They call that a commercial?!!

[Fearless Freep]

I guess I am alone on this subject.

Everbody nees a windmill

I start with the premise that a commercial is sumone else's attempt to convince me to spend money on something I probably really don't need.  As such I take a very antagonistic approach to commercials

[Menard]

Scott H. wrote:

> Remember the IBM or Microsoft commercial that was run
> during the Superbowl back in the 80's where a guy with a
> computer runs down the middle aisle of people bankly staring at
> a screen and hurls it at the screen in a huge explosion? If
> that didn't scream "break away from the ordinary" I don't know
> what does. It was so good that even Futurama paid homage to it
> in their 80's guy episode. That commercial told people what
> their product was, it set a mood, it established characters, it
> even told us what to do! It was great.


I guess it was not that memorable of a commercial as it was made by Apple for their Mac computer. The one running down the aisle was a woman and she tossed a sledgehammer through the screen. It was memorable in its imagery for a commercial, but not unique in its context. It introduced the Mac as a computer with the idea to break away from the PC (we see how well that idea worked), but did not tell anything about the product.

Was it successful as a commercial if people remember the commercial but not the product?

[odinn7]

I hate commercials for the most part because they get in the way of what I'm trying to watch (ha-ha!), so I usually blank out when they're on.
Long story involving commercials and how they have affected my life:
About 2 years ago I had some company calling me to do surveys every couple of weeks. I didn't mind too much as they only took 5 to 10 minutes and they would usually send me some free product. One time they called me they said they had a pilot episode of a comedy that was possibly going to be released but they needed opinions on it...would I like to be one of the ones to give an opinion? Sure, send it to me and I'll let you know what you want. So, I get it and there's instructions with it. I am to watch it all the way through and stop the tape directly after it ends. Do not rewind it at any point as it somehow erases itself as you watch it (I later tried this and it does erase, I have no idea how). Once it's over, I am to call this 800 number and give them the code on this tape and they will ask me questions about it. Simple enough.
My wife and I watch it and right away I realize there's something going on here. It's an older looking show with Rue McClanahan  from Golden Girls in it (looking exactly llike she did on that show) which leads me to believe it was from the 80's or early 90's. Now, keep in mind I'm watching a pilot episode of a tv comedy for my opinion...they had commercials in it, yes, commercials. I thought this was odd. Anyway, the show sucked but I did as instructed. I called the number and then the questions started...1st question was which character I liked best. 2nd was if I thought the show was relevant. 3rd was who I didn't like. 4th was which commercial caught my eye. WHAT? I thought I was commenting on a pilot show? They then told me to continue the tape to the point where it tells me to stop. I did and it was another commercial. I got back on the phone and they questioned me about the commercial. I told them I hate commercials and I didn't really pay attention to it. I was then instructed to continue the tape till it tells me to stop again. Another commercial. I get back on the phone and tell them I'm done watching commercials disguised as a pilot tv show. They got miffed at me and said I agreed to watch this and give opinions. I explained that I agreed to watch a pilot episode and give opinions on that, which I did and they were just using that to feed me commercials. I told them don't ever call me again for opinions because they aren't really going to want to hear my real opinions from here on out. What an experience that was. Watch this and we'll ask you 3 questions about it and 40 about the ads on it. How stupid do they think people are? Sons o' b***hes!



Post Edited (03-14-05 09:30)

[AndyC]

I think Apple's "1984" commercial was considered pretty effective in its day. And, although it never captured a really broad market, the Mac has continued to be an alternative to the PC for over 20 years. I'd say it delivered on its promise.

But there have been commercials that overshadowed their own products. I remember seeing an interview with Dave Thomas, a few years ago, in which he talked about his disappointment with "Where's the beef?" Everybody was saying the catchphrase, and Clara Peller became a minor celebrity for a while, but the Wendy's message was kind of lost in all that.

[Menard]

There are definitely commercials that are creative and entertaining, yet, I remember how funny the commercial may have been, but, can't remember what product it was advertising. It would certainly appear that a commercial which identifies with its product would certainly be more effective than a commercial everybody remembers, but for the life of them, cannot remember the product it was advertising.

I remember 'Where's the Beef'. I had not realized that it was not that effective, as I always associated it with Wendy's, but, in hindsight, I do recall that the commercial's popularity was focused on the lady and not Wendy's, which would seem to have made it ineffective.

[AndyC]

I imagine the campaign brought in a fair bit of business, but probably nowhere near proportionate to the success of the catchphrase. Thomas had said he would have been happier if people had gone around saying "Where's the beef? At Wendy's!"

