You're watching television, probably your favourite drama series. It's on a channel which has advertising. The action gets exciting and then suddenly- bang!- there's a commercial break. The whole storyline is interrupted by stupid advertising for sofas, car insurance or shampoo. So why do these advertisements have to be so facile? I'm not saying that every advert on television is poor, because there are one or two which are actually very clever and creative. But around 95% are just downright insulting and embarrassing. I realise that companies like ITV rely on advertising for their funding, but why do so many adverts have to be so awful? There are a few that have become classics, such as the Guinness one which has horses representing waves in the sea and perhaps the one for Hovis shot on a hill and spoofed by The Two Ronnies and made by Ridley Scott the director. But those are few and far between. It can be said that making a television commercial is a very good way for a director to learn his craft. You have to be able to tell a story in a very short space of time, probably no more than 30 seconds. And make sure the viewer knows what brand your advert is for. Otherwise it's not going to be much use in selling that product.
Why do companies like Compare The Market and Confused.com have to use stupid characters to draw you in? The Alexander The Meerkat maybe a funny cuddly character and the animation may be clever and witty but it really has very little to do with car insurance or any other insurance. The annoying operatic singer who heads up the Confused.com advertising is little more than an annoyance and, frankly, would put me off using their products. Do they really think people will flock to them if they use this sort of tactic? If you buy Compere The Market and take whatever product it is they sell you're supposed to get a free meerkat toy or free cinema tickets. Do you necessarily get a good deal on these comparison websites? I can't work out how these companies make their money, but it must be something to do with getting some commission from the actual insurance companies if you buy insurance from them. They don't actually provide the insurance themselves. I think the fact that there's a funny furry character and that you can get a toy if you sign up is just to appeal to children who are supposed to have quite a lot of influence on what product people buy. Look along the breakfast cereal aisle in any supermarket and it seems that most breakfast cereals are aimed at children. Full of sugar, many of them, but if you look at the packaging they have free gifts quite obviously aimed at children. The same with companies such as McDonald's who seem to aim a lot of their fast food at children with lots of free gifts if you buy such-and-such a meal. No wonder there's a real problem with child obesity.
Sofa adverts are another bugbear we have in this household. How is it these companies are always having sales? Do they ever sell their sofas at full price and why are they always advertising just before Christmas or Easter and then say 'order now in time for Christmas?' Does it mean that their customers buy a new sofa (what happens to the old one? Is there a huge pile of ancient sofas in a warehouse somewhere? Redundant, unwanted, unloved? All because their former owners don't want them any more and need a new one 'just in time for Christmas?') Are their owners so fickle and pathetic that they have to show off with a new sofa at Christmas? And why, from seeing these adverts, are the sofas they show, so awful and ugly? Why do they always have a stupid woman advertising who has a high-pitched voice that drives you nuts and probably attracts all the dogs in the neighbourhood? Is she a former R.A.D.A. student-actress who can't find a better acting job? Although I imagine doing a television ad like that pays quite well, but it wouldn't look good on her C.V. when she applies for work at the National Theatre or R.S.C.
Why do companies like Compare The Market and Confused.com have to use stupid characters to draw you in? The Alexander The Meerkat maybe a funny cuddly character and the animation may be clever and witty but it really has very little to do with car insurance or any other insurance. The annoying operatic singer who heads up the Confused.com advertising is little more than an annoyance and, frankly, would put me off using their products. Do they really think people will flock to them if they use this sort of tactic? If you buy Compere The Market and take whatever product it is they sell you're supposed to get a free meerkat toy or free cinema tickets. Do you necessarily get a good deal on these comparison websites? I can't work out how these companies make their money, but it must be something to do with getting some commission from the actual insurance companies if you buy insurance from them. They don't actually provide the insurance themselves. I think the fact that there's a funny furry character and that you can get a toy if you sign up is just to appeal to children who are supposed to have quite a lot of influence on what product people buy. Look along the breakfast cereal aisle in any supermarket and it seems that most breakfast cereals are aimed at children. Full of sugar, many of them, but if you look at the packaging they have free gifts quite obviously aimed at children. The same with companies such as McDonald's who seem to aim a lot of their fast food at children with lots of free gifts if you buy such-and-such a meal. No wonder there's a real problem with child obesity.
Sofa adverts are another bugbear we have in this household. How is it these companies are always having sales? Do they ever sell their sofas at full price and why are they always advertising just before Christmas or Easter and then say 'order now in time for Christmas?' Does it mean that their customers buy a new sofa (what happens to the old one? Is there a huge pile of ancient sofas in a warehouse somewhere? Redundant, unwanted, unloved? All because their former owners don't want them any more and need a new one 'just in time for Christmas?') Are their owners so fickle and pathetic that they have to show off with a new sofa at Christmas? And why, from seeing these adverts, are the sofas they show, so awful and ugly? Why do they always have a stupid woman advertising who has a high-pitched voice that drives you nuts and probably attracts all the dogs in the neighbourhood? Is she a former R.A.D.A. student-actress who can't find a better acting job? Although I imagine doing a television ad like that pays quite well, but it wouldn't look good on her C.V. when she applies for work at the National Theatre or R.S.C.
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