Advertise That! 09/06/2005 (This article forms part of the Journal that I am writing to describe my impressions of America since arrival in September, 2004. To begin reading this Journal from the beginning, click here.)I have said before that I watch very little television, a slave to the computer as I am. But it's one of those inescapable facts of life these days and I have not been able to avoid it completely. Inevitably, I have noticed a few things about television in America and perhaps the most surprising is the difference in the advertising.Apart from the sheer overwhelming quantity of commercial breaks in the States (at times it seems that the program being shown is grudgingly inserted in tiny pieces in between important and informative collections of commercials), the style of the advertising is different. It is far more direct than British advertising; the message is "This product is great, it will change your life, it beats brand X every time, buy it NOW!" That might be effective (who am I to say it isn't?) but such straightforward hype hasn't been seen in Britain for years.British adverts are subtle, so much so that at times it's impossible to work out exactly what is being pushed at the viewer. I think this started way back in the early seventies, when overt cigarette advertising was outlawed. For a brief moment there was consternation amongst the tobacco companies - how were they to get across the delights of their product now? But they were saved by Benson & Hedges.B&H brought out a series of ads that relied upon their highly recognizable brand color only. It became a game to notice the B&H gold hidden within the ad. They didn't make the game too hard, so everyone could play. It was a very clever exercise in subverting the rules: they were not mentioning the product nor any of its undoubted charms; the campaign relied entirely upon the market's already-established brand recognition.The ploy must have been effective for all the other tobacco companies followed suit with their own variants of the idea. In fact, it was not long before products other than cigarettes were being advertised in the same way. And again legislation has contributed to this. It became unacceptable to talk about the speed and power of a car in its advertisement; we had to be protected from our lust to drive fast cars apparently. So now car ads concentrate on the look of the machine. There is competition amongst the manufacturers to have the ad with the most unlikely angle of shot or the most removed from saying anything meaningful about the car.I can't help but wonder whether these oblique advertisements actually sell more cars. Without access to actual statistics, it's impossible to say. But I do suspect that they do little more than make the customer feel good about the company itself. A polished, clever and attractive ad is bound to produce good customer relations, at least initially, just as a harsh and poorly produced one reflects badly on the manufacturer.In America it seems that the obvious attributes of a vehicle can still be referred to. Truck ads especially will concentrate on matters of power and strength. Handling and speed can be portrayed, if not detailed in actual performance figures. And, most surprisingly to the British viewer, it is quite acceptable to trash the competition.This runs throughout American ads - if your product has to go up against a well known brand, you should mention it and then give some figures that demonstrate how much better your version is. Of course, the cynical Brit thinks immediately, "Hang on a minute, I've just watched an ad for your competitor and it said exactly the opposite..." But the game continues regardless. Everyone can demonstrate just how far superior their product is than the competition by picking on one aspect where it happens to come out on top. The fact that names are named is pure horror to us Brits; our advertisers would not dream of doing such a thing. You may hint that your product beats "brand X" but to actually name it? Oh, no, that will never do.Another major element of British ads is humor. This has developed to the point where some of the advertisements are much funnier than the comedy shows (okay, I know British comedy shows aren't very funny - the point is, their ads are!). Competition is very fierce in this area and it may be that the best comedy writers are snapped up by advertising long before the TV programs have a go at them. I can see humor beginning to creep into American advertising but it isn't the same. In the States, the viewer is left in no doubt as to what is being advertised; in Britain, the funniest ads are often the hardest in which to identify the product being advertised.But it doesn't