[lit-ideas] Re: The Magic of Images: Word and Picture in a Media Age
- From: John McCreery <mccreery@xxxxxxx>
- To: lit-ideas@xxxxxxxxxxxxx
- Date: Sun, 11 Apr 2004 23:15:18 +0900
On 2004/04/10, at 21:58, Robert Paul wrote:
> Say it isn't true, John. All I remember is that for everything else
> there's
> MasterCard.
My own, admittedly somewhat cynical take is that ads, like other genres
that make it into print or onto film, are 99 and 44/100 percent crap.
In the case of ads, I think I know why. The key facts are as follows:
1) The sheer volume of both products and advertising have become
overwhelming. The ad creator's search for something eye-catching that
delivers memorable news in an easy to understand and hopefully
compelling way isn't a search for a needle in a haystack. It's a search
for a sharp, shiny, brand new needle in Smokey Mountain, the famous
Manila garbage dump, where all the detritus of civilization is piled
higher every day.
2) The search is a highly political process, in which several groups
(account executives, market researchers, strategic planners, art
directors, copywriters and numerous individuals on the client side as
well) struggle to agree on a strategy and how to execute it. Think how
rarely we here on this list or, better yet, the old Phil-Lit, every
reached agreement on what we all took to be a genuine insight. Then add
the fact that literally millions of dollars and careers may be on the
line in a world where the vast majority of new product launches fail.
Things tend to get a little freaky.
3) Finally add....deadlines. The factory lines are humming, deliveries
are scheduled, the media space has been bought and DECISIONS HAVE TO BE
MADE, often in the wee hours of the night when thoroughly spaced out
people look at each other and say, "OK, can we go with this?" And a
boss at the end of his tether croaks, "Yes."
That sometimes a "big idea" emerges that becomes a cultural icon is a
miracle, indeed.
John L. McCreery
The Word Works, Ltd.
55-13-202 Miyagaya, Nishi-ku
Yokohama, Japan 220-0006
Tel 81-45-314-9324
Email mccreery@xxxxxxx
"Making Symbols is Our Business"
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