Wednesday, December 05, 2007
The most striking thing about modern ads is that they don't attempt to sell anything that you can easily buy. Old ads sold soap, soup, cereal, gum, cigarettes, beer and coffee --cheap and easy to get hold of things you could buy at the local supermarket. New ads sell prescription drugs, expensive cars, erectile disfunction pills, insurance, and credit cards. I don't get it. Why waste time and money advertising things that people can't impulsively run out and buy?
Have you noticed that there's no Coke commercials on TV anymore? And where are the soap ads? People still have to buy soap, don't they? No doubt this is the result of market studies, but what studies? I'd like to read them. Maybe feminists and generic brands have something to do with it, but wait a minute...people still have to shop and we all know the generic brands don't taste as good...think about generic Cheerios...Ugh! So where are the name brand food commercials? Why are we advertising pills that require a doctor's visit to get, or cars that we buy only once every ten years?
By the way, I put up these commercials because they're each so interesting in their own way. The Coke commercial is just a straight sales pitch...no dancing girls, no frills...and yet it works! I was salivating for Coke while I watched it! Ditto the Camels commercial. A bizarre woman, shot frontally and in the middle of the screen by a nailed-down camera, holds our attention perfectly by the force of her personality and her weird articulation. Amazing!
And the Cools ad...wow! That girl on the beach is hilarious! What a gloriously cheap and fun-to-parody commercial! None of these have anything to do with the theme of this post but I thought you'd like to see them anyway.
For those who stuck with me this far...a reward: two scenes from "How To Get Ahead in Advertising," one of the most literate films I've seen in recent years. Hope you like it!
Posted by Eddie Fitzgerald at 11:28 PM