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February 15, 2007

Comments

Lee McEwan

Perhaps by starting a petition ...
http://www.petitiononline.com/

TMR

As you will remember, John, when we revised all of the DRTV sots for the /discuss campaign, we consciously moved in the opposite direction of shouty DR spots filled with loudmouth presenters, animated telephones and 0800 numbers repeated ad nauseum.

Instead, we went for quieter, slower tempo music, a calming voiceover and numbers on the screen permanently rather than shouted in the last 7 seconds.

It was the 'zag-whenever-everyone-else-is-zigging' strategy...

The result? A 3x response rate over our previous 'deafen 'em' DR approach.

Perhaps the IPA or whoever the DR equivalent should be encouraged to look into this phenomenon by those of us who pay their damn dues year on year?

Pete

As your experience reminded you of Ivor, so your comments remind me of something else: just finished reading an excellent book by Michael Bywater called 'Big Babies'.

The premise is that society is infantilising, and that we are embracing it as a population: in everything from our need to wear the same clothes and listen to the same music as our children, through to our 'notice' culture that we need to be coddled and protected from everything (I refuse to use the Daily Mail-ism 'Nanny State' because Bywater successfully avoided employing it once in 250-odd pages), to our 'I want it now, give me it' penchant for instant gratification... it's a compelling idea.

When I was reading the book, I didn't become aware of the volume of ads so much as the tone of voice. Listen to the v/o on seven out of ten ads in Corrie - it's probably higher on cable - forget the words, the tone of voice is that of an adult talking to a toddler. Then look at the number of animated characters and people in silly costumes - in ads aimed at supposed adults. Did a single one of these commercials have 'adult to toddler' in the 'tone of voice' box on the creative brief? I doubt it.

How about we talk to grown ups as grown ups? I think we'd find that would result in the volume being turned down too.

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