After a long absence from blogging.. (maybe that’s a good thing for you dear readers?)…. I’m back with my usual musings, random rambling thoughts, and (derailed) train-of-thought, objectless observations.
Let’s consider the state of modern advertising.
We are constantly bombarded with ads everywhere; from television, radio, Facebook, Instagram and a plethora of other media platforms. Hey, I get it, they all gotta make a buck. (who doesn’t?). My issue is with the way that they advertise. The current template for ads is dull, dull, dull. It’s formulaic stuff with crap about “families” which prominently feature smart-ass, precocious children, and dim witted adults (à la the Disney Channel). Everything is all about portraying inclusivity, and unchallenging normality. It’s all very safe and there is a presiding feeling of sameness. As for the music? Gone are the days of catchy little jingles. Those have been replaced by background music; a mix of uninteresting mainstream pop pablum.
Music is viewed by advertising agencies as an important “background feature” in advertising because of its wide use and ability to enhance viewer “arousal and affect”. Say what? I don’t know about you, but I cannot imagine who (if anyone) is being “aroused” by the pedestrian choices of mainstream music paired up with various products. Evidently, the prevailing theory of the huge global advertising/marketing agencies is:
“The value of articulating popular music to a product is seen as very important; especially to advertisers competing with products similar, if not identical, in use-value”.
……blah, blah, blah. Tell me how linking McDonalds Mighty Wings with the song “Lip Read” in a television commercial is selling more chicken? The annoyance of these kinds of songs is now making me annoyed with the products in the ads that feature those irritating interchangeable tracks. If you’re not old enough to remember the golden age of advertising (and chances are that you’re not) you have no idea just how FUN it was. No. Seriously.
A Busby Berkeley style soup commercial…
Family Fun Fast-food Jingle..
A catchy shaving cream jingle..
And oodles of surrealism….