media-saturated society
I went to get gas (well, diesel) the other day, at this newer Shell station a few miles from home, where the rate was $3.09, compared to the other stations’ $3.20+.
It was evening, around 7 p.m. or so, and I planned to run a couple errands after this stop. I pulled up to the pump, opened my tank and took out my credit card. Right above the screen where I inserted my Visa, there was a flat-screen television. The little Shell man inside the screen greeted me with “Welcome” and proceeded to offer me all sorts of information while I filled up. Weather, news, interesting tidbits and–of course–advertising.
It was nice, really. Instead of looking for something to do in the 5-10 minutes while I waited, I found out that the next day would be 50-some degrees and that would continue for days. I didn’t mind the advertising, although I must say: I don’t remember any of it.
Anyway, it got me thinking about how these televisions/advertising are everywhere nowadays! The grocery store waiting lines, airports.. now gas stations.
This is all, coincidentally, going through my mind in the weeks that I’ve also been reading The Tipping Point, by Malcolm Gladwell. All the time lately, I find myself wondering about what makes something stick in someone else’s mind, what makes it “sticky,” as Gladwell terms it. Why are advertisers willing to pay $$$ to simply “be seen”? What do you think? Are there certain commercials that you always remember or that actually make you go buy something?
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7 Responses to “media-saturated society”
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I think about this all the time. It’s such a “who really knows?” deal that I think a lot of companies are simply out there trying to become one of those brands that people think of right away when you mention a commodity type product (like Coke or Gillette). I find the “we are helping you out” marketing ideas a lot more helpful, like I think it was Panasonic (the fact that I can’t remember for sure isn’t lost on me) that paid for the member-only access area on ESPN.com to be open for everyone to read, on them, was a great idea.
Harris Bank has all those ads on the train where they are just trying to “help you pass the time” and “give you tips.” That to me says “We want to give you, our consumer, a break.” I think others have sponsored commercial-free chunks of TV time.
That makes a bigger impression on me than just being “everywhere” at any given point.
By the way, the book is awesome, isn’t it?
food. i see a food commercial and i’m drooling…
I find that I pay much more attention to clever commercials. Same with company names and slogans.
In all honesty too, I like the dog and cat food commercials with the kittens and puppies. They are just cute. And I know that’s what the advertisers were banking on, but I cant help it. I don’t think in that case though I would specifically buy the product though.
But I do find that when the campaign is clever I will be more likely to purchase the product when I need that particular thing.
How funny you mention The Tipping Point! It’s sitting right next to me on the coffee table. My boyfriend has been raving about it.
Writer’s Coin: Your comment about Harris made me think about WaMu, who has served me well, considering they aren’t my bank. I love their free ATM fees and use them when I’m in a pinch. My bank doesn’t give much for free. Also, one day downtown a summer or two ago, a WaMu guy gave me free money–literally. He was handing out $2 bills. Dunkin Donuts on them, thank you very much.
In theory and gratuity, I should make them my bank. But I don’t because I would actually lose in doing so. Instead of getting to use my bank’s ATM or WaMu’s, I could only use WaMu’s. So while the strategy makes me like them and think they’re helpful, it doesn’t make me use them. Interesting. I wonder if that’s unusual.
Then again, maybe they just want to be out there, known like you suggested.
PBB: Oh, I love food, too. In all forms and kinds.
FF: I enjoy certain commercials, too, though I can’t say they make me buy. I *love* Liberty Mutual’s ad campaign, but I’m quite happy with my current provider. Maybe their goal is to make me just change my perception? A more subtle task, I suppose.
Vixen: It’s definitely worth picking up. I find it has been helpful in a lot of ways, mainly provoking new ways of seeing. Happy reading!
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