I wasn't really. Just trying to give useful feedback. I'm probably not alone in finding these tacky/empty. As you point out yourself, we are already bombarded by ads with unsincere words. This feels like just adding to the mix, though kind words are, arguably, better than what we see in ads.
Anyway, if the goal is to brighten someone's day, an innocent joke or a little pun may be much more effective. I feel like lighter words are better than emotionally loaded ones when interact with complete strangers.
That sincerely was not my intention, and a lot of context and playfulness can get lost in comments. For what it's worth, I was simply trying to make a joke about why our marketing materials may not be as good as they should be and continue the conversation. I apologize if that came off as defensive and will make sure I double check my future comments so that they don't come off in the same light.
I feel it leans into advertising being about convincing one what one has is bad, not good enough or embarrasing, such that a product is bought. I think I agree that could be considered covert unkind speech in media and advertising. The barrage of things telling people they aren't good enough or preying on insecurities would have detremental effects. Personally, I enjoy the kind-spirited effort behind this, I'll be putting this in the header of my running notes .md file.
I thought about this. But there's a fine line between being tacky and being efficient. When I read bandwagon phrases like the one you propose, I always cringe. It's just not genuine.
I'm sorry but I find this kind of nitpicking in bad form. People are going out and taking action to bring attention to a problem in what is obviously the best way they can do so. If you have an idea about improving marketing, why not spend that energy helping/proposing something and volunteering?
Aside from that, I think there is more to consider than just what will appeal to public opinion; dry attempts to shift one’s words to match opinion polls is how many politicians lose elections by coming off as pandering. There is a sense of urgency and emotion in the original phrase that might be important in the broader picture and in the long term.
This is actually a great example of not giving the person communicating the most gracious interpretation. Look, all I'm saying is we'd all be a lot better off if we gave each other the benefit of the doubt when it comes to the intent of our words. I'm not trying to comment on the facts of the story, but more the way the story made me feel. I'm definitely not defending the kind of speech that targets and ridicules a group, whether generated or otherwise. I wish I could do a better job of sharing my heart here.
As for the comment about the commercial, it was a bit of a tangent on an already-off-topic rant, but I think it describes some of our self-centeredness as a culture. "Oh, if you buy our product you'll feel like spreading the love by..." just not being a jerk? The fact that they ran that commercial means they think it'll resonate with the audience.
I interpreted the article as being written tongue-in-cheek, and simply aimed at poking fun at some of the ways tech companies deliver these messages. Most of the time getting these messages isn't tragic, and they simply serve to make the situation more lighthearted.
There are many businesses that I love to patronize that want to communicate with me much more than I want to be communicated with with offers that don't seem that special to me.
There is nothing wrong with being focused on the product.
I sincerely hope everyone - particularly people working in surveillance and advertising - question both the meaning and impact of their work.
Yes I was brash and a bit sardonic, but I was not trying to put anyone down. I should have phrased that more encouragingly and less mockingly. Thanks for the feedback.
Mockery, perhaps, but not entirely useless, since it helps prick the myopia that's a persistent danger in any business which uses lots of jargon to discuss the ideal forms of execution.
Believe it or not, there are a number of exceedingly self-absorbed people in advertising. These are folks who actually do assume that clients and audiences take advertising's technical aspects as seriously as they do, and start thinking that they can use their client's money to communicate on this level when, in fact, they can't. What's worse is that they can get heated in meetings when more grounded people try to tell them otherwise. Circulating stuff like this is a fine way to rein them in gently.
I'm sure variations on this send-up are possible in any business that evaluates its own work according to generally obscure measures. It's just especially funny here, since it also uses stock-photography so well, which is a product of the same business, and a separate source of endless eye-rolling from people who have to work with it.
I don’t think real world messages would look good in marketing copy, too many emojis, “uhhh”, “no cap” and bathroom pics. I don’t know what the author is expecting/analyzing here.
It's especially hard to do well when it's forced through the filter of a PR team. It's not humor for humor's sake, it's humor to improve a brand. I don't think this is impossible to do well, just very rarely done in practice.
Because what constitutes personal and friendly is context dependent and highly variable from one person to another.
Neutral is often the right way to go.
What kind of language should the American Cancer Society use? What about the Department of Justice? How about an industrial farming equipment manufacturer?
What some would find amusing, some would find a waste of time and frustrating, and some would find insulting or offensive. That's fine when your target market is pretty much on the same page about that stuff. Just go after them and offend all the others.
But it's not as good when that market is not.
With certain types of businesses, the target market is easier to cluster around some style choices. With other types, either the market or the subject-matter doesn't lend itself to friendly and personal.
In general, the writing across the board for this stuff could be BETTER but that's not the same thing as it being more personal and more friendly. That link to Epic below shows some good copywriting that's not either, but it's clear and forceful and just the right tone.
Anyway, if the goal is to brighten someone's day, an innocent joke or a little pun may be much more effective. I feel like lighter words are better than emotionally loaded ones when interact with complete strangers.
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