Tuesday, December 06, 2011

The Invention of Noise - Part 1

 The Art of Noise has a song called " Paranoia" which features the fictional character Max Headroom. You can see the clip by clicking here. ( Ahh the 80's ...)  I'll be going about about both the Art of Noise and Max Headroom later, but first,  

This Important Message.

Several years ago, I read a study that said, the average person in an urban environment receives about 25,000 unique marketing messages per day. Consider this along side the fact that most people take about 27,000 breaths per day. Imagine that with every breath you take, you are being sold something; a product, a service, an opinion. It’s not just that you are being sold the benefits of something.

You are being conditioned to believe that you exist in a state of deficiency. If you used this product, your life would be better. The baseline message is not only is there something you can do, but there is something you should do in order to improve yourself in the eyes of others.

25,000 messages is an amazing number, but if you break it down it becomes understandable.
Let’s say you wake up with a radio alarm. Instead of hitting snooze, you lay in bed and listen to a song or the first news snippet of the day. Maybe what finally drives your from the comfort of your warm bed is a commercial break. “Are you over weight? Are you tired? Are your teeth white enough?”

After a shower, you move into making breakfast, turning on the television as a replacement for the radio. It’s more news and some helpful tips and more commercials. The into your car and off to work, along the way there are billboards, storefronts, advertisements on buses and of course more radio.Once at work, you plug in and surf the web and encounter more ads along side or embedded within the content you are interacting with.

We now live in an environment that is saturated with messages. Each packet of marketing ingenuity vying for our attention from the moment we wake up, until the moment we go to sleep. This cacophonous clamoring has one objective, transform thought into action. It’s like the movie inception only it happens so often we take it for granted.

I watched the football game on ESPN last night and during every commercial break, Ford ran an ad for its F-150 truck. During one football game, It felt like I had watched that ad almost a hundred times. I don’t even want a truck and I wanted a truck.

I am not a carpenter. I do not need a truck for my business or personal use. For the most part trucks go against all of my values as a responsible consumer. If ESPN knew me, they would never show me another truck ad for as long as I live. But ESPN doesn’t know me, (yet). So they continue doing what they have always done, broadcasting marketing messages into space.

There is a reason google wants into the $180bn worldwide TV ad market.

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