I'm inclined to agree that advertising should be more closely linked to a product, but not so much for the sake of effectiveness as honesty. I like a creative commercial, but lately, I've been of the opinion that they should just tell us about the product, keep it factual, and keep it relevant. Too much advertising out there that is just plain misleading, eye-catching without saying a damned thing, or aimed more at bashing the competition than at selling a product.

[Menard]

AndyC wrote:
 
> I'm inclined to agree that advertising should be more closely
> linked to a product, but not so much for the sake of
> effectiveness as honesty. I like a creative commercial, but
> lately, I've been of the opinion that they should just tell us
> about the product, keep it factual, and keep it relevant. Too
> much advertising out there that is just plain misleading,
> eye-catching without saying a damned thing, or aimed more at
> bashing the competition than at selling a product.


Papa John's seems like an example of what you don't like in commercials, nor do I. They have based most of their commercials, at least in the past, on bashing their competition, namely Pizza Hut, and deceptive advertising. They ran a commercial showing their competion opening a can of pizza sauce and mixing water with it while they are standing over a stove slowly stirring their 'homemade' pizza sauce. They are not only misleading in how they make it, they seem to forget to mention that they ship their product to their stores the same as everybody else.

Unfortunately, people fall for this as Papa John's (yuck) has become a very profitable pizza chain that even put money into the building of a college football stadium which is called: Papa John's Stadium. Makes me want to throw up every time I hear it. If people are going to respond to deceptive business and advertising practices, they deserve what they get.

Yes, I am taking a moment to be pessimistic. (:

[DARKWOLF]

I remember one one commercial some years back I really hate is a Wedding one I think it was for the Jetta. It had a groom trying to get to the church on time and they show the bride get ready to walk down the aisle. Then the groom finally at the church but when he open the doors the Wedding already over with his bride married to his best man. I just wish they had continue with this car commercial on to see what happend to all three and  to see anything bad happend on the ex bride and ex best man.

[Scott H.]

Now, this kind of open ended story is what I'm talking about when I say that commercials need to have a story. I'm not talking about well-defined characters with defined goals in their lives on screen, but just a consistent guideline to keep them going in the same direction. It makes watching 30 secondsof air time more coherent and relevant.

[ulthar]

AndyC wrote:

>
> I'm inclined to agree that advertising should be more closely
> linked to a product, but not so much for the sake of
> effectiveness as honesty. I like a creative commercial, but
> lately, I've been of the opinion that they should just tell us
> about the product, keep it factual, and keep it relevant. Too
> much advertising out there that is just plain misleading,
> eye-catching without saying a damned thing, or aimed more at
> bashing the competition than at selling a product.
>

It is no coincidence that the seven techniques of advertising are basically the same as the seven logical fallacies.  I remember studying this specifically in a logic class in college.  This would seem to suggest that there really is 'no truth in advertising.'

[Jake]

"Today it is being butchered into a lump of incoherent commercialism (yes, there is a difference between commercials and commercialism; the difference being commercials create commercialism, therefore commercials can change commercialism)."

What you're saying is that you dislike the current state of commercialism .

[Menard]

Jake wrote:

> "Today it is being butchered into a lump of incoherent
> commercialism (yes, there is a difference between commercials
> and commercialism; the difference being commercials create
> commercialism, therefore commercials can change
> commercialism)."
>
> What you're saying is that you dislike the current state of
> commercialism .

Were you quoting somebody?

Commercials are a form of advertising used as a tool by business, and idealists, to sell their wares, or ideals. Other forms of advertising are used in radio and print media, and have been for years.

Commercialism refers to the methods emploted in running a business with a goal to make the business successful (that would seem obvious) by adapting to or proffering an environment which enhances profitability by using or influencing consumer demand to an advantage (my definition is way over-simplified, but works for this purpose). Hence, commercialism creates commercials as a tool and not the other way around.

Commercialization is an integration of advertising within a product itself and especially venues in which advertising may not normally be expected (essentially life itself becomes commercial). Although there is an increase in commercialization today, integration is not a recent concept as it once littered the old time radio shows to the point that the advertisers product became an integral part of the show. But, it is certainly bolder today when ads are being placed on peoples bodies in sports events.

Commercialism creates commercials and commercialization but is indemic to neither.

[kenny]

That Burger King commercial for the Super greasy ,mega, breakfast sandwich really freaks me out, with the  " Burger King" guy standing outside that guys window. Really wierd.

[kenny]

The whole " can you hear me now" Verizon commercial should be s**t canned.

[raj]

The whole Burger King series of ads is creepy.  I really don't like the king with the fake head on his body.  And it's not like they're using the likeness on their restaurants.
I also hate Quiznos' talking baby ads.  Talking babies are creepy or annoying, not cute and funny.  Bring back the weird marsupial critters.