Advertising: Science Or Art?

                 

                    Advertising: Science Or Art?

Before deciding on this philosophical issue that pops up occasionally, you must understand the difference between a science and an art. And how they apply to advertising.

A science requires two basic qualities to be considered a science: repeatability and predictability. One scientist or engineer using a procedure should get the same result as another scientist or engineer using the same procedure, each time. Because they employ the same formulas and tested materials. When an engineer builds a bridge, he knows the load-bearing qualities of reinforced concrete and the tensile strength of I-beams and steel cables. He’s relying on scientific information.

That works in science. But formulas and repeatability doesn’t work to foster creativity or interest in advertising. The human mind is not intrigued by the familiar. It hungers for something new, novel and excitingly different, to fascinate the imagination and interest. (Once you see a movie with a surprise ending or hear the punch line of a joke, you don’t find the repeating of them that interesting). That’s what makes persuasion so challenging in advertising. There are no formulas to follow. No “safe” way to be creative. That’s why advertising is an art.

Does Sex Sell?

     

    

                                 Does Sex Sell?

Yes, but what does it sell? Certainly not any product that appears next to what is happening that’s sexy. Evolution has hard-wired us to respond to sexual attraction for the survival of the species. Sexuality is it’s own payoff for attention. It attracts attention to itself. And, it’s hard 

to ignore.

What does get ignored is any product that tries to take advantage of being in the vicinity of the sexual content. [Note to advertisers of non sex-related products: Don’t throw your money after a cliché. Try a persuasive idea instead.]

Product Advertising vs Political Advertising

When a claim is made for a product in advertising, 

it will eventually come down to the product to prove 

out the claim. If it doesn’t, it will be found out and disappear from the market. That’s the value of a free market system.

When a politician uses advertising to make claims 

about what he or she will do if elected, it’s a ploy to get votes. If they are elected, they can’t be forced 

to follow through. 

A product’s function can be demonstrated. Try to get a politician to answer why they didn’t do something 

they promised. they can use many excuses. 

The end result is that you, as a consumer, have been 

duped by false advertising.

Cause advertising:: "Potty Mouth Girls"

         

Most people who are interested in the goals of a cause aren’t usually fanatical. Fanaticism is pushed by “idealogues”. These people believe the cause is more important than the means. Therefore, any means is acceptable, whether it is shocking or even destructive. The operative words are “raising awareness”. That justifies everything.

There is a commercial showing very young girls with adult words in their mouths commenting on women’s issues. (You know how much I hate putting adult words in children’s mouths to sell a product.) These words are “adult” in the worst meaning of it. These young girls might not even know the meaning of the words.

Who isn’t aware of the issues of equal pay for women, or that attractive women sometimes are taken advantage of? The only thing people are aware of because of this commercial is that some idealogues don’t care that coming into your home showing these young girls swearing is telling your kids this language is OK. Sure, they sometimes hear the “F bomb” from adult mouths, but not 

from kids’ mouths.

Child abuse can come in many forms. This is one of them. These stage mothers (and fathers, too) that would push girls this young into doing this commercial are certainly guilty of it. Especially since it’s been reported that one of the girls was crying during the filming. They should be cited and penalized for it. And what about the production company that filmed it? Will they do anything for money? If they wanted attention, they should be given it by child protection agencies.

The sad part is, this ad wasn’t about “women’s causes”. It was done by a web site to sell T-shirts.

Guarantee Doesn't

When you hear or see a claim in an ad that ”guarantees” the claim, it really doesn’t, if the rest of the sentence says ”or your money back”. This tactic is a favorite of mail-order advertising because they know one simple truth about human nature.

If you order something, especially something that can be consumed or used up, and the product doesn’t perform as advertised, you will probably just throw away the rest. The last thing most people would do is save the rest, wrap it up and pay postage to send it back for a refund. Sometimes also having to fill out a form explaining your reasons for doing so. They know that. Statistics prove it to them. They don’t expect re-orders from you. These people deal in thousands, if not millions, and if someone actually does send it back, they will gladly refund their money. What a perfect demonstration against law suits.

They get away with this because laws were lobbied to enable them to.

If a consumer organization ever decided to be on the consumer’s side, they would lobby to have the law changed to have “guarantee” mean exactly what it says. The guarantee isn’t that you’ll get a refund if the product doesn’t work, but guarantees the claim that they make is valid, or be guilty of false advertising. Class action suits would then quickly change these legally fraudulent ads. 

Be a Weasel Warrior

                  

A “weasel” is a word or term that modifies a claim or statement. It is a favorite tool of lawyers that makes you think you are hearing what you really aren’t. Can they be accused of false advertising? No! They “weaseled” out of the claim. Weasels appear abundantly in advertising spiels with words like: should/could/may/will/can/ most-times/mostly/usually/ in the majority of cases/helps/the appearance of/as much as/reduces/believed to/seem to have/up to/ as soon as/ supports.

They make you think you are being promised something. You aren’t. Don’t ever try to sue in court over this claim, because any lawyer will point out that what you think they promised isn’t so. They only said “helps minimize the appearance of scars.” . Not “heals or gets rid of them.” (catch the two weasels). That’s why legal departments of ad agencies love them. 

Make a list of weasel words you hear in the next ad you see.

Pills vs Side Effects

TV ads for self-medication are becoming ludicrous and potentially life threatening. Yes, they all say” talk to your doctor”, but how many will? Doctors don’t have the time or inclination to discuss everything sold on TV. In fact, some of them push medications that have been given to them by the manufacturers because there is sometimes 

money in it for them.

Most people, in the absence of doctor’s advice, will self-medicate because of the claims they see on the commercials.

If you are tempted to, just listen carefully to the possible side effects. Some range from the problem you are trying to cure, to death!  The “death” part is usually spoken quickly and at the end of the long list.

What it comes down to is this: You take a pill to get rid of a pimple, and your ass falls off.