Tuesday, 15 June 2021
Why are TV ads so infantile?
Every now and then we catch one or two TV ads as we try to fill the odd hour with something worth watching. We don’t usually find anything, but that’s another issue. The problem with TV ads seems to be that you have to switch off something in order to watch them. We switch off the sound, but I’m thinking of something else in addition to the sound.
To my mind we need to switch off our critical faculties if we are to watch TV ads without being constantly annoyed by them. Otherwise almost all of them would come across as too silly and infantile not to be annoying. Often very infantile with gormless adults bouncing around with delight in the way that only children are supposed to do in real life.
Advertisers may have some subtle reasons why silly ads are memorable and therefore effective, but I suspect it isn’t so. Surely infantile brand association isn’t what they are after. Not my field but banging out simple brand recognition and nothing else would presumably be easier.
TV ads seem to be all about mixed marriages too. Rather more of them than we see in the general UK population anyway. Of course we are familiar enough with ads projecting an entirely unreal world. We are also familiar with that unreal world being a heavily dumbed-down version of our world. Now the dumbing-down has a political message too.
You will never be allowed to grow up – buy stuff and live with it. That does seem to be the message.