day car sales can be stretched over weeks rather than a single weekend. Halloween, St. Patrick’s Day and Cinco de Mayo vie with New Year’s Eve for most traffic accident honors. Flag Day is forgotten. Memorial Day and Veterans Day would be forgotten but for gratuitous Facebook posts. New Year’s Day is really Mattress Sale Day. The Fourth of July is as much about back to school sales as celebrating the winning of the freedoms that allow free markets and the free speech to promote them. And Christmas, Christmas is the poster child holiday for Freedom of Religion protesters and rejoinders. Yet for the same most parts, Easter has been left pretty much alone.

Maybe even crass marketers saw reason to shy away from the holiest of Christian holy days. Other religious groups have had similar high holy days spared the merchandising of their sacred events. There have always been Easter sales but not outright assaults on religious sensibilities. The quiet 1990s marketing of dresses and suits was not much different than the diffident 1940s Easter bonnets sales. They were almost presented as a service. “You have something special to do; we have something special for you to wear.”

We even made it partway into the 21st century not desecrating Easter. Much. But I fear that time is over. Over the past few days I’ve seen television commercials, opened hard copy and email promotions, heard radio advertisements, and even saw on-line banner ads touting EGGS-cellent opportunities, EGGS-traspecial specials, an EGGS-travaganza of savings, and EGGS-tra Savings on all your needs. Isn’t that clever the way they made all those cute little references to EGGS. And just in time for Easter because of course, EGGS were the main course at the Last Supper. But just in case you missed it, all those references to EGGS were just like that, in all caps, E-G-G-S. One stood out in its subtlety.

HOP on over for a BASKET of savings.
You won’t have to HUNT for the best deal
At our new and pre-owned
Springtime EGGStravaganza of Savings!

(Note how they used Springtime instead of Easter so it has universal appeal.)

eggsSo far I have resisted the urge to save hundreds, even thousands during this EGGS-tra special buying time of year. I’ll spend my special time in church rather than at the car lot. I just hope like the how the commercials for tax preparations all disappear in April 16 and how political ads vanish the first Wednesday after the first Tuesday after the first Monday of November, all the EGGS will find their way back into the basket next Monday. Until then, it’s really going to be EGGS-asperating.

 

 

Truth in Advertising

Michael 1 Comment

One more day and it’s Election Day across America. And this post has NOTHING to do with the election. Yippee!!!

But it is about something that I discovered during the crazed advertising season that this crazed election season has turned into. And it’s something that the consumer advertisers can learn from those abhorrent televised political ads. (But the politicos can learn a thing or two from consumer advertisers so don’t think they’re going to get off without a talking to (or about).)

Did you know that there are actually specific regulations to which political ads are expected to adhere? For one thing, any small print on a political ad can’t be small. Actually it can’t be any smaller, nor in any font/background combination less contrasting, than the smallest font in the body of the ad. Can you imagine what this would mean to the legal, insurance, and new car advertising industry? No more teeny print containing the printed equivalent of a 12 page disclaimer packed into the bottom 2% of the screen, that’s what it would mean!

Another expectation of those political ads is the famous equal time provision. Whatever time is bought by Candidate A must be made available to Candidate B. And there would be no question about a broadcaster not airing either because the law states that television and radio stations must provide commercial time to presidential candidates. (These provisions address time bought by the candidates or their own campaign committees, not to the time purchased by third parties “not affiliated with any candidate.”)  Imagine how easy it would be to truly evaluate the benefits of the Chevy you’re contemplating buying if you were able to see the Ford commercial right after it.

Of course that’s all assuming that the information presented in those competing ads actually addressed factual information regarding the advertised product. And we know they do because of the truth in advertising laws out there. You would never hear a commercial for a Ford say “Don’t buy a Chevy. They can start all by themselves and run you over in your own driveway.” You’d never hear it because nobody would ever produce or air such a statement. But that’s where the politicians can take a cue from the consumer advertiseronadvertisings. Did you know that there is a regulation that a broadcaster cannot vet, edit, or refuse to air a political ad? What they get from the campaign is what they put on the air.

David Ogilvy was a wizard in advertising. In fact in 1962, Time Magazine called him “the most sought-after wizard in today’s advertising industry.” He has been called the Father of Advertising and is known for his attention to reality and his ability to persuade by carrying on a conversation with his audience. He was a pioneer in creating ads that didn’t insult the intelligence of the consumer. Unfortunately his children haven’t been following his life’s lessons whether pushing car makers or candidates.

Now that I think of it, the politicians could stand to learn that lesson also. Perhaps it’s a lesson at least one of them can sign up for on Wednesday.

That’s what I think. Really. How ‘bout you?

PS – Don’t forgot to vote – assuming you have some idea what you are voting for. Yes, I said “what,” not “who.” If you can’t articulate at least one cogent reason for casting your ballot other than “at least it’s not a vote for him/her/it/them” then, um, maybe it would be better if you did forget to vote.

