Does advertising really work?

 

“I wish I were an Oscar Mayer Weiner

That is what I truly wish to be 

cause if i were a Oscar Mayer Weiner

everyone would be in love 

oh everyone would be in love

everyone would be in love with me.”

Advertising doesn’t work. I mean if it really worked we would purchase athletic shoes that would cost more than $20, we would drink carbonated beverages instead of water, and why in the world would we need new clothes when the old one are just fine?

I have been in advertising for my entire career. I majored in it while in college, and fell in love with it my first day I entered journalism school. Probably the number one reason I went for advertising was because I was not a good writer. I know it’s a shocker, but ask my freshman

english teacher who gave me my first “F,” and she’ll confirm, I sucked. Fortunately I transferred to another university and the grade was left behind. 

When I began learning about advertising, I knew I wanted to make advertisements and write jingles. Yes, I wanted to be one of those creatives who could bring a detergent, toilet paper or potato chip to life with a song; I soon learned, so did everyone else who was in advertising. I used to watch TV and listen to the commercials—-this was before DVR—so I never knew when they were coming on and would be glued to the tube when they did. Some of my favorites were for Pepsi, Band-Aid, and McDonald’s; they were so well written and catchy, I would dream of what it would be like to be behind their creation. I felt the same way about about magazine advertisements—-but creating them would not be, I got into media sales.

When I moved to Chicago, I was in awe of being in the  same city where some of the greatest advertisements were created—-the Marlboro Man, Poppin’ Fresh, Ronald McDonald, Tony the Tiger and more all had a residence in the city at major ad agencies near or on Michigan Avenue.

Over the years I would have meetings with the clients who “owned” the characters and/or knew the individuals who created them. I remember one time when I was at Maytag, the client was telling me about the Maytag Repair Man; during one meeting, he brought in the hat Jesse White wore in commercials. I know this is going to sound dumb, but I thought I had died and gone to heaven. (I am still alive, but it was cool.)

I look back on these times and can say with all honesty…those were the days. Now with all of the options for commercials, things are not the same. I miss the days of TV, radio and magazines…they were our only options and now we have so many more that in many ways we’re on overload. Fortunately I have YouTube to relive the good ol’ days once more…it figures, I have to use new technology to see the old stuff.

The photo above was taken at The National Museum of American History in Washington D.C.; in this same location are Dorthy’s Ruby Red Slippers, Mr. Roger’s cardigan sweater, and the Star-Spangled Banner flag; just around the corners you’ll find Mr. Peanut, The California Raisin’s and Nipper “the RCA" dog…you know, on second thought, maybe advertising does work!

Thanks for stopping by.