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Ad Bollocks

Ad Bollocks

Oh come on now advertisers, making up words and then trying to make them sound scientific and significant is an old trick, but a really dumb one. This has always made me laugh, how stupid do you think your customers are?

Why am I writing this now? A new advert telling us that “skin will feel redensified” – ok, so that’s not new, it’s a word used in adverts in 2007 though it originally comes from the 1970s where it referred to town planning in India. Its relevance to skin care? Who knows ….

What is more stupid is the use of phrases such as “the only product containing X” where X is some made-up name for something for which there is no real evidence that it has any relevance or efficacy.

In the UK, the law protects us from outlandish claims, or claims that cannot be properly substantiated, and that has led to the loss of some great phrases like “Guinness is good for you” and “a Mars a day helps you work, rest and play” – we never believed these were true, they were harmless enough tag lines … what we have now is far worse, bollocks spouted by actors in white coats (usually with glasses) pretending to be in spotless labs claiming ridiculous things …. “more hydrating than water”, “reverses the signs of ageing” (then why not use an old actress!), “X for men” (really, can hair colour tell the difference) …

Then there are the huge companies that think they can get away with an American advert dubbed into “British” … really? Do you think that insulting the viewers’ intelligence is the way forward? Or do you really subscribe to the idea that you can never underestimate the intelligence of the audience?

Perhaps this is why I rarely watch a TV channel with adverts on, I really don’t like the shorter programmes, the recap after each break, the perpetual training of the audience to have a short attention span but most of all, the adverts themselves …. horrendous things.

Check out AdTurds if you really want to wallow in bollocks advertising ..

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