Posts Tagged advertising

T-Mobile Advert

I just saw this advert aired for the first time on tv tonight. Apparently this happened yesterday (Jan 15th) at Liverpool Street Station, London. Which, if you are not from around these parts is the major train station junction for most trainlines running into London from all over England. There are many videos on YouTube where passers by and people who were there catching their trains filmed it on their mobiles but this video is the actual advert touting T-Mobiles slogan ‘Life is for sharing”…  I think it’s genius!

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Quick, Where’s The Remote??

I was reading the BBC News website this morning when I came across this article:

“Television adverts often appear louder than the preceding programmes. Why does this happen and will a tightening of the law make any difference?”

Apparently over the last couple of years Ofcom, the communications regulators in the UK, have received hundreds of complaints about the hike in volume experienced when a tv program joins the adverts.

People have complained that the amount the volume increases sometimes borders on ‘anti social’ levels and causes them to worry about the effect it’s having on their neighbours! Although this may seem a slight exaggeration if you’ve ever been in the room with my Nana when she’s watching tv you won’t so much be worried about the neighbours as you would be the people in the next town. Her neighbours will already have been rendered completely deaf some years ago. A similar worry when you live with my son, who at 10yrs old seems to have the hearing of a snake and instead relies on feeling vibrations and thuds around him for communication during an episode of Sponge Bob. Cameron often has our tv on so loud that it makes the speakers inside reverberate. It’s no wonder I have tinnitus – probably self inflicted by the amount of times I’ve screamed “CAAAAMMMEEERRON TURN IT DOWN”

The interesting thing the article points out is the issue of the counter productive effect the boost in volume actually has with adverts because what’s the first thing you do JUST before the program ends?  Either grab the remote and turn the volume down or in Wil’s case immediately begin surfing other channels. In my case I usually hit ‘pause’ and go make a cup of tea and then fast forward to the start of my program upon my return. This is the great thing about Sky+ and other digital set top boxes that allow you to pause, rew and ff live programming. We’ve actually arrived at a stage in our house where most of the tv we watch has been pre-recorded hence the adverts are deliberatly forwarded through. There is even a button on one of our remotes that you press once and it cuts out nearly the exact amount of advert time leaving the amount of adverts I’m exposed to on tv at pretty minimal. The automation with which I and probably most people grab that remote to pre-empt the ads is such a part of life that you probably haven’t even acknowledged that you do it until now.

So, July 7th 2008 is the start of the new ruling that states:

“The maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material.”

Although they have already attempted to justify themselves by stating it’s not the volume of the ad that is loud, its the QUALITY of the sound making it SEEM louder!

So what’s next? How long it will be before they make a bigger play to incorporate adverts into the programs more? American tv is pretty good at doing this by providing a picture in picture during the credits or breaking just after the first few seconds of the program and then every 10 minutes thereafter.. something we’re noticing more and more here with American programs like Ugly Betty. I for one absolutely refuse to buy Herbal Essenses products thanks to the repeated bombardment of such during Desperate Housewives.

Another little tactic a few advertisers have come up with are adverts which are more powerful with the sound down. Have you seen the Cathederal Cheese one?

The ad focusses on the ‘viral’ nature cheese on toast has on people and you only have to watch it with the volume down, get drawn in by the peoples expressions and salivate over the melted cheese before you find yourself in Tesco’s last night balking at paying £5 for a block of this wonder cheese.

Cathedral City Cheese Inspired Witnesses

Advert worked, price didn’t and somehow Tescos own brand just doesn’t seem so sexual draped across my toast.

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