The Motz of Butz: Nothing use advertising
It's not as if I have to go looking for rarities like the one in the picture. No, they're constantly following me—and, by extension, the consumers. But they don't even look at them anymore.
What this is about: this poster site, an everyday advertising example from today, November 2014. I could also have chosen three brochures or three TV spots on Tele Zurich. This is how the majority of advertising presents itself to me, which no one comprehends and thus does not understand. So advertising that costs a lot of money but is of no use.
I write my column here in an advertising and marketing trade press whose readers should be interested in their clients receiving optimal communications solutions. Unfortunately, however, as described here, the reality is completely different. I don't understand this unprofessionalism. Or is it a case of turning a blind eye or even a fear of losing customers?
My analysis of this misery: I have already described the useless effect several times. But apparently not clear enough.
Let's take a closer look at these randomly discovered F4 poster examples. The requirements for a street poster must meet the following conditions: 1. Does the viewer understand what it is in one second? On the left, a car; in the middle, a cell phone; on the right, even if I look at it for 5 seconds, I can't tell whether it's a travel agency or an aftershave. 2. what is the brand name of this product? Left, center and right are not remembered after 1 second. 3. can you remember the statement or the product advantage? 3 x no. 4. what is the slogan of the advertised product? Don't know, don't know, what is a slogan?
Why is this analysis so devastating? Let's take a closer look at these three billboards. On the left is a Nissan car poster. A brand that has always been characterized by its lack of profile. Thus a meaningless rice bowl, which does not depend on the weather forecast. Nobody believes in the fairy tale about snow. Who has the time and intellect to read and understand this headline. By the way, this Nissan from 34 890 Stutz is also called Qashqai. Pronounce this name sometime. The poster on the right is apparently still one of the last legally permitted ways to advertise Marlboro. "Be one of a thousand explorers." It also obligatorily states that smoking kills. Dear Philip Morris, stop such nonsense advertising and donate the money to the Cancer League.
Now to my favorite scheusal. The headline is: "Simply sharper, LG, G3." And a lot of small text, 6 pieces in the number, besides phones from the front and back, and in addition two watches. So colorfully designed that at first I could hardly believe that Apple creates such bad advertising. Oh well, it's not about the iPhone 6.
For me it is simply inconceivable that the Nissan, LG and Marlboro agencies would let such a good-for-nothing out. A professional ban would have to be imposed here.
The display of the week is the finally completed website www.tingerbutzmarketing.ch. There you can click on examples of good advertising.
Theophil Butz, graphic designer, advertising agency owner, inspirer and motzer for Advertising Week. Please send any relevant information to [email protected].
