These days, there are so many asinine ads on TV, the radio, and in movies that I think I’m beginning to develop a nervous twitch. I find myself actually yelling at spokesmen, narrators, or cartoon characters that their methods are nonsensical or their arguments fallacious, and I drive my friends mad doing it. There are eight main things that annoy me about today’s common advertisements: fallaciousness or chicanery, excessive puns and shitty dialog, ludicrous events, impossible situations, dubious offerings or disclaimers, poorly-conceived jingles, misplaced metaphors, and complete bullshit.
Let’s examine some of the worst of each:
This is a perfect example of both fallacious logic and disingenuous advertising. The ad, in this case, is not actually making an argument that their product is better than their competition’s similar offering, but instead argues that their competitor’s product is flawed, and that by extension theirs must be better. This is like if I were to say that a hundred thousand gallons of liquid human waste smells worse than anything else in the universe, therefore I must smell better. They neglect not only to prove that the premise (shit smells like shit) is true, but also that it then follows that the result (I smell better than a huge pile of shit) is therefore true. Whether or not the assertion that I smell better is accurate is beside the point, because it’s not the point Apple is actually making in their ad; Macs having fewer viruses is a secondary claim to the original, unfounded premise. This is a staple of Apple’s current ad campaign: PCs suck. As much as I hate to say it, Pepsi’s advertising is actually much better in this regard, though similar in goal; a lesser competitor in a market can most easily gain customers by showing that their product is better than the name-brand, but Pepsi’s method of performing tests and reporting results is actually comparing Pepsi and Coke directly and supporting claims with evidence, as opposed to making statements like “Coke is legally permitted to contain a certain weight of small animal parts and waste per can” like Apple does. On a side note, there is nothing to say that either their tests or their stats are performed fairly.
Youtube (can’t embed)
Here we have excessive puns and shitty dialog. “CODE GREEN!” the commercial begins. A pun that should have been aborted like a prostitute’s pregnancy is our introduction to this inexcusable SNAFU of commercialism. While the reason for the dialog to begin is believable, the continuation is clunky and unnecessary. Then, interjections like “Quick! Get in the hybrid!” characterize the pompous and vainglorious nature of the ad. They are so confident that their service is better than their competition that they not only neglect but even decline to offer substantiating evidence. Why would anyone say “Get in the hybrid” anyway? Why does that line even exist, and who decided it would be a good addition to the commercial? The only thing I can come up with to answer this is that maybe they want to give the impression (like everything else they say) that they actively protect the environment. Then they cause enormous explosions in forests, and cut mountains in half with lasers, negating their ridiculous assertions of environmentalism. Overall, my least-favorite commercials of all time.
You want random shit happening every ten seconds?! Holy flaming BALLS, look at this! It’s not bad enough that each and every one of these furniture outlet and specialty store commercials involves clown costumes and statements that don’t actually mean anything in English, but the dude in the costume (who has a ~50% chance of throwing something at the camera) either speaks slowly and in disjointed sentence fragments, or spews out words like he’s trying to break a record. The Norton Furniture ads are especially ridiculous because the owner sounds just like Senor Cargage.
Impossible situations? You mean like every male-enhancement/birth control/mortgage advertisement in the history of mankind? Indeed. Every so often, an ad comes along that features a casual meeting of people who choose, for no apparent reason, to discuss embarrassing or outlandish topics at incredible length and in minute detail. I see one of these and I think to myself - who the hell tells their neighbor about possible side effects and who to contact in case of emergency while standing around at their mailbox? I can almost get behind the first sentence or two of this commercial, in that one friend gives another shit about never coming to parties, but around the time that the woman tells her friends that she doesn’t show up because she has ISSUES once a month is where they lose me. That’s sentence number two, by the way, a full FOUR SECONDS into the ad. A few seconds later, the suspiciously attractive girl in the middle chimes in with what she, presumably, has memorized off of a pamphlet and has decided to spout, parrot-like, in what can only be an attempt at showing off how fucking smart she is. A couple of half-assed lines about her being a doctor is neither convincing nor even necessary; if you’re going to make a commercial where people open their mouths and horse shit flies out, don’t try to tell me that it makes sense because they’re cowboys. People do not talk like that, and if your commercial has a big enough budget to hire three attractive young women and dozens of extras and rent out a nightclub or a set for a full day, why can’t you find a monkey with a typewriter who can bang out 10 lines of believable dialog?
Beside the fact that this campaign marks the beginning of the end of Antonio Banderas’ career, these commercials advertise a product that no one in their right mind would actually wish to use. Notwithstanding spraying saline into your nose, at the very end of the ad, during the list of side-effects, viral infection is mentioned among the lesser maladies. It’s slipped in almost at the end as though attempting to get it in under the radar of anyone who has stopped paying attention. It does make you think, though: why would you use a medication that relieves minor symptoms, only to replace them with much more dire (albeit identical) ones? I’ve stopped sneezing every few minutes, but now I have a fever of 104 and I’m in danger of contracting pneumonia! Thanks Nasonex!
This ad, run at least once prior to every movie, is the same xtreme advertising that Scion has been trying to distract young people with since the creation of the brand. Originally they ran an ad rarely before movies and involving a giant robotic dog that inexplicably turns into an ugly-ass boxy car, and from there they moved on to similarly transforming cars except on a smaller scale; now it was only parts of the car that transformed, repeatedly, to demonstrate how xtreme you could make your car short of factory-installed hydraulics. It really hasn’t gotten any better than that, except that despite the fact that I thought their last batch of transformer-wetdream-inspired ads couldn’t be made any worse, they proved me terribly wrong. I almost wish they would bring back the silly giant wolf-thing commercials; at least they were quiet. Alas, now they perform mock mother-goose fables with their poorly cel-shaded marionettes while a man who is one tracheotomy away from talking like a robot performs limerick s written on an elementary-school level. All of this to attempt to get across, in as round-about a way as possible, that Scion is the “bad boy” of car manufacturers. I guess I can understand their marketing strategy of “stupid people buy shitty cars and pay twice what they’re actually worth for little more than painted bondo,” but I don’t have to agree with it.
Scott says it better than I ever could.
Hair care ads are the epitome of bullshit in advertising. Hair is most analogous to your fingernails in terms of structure and toughness. It is a polymer chain of great strength that is produced within the skin but is not comprised of skin cells or even parts of skin cells. Any difference in the texture of hair, human or otherwise, is based on chemicals applied to the exterior of the polymer, and not due to “moisturization” or “vitamins” or (god forbid) “sea mineral essence.” I really wish I could have found the old Pantene ads that talk about their new amino-protein formula or the Head and Shoulders ads for an “infusion of sea mineral essence,” because they are comedy gold in a non-intentional sort of way. None of the things that these people advertise exist in real life. They can get away with it legally because when they make claims like vitamin E infusions it means that there is a trace amount of tocopherol in the bottle and no one can prove that it doesn’t do anything. The ingredients of every bottle of shampoo produced in the last twenty years or more are the same; any differences between one or another is a different emulsifier and doesn’t really count. Seriously, look at a bottle of shampoo and you will see Sodium (or Ammonium) Lauryl Sulphate, Sodium Laureth Sulphate, Methylisothiazolinone, Methylchloroisothiazolinone, and a handful of other chemicals that I can’t remember off the top of my head. everything that you see on that list other than things ending in Sulphate are really just there to make it more pleasant to use the shampoo.
ATTENTION MARKETING EXECUTIVES: Tom Dickson is your homeboy.