The state of television advertising

The state of advertising on television has degenerated to a level previously unknown in Lebanon and the Arab World in general. It seems that advertising strategy has shifted from highbrow witty ads that make one smile and put across a marketing message, to one focused entirely on sex, gutter culture, cheap humor and a clumsy attempt at satire. 

The Daily Star made a good start in their recent article about advertising using sex to sell products in the most salacious and uncouth way possible or allowable under law. But stopping there is a mistake. What the local news media needs to focus on is the arrogance and patronizing attitude of ad agencies which clearly hold consumers at the receiving end of their ads in very little regard and must view this mass, presumably captive audience (if we discount facebook, twitter and Whatsup), as generally uncultured, simple minded and undiscerning. It is not the job of ad agencies or marketers to make such sweeping judgement.

Their philosophy is to wow the senses with a nice cheap show and not give any compelling evidence in support of the superiority of the product they are marketing. I implore Ad companies to tell me why I should buy a product, to give me a reason to consider shifting from my favorite to brand their client’s brand, to give me an intelligent argument.

The two features of any product that matter most to consumers, quality and price, are never tackled intelligently if at all in most TV advertising, barring ads for local banks, which are generally very clever and tactful. But why can’t ads for other products be as intelligent and treat the consumer as a voter, because we are, we vote with our dollars and liras everyday at the supermarket, so please pay attention to us.


At each commercial break, which these days seems to get longer and longer, we are inundated with beautiful lips sipping drinks and fashionably dressed people driving sports cars and telling people to take risks because its cool. Are we in a school yard, is this what our society has been reduced to? Because from the quality of the ads that’s what I understand. We get a plethora of platitudinous, sickly sweet statements trying to sell everything from coffee to patriotism. These ads come one after the other in quick succession, like some rapid fire white noise torture machine. When will the ad industry finally pay attention to the consumer instead of making assumptions about consumers that I at least consider flawed and inaccurate.

Comments

Post a Comment

Popular posts from this blog

Orosdi-Back: A lost Beyrouth department store from an elegant age

Image
My mother told me it was located on ‘ Banks Street ’ in Down Town Beirut , the road that leads up to Riad el Solh Square . On most maps the street is also named after Riad el Solh. The store was located opposite Bank Intra, or so I was told. Presumably the location of the store was indicative of the high end goodies on sale inside. The closest comparison to Orosdi Back is the old Allied’s department store in Dubai , for those who remember Dubai in the 1980s. But Orosdi Back was a store from a different age, an age of elegance as opposed to the vulgar modern excesses of the nouveau-riche, something Beirut ’s Down Town is synonymous with! A wonderful blog dubbed ‘language hat’ published some information about the founders of this chain of department stores. According to the blog the chain of stores came about as a result of a partnership between Adolf Orosdi, a Hungarian army officer and his sons who opened a clothing store in Galata in 1855, and the Back family, who were Aust...
Read more

A Reluctant Resistance: Will They, Won't They Strike, Who Knows

Image
It’s hard for anyone to admit that they have wasted their life believing in an idea that was unrealistic and naïve even at its inception. The idea that Palestine could be liberated is one such idea that just won’t die, it keeps recirculating and reinfecting us with hope. Every 20 or 30 years some regional power decides to use this idea of liberation to achieve some kind of political success over the populations of countries in its region that it wishes to dominate.   Palestine is the perfect idea and cause, pure and good and just, just like the tale of the crucified Jesus. A story of gross injustice and cruelty heaped on a man preaching a new age religion. Same with the plight of the Palestinian people, gross injustice and cruelty. Jesus actually preached and healed and drove out demons in the very environs over which fanatical Western Jews are fighting and burning out farmers and villagers of the West Bank who have more Semitic and Canaanite DNA than many European Jews that ru...
Read more

Palestine's 100 Years War: How Our Militant Past Predicts Our Future

Image
Palestine’s 100 Years War The Past Rarely Predicts the Future, Except in the Middle East   “Never think that war, no matter how necessary, nor how justified, is not a crime.” — Ernest Hemingway, 1946   For as long as I can remember my region has been at war. Everyone alive today can attest to the veracity of such a statement. We cheer the men at arms as they go off to fight, we condemn the failure to find a peaceful solution, we admire the fighter, we condemn the terrorist. We are the same people, the great mass of seated spectators, they whom we cheer and condemn, are also the same, the same breed of angry and desperate men and who can blame them, their lives have been hell.   Searching the vast archives of the internet for one of my own, a distant cousin who was one of those angry desperate men, I found an article dated March 22, 1973, in the El Paso Herald-Post titled “Middle East prediction: the worst is yet to come”. It was earie and ...
Read more