By Bob Garfield
"If you crave perception into the wacky, zany, madcap--albeit very serious--business of advertisements, this can be a good spot to begin."--Miami usher in A witty and frank examine the advert biz from one in all its Most worthy voices ads has develop into an unending movement of clich?s, tacky productions, miscast celebrities, and gratuitous sex--and take-no-prisoners advertisements Age columnist Bob Garfield has had adequate. within the frequently hilarious, constantly dead-on And Now a couple of phrases from Me, Garfield appears to be like on the most sensible and the worst in present day ads as he tells advertisements professionals that it is time to swallow their very own egos, go back consumers' rights to the vanguard, and--once and for all--eliminate undesirable advertisements from the face of the earth.
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Extra info for And Now a Few Words From Me : Advertising's Leading Critic Lays Down the Law, Once and For All
It, too, must be about something, but unlike art it has the responsibility to convey an explicit message pretty nearly 100 percent of the time. Just as allegory is a small subset of literary writing, artistic merit—McDonald’s or (I’m sure you’d prefer) “1984”—is a small subset of advertising. In this business, and please don’t forget that it is a business, the message is the thing. That message can be about what benefits the brand confers, what image it projects, what values it embodies, what problem it solves.
The fact is, there should be no shame in the profession (see Chapter 10, “Go Forth and Advertise”). But if creatives do have guilt feelings, multimillion-dollar ad campaigns are an extremely expensive way to purge them. On the client’s dime, of course. God bless 41 42 AND NOW A FEW WORDS FROM ME Goodwill Industries, but the biggest underwriters of occupational therapy in the world are surely the Leading National Advertisers. AND NOW A NON SEQUITUR FROM OUR SPONSOR Here’s a splendid example: a spot running in the United Kingdom at this writing, from McCann-Erickson, London, about three brothers obsessed with their Afro hairdos.
The self-mocking style and hyperbolic premise of the ad were themselves a direct lift from sixties-era American men’s cologne Hai Karate. The same ironic claim of instant irresistibility, the same sense of whimsy, the same everything. Steal? This ad wantonly looted from every address in Mediaville. With no harm to anybody, least of all Faberge. Lynx sold like gangbusters, God knows. YOU ARE MY KIN, GIRL Let’s consider three of the most heralded campaigns of the last fifteen years, big winners all of them in the marketplace and at Cannes.