A Healthy Rant

Michael Leave a comment

You know how much I hate fine print. It’s right up there with insurance companies, banks, ads for prescription drugs, car sales and lease restrictions, cable TV and cell phone service disclaimers, and lawyers. Most of those I can all sort of let go. If somebody wants to really believe he or she can save $500 switching insurance, will actually pay only $49 for phone service, or can qualify for that $99 lease that’s on them for taking tooth fairy believability to life. Well, caveat emptor and all that. Except for lawyers. I still haven’t figured out if they actually serve any sort of redeeming purpose. But that’s a post for a different time. This post is all about a new line of fine print I saw on an ad and I could have died when I saw it. Actually I could have wished death on the person who came up with it and the other ones who willingly went along with it.

I had the television on the other afternoon. It’s annoying as hell to watch television during the afternoon but not because of the programming, because of the ads. All three of them. No matter what the show or what the channel, if it’s between 11am and 4pm you will get a steady diet of commercials touting credit repair, Medicare supplement insurances, and denture adhesives.  And every now and then something completely different.

The something different I saw was an ad for a hospital. Not a donation request asking for $19 a month but an ad designed to make you want to go to a particular hospital.  Not a local hospital for your general hospital needs. This was an ad for a national specialty hospital where cancer is all they treat. There were patients and patients’ families, doctors, and professional voice-over actors all promoting their brand of care resulting in their kind of success. As a cancer survivor and a health care professional I took interest in that ad for as much as I can take interest in any ad between 11am and 4pm. But my interest waned when they got to the end and those teeny words crawled across the bottom on the screen. “You should not expect a similar outcome.”

Beneath the large, bold list of their few locations across the country, their phone number and web address, and the insurance plans they accept, after spending 60 seconds telling you how they understand, how much they care, and how they are different, they slipped in at the bottom of the screen at the end of the ad, in a print sized to make an optometrist cringe, “You should not expect a similar outcome.” You should not expect the same result as the patient whose testimonial was presented during the ad. You should not expect to be relieved of your pain and suffering, you should not expect to be returned to your family and loved ones, you should not expect to return to a fulfilling life, you should not expect to be happy and upbeat when your treatment is complete. But please, be sure to break your neck to set off across the country to not get what the ad encourages you to believe in.

Can you imagine if every ad ended with “you should not expect a similar outcome?” Would you ever spend money again on reducing the chance of cavities, removing unsightly grass stains, or eliminating underwear creep? What do you think would happen to you when you pay your rent or mortgage, your utilities and credit cards, and you include the note “don’t expect this every month” with each check?

You know what I think? I think it’s time to forget buyer beware and it’s time for seller be truthful. Quid a conceptu!

That’s what I think. Really. How ‘bout you?

Just About the Last Minute

Michael Leave a comment

 

It’s down to 3 (three!), 2 (two!), 1 (one!), Merry Christmas (!) and we are at the clubhouse turn.

The clubhouse is pretty appropriate here.  This year’s Real Reality of Christmas season started with “Let’s Go Clubbing” (Nov. 17, 2014).  In that post there is the outrageous suggestion that this year everyone would be consumed with cooking, baking, and decorating.  And that seemed to be a pretty fair estimate of outrageousness just as it is most every year, at least around here.  One thing it didn’t seem to be was all consumed with shopping.

Shopping was quite tempered this year from the lack of catalogs (see “The Great Annual Christmas Catalog Shopping Guide,” Dec. 15, 2014) to the lack of fellow shoppers (see “Next to the Last Minute,” Dec. 18, 2014).  We’re wondering might that be due to the lack of stuff.  It seems that every year there is more and more stuff that you only see at the holidays.  Advertisements bear this out.

Think about what you have seen recently on your television.  If it weren’t for the commercial air time between Thanksgiving and Christmas you would think nobody ever drinks liquor, sparkling wine, or pomegranate juice.  If not for those four or five weeks (and the week before Mother’s Day) jewelry stores would close.   Women’s fragrances, perfumes, and colognes appear not to be bottled except for this time of year (and that week in May).  Men’s fragrances are not even bottled this one time each year but they are dusted off and shipped to the stores who agree to build even bigger displays of the always more lucrative woman half of the couple version which are bought by the gift-clueless man half of the couple.  If the Christmas season did not exist, neither would DVD versions of “classic” movies and television shows.  And do we even have to mention Chia Pets?

In some cases it is not just the product that only appears at the end of all years.  Sometimes there are entire stores, even entire categories of stores that only show themselves during the Yule season.  In addition to the already noted jewelers, fitness equipment makers (infomercials excepted) and fitness centers, kitchen gadget specialists, and book sellers rarely make themselves known other than during this holiday period.

With all the extra time bought up by these specialties you would think that the routine advertisers might be a bit miffed.  They are, after all, missing out on a lot of chances to push their products.  Don’t worry about them.  As the number of Christmas movies and specials increase, even though there might be fewer numbers of ads for the commercial staples, the interaction between seller and sucker – err, customer – remains at least the same, if not better.  With some well-timed offerings and a new catchy jingle or two those companies will somehow manage to stay in front of the buying public until at least the Super Bowl.  There will always be enough people buying cars, beer, soup, and cell phones.

And do we even have to mention Chia Pets?

