Vladimir Zhukov
Business, IT, personal development
A bit about ukrainian advertisment: what you should not do
Despite the fact that market relations in Ukraine, have already arisen 20 years ago, in my opinion, enough advertising technology are behind the desired level. What we call "creative" advertising seems to me either already an exhausted advertising gimmick of Western "creatives", or totally inadequate advertising in the style of «Orbit on-orbit", etc. I specifically looked through television advertisement more than one hours to bring the pros and cons of our advertising. That's what came to my hands in the end.
Pros of Ukrainian advertising
The only pro, in my opinion, is that the advertising technology is constantly developing and yet not at stop. Even if you watch the videos made a year ago, you can see the progress. Unfortunately, it was all cons, though, again, this is my own particular opinion. I am really gratified by advertising "Korona" and «Roshen» - it's beautiful. Also vehicle developers give a good account of themselves . Yandex advertising made my day by the brevity.
Cons of Ukrainian advertising
Here you can speak a lot. I tell straight off who I personally advise to rethink about their advertising concepts: "Rogan», «Djuice», «Tide», «Vanish», «Parodontax», «Comfy», «MTS" (not all, but exactly the concept of MTS-Connect ). Everything else didn’t caught my eye, because it is very boring, predictable and dull :-).
I set up seriatim what I can relate to the obvious disadvantages of our advertising, which are desirable to be corrected:
- Well, too many words. A human is not an unified being. He/she can not perceive both words and dynamic visuals equally! And the creators of our advertising, in my opinion, tend to cram in the advertising the full monty. This is the main reason why our advertising is so annoying. In particular, the fact that actors too noise, they speak too much, yell in the proper sense of the word (especially «Comfy»). And when the set of these already annoying noise is superimposed on not quite appropriate within the meaning a video sequence, although it can be quite an interesting and creative, it seems really "tin" :-). A man watches commercials with disabled brain that is why to tell him how many grams of hops in beer, what effects has painkillers, or what is provided with a microbead powder is simply useless. Even if you make it 50 million times - people do not remember this information, because they don’t need it, and they watch TV not for the information acquisition. Give them good creative visuals to the beautiful music. And at the end tell the slogan of the company. That is ALL. It works great and remembered "magnificently ". it will not annoy. Learn from foreign colleagues, because they know more.
- Less "creative" . Creative - is great, but the pseudo- creative is something that can ruin everything . As pseudo- creative ideas I identify "Orbit on-orbit", "Pigeons from Djuice», «Falling down bio- toilets from MTS Connect" , etc. there are a lot of such “creative” in our advertising. I personally, at the sight of such advertising, don’t have anything in my mind except the question “What do the creators of this advertising smoke or take:-) . Maybe that's not a very nice thing to say, but this is purely my opinion. I just give enough old movie made in the USA, and our recent "masterpiece." Feel the difference: where is creativity, and where is something that the want to give out as creativity . Note that the budget both the first and second ad is approximately equal in my estimation.
It is not necessary to invent a bicycle. There are many effective and proven advertising techniques . Please use them and improve. Although, there is one peculiarity. Indeed, the responsibility for what we see on our screens bears not just a creator of an advertising, but the director of the company advertising department who accepts this video. In my opinion, the 90s are gone long ago, and people are no longer strongly encouraged with "screaming" slogans "LOWEST PRICES! RUN HERE!". High-quality, stylish, beautiful and seasoned advertising with elements of creative can give a much greater effect.
Summary
Up to date, our advertisers are not worth "churning creativity" on a massive scale and experiment, and to learn more, share experience with foreign colleagues and improve themselves. Personally, I believe that a good visual does not need to be accompanied by voice comments on the background, the script and the picture must show all by itself.
Опубликовано: 2010-12-02 12:17:31, отредактировано: 2014-01-16 22:24:44
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