seem to matter. Produce a funny ad and the Brits will love it. They will repeat it amongst themselves, develop it and transform it into a catchphrase. And what greater success can an ad agency have than that the public accept an ad into folklore? Who cares that it doesn't shift any products? It makes people laugh and that's what really counts.On both sides of the Atlantic the richest industries are the ones that advertise on television. In Britain that means insurance, loan companies, banks, car manufacturers and (strangely) charities. America does the same but adds an industry that would shock the Brits - the pharmaceuticals. Medicines are not advertised in Britain. I presume that this is because it is regarded as "unethical" to tout the amazing properties of your drug over the competitor's version (probably exactly the same thing but with a different name). And, of course, the real reason is that the public is deemed too stupid to decide between medicines and this is a decision for the trained professionals, the doctors, to make.But in the States the drug companies advertise constantly and trash each other's products mercilessly. We are bombarded with pictures of happy, shining people whose lives have been transformed by some miracle cure or other. "Take just one Gubbledizer and be totally free of itching teeth for 24 hours! Finklebod only works for 6 hours so you have to take four to get the same effect!"But the medical ads have small print and this is what really catches my attention. They are bound by law to mention any possible side effects so, while we continue to watch the amazingly-cured patient frolic through meadows and sparkling streams, a rapid-fire machinegun voice rattles out the warnings. "Do not take Tubbydoodle if you suffer from heart problems, liver disease, recurrent headaches, ingrown toenails, double vision, extreme angst, violent hiccups or flatulence. Tubbydoodle has been known to cause skin problems, palpitations, hair loss, flat feet, facial tics and loss of manners in some patients. It has not been tested on patients with arthritis and bad tempers."Listening to the lists they come out with makes me think that I'll take my chances with the original problem, thank you. But it turns out that it doesn't matter anyhow. You have to ask your doctor about the medicine because only he can prescribe it. So the whole thing is intended to put pressure on doctors to prescribe the advertiser's cure rather than the competitor's. It all seems a bit unnecessary to me. And a bit scary, too.Finally, I should mention the differing attitudes of the two nations when it comes to sex. Kathy was horrified when she saw how British advertisers will happily use sex to push a product. Half naked people are a regular occurrence in British ads. Innuendo is applied liberally. And, if a few bare butts come into the shot, hey, it all adds to the fun.But not so in the States. Naked flesh is definitely a no-no here. It seems that it is okay to talk about it, however. The pharmaceutical companies are the major offenders here and I defy any Brit to listen to an ad for viagra without blushing at least a little. Suggestion? Who needs suggestion when you can just lay the facts before your audience? And I'm not even going near the advertisements for "feminine products"...Winston Churchill once said that we were two peoples separated by a common tongue. Of course, he was right. But he failed to mention that we also approach the matter of advertising in totally different ways. In the States the word is, "BUY THIS!" And in Britain it's, "Hah, that made you laugh did it? And what about this, ain't that a beauty? Pardon? Oh, you wanted to buy something..."
Clive
Ken My dear Clive, How refreshing to read such perceptive analysis. Having been duped into taking Tubbydoodle myself in the early days and having consequently suffered appalling loss of temper control and a gret deal of ANGST, I am currently sueing the manufacturers of that iniquitous product. As for Gubbledizer, on the other hand, I simply don't know how I'd get through the days without it. Few people understand what a torment itching teeth can be and I thank my lucky stars for the brilliant souls who invented this wonderful, miraculous pharmaceutical cure-all. My heart just goes out to all of those wonderful folk in the Yew Kay, who just don't have access to the kinds of scientific miracle that we all take so much for granted. So terrible to live in a backward country, don't you think? Date Added: 09/06/2005
Gone Away Yes indeed, Ken, but that's what they get for living in a third world country, after all. I am so glad to hear that Gubbledizer is doing the trick for you and can only wish you well in your prosecution of the Tubbydoodle manufacturers. How much will it be for this time? What, how many million did you say? A paltry sum for so heinous a crime... Date Added: 09/06/2005
