Make Marketing History

The views of a marketing deviant.

Tuesday, June 05, 2007

Why Advertising Should Be Getting Quieter.

When asked why music is getting louder, a producer yesterday suggested that "if you shout louder you get heard."

I think you can all see the hole in that argument. But, if not, try this experiment with a crying child (preferably one that is already doing so). Don't shout to be heard. Talk incredibly quietly, virtually inaudibly and watch the child stop crying in order to hear whatever they're missing.

6 Comments:

Blogger sig said...

John, an excellent one!

Shall remember and use when needed :)

7:52 AM, June 05, 2007  
Blogger kaylen said...

you don't hang around a lot of children, do you...

8:39 AM, June 05, 2007  
Blogger iScatterling said...

Sshhhhh!

9:21 AM, June 05, 2007  
Blogger sig said...

Kaylen, I can vouch for John's method, works wonderfully, and I have the experience.
Actually, works with grown-ups too... ;)

11:41 AM, June 05, 2007  
Blogger kaylen said...

...my parents just ignored me.

anyway, you're assuming consumers want to be talked to. i wouldn't say that's always the case. unless that's what they're 'crying' for. i didn't really understand that part of the metaphor. (assume that's what you actually meant by 'allegory')

most flaws in parenting come from formulaic approaches without consideration of the individual conditions. you can't expect to quiet everyone with an earfull of soft words. and often giving a child opportunity for reflection is more productive than just filling it with more noise (at whatever volume). sometimes they just need the right space/opportunity provided.

softer might be more effective, but only by degrees. is it about them hearing what you want to say or is it about them reaching conclusions. which lasts longer? etc.

plus, whispering is creepy. ...especially as an adult.

11:10 PM, June 05, 2007  
Blogger john dodds said...

Kaylen

The point is that consumers don't want to be shouted at, but rather that, if you intrigue them, they want to listen sometimes.

It was a metaphor because I am not a parent and am not offering an opinion on parenting techniques per se.

2:36 AM, June 06, 2007  

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