So, let’s talk a little bit about advertising. Since I started working for an ad agency, I have increasingly looked at other advertising with a bit of a critical eye – learn something, get inspired, scorn something else – even if the creative side is not my main concern. I have always been fascinated by ads, because they are usually unwanted interruptions of our private time – movies, Tv at home, reading email, waiting for the bus. Therefore, if you find one that makes you laugh/smile/cry/get disgusted (i.e., pay attention!) I really think that’s something. Of course, a really successful ad makes you buy the product, but that’s another discussion for another time.
Since we don’t have a television, I turn more and more to the internet for information, and ad trends, besides those I see “in giro” out and about and of course, in the agency. The day after Superbowl, I watched all the ads like drooling over the red carpet photos of the Oscars.
One of the hot topics lately is Viral Marketing. The long and short of it is to infiltrate communities (usually online) with an advertising concept so (clever, interesting, funny, intriguing) that they willing spread the concept themselves to everyone they know. This is a gold mine for companies and of course, is the buzz word on everyone’s lips here at the agency. Along with Guerilla Marketing which focuses on using unconventional marketing techniques like getting girls to bend over with short skirts on and your company’s ad on their underwear.
Just a few examples of viral marketing I’ve seen lately…
Then you have ads that are undercover that don’t really focus or even mention the product or company:
A good site to keep your eye on cool ads….Adrants
Some of the “winners” I have seen lately:
- An ad for learning English: Lesson 23: Kiss, and Lesson 3: Mom! accompanied by graphics illustrating the word itself. “English will come to you naturally” Except, everything is in Italian. Even Lezione 23: Baciare. They didn’t even translate that!! How can it be that easy if you don’t even introduce English in the ad?
- An ad for an online dating service: “Love: A game where everybody wins!” Erm, I guess if your boyfriend realizing that he is in love with the woman who sold him your engagement ring, and that “you’re better off without him” means everyone is winning, ok. I get it. On the upside, the site states it does criminal screening so you can avoid those married ones!
You can also check Engrish.com for ads and signs mispelled/written badly that may give you a chuckle…
Share your favorites!
PS: Thanks to a few readers, I was informed the Corriere della Sera does have an English site called “Italian Life” (which I saw earlier but the name didn’t convey anything to me) Maybe calling it something like, um, Corriere Della Sera in English to be more effective.