For advertisers, the television is a weapon.
Even though major peddlers, like Budweiser, McDonald's and Pepsi, have no monetary or moral need, they remain determined to clog the airwaves so people will know they are still businesses.
Consider: McDonald's, to sell hamburgers, plays a rap song about playing basketball and eating hamburgers while athletes wearing in-line skates play basketball and eat hamburgers. Somehow, this is marketing brilliance.
Gillette tells us that using its razors will make you a better man. By shaving with Gillette products, women will smile when you look at them. You'll be fitter, more together and more able to beat people at things.
By now, we know that if you drive a Kia, you'll feel rich and luxurious. We know that if you chew Extra Gum, you won't have to talk to women; they will automatically understand that you're desirable and sexy because you chew Extra gum. Oh, and if your truck or SUV doesn't have a Hemi, we know you're not a real man.
To send these messages, according to the recent estimates of a six-member task force of the American Psychological Association, advertisers spend more than $12 billion per year.
That's a smart investment. These commercials, as annoying and absurd as they are, are successful because they are annoying and absurd.
Again, consider: During the 2004 Super Bowl, Quiznos introduced its new campaign, which featured two off-key puppet-type things screeching about subs, coupons and paper cuts.
This commercial annoyed millions, but, and the point is, millions remembered it, and have reacted to it. -รก
Ed Mertens owns and manages two Quiznos in Iowa City. In a report by Anne Kapler for The (Cedar Rapids) Gazette, he said, "It seems to polarize everyone who sees it. I've had a couple of people come in and actually be singing the jingle." Mertens said that the commercials have increased sales at his businesses.
So, it worked.
Advertising Age critic Bob Garfield even rated the spot a 3.5 on his scale of 4. He said the ads "jump through the clutter." Think about: When those "Spongmonkeys," as they are called, start singing, we either run into the next room or laugh heartily, but, either way, they are burned into our brains.
Though the Quiznos spot is fundamentally different from McDonald's ads, for example, each company's commercials prove, across the board, advertisers are doing their jobs. As funny, stupid or annoying as these spots are, we remember them. We know the slogans, the logos. We sing the jingles. We can't name Senators, vice presidents or congressional representatives, but we know who "Just Do It" and "I'm Lovin' It," belong to.
Again, this is exactly the point. Some commercials serve to simply tell us about new products, sales or deals. Some are meant to polarize. Some want to make us laugh, and some even add to pop culture: The new slam is, "Well, no, but I just saved a bunch of money by switching to Geico."
But, however they do it, advertisers are keeping products in the minds of consumers. In the end, we can be annoyed endlessly, but we have to salute them, because they're doing their job and doing it well.
Damn them.
Write to Allyn at aswest@bsu.edu
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