Now that’s what we think. Really. How ‘bout you.

 

Some People’s Children

Michael Leave a comment

If you aren’t yet you should be looking forward to the day when you become the parent of an adult child.  Oh when you get down to it they really aren’t all that much different from the non-adult child.  Your parenting skills will still be questioned but then, so will their childrening skills.  Many of the issues you already faced yourself.  Most of the problems will be expected, if not actually anticipated, or at least remembered more clearly.  And usually more expensive.

We figure the expense of childhood issues is going to catch up with the little ones shortly.  It all has to do with the recent wave of television commercials portraying children as members of real families and part of the decision making process.  We’ve had kids in commercials since there have been commercials.  Millions of people know that “Mikey likes it” but probably have no idea exactly what it is that Mikey likes.  But Mikey was cute.  And even at today’s inflated prices, we’re talking about a $3.00 box of cereal.  Not a big budget buster.

No, today’s kids are pushing thousands, even hundreds of thousands of dollars in single transactions just by being, well, by being bad kids.  Let’s start with the youngest in the crowd who carries his blanket with him wherever he goes.  Big deal, lots of kids do that.  But this one seems to take great pride into turning his blanket into an ice cream bowl just for kicks.  Grandma scoops out a nice big portion of ice cream and the kid immediately and deliberately dumps it onto his blanket.  Here that blanket would have then been declared garbage and tossed out with the trash.  There Grandma chuckles and the kid wins.  Again, not a budget buster but far from Mikey’s cuteness and a harbinger of things to come.

Those are the small victories that give other commercial children the audacity to demand their way or the highway.  Take the dad and child off the highway and park them on the rim of the Grand Canyon.  One of the Seven Wonders of the World and the kid sits in the car with the look of “yeah, I’ve seen pictures, so what” across his face.  Dad tries to find a way to “get to” his child, finally deciding to drive his new $30,000 car onto a bison range.  There one of the furry beasts walks up next to the car, fogs the window, and the kid is finally impressed.  You can tell he’s impressed because the voice over tells us so, and for a mere $30,000, plus travel expenses and release statement, you too can impress your child.

Perhaps the greatest display of petulance is the 9-ish year old whose parents determine that he should be part of their spending upwards of a quarter of a million dollars on a house.  House after house they look.  House after house he becomes more and more irked at the selections.  What’s missing here?  Why does he not like any of these fabulous structures?  Because there aren’t any big trees where he can build a playhouse.  It’s not just a house; it’s where you raise your family.  Or so says the pleasant voice at the end of the commercial.  Yeah, right.  And in a year he’ll forget about the tree house and for the next 10 years resent all of the leaves his parents will “force” him to rake every fall.  Them and their darn big trees.

Trust us, you’ll welcome being the parent of an adult child when most of the problems are expected.  And maybe not even more expensive.

Now that’s what we think. Really. How ‘bout you.

 

The Face of the Legal Profession

Michael Leave a comment

Remember when you were a kid.  Younger.  A little younger.  There!  You were in the backyard and they were picking up sides for the family football game.  Everybody played.  Boys, girls, even old people like teenagers.  And those teens were a font of information.  They would tell the youngsters. “If you want to get picked you have to look mean.  Meaner.  Meaner!”  And mean you looked.  You looked like a cross between a WWE Wannabe and a mountain lion with indigestion.  Very mean.  Some of those young ones, maybe even you, grew up to be a lawyer, but never gave up that face.

We bring this up because lawyers are on TV a lot right now.  Locally there are quite a few high profile cases being tried.  Between the “no comments” from the trial lawyers and prosecutors and the comments from the station commentators there are legal faces all over the television.  All trying to be “serious.”

It’s getting close to general election time and all of the local news outlets are starting to trot out their analysts to analyze the candidates and the candidates’ comments and/or no comments depending on, well, usually just depending because they are, after all, politicians.  Most of these analysts themselves are also politicians (just the ones who lost last time around) and, because you can never have enough of them, lawyers, too.  All trying to be “sincere.”

And because the law schools are pumping out so many lawyers it’s time for some of them to stand out from the crowd.  That means television ads.  For some, YouTube videos even.  (Those are the really scary ones but we digress.)  In these commercials, all the while trying to convince you that he or she is the perfect advocate to get money for you, they put on their not-so-happy face because you want someone not so happy to handle your personal injury claim.  All trying to be “compassionate.”  (Except for the guy with the pony tail who will file your bankruptcy with a smile, with a smile.)

Whether serious, sincere, or compassionate, they all look the same (except that pony tailed guy).  Somewhat like a mountain lion with indigestion.  Someone somewhere has told these lawyers that the law is a noble professional and should be held in reverence.  “So when you’re on TV, don’t look happy at somebody else’s misery!”  Unfortunately, the only non-happy look these guys can muster is wildlife with tummy troubles.

The next time you see a lawyer with some contorted facial expression and with what he thinks are penetrating eyes, don’t rush out to the office with a bottle of Pepto.  His pain will pass.  Faster than his clients’ will.

Now that’s what we think. Really. How ‘bout you.