Written by Patrick Quinn

Back inrepparttar 1760s,repparttar 108144 great Dr Samuel Johnson delivered himself ofrepparttar 108145 dictum that 'promise, large promise isrepparttar 108146 soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems to me that modern advertisers are tying themselves into unnecessary knots in an attempt to reach audiences which they believe are becoming increasingly indifferent to their blandishments.

Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not forrepparttar 108147 reasons generally espoused byrepparttar 108148 world's marketers. I am convinced that despite allrepparttar 108149 sophisticated research and marketing effort that goes into advertising these days,repparttar 108150 real reason that markets are indifferent to advertising is because much of it ignoresrepparttar 108151 many splendoured principle that people don't buy products, they buyrepparttar 108152 benefits of owning those products.

Today,repparttar 108153 great proportion of advertisers don't deliver sales messages, they tell what they hope are emotive stories with whichrepparttar 108154 market can empathise, then they droprepparttar 108155 product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn't and people won't has resulted in huge advertising budget cut-backs inrepparttar 108156 developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn't work.

The strategy responsible operates underrepparttar 108157 title Emotional Sales Proposition (ESP), thought in some quarters to be an advance onrepparttar 108158 Unique Sales Proposition (USP) which, onrepparttar 108159 contrary, does actually work. What has been overlooked or, more likely, ignored, is that in developingrepparttar 108160 principle ofrepparttar 108161 USP inrepparttar 108162 late 1950s,repparttar 108163 brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What wasrepparttar 108164 device he was hoping to supersede? Well, by any other name, it wasrepparttar 108165 emotional sales proposition. I won't bore you withrepparttar 108166 detail, but if you'd like to find out more, you should lay your hands on Reeves' book, Reality in Advertising (MacGibbon & Kee - 1961). It could be an eye-opener.


Written by Patrick Quinn

I may be missing something, here, but it seems to me that, in advertising terms,repparttar loonies have taken overrepparttar 108143 asylum. What is getting me all lathered up isrepparttar 108144 preponderance of TV commercials that go out of their way, not only to confuse their target audience, but also to project an alarming image of their product.

I'll elaborate. The first example isrepparttar 108145 sad, but fortunately short story of a current tv spot for a company called Debenhams. Now, Debenhams is a large UK department store which has branches in many major cities throughoutrepparttar 108146 country. As such, it has an excellent reputation and an enviable turnover.

Well, this outfit is running a commercial which has two distinct scenes. The first shows a man sitting in a room at a table, and beside him is a back-projection of a pond. As he sweeps an object offrepparttar 108147 table and intorepparttar 108148 pond, we see ripples inrepparttar 108149 water. The second scene is of a young girl in a room andrepparttar 108150 back projection is of some trees, each carrying a profusion of autumn leaves. Asrepparttar 108151 girl moves aroundrepparttar 108152 room,repparttar 108153 leaves begin to fall.

So far so good; and as an exercise in special effects this spot is exemplary, becauserepparttar 108154 last thing you'd expect to see in your living room is a pond or a stand of trees.

Anyway, we are now treated to a voice-over which says, torepparttar 108155 effect, that if you drop into Debenhams you'll find lots more ofrepparttar 108156 same. My question is:repparttar 108157 same what? Throughout this commercial, we are not actually told what it is we are being offered.

I assume it is wallpaper, but I could be wrong - it might be personal back projection.

The second example concerns a new computer from Apple-Mac. The spot opens with an explosion and a man being thrown against a tree. The camera then tracks towards a house, inrepparttar 108158 side of which is a gaping hole. The camera continues through intorepparttar 108159 house, showing us debris falling all around and large holes inrepparttar 108160 walls of successive rooms. We finally track towards a computer, andrepparttar 108161 voice-over says something like: Introducingrepparttar 108162 fastest, most powerful computer inrepparttar 108163 Mac stable.

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