If you want to loudly use the word Fact! in your advert, you can’t also say that your product kills 99.x% of “all known bacteria including the flu virus”. Bullshit like that brings you awfully close to… The List.
The list? My unshopping list. Like a shopping list, except of the things I don’t want to buy. The saying is that one half of all money spent on advertising is wasted – only nobody knows which half it is. Well, I intend to show them. The wasted half, is the half that annoys me.
Advertisers you see know that if you remember the product, you are more likely to buy the product. It’s true. All other things being equal, we’ll prefer the brand we’ve actually heard of before. Why wouldn’t we?
Advertisers also know that if an advert annoys you, you’ll remember the product. And that is true too, obviously.
So some of them come to the conclusion that if an advert annoys you, you will remember the product, and so be more likely to buy the product. It’s just logical, no?
No. Because what they forget is, I will also remember that it annoyed me.
I reason that the purchase price of the product pays the advertising agency. If I bought it therefore I would actually be paying a team of professionals to irritate me – indeed, to keep coming up with inventive new ways to irritate me, actually do research into finding what really gets right up my nose. What rational person wants to pay for that? Hence the list.
It’s not a real list of course, I don’t write them down. I don’t have to because – hey – I remember them.
And I will boycott products that I actually like. You’ve got to be firm here. They stay on the list not merely until they stop broadcasting the offending commercial, but for as long as I feel they deserve. There’s a brand of low-fat spread I didn’t purchase for ten years because in 1988 they promoted it with a white man rapping badly. Really, that’s at least a decade’s worth. Some – a certain Australian retail shouting chain for example, an online operation that is not fussy about what cars it buys – will be on the list until one of us dies.
What products are on your list?