Mad I think all ads should be made to tell the total truth. "Buy X's new CD, it was made in sweatshops for 10p and sold to you for £15! It also completely lacks any originality!" Date Added: 09/06/2005
Gone Away Oh, come on, Mad. When has truth had anything to do with advertising? "Buy our product - it totally sucks in comparison to the competition but don't you feel sorry for us?" Date Added: 09/06/2005
Gone Away Hmmm, wait a minute. Hasn't that been Apple's approach all along...? Date Added: 09/06/2005
Ned I guess I am the first American to break into the comments section. I might be the only American who doesn't watch TV. I have seen ads though. I hear about them too, favorite ads are often discussed as much as American Idol in the employee lunch room. Here too, it is the comical ads that get discussed over and over . And they create catch phrases that I am unfortunately oblivious to, and stand there looking rather confused as everyone laughs. And having seen the average medical awareness of the American consumer, most of them should not be allowed to pick their own doctor, let alone their own medications. Although, I might tell my physician about that new anti-psychotic I just heard about on the radio... Date Added: 09/06/2005
Gone Away Oh, it's a jungle out there I tell you, Ned, a jungle... :D Date Added: 09/06/2005
Ned Have you ever noticed that the quality of any absorbent product is measured by how much blue liquid it aborbs, whether it be paper towels or diapers? I have never in my life had to clean up a spill of blue liquid. I imagine an entire generation sitting in an elementary school classroom and asking "But what part of the body does the blue water come from?". I hope there are no lions in that jungle. Date Added: 10/06/2005
Gone Away Good point, Ned, although I can sorta guess why they don't use yellow liquid... Lions? No, only tinmen and scarecrows. ;) Date Added: 10/06/2005
keeefer You should see the adverts in australia! Because there is a lack of the larger companies promoting products (and a surplus of airtime) It appears that anyone with a company can put on an advert and they usually do. Most of these appear to have been shot on a camcorder held by someones granny who evidently suffers from a nervous disorder. The script, i imagine, is lovingly scribbled on the torn back of a corn flakes packet (in multicoloured crayon) by the owners 5 year old son (or daughter just to remain pc). And the whole thing is acted out by 3 employees whose idea of acting is to shout quickly and rush around the available space usually dressed as pirates, cavemen, soldiers or cowboys. I have no idea what they are advertising because im rolling on the floor hysterical pointing at the tv screaming for the wife to 'come and see this'!. There is one advert that is hard to believe. It is for a mobile mechanic style van that you call up. it comes out and greases the bits of your car that need greasing and all the other fluidy type things that are required. In their naieve wisdom they have called the company the 'Lubemobile' and the catchphrase is 'lubey, lubey, lubey' sung by a big fat gay looking guy in red mechanics overalls.Now it may just be my sick and twisted mind but all i can think of when this ad comes on is some kind of sex lubricant and it has me again rolling about in hysteria......I could of course have been out in the sun to long. Then there is the little van parked on our road with the imortal phrase 'Viagra Scaffolding - We get it up anytime anywhere' Date Added: 10/06/2005
Gone Away ROFLOL. Only in Australia! Date Added: 10/06/2005
Ned Sticking strictly to radio, I can honestly say the most annoying ads are the ones for Outback Steakhouse where phony Australian voices chime out some moronic repetitive song. The worst ads on both TV and radio are the ones where they try to capitalize on America's assumption that anyone with an accent is cultured and intelligent. Paul Hogan made millions. :| Date Added: 10/06/2005
Gone Away Ah, but Paul Hogan was a genius, sheila. :D How could any nation be deceived after watching Steve Irwin...? Date Added: 10/06/2005
Way First, every Brit comedy I have seen (with the exception -- sorry, guys -- of Benny Hill) I liked, and royally too. There is something, I'm sure, in the lilt of the tongue, and the race to keep abreast of the innuendo lost by me on certain phrases, but dry humor just gets me every time. Yee gads, how you Poms hate that Rowan Atkins! And the French think Jerry Lewis was a fricking genius. And our commercials? At one point I thought about entering that market on some scale, and now, I am so glad I didn't. Ever notice the Cleo Awards given every year, those for the Best of the Best of commercials made? Rarely do American clips make the grade. I, for one, think we have gone bonkers in the creativity department. Hey, nice post, and right on the mark! Date Added: 10/06/2005
