January 07, 2004

You are on the invidual archive page of IQ. Click Simon World weblog for the main page.

I like to think I'm a reasonably intelligent person (no, that's not an invitation to comment from the peanut gallery). So why is it that more and more advertisements make little sense to me? Much of the time I cannot work out what product or service they are advertising. I used to have a rule of thumb that said if I couldn't work it out it would be for perfume, but even that doesn't hold water these days. JK Galbraith talked about advertisings inevitable race to the bottom, because consumers become inured to advertising as they are constantly exposed to it. So to remain effective advertising had to continually change. And now we are at the point that the advertisements have little to do with the product. Instead they are full of quick edits or meangingless copy.

Except movie ads - they tell you too much.

posted by Simon on 01.07.04 at 09:24 AM in the


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