Hook Lines…
Most advertising is wasted on me. If I remain in my seat while the next 10 minutes is filled with inane crapola, 20 ads for 20 products or services that I either already know about, don’t use, or don’t want, I have my brain trained to wander off and process other things during commercial breaks. As often as not, I’m up and away for those few minutes, getting something to drink or nibble on, or making proper disposal of the consumables from previous breaks.
There are exceptions — commercials that are so well done or so clever that they command attention. Budweiser’s Clydesdale commercials, Hallmark’s warm and fuzzy spots, some — but not all — of the ads unleashed during the Super Bowl each year, any commercial involving the herding of cats. Those are a few that come to mind. But please spare me from suffering one more locally produced spot featuring the head dude or dudess droning on about their finest used cars, unmatched insurance offerings, spectacular pools and spas, or the best damn muffler shop in the state. Who gives a rat’s ass?
However, even I, the crusty old veteran of commercial avoidance maneuvers, recognize a good hook line when I hear it. I’m talking about the few brief, simple words spoken by an appealing and trustworthy voice. These slogans or hook lines, or simply hooks, when well done, have exactly the intended effect — they quickly become such natural parts of the lexicon that we take them for granted as nuggets of truth we have always known. These lines frequently speak to us as individuals, complementing the strengths and interests we have or offering to bolster our weaknesses without calling them weaknesses.
Some of the most effective ones at present are:
- You can do it. We can help. — Home Depot
- Are you in good hands? — Allstate (the guy with the rich creamy voice)
- Can you hear me now? — Verizon (see previous post)
- Don’t just buy stuff. Do stuff. — Radio Shack
There are others, both past and present. Do you have a favorite hook line?
12 Comments so far
… have you seen the latest peanut commercial?… the one where the uni-browed girl has oodles of sex appeal simply because she rubs peanuts behind her ears every morning instead of perfume?….. that one has me rolling every single time I see it…..
[...] nobody asked… wrote an interesting post today on Hook Lines…Here’s a quick excerpt Most advertising is wasted on me. If I remain in my seat while the next 10 minutes is filled with inane crapola, 20 ads for 20 products or services that I either already know about, don’t use, or don’t want, I have my brain trained to wander off and process other things during commercial breaks. As often as not, I’m up and away for those few minutes, getting something to drink or nibble on, or making proper disposal of the consumables from previous breaks. There are exceptions — commercials th [...]
The mellifluous Allstate guy is Dennis Haysbert (I think I said it right). He’s an actor, who currently is one of the main characters on “The Unit” on TV. I found it jarring, although maybe it happens more often than I think, that they run the commercials with him in them during the showing of “The Unit.” I have this unease about it, as though Allstate is trying to play upon my suspension of belief which allows me to enjoy the show. What do you think?
Slogans (hooks) are all lost on me. I only want to hear something substantive about the product or service being offered.
Oh, I just realized that in my early morning stupid, er… stupor, I inadvertently left one out. Will record it here and edit the original post when I get back to Blog Central…
Don’t just buy stuff. Do stuff. — Radio Shack
Want to have a little fun for next time a commercial comes on TV? Keep the following in mind as you watch:
The louder the voice is or the more sex appeal the commercial has means the commercial is directed to the uneducated masses. The guy that screams about car wax or the big boobed girl who sells beer are examples.
The softer spoken and well dressed (small boobs well covered) means the commercial is directed to the educated. These commercials are in the minority for obvious reasons.
Watch and see if I am right.
“I lost another one to Ditech”
Advertising for the trades unions here :-
“We shall overcome”
I will watch an Aflac animal if I haven’t seen it in the last 30 minutes, but have not bought the product. Let’s talk about the ones that raise my ire: anything by a pharmaceutical company, especially “You’re ready when the time is right!”
Do advertising agencies ever consider the negative impact of their brilliance?
… and this may cause vomiting, diarrhea, dizziness, vaginal and rectal bleeding, uncontrolled urination, blindness, hearing loss, paralysis, severe convulsions, numbness, inflammation, shaking, mental disorders, and even death.
But it may help your sniffles. Check with your doctor to be sure this medicine is right for you..
TV commercials, for the most part, represent the reason our country has the highest standard of living in the world. It is amazing the things that we are capable of buying and do buy. No other country spends as much on dog food and cosmetics as we do.
That said, I still find most commercials disgusting. They are, for the most part, an insult to my intelligence. However, studies have been done that show that the commercials you hate the most sometimes have the most effect. When you are in the drug store looking for a cold medicine you will pick the one with the worst commercial simply because you remember that one.
Best thing is to not watch TV. As was said in the 50’s, it is a “vast wasteland”.
“Less talk. Make it happen.”
“When You’re Here, You’re Family”
Which we all know is a total crock!! The folks serving us in the restaurant industry are there to make money. They DO NOT consider us “Family”!!
@ amba: Glad to see you peeking over the mountains…
@ pita: Welcome! And y’all hurry back real soon now, ya heah…