Gone Away Thanks, Way. And you are quite right, we can't stand Rowan Atkins anymore. I think we just had too much of him. There is a comedy program called "The Office" which I believe is being imported into this country now. Please don't watch it. It is abominable, not funny, just stupid. It has won awards over there and some people apparently find it screamingly funny. I'm sorry, but it's not. It's just plain stupid and typifies the depths to which British humor has descended. I am embarrassed by other countries seeing such garbage and thinking that's the best we can do. I should imagine that Brit ads win most of the awards at that kind of ceremony. There is no doubt that they are very clever, beautifully produced and elegantly presented. But as to whether they actually get anyone to buy anything, I seriously doubt. Award givers are looking for art. Companies should be looking for market penetration. When I was young I too wanted to get into advertising. A feller moved into the house opposite and it turned out he had been in the game for years. I knew that it was almost impossible to get in since all the agencies wanted experience and didn't seem to understand that the only way you could gain that was to be let in, so I asked the feller how to go about it. He was quite open and told me that he'd lied about his experience - spun a long line of BS and then learned like mad once he'd got the job. And he reckoned everyone in the place had done the same. I guess I'm just too innocent and idealistic - I gave up all thought of being in advertising from that moment on... Date Added: 10/06/2005
keeefer Benny Hill.....I think he is much maligned by actually having his own tv series. Bennys earlier work was pretty funny but his tv show.....well all you can say is 'fair play' after all he was the only pensioner on tv getting manhandled daily by semi naked women and being paid for it. Ok it wasnt funny but a great gig if you can get it. Rowan Atkinson. I still admire the guy. Again though he was funnier as a raw talent. His sketch work was exceptional. I highly recommend his 'Welcome to Hell' sketch http://www.epicure.demon.co.uk/devilswelcome.html I couldnt find a wav of it. English comedy isnt dead. its just in transition. The League of Gentleman was a fantastic discovery and little britain grows on you the more you watch it. We do seem to be very into dark absurd humour at the moment though so i think that is an acquired taste that many other countries wont necessarily appreciate Date Added: 10/06/2005
Gone Away I'll have to take your word for most of that, Keef. But you are so right about Benny Hill. :D Listen, buddy, for my money, you're the funniest guy in blogging. You should be writing articles about Ozzie advertising and comedy shows, not me. I see any amount of blogs labeled "Humor/Comedy" and they're just not funny. Please, please, show them how it's done! Date Added: 10/06/2005
Way That is so typical of Rowan Atkins(on)! Love it, love it, love it! Perhaps before Mr. Bean fame, he played an arch-villainous boss in Bernard and the Genie. His "Sit ye down, sit ye down!," coupled with his facial contortions, still causes me to laugh. And dittos to Gone's request, Keeef. I'm still waiting for the right time to spring the Viagra Scaffolding bit on the wife. Date Added: 10/06/2005
Gone Away Rowan Atkinson was always at his best when doing straightforward slapstick. When he tried to be clever with the execrable Blackadder series, his true lack of humor was revealed. The funniest thing I've ever seen him do was so simple, it's laughable. It's a clip of him walking down a street, minding his own business. Then he notices the camera tracking along with him on the other side of the street and he starts to coyly wave at it. Of course, he walks into a tree. It sounds silly but it was hugely funny (a) because we see the tree coming and (b) because there was no flinching or slowing down on his part - he really did walk full tilt into it. In the next clip exactly the same thing happens except that, just before he is about to walk into the tree, he stops, looks straight at the camera and gives a knowing wink. Then he sidesteps. And falls straight down a manhole... Date Added: 10/06/2005
Way Ack. I had forgotten all abt Blackadder, which I hated. And those funny bits you just metioned, they sound like true Bean. Date Added: 10/06/2005
