The Motz from Butz: Stupid advertising in an intelligent environment

Why do advertisers try to persuade non-stupid readers with stupid ads? That is the question. And it's a question I'd like to put to all the bodies involved in inventing and realizing advertising and commissioning it in advertising. Why does the advertising on the back page of editorial articles appear so weak and uneven? There the advertisers pay so much money to be so unnoticed and uninteresting.

The print editorial staff of a daily newspaper has to offer up to 50 pages of attractive content every day. The advertising world takes months of time for briefings, discussions, evaluations, templates and, in the end, unimaginative ideas that - as I said - are published for a lot of money.

Regarding Weltwoche No. 36 - not a Löli issue: I don't feel that all opinions are mine, but the tonality is high, entertaining and interesting. Between pages 46 and 47, the middle, there's a 24-page insert. "Suzuki News Fall/Winter 2014/15" is written there. This supplement is just stitched, otherwise you would file it in the circular file. Please excuse this old-fashioned expression, but unfortunately it can't be deleated either. So let's take a closer look at this 24-page foreign body. "Foreign body" because in contrast to the sensitive and professional design of Weltwoche, this Suzuki News comes across as insensitive, no crude, lacking in ideas and humor. The content of this presentation of the Suzuki model range is a pure information chaos. Special models with the name Suzuki Swift, Piz Sulai or Suzuki Jimny Sergio Cellano are listed. But these tongue twister names are only a detail in this communication confusion. For example, in addition to the 220 Suzuki dealers, one is offered a 20,000 franc Piz Sulai 4×4 with an additional package. 4 winter tires, an exclusive key fob, floor rugs, snowshoes and sturdy aluminum touring poles. To give away these great additions for free and on top of that, they skimped on the photos. The photos are amateurishly copied into emotionless snow landscapes by means of photo store. Dear Mr. Bachmann (managing director Suzuki), you draw with picture and signature for this advertising sales brochure. Surely you have printed a lot of these ugly brochures for a lot of money. And you thought that the readers of the Weltwoche would fall for such an amateurish come-on at a cost of about CHF 35,000.

My theory: Once again, savings were made in the wrong place. Is no one today able to stop such nonsense at an early stage? Ugly advertising is unsuccessful. Successful products produce good advertising: IKEA, H&M, Apple, Audi, Tibits and many more.

The put up of the week was that all the red snails in our garden, after I released them at the snail man road in the woods, did not reappear.