Why ads suck in general, and then a few that suck more specifically, complete with photos.
by Daniel Maté (composer-lyricist-bookwriter)
"As advertising blather becomes the nation's normal idiom, language becomes printed noise." ~George Will
Call me crazy, but I've been noticing ads everywhere these days.
I know, I know: I'm supposed to notice them. That's their job, right? Do an etymological shakedown on the term and you find that at its root, to advert means to turn the attention to. So kudos, ye modern-day Mad Men, you have my attention.
But there are different types of attention, various kinds of noticing. I'm no Don Draper, and thank God for that -- I'd hate to think I was just a good-looking cog in a stylish but overhyped period piece (yeah, I said it) -- but I take it that the ideal consumer from an advertiser's point of view is one who pays attention in a particular way, a way having something to do with being open and receptive to an ad's content. The better for it to penetrate, the better to absorb and retain it, the better to influence shopping choices, my dear.
The kind of "noticing" I'm talking about, though, probably wouldn't make an ad exec or copy writer smile. Because for ads to work, you have to take them for granted, don't you? The fact that they're there should seem natural. You sort of have to not question or quibble with them being in your line of sight in the first place.
That questioning and quibbling is exactly what's been going on with me. I see ads on bus stops, in the subway, on huge billboards overhead competing with my view of nice architecture or pretty skyline (or sky), and I find myself actively irritated that THIS, of all things, is what I'm looking at. As in, I'm noticing that there's an ad in my face, and that someone must have expended a lot of effort, and in some cases, talent and creativity, to place it there. And at those moments, as odd as it sounds to say this, the whole thing just seems totally and outlandishly weird and artificial to me. Which, of course, it is.