Archive for July 2011
I’ve touched on this in the past, but I do love a good outdoor ad, particularly the ads in the London Tube. Okay, some of them aren’t so hot, but occasionally I find one that I think has done a good job. And most recently, it’s this one.
When I highlighted the “Beware of Pick-Packets” McDonald’s ad, I focused on how important it is for an ad to be aware of its surroundings and use them. In the McDonald’s case this meant referring to a common reference that viewers would know. The Economist is also referring to outside events that make it relevant to viewers, but in a less localized fashion. Plus it isn’t funny.
But that isn’t my only criteria for a good Tube ad. The Economist is using the ads to their full capacity in a number of ways. First off, it’s not a picture. These ads use the fact that people standing on Tube platforms are all bored. But this isn’t a novel approach to Tube ads. Practically all of them do this. No, what I like is that these ads are each two ads side by side. This probably cost quite a pretty penny but it is a very effective use of space.
When I first saw the ads, I only saw one of them. I simply hadn’t noticed the sister ad hung up right next to it. I was shocked. Yes, there are people with those political views, but do you ever see them shouting about their ideas in a Tube ad? Not really (except during election time, maybe).
Then I saw the other one. Just as partisan but in an opposite color scheme. I got the message loud and clear: the Economist tells both sides of the story. And that makes it a good ad. What makes it better is that when these ads first appeared (or I first noticed them), the Economist had folk handing out free copies of the magazine at Tube entrances.
But I do have to wonder about the demon panda.
Do you get the feeling that you don’t actually talk to people anymore? I do, sometimes. From conversations with family to chats with friends or coworkers, I tend to type my messages rather than just pick up a phone. Even when I’m not in front of a computer, I SMS, BBM, or type a straight up e-mail rather than call. All of those on my phone, of course, an item once thought of as a device to facilitate speech.
I tell myself that I ping people before calling because I don’t want to interrupt them. After all, particularly at work, they are busily concentrating on other problems. But I also do this with my family. Though I live across an ocean from my brother, I can easily call him. He has a Skype phone. That said, I tend to text him, right within the Skype application. He’s not busy. I’m not terribly busy. We could talk. But we don’t. We text. Hell, I’ve done this with my brother when he was just sitting on the other side of the couch from me. Reason we gave? My mother was between us and it was just easier to type than lean forward. Even at the time I thought it was a lame excuse.
This goes on more than I like to admit. More than I like to think about, actually. Virtual interaction is, indeed, with real people. I firmly believe that people are people, even if I only know them by a Twitter handle, so my friendships with them are just as strong as with people I have met in real life in similar circumstance, say at a networking event.
But what does it say about our culture that there are individuals who prefer to text or IM than use a free program like Skype that allows both voice and image? With a text only interaction, we can multi-task. When a person is in front of us, even as a video image via Skype, we have to pay attention or risk being rude. It means we can’t multi-task. We have to narrow our field of focus to the individual in front of us. Pay attention to someone else. People are now so used to multi-tasking that they are not ready and willing to devote the necessary attention to the person in front of them, or to welcome that kind of singular interaction. Yes, sometimes we’re working, but couldn’t we continue the work after the talk? Or answer the phone with a smile, explain the situation, and call back later? That’s what people used to do.
I don’t think that we are becoming only virtual. People still like to go out together, do things together. That’s why they’ll download music illegally but pay a premium to go out to a concert with friends. But the fact that when we have the option and opportunity to go for a face-to-face interaction we opt for text is a bit worrying.
What is your experience?