is in crisis. Many people hate ads and some research is telling us that ads have lost their effectiveness. South Africa’s most memorable and impactful TV adverts were made between 1980s and late 1990s. It was a time when ads like Sasol’s Ama-Glug-Glug and Telkom’s Molo Mhlobo represented more than just a visual marketing tool to sell a product. The ads of that era had meaning, they inspired and shaped culture, and played a vital role in unifying our nation.
produced by System1 Group’s CIO, Orlando Wood, culture over the years has fluctuated between left-brain and whole-brain thinking. Currently, we’re apparently in a left-brain focused period of culture.Because the left brain’s primary tool is language, the ads use prominent voice-overs, monologues to camera or regular metered prose. Words obtrude over the visuals, spelling out what you should be thinking and how you should be reacting to what you’re seeing.
With so many digital channels competing for our clicks, it’s no surprise that we can’t focus for too long. Marketers therefore encourage short-term sales activations which focus on productivity, standardisation, repetition and risk avoidance. This not only hurts creativity and creative effectiveness but it ends up squeezing agency fees and profit margins. Adverts then tend to look flat, with no depth, perspective or backdrop.
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