Many years ago I attended a seminar about advertising. The guest speaker was a well-known advertising copywriter from Chicago. He quoted his favorite ad. “WANTED, WATCHDOG.ONE THAT BITES.”
That just about sums up my feelings about advertising. I simply am not switched on to hard-hitting advertising which is full of exaggerations, half-truths and the like. It takes much more than that to convince me to want to buy the product.
That Watchdog ad is straight to the point. Somebody wanted a dog that will actually do the job properly. Simply stated, concise and descriptive. Nothing more needed to be said.
Selling is a tricky business. Advertising is essential. With so much clutter in the market the customer needs to be informed. But not hammered. The hard sell is as old as the hills, yet slick advertisers still maintain it works. Not for me!
With the advent of television and the multitude of imagery which the medium can produce, Art Directors are having a ball conjuring up subliminal images which are also supposed to sell products. Another big switch-off in my view.
Then again, it depends on the potential customer. Some buyers like to be flattered. They can be easily seduced into false reality with beautiful images and flowery language. Hard-earned cash can simply be thrown on the trash heap when consumers get sucked into the world of phoney advertising.
We should always remember that parting with our money is a serious business. Unless the right product can be purchased at the right price and gives satisfaction to both buyer and seller, it is wasteful.
If I want to buy a packet of biscuits, then I’ll look for something that has potential taste appeal. The color of the wrapping is of lesser importance. In fact, of no importance at all.