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Advertising BS
14 Jul 2003 by Matthew Linderman
This NYT article on Red Lobster’s new ad campaign (for some reason they’re done with the old ads that featured animated shots of dozens of lobsters on the go w/ “Nowhere to run to, nowhere to hide” as the backing music) reads like an Onion article making fun of silly marketing and ad execs. Check out these ridiculous quotes about the emotional connection diners have with Red Lobster and the “sensual experience” of eating shellfish.
“It’s about sharing what’s unique about Red Lobster. It’s about an emotional connection, with each other and about a connection to seafood.”
…
Darden says the campaign is backed with extensive research from Tatham showing that consumers view eating shellfish as a uniquely tactile, even sensual experience. But it is also social, the research suggests. “Seafood (especially shellfish) has the power to bring people together like no other food,” Tatham says in its analysis.
…
“This campaign really captures kind of the heart and soul of what people feel about both the brand and about eating seafood. There’s a real connection they make over Red Lobster.”
Not to be outdone, Whiskas’ ad team claims to be “the brand that has the best understanding of cats’ instinctive behavior.” Apparently, they also are able to judge when animals have “sold out” (no citation of “extensive research” on this one though).
“We’re appealing to people who appreciate cats’ weird, quirky behavior,” Mr. Payne, an art director, said, also citing their belief that “they haven’t sold out like dogs.”
25 comments so far (Post a Comment)
14 Jul 2003 | Joshua Kaufman said...
The saddest part is not that companies are using this BS in their ads but that people actually eat that BS up. You know, it's all about a "new level of customer sophistication."
It's all a moot point to me. Advertising is manipulation and if BS is what does it, the more power to them.
14 Jul 2003 | Scott M. said...
I'm confounded by this post. Everything you've pointed out seems pretty standard to me. Yes, in toto, advertising is a bunch of BS, but as far as it goes, these campaigns don't seem ridiculous to me -- they seem pretty typical.
You've said the article is Onion-like, yet it's in the advertising section and is straightforward in its approach. I suppose you could make fun of anything for which you are not the intended audience and which doesn't speak your 'language.'
14 Jul 2003 | Steve said...
I read this last week, and also found it a bit amusing, although for different reasons.
To me, it read like a case of people being too close to their brand to see things reasonably. Shellfish a great social experience? And the independent brand research groups seem to have a knack for coming up with a lot of goofy stuff, instead of just sticking to the basic things like share-of-mind, brand perception, etc. I've sat through focus groups and clinics, and you can get small groups of peopel to buy into almost anything. The test is their actual behavior, and that's tough to analyze and view consistently.
14 Jul 2003 | Scott M. said...
Shellfish as social experience.
If you're from Baltimore, as I am, you bet it is.
shellfish as a uniquely tactile, even sensual experience
My wife, who is a big food lover in general, seafood in particular, would probably agree with this.
Look, it's easy to sit here and make fun of ad-speak. But it's like making fun of people speaking French--it's foreign so it's an easy target. It's also easy to make fun of a campaign that isn't targeted at you. "One man's junk..." etc (insert similar aphorisms here)
14 Jul 2003 | Darrel said...
Ad speek = BS = marketing, for the most part.
Gotta love capitalism ;o)
14 Jul 2003 | ML said...
these campaigns don't seem ridiculous to me -- they seem pretty typical.
Unfortunately, typical and ridiculous are not mutually exclusive.
ridiculous (adj.) - Deserving or inspiring ridicule; absurd, preposterous, or silly. See Synonyms at foolish.
14 Jul 2003 | 8500 said...
Ad speek = BS = marketing
At its core isn't marketing and advertising just trying to tell people about your product or service. Why is it inherently BS to illustrate the postive qualities of what you produce?
14 Jul 2003 | hurley #1 said...
eating shellfish as a uniquely tactile, even sensual experience.
Anyone watch the Japanese film "Tampopo?" Sensuality and shellfish, mmmmm, yup.
I've seen computer geeks get just as hyperbolic about Web browsers. It would seem kind of hard to wax rhapsodic about the social benefits of a Web browser, but people are capable of doing it. I think ridiculousness, like beauty, is in the eye of the beholder.
14 Jul 2003 | josh said...
I have to agree with Scott M.
There is nothing ridiculous at all about saying, "Seafood (especially shellfish) has the power to bring people together like no other food".
It is pretty typical for marriage counselors to serve lobster during therapy sessions. I see nothing ridiculous here.
14 Jul 2003 | Darrel said...
It is pretty typical for marriage counselors to serve lobster during therapy sessions.
Well, hell, if I got dinner at marriage counseling, I'd be going all the time!
14 Jul 2003 | josh said...
But there is the beauty of seafood Darrel, If you got a seafood dinner at marrige counseling you wouldn't have to go all the time
Two or three sessions and the shellfish would have worked its magic. Your marriage would be saved!
14 Jul 2003 | hurley #1 said...
Maybe Bush should serve lobster to the Israelis and the Palestinians.
Changing the World Through Seafood
That'll be Red Lobster's new logo
14 Jul 2003 | Hagbard Celine said...
Ah, but isn't shellfish tref? That wouldn't be very sensitive towards the Israelis, would it?
14 Jul 2003 | hurley #1 said...
That wouldn't be very sensitive towards the Israelis, would it?
No, but since when has Bush been sensitive to anyone (other than the oil industry)?
14 Jul 2003 | Chris said...
Last time we ate at Red Lobster, both my wife and I were up all night vomiting. I have a very emotoinal connection to Red Lobster - and its not good!
15 Jul 2003 | Don Schenck said...
As a rule, I try to avoid "chain" restaurants. Support your local eatery!
15 Jul 2003 | Darrel said...
Maybe Bush should serve lobster to the Israelis and the Palestinians.
I believe muslims are prohibited from eating any sort of Shellfish. So that plan may backfire.
but since when has Bush been sensitive to anyone
Ah, yes. Good point.
15 Jul 2003 | hurley #1 said...
Okay, so if it's true that "seafood (especially shellfish) has the power to bring people together like no other food," and if it's true that "Muslims are prohibited from eating any sort of shellfish," then I believe we have discovered why Osama Bin Laden and his pals are so aggressive.
19 Jul 2003 | Graeme Donald said...
I believe muslims are prohibited from eating any sort of Shellfish.
No, that would be Jews. Muslims are prohibited from eating pork.
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