Gone Away This was long before Mr Bean, I think. I found Bean a bit predictable. Funny, but predictable... Date Added: 10/06/2005
keeefer Urrr thanks guys. I seriously doubt my talent to be humorous, so your words are encouraging. If i ever find someone stupid enough to let me loose on air im sure i could come up with a half decent script. I do love humour though. I dont study it as such but i watch it when i can. For me the true genius of comedy is virtually dead. The vaudeville days of perfectly choreographed slapstick is by far the best comedy medium. Yes political/social satire will always be funny but there is nothing as guaranteed to make you laugh till it hurts as watching someone elses misfortune. It is the genius behind chaplin, laurel & hardy, keaton, marx bros (though their constant improvisation and Grouchos speed of retort is an exception) and Harold Lloyd that keeps them timeless. The great sitcoms of today rely heavily on scripted words yet in 'only fools and horses' for example the funniest scene is where del goes to lean on the bar in an attempt to look cool not realising the serving hatch is up. It is those moments that have us in hysterics and not the glib returns that only raise a smile or a stiffled chuckle.I read yesterday that Sony had once again delayed Steve Martins remake of the pink panther. And i was pleased to hear it. How can you attempot to capture a film whose success relied solely on the timing and improbability that Peter Sellers had in abundance. You just know any remake will be staid and will lack the spontanaiety and creative genius of a man let loose on a film set.....im waffling again arent i Date Added: 10/06/2005
Gone Away Waffle on, Keef, it's most interesting. I had not known that a remake of the Pink Panther was in the works. Steve Martin as Inspector Clouseau? I think not! Did you ever see that out-take from a Peter Sellers gangster movie? Where he and the other gangsters all get in an elevator and stare stolidly at the door (camera) as it starts ascending. Then someone farts. They're supposed to give each other accusing looks but the fart sound first chosen was so funny that they all cracked up. And from then on it didn't matter what they did with the sound, those actors just couldn't keep straight faces. I think it had about 50 retakes before they gave up and the scene never made the movie... Date Added: 10/06/2005
keeefer A classic moment. I recently watched 'the life and death of peter sellers' it was a real eye opener. Though it didnt have the bit where he was found naked wandering about london in it......i always wanted to know why!!!!! I have a few ideas for tv sketches for an oz show so maybe i should get round to that. I am mentally working on a character called Shelby Wright, whose activities cause slapstick type accidents to others. I think he would be a hit here. I went to watch the producers at the theatre a few weeks back.....mel brooks the man is too talented at times.....but at others very mediocre Date Added: 10/06/2005
Gone Away Ahah, so perhaps Keef is about to be loosed upon the world... Date Added: 10/06/2005
keeefer Probably not Gone, after all that may require some effort on my part ;) Date Added: 10/06/2005
Gone Away The perennial problem... Date Added: 10/06/2005
keeefer Indeed. You never know it may happen one day. It would be so much easier if someone was paying me to write rather than having to work 45 hr weeks then try to motivate myself to write instead of drinking beer. I dont think it helps that im surrounded by men whose idea of humour is setting fire to their farts Date Added: 10/06/2005
keeefer where's your meme?.....ohhhh saving it for tomorrow huh Date Added: 10/06/2005
John (SYNTAGMA) I used to write scripts for radio and TV (BBC & ABC), some of them comedy ~ though that's a matter of opinion. Tastes have changed enormously in just a few years. BBC2 comedy is now virtually unwatchable. It's so bodily-function oriented you wonder if it's been written by 12-year old schoolboys. It's also very unfunny. Over-the-top means what it says, it misses the point. My father was a great Bilko fan, in fact, I think he modelled himself on his hero (don't laugh). D'you know, those 52 episodes are still being shown over here in England. And they outshine the rest by a mile. Date Added: 10/06/2005
keeefer My stepdad introduced me to bilko. Absolute quality. Date Added: 10/06/2005
Gone Away It's been some time since I saw any comedy on BBC2 and it sounds as though I missed nothing. Bilko, of course, is a classic. :) Date Added: 10/06/2005
prying1 Getting the public to endlessly repeat a slogan is one of the greatest accomplishments any ad agency can hope for. "Where's the beef?" comes to mind. Date Added: 10/06/2005
