The Motz from Butz: The Spark Communication Light Bulbs
Ottavio, at his electronics store in Italy, is just as at a loss when it comes to offering me a 60-watt bulb from the EU energy-saving line as Iron-Meyer is in Zurich’s Seefeld district.
This is about clear communication. And that doesn't work at all. I would be happy if a reader with knowledge could explain this new light bulb world order to me. But I don't think a reader of Advertising Week could help me.
It is written on the box in 31 languages that the light bulb will burn or live for ten years or 10,000 hours. That's 3650 days or 2,73972603 hours a day. It is also written that the bulb can be switched on or off 20,000 times. However, it takes up to 80 seconds for the lamp to reach 60 percent brightness. You are standing in front of the front door and have to wait until you can find the keyhole. When the bulb finally lights up, you are met with a Persil white-washed light. However, the packaging says "warm white". Incidentally, this modern thing cannot be dimmed either. In my experience, such lights have given up the ghost after just two years. There hasn't been much significant change in the price on the EWZ electricity bill either. Incidentally, this Philips product scored top marks on the A to G scale. This is obviously a European communication unity problem. And this is not only the case in the light bulb world. Unfortunately, the communication worm is also often in the advertising industry.
My theory is that the advertising message is not always as unclear as with light bulbs. But often I am faced with a puzzle and don't understand what this product is trying to explain or even convince me of.
As I have often described, one of the reasons for this puzzle communication is that the many cooks spoil the broth. The advertising manager thinks that the boss thinks so. The consulting group manager thinks that the client wants to advertise A and B. That's why the CD adds a super idea C, and everyone thinks it could work. Only the consumer doesn't understand anything and has neither the time nor the desire to decipher such puzzles. Speaking of puzzles: I still don't understand how Thomas Edison was able to make the carbon filament light bulb idea a success 125 years ago. It's quite simple: you flip the switch and the bulb burns. Yes, but how does that work? Oh, quite simply. We have to generate electricity and carry it for kilometers to the location of the light bulb. Is electricity dangerous? Yes, of course, if you come into contact with it, you can die instantly. Yes, but you have to keep refilling the oil lamps and the candles burn out quickly. Finalmente, the incandescent light bulb has caught on and is here to stay. Only the EU standards have unfortunately been added. Does a light bulb light up for you now?
The hairdresser of the week was Titti, the village hairdresser in Bucine (Tuscany). Two hair washes, a perfect cut including eyebrows and a blow-dry in 14 minutes for 18 euros. I still have hair (see photo). By the way incluso Prosecco.
Theophil Butz, graphic designer, advertising agency owner, inspirer and since three years also
Motzer for Advertising Week readers. Please send any relevant information to [email protected]
