Commercials or Just How Stupid Do They Think We Are? pt. 1
Posted by Rob on Thursday Apr 29, 2010 Under Miscellaneous, MusingsHave you ever watched a commercial and thought “they must think I am an idiot.” That happens to me every time I see an ad about electronics – TVs in particular. There are some pretty ridiculous ones out there. (Exactly how can I tell that your brand of TV has a sharper picture and better color when I am watching the commercial on my different brand of TV? Holy Carp! That TV has a 7 million to 1 contrast ratio with supra in-plane pixel switching and a 690 Hz motion refresh rate.) This has been going on for a lot longer than we care to realize. Here is the commercial for the very first flat panel TV from Phillips.
In their eagerness to sell you something, advertisers tend towards three approaches. 1. They over simplify the product to highlight a single feature. 2. They exaggerate or make overboard claims about what the product can do for you. 3. They include too much information about the product. Most of it being technical jargon that means nothing to the average consumer.
In the case of the Phillips TV commercial, they chose number 1. “The TV is flat like a picture. It can hang on the wall like a picture. So let’s show some cool young hipsters hanging it on a wall like a picture, and then enjoy watching a flat TV hanging on a wall like a picture! Cool! Totally Awesome!”
I see the commercial and think there is no power on the wall for the TV. There is no cabling for the TV. There are no video sources in the room for the TV. Where is the mounting bracket for the TV? That window is going to cause some wicked glare off that TV.
The coolness of the TV being flat is lost on me because the commercial does not depict the TV in a realistic way. Am I expected to believe that I can take the TV, hang on the wall and start watching TV? Really? C’mon! Advertise the TV in a real world application and then I might say “Awesome!”








