Pity the poor marketer. As reported in Forbes earlier this year, a lot of us simply do not trust advertising. For example, a study called ‘Does It Really Ad Up’ from Lab 42, a Chicago-based research firm, revealed:
- 76% of respondents said ads in general were either “very exaggerated” or “somewhat exaggerated”
- 87% think half or more cleaning ads are photoshopped
- 96% think half or more weight loss ads are photoshopped
- 81% feel beauty ads are exaggerated (although – alarmingly! – 77% of men believe beauty ads are “very accurate”)
And that pervasive sense of mistrust (except for those guys watching beauty ads) helps to explain why industry has jumped all over the advertising concept called “branded content”. Continue reading
I am clueless about many things. As in the definition: “Lacking understanding or knowledge.” As in the sentence: “I have no clue!” As in the 20+ years I spent living with a research scientist and enduring mind-numbingly torturous dinner conversations on zinc and copper sediment in the Fraser River estuary.
That kind of clueless.
Oh, sure, there are some things about which I do have a clue, as is true with even the most profoundly clueless among us. For instance, with decades of experience working in public relations behind me, I know quite a bit about organizing news conferences, writing speeches, doing media interviews, or whipping up communications plans. And as a Mayo Clinic-trained survivor of a widow maker heart attack, I know a wee bit about cardiology in general, and quite a bit more about my particular obsession: women’s heart disease. As such, I do have a clue about what it’s like to live with a chronic and progressive illness.
So I can’t help but notice that the difference between me and a surprising number of other people out there seems to be that I am exquisitely aware of both what I do have a clue about, and what I have no clue whatsoever about on any given subject. So I usually try to keep my mouth shut as much as possible whenever encountering the latter.
The same cannot be said, alas, of some tech-types working in the digital health field of self-tracking – and here’s why I dare to make that observation. Continue reading
There’s a pervasive haze of “If you build it, they will come!” in tech circles these days. Technology, as Evgeny Morozov proposes, can be a force for improving life – but only if we keep “solutionism” in check.
The author of To Save Everything, Click Here: The Folly of Technological Solutionism describes the ideology of solutionism as being essential to helping Silicon Valley maintain its image. For example: Continue reading
And speaking of shopping . . . from the Wall Street Journal, November 16, 2012:
“Fifty-five years ago, “How the Grinch Stole Christmas” introduced readers to Cindy-Lou and the rest of the Whos—and continued the bookshelf reign of Theodor Seuss Geisel, better known as Dr. Seuss. What is less known is that before he became a famous author, he had a successful career as an advertising illustrator. (A selection of his work is on the website for the Mandeville Special Collections Library at the University of California, San Diego). Many of the ads bear his trademark humor and fantastical creatures. To paraphrase the author: “Oh, the thinks he could think!” Check them out here.
© 2012 The Wall Street Journal