2008 Woodie Awards
Advertising insulting to intelligence
Benjamin Harris
Issue date: 3/31/08 Section: Opinions
How can you tell if a television commercial is trying to deceive you?
Answer: if it's on the air.
What am I supposed to think when I hear this drivel spewing forth from the whiney speaker on my 12 inch tube: "Car buying should not be a hassle; at CarMax we agree!" Okay, so you agree with - yourself?
The fact that these people feel the need to stress that point seems peculiar enough to raise concerns regarding their respect for my intelligence as a customer. Of course, they are car salesmen, so I feel fairly assured in operating on the premise that they never had any respect for my intelligence in the first place.
I still can't help but be a little offended that they are so comfortable in flaunting it. You would think they would want to put more effort into trying to trick me into believing that they see me as an intelligent, informed consumer prepared to make a sensible decision regarding a major life event such as the purchase of an automobile, not just another sucker.
Without television advertisement, I would never be able to understand that I need to trade in a solid, well-taken-care-of used automobile that is paid for in order to take on a huge debt in the form of a new car? Well, I guess I need to just come on down - down to "Idiotsville" that is. Oh, wait, I forgot I need the new car in order to prove to everyone how rich, hip or cool I am - not!
"Head On, apply directly to the forehead."
"Head On, apply directly to the forehead."
"Head On, apply directly to the forehead."
Apply what directly to the forehead? Not medicine, that's for sure. Let me get this straight: these people want me to believe that I am going to fix something going on inside my skull by applying Head On directly to my forehead?
How about this: I can cure your headache by applying one hard kick directly to your groin. Okay, you'll still have the headache, but you just won't be noticing it for a while.
The worst types of deception aren't those that misrepresent the product, however. The most common deception is the misrepresentation of the value the product offers in the form of fulfilling a need or enhancement of quality of life.
Answer: if it's on the air.
What am I supposed to think when I hear this drivel spewing forth from the whiney speaker on my 12 inch tube: "Car buying should not be a hassle; at CarMax we agree!" Okay, so you agree with - yourself?
The fact that these people feel the need to stress that point seems peculiar enough to raise concerns regarding their respect for my intelligence as a customer. Of course, they are car salesmen, so I feel fairly assured in operating on the premise that they never had any respect for my intelligence in the first place.
I still can't help but be a little offended that they are so comfortable in flaunting it. You would think they would want to put more effort into trying to trick me into believing that they see me as an intelligent, informed consumer prepared to make a sensible decision regarding a major life event such as the purchase of an automobile, not just another sucker.
Without television advertisement, I would never be able to understand that I need to trade in a solid, well-taken-care-of used automobile that is paid for in order to take on a huge debt in the form of a new car? Well, I guess I need to just come on down - down to "Idiotsville" that is. Oh, wait, I forgot I need the new car in order to prove to everyone how rich, hip or cool I am - not!
"Head On, apply directly to the forehead."
"Head On, apply directly to the forehead."
"Head On, apply directly to the forehead."
Apply what directly to the forehead? Not medicine, that's for sure. Let me get this straight: these people want me to believe that I am going to fix something going on inside my skull by applying Head On directly to my forehead?
How about this: I can cure your headache by applying one hard kick directly to your groin. Okay, you'll still have the headache, but you just won't be noticing it for a while.
The worst types of deception aren't those that misrepresent the product, however. The most common deception is the misrepresentation of the value the product offers in the form of fulfilling a need or enhancement of quality of life.
Viewing Comments 1 - 4 of 4
LMTKelly
Kelly Sanders
posted 3/31/08 @ 4:17 AM CST
I have to agree with ALL the comments made by Mr. Harris.
It is extremely sad to consider that anyone/everyone that is capable or reading a newspaper or magazine, even watching television is bombarded with assinine advertising. (Continued…)
anthony
posted 3/31/08 @ 8:11 PM CST
I agree with your comments in general about advertising, however I disagree with your comments regarding Carmax. While they do sell some new cars, it is predominately a used car dealership. (Continued…)
Thank God!
posted 4/01/08 @ 11:31 AM CST
I'm glad to know I'm not the only person who feels this way... How many more STUPID Taco Bell or Hardees commercials will we be subjected to? What idiots make this stuff? Geez. (Continued…)
Carmax
posted 4/02/08 @ 3:24 PM CST
Right on!
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