“WE SELL STEEPED TEA!” They make this sound as if it’s something special. Steeping is simply the process in which you turn water into tea. (Now if they could turn that water into wine . . .) Or the commercial about how they sell beef that has been ‘grass fed’. What do you think they’ve been eating?
Advertisers understand that if you say something loud enough and with enough enthusiasm you can get a lot of people excited about it. Even if they don’t know what it is. And who can remember the jingles from your childhood about food? I remember more than I like to admit to. It’s the jingles that get people excited. And excited people buy stuff. There are some truly amazing commercials out there that are touching and poignant and memorable. The polar bears, the Clydesdale horses, the puppy dog lost in the rain. You don’t forget these commercials.
“POP-A-MATIC POP A DICE! POP A SIX AND YOU MOVE TWICE! I don’t remember the game but I can’t stop thinking about the jingle. Or how about: “MY BOLOGNA HAS A FIRST NAME . . .” That’s how I learn to spell bologna! I don’t hear many jingles anymore, at least not memorable ones. Commercials nowadays seem to be loud and annoying. And like so many people, I tape everything so I can fast forward through the commercials. I remember when I enjoyed the commercials, I was curious and entertained. But maybe the world has changed and it’s not quite so kind anymore.
I understand the job of an advertiser is to sell things. Hopefully in ways that are not illegal, immoral or unethical. That doesn’t say anything about telling the truth. But one can lie without actually doing so. It’s called obfuscation. I like this one a lot. Let me give you an example. A friend goes to a high price hairdresser to have her haircut for the first time. She spends 30 minutes in consultation before the scissors are even approached. Two hours later she comes out and is absolutely thrilled with her new do! And she asks you the inevitable… “What do you think?” Now do you tell her the truth: that her hair looks like it’s been cut by an eight-year-old on crack cocaine who has a twitching problem? Or do you obfuscate? “Wow”! That could be a good wow or a could be an OMG wow. She’s not gonna know. Then you could say something like: “That’s a new look for you!” It’s all in the delivery and you have to sell it. This woman is happy with her hair, why would I want to change that. It may not be my taste but I’m not the important one here, she is.
To advertisers the buyers are not the important ones. The clients that are selling the product, they are the ones that matter. They are the ones signing the cheques. So, we have that old adage: BUYER BEWARE! And that warning seems to apply to everything these days. Don’t take anything at face value and assume somebody’s trying to get something from you. What does that say about us?