Gone Away It would be interesting to know whether any research has been done into just why some of these slogans become popular and others don't. Date Added: 10/06/2005
Way It's cuz they're funny, Gone. Date Added: 10/06/2005
Gone Away What's funny about "Where's the beef?"? Date Added: 10/06/2005
Way You'd have to see it. A tiny, wizened old lady, head tilted to the side, gruffly lifts a bun on a cheap burger before she squints like a pirate to exclaim the classic line to the camera. The thing is, back to your original subject on lousy present-day commercials, is that particular one appeared around 30 years ago. Only Alka-Seltzer and the guy who complained, "I can't believe I ate the whole thing" comes close, unless you consider my fav at the moment of the old toothless geezer doing that wild dance to zany music for "some theme park". Say, is there a trend there us two are missing? *grins tooflessly* Date Added: 10/06/2005
Gone Away LOL Fair enough, Way. I don't know about trends but it seems it's still the old guys who get to be memorable. ;) Date Added: 10/06/2005
Ned "Where's the beef?" pointed out that a fast food hamburger was just a tad short on the main ingredient and therefore unsatisfactory. It became a fad slogan I think, because it convyed a certain sense of being cheated or of something of substance being lacking. The cry "where's the beef?" could be applied to any situation where the promise was not being met. Date Added: 10/06/2005
Ned Oh and I must mention the most ill-conceived ad of all time. Quizno's. For a short time (thank goodness) they ran an ad featuring some creatures, rats I think, with these horrible animated mouths (obviously large human mouths with an excess amount of gum showing) and the whole effect was so gruesome that the thought of ever eating anything made at such an establishment was repugnant. They realized the effect these commercials were having (turning off millions of potential customers) and pulled the campaign. They should win an award for the worst commercial ever. Date Added: 11/06/2005
Ned Nope, sorry, I was wrong. The MOST detestable ad of all time was the one with Bob Dole and his dog watching TV and an ad featuring the scantily clad (and teenaged) Britney Spears appears on the screen. Bob Dole ( old man and former presidential candidate mind you) leers at the screen and pats the dog's head saying "down boy". The ad was for Viagra. Date Added: 11/06/2005
Gone Away ROFLOL Date Added: 11/06/2005
Way I would like to submit, for your approval, two of my most-favorite contemporary commercials; both made of sight and sound; each, part whimsy and part wishful thinking. The vignettes are cast gladly upon us by purveyors of products in hopes of salient results, brought to you from within the deep recesses of the human mind, where things are often seen to cross over into the Twi…Oh, never mind. I just saw where Ned mentioned them already. Date Added: 11/06/2005
Ken "Omo washes not only clean, not only white, but bright ... everything looks much brighter!" Date Added: 11/06/2005
Gone Away I like the "Dogs don't know it's not bacon..." ad. This will mean nothing to Brits but that ad fascinates me. It is totally surreal. Why is the guy showing the dog Rorshach pictures? Has the dog suffered some form of mental breakdown and how would we know? And the dog answers each one with "It's bacon!" Now, apart from the fact that the dog is speaking (which isn't an everyday occurrence), it seems that he sees everything as bacon (I think I just identified his problem). Then, when the guy shows the dog a packet of Beggin Strips, the dog replies with "It's bacon!" At which point, the guy looks most surprised, looks at the camera and says, "Dogs don't know it's not bacon..." Ummm, sorry, but this dog thinks everything is bacon. It's illogical but I really love that ad. And just remember... It's bacon! Date Added: 11/06/2005
Josh Yes, but don't buy the Beggin strips, they taste awful. Date Added: 11/06/2005
Josh Oh, and, by the by, I am not sure if it can really be said that there is some sort of cultural or sociological difference (id est superiority) in the way Europeans take thier marketing; I have seen Mentos commercials, you know. Not to mention the fact that a ringtone made the pop charts over there. I know Europoppers like it monotonous, but I didn't know the EU council was putting thourozine in the water supply. Date Added: 11/06/2005
Gone Away .oO(What the heck is Mentos...?) Date Added: 11/06/2005
Josh The FRESHMAKER! (I'm just glad I got to be the one who said it) :) Date Added: 11/06/2005
Gone Away .oO(I musta missed something...) Date Added: 11/06/2005
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