Can I talk to you for five minutes about a recent trend in television advertising? I don’t know about you, but I’ve been feeling downright neglected by my TV lately. It’s like it doesn’t even recognize my existence anymore. Granted, it’s never been the most attentive appliance, but it at least used to stop what it was doing every ten minutes or so and talk to me about shampoo, HD TVs, acne medication, or whatever else was on its mind. Not anymore. My commercials, those bright nuggets of affirmation and opportunity, have been stripped of their intimacy by a disturbing trend in marketing known among business professionals as “Mine’s Bigger Advertising.”
You know what I’m talking about. Mine’s Bigger Advertising is the kind of commercial that feels less like an intimate conversation between your wallet and your favorite fast food chain and more like a domestic dispute between two corporate rivals. No longer content to settle their beef in the privacy of their own boardrooms or trading floors, advertisers have brought the bickering into the living room and we can do nothing but sit awkwardly on the couch, listening to the name-calling and the ugliness, wondering if it’s our fault that mom and dad are always fighting.
This is the modern television commercial. Read the full story
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