A couple of months ago I wrote a “series” (if you can all three posts a series) about awful television commercials that annoy the crap out of me.
The more I think about it, the more I’m sure that was the wrong tack.
As much as we like to stereotype people we don’t know as stupid, I’m pretty sure the advertising executives are just operating on a different plane than we are. To not beat around the bush: the more I think about it, the more I’m positive that all of the stupid stuff is completely done in the name of brand awareness. For instance, take the gross sexism and misogyny that has perpetrated beer companies and a certain soda company. Say what you will about how completely stupid these commercials are, but they do create an impression in your head. Remember that old “any attention is positive attention” mantra? Modern commercialism has taken that to an extreme.
The number of factual flaws that I could point out in any given commercial sequence is only growing by the day. I see this as a very sad sign of the times, but I also don’t feel like there is much to be done about it. If commercials are taking their cue from greater society as a whole, then there’s little question as to why they’ve opted to go this way. Nothing about our modern society is about challenging anything any more — it’s about maintaining the status quo. I have my own theories as to why this is, of course, but I don’t really see the reason to make this post about that. What I’m trying to get at here is that the vast majority of commercials just don’t challenge a person because stupid commercials illicit more of a reaction.
Say that there was an insurance commercial where wishing for something automatically made it happen. Not only is this preposterous and besides the point of insurance, but it also has very little to do with the product itself.
But that no longer matters, because the fantasy is interesting to a certain subgroup of people and the sheer anger at how stupid the commercial actually is enrages another subgroup. It affects both groups of people. Even if that angry person hates the product, if they are the first name that comes up in said persons head when they think about insurance, it’s a win for the company. Said person can chat with the representative about how stupid the commercials are as she or he signs away lots of money to them.
So, from now on, I’m going to try to focus less on commercials I find stupid, and more on commercials I actually like. Give the pub to those who have earned it. It seems silly and reductionist, but it’s all one person can really do.
As for these other worthless commercials? Just don’t look.






