I was listening to a radio commercial this morning in which Joe Torre and the president of J.H. Cohen are prattling on about professionalism and category experience in the consulting and accounting business. And it’s bad, so I’m really only listening for how poor the performances are — not really hearing the words. And then president or announcer recites a list of fluff ending with “unmatched integrity.” WTF! Is anyone reading this shizz?
There was a time when you couldn’t just poop out claims on the radio. Or in print. I suspect they are a little more vigilant in the TV standards and practices depts., but today you can say just about anything on the radio. Maybe that’s why advertising is so ineffective. Anyone can say anything. “Unmatched integrity?”
If Coors Light can say it’s the “world’s most refreshing beer,” what does that make all the competitors? Is someone sleeping at the switch? Words are important; anyone in marketing will tell you that. As we make words less important, is it any wonder that we need the algorithm to help us find our arses. Peace.