CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

I’m only a student but isn’t the point of advertising to tell a consumer about a product?

I’m only a student but isn’t the point of advertising to tell a

consumer about a product?



I know that in today’s fast-paced, postmodern, media-saturated,

semi-ironic consumer society there may not be time to absorb much

information about a product - but is this an excuse to kill off ideas

altogether?



I refer you to the Adshels for a certain model of mobile phone (the new

Ericsson GA 628) polluting my bus journey to study the great advertising

craft at univer-sity. The ads feature images of models in weird and

wacky outfits - a suit made out of fish, for example.



Brilliantly shot, excellently photographed, great art direction, but

what has this to do with mobile phones? Well, delving into the depths of

psychology in the ad, you are rewarded with the endline on the back of

the postcard, ’Because everyone’s different’, which relates to the fact

that - wait for it - the phones are available in a choice of covers!



At least I think that’s the idea, but surely this is not so marvellous a

concept that it merits such lavish treatment. Perhaps the product is

just crap.



It gets worse. The images have been reproduced as postcards, complete

with no product shot! An image may well be worth a thousand words but

surely the art of copywriting isn’t completely redundant just yet.



A prospective copywriter.



Send your rants to Diary Editor, Campaign, 174 Hammersmith Road, London

W6 7JP.



Topics