Let me tell you something. If you advertise a product using a commercial that emulates a news program, complete with a make-up swathed newswoman singing your product's praises and the words breaking news flashing across the screen, you're hurting your own credibility. I understand that it might help your advertisement cut through the clutter of others, but it is also deceptive. And when you are trying to get people to use your product or service, the last thing you want is for them to feel tricked by your advertising. Because if they feel tricked by your advertising, they won't take anything said in your commercial seriously. Thus rendering the advertisement a waste of valuable money. I respect that people are trying to be creative and find new ways to get TV viewer's attention, but deception doesn't help your cause.
I've seen a few financial services commercials, and a cablevision commercial using these techniques. I wouldn't trust the latter anyway, but making a faux-news program that looks more like a sleazy infomercial isn't the way to go.
-- Steve Creswick
Ad Doctor
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