Mar
19
Shock value (sound based) ads to be regulated?
Filed Under Advertising, Digital Signage, digital ooh, humor
I’ve written and spoken about certain TV ads, DOOH ads and other that, quite simply, piss consumers off using various
“shock” based tactics. Well apparently I’m not the only one, as evidenced by this article on Ad Age. California Rep. Anna Eshoo apparently finds them distasteful as well,
So too, apparently, does California state Rep. Anna G. Eshoo, who in June introduced H.R. 6209, otherwise known as the Commercial Advertisement Loudness Mitigation Act. The bill would require the Federal Communications Commission to “prescribe a standard to preclude commercials from being broadcast at louder volumes than the program they accompany.”
In doing so, she has tapped into an issue that often rankles TV viewers: Why do TV ads seem to shout like a ringmaster at the top of his lungs, when the TV shows they interrupt often speak in modulated tones?
Traditional advertising/media folks/mentalities are constantly looking for ways to intrusively force consumers to pay attention to them, using a variety of sensory stimuli – it’s a one-way blaring of messaging that is becoming distasteful. Unfortunately, consumers aren’t really in the mood to hear you yell at them anymore.
Another great line:
“I question that assumption,” said Daniel Howard, a professor of marketing at Southern Methodist University’s Edwin L. Cox School of Business. “Loud ads result in ad irritation, which causes consumers to react strongly and negatively to the brand being advertised. Memory for a brand that consumers consider obnoxious can result in less sales, not more.”
I keep calling it the “warm fuzzy media blanket” effect. Before you can talk to your consumer (and BTW, “talking” is a two way affair), you kinda need to have some form of trust/relationship with them – you don’t get this by yelling at them. Use creative and your environment to make people feel comfortable with your brand, before you try and sell them something. You’d be surprised how much more receptive they are to listening to what you have to say…even if you don’t realize they’re listening.
It boggles the mind how many folks continue to try and use the shock approach, even in Digital OOH (I can name 1 New York based cab network that does it…)
Every time I hear this approach, I keep going back to that Microsoft Video – Bring the love back….re-posted here for your viewing pleasure
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2 Responses to “Shock value (sound based) ads to be regulated?”
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What I always thought / learned was that, by law, the maximum volume of commercials had to always be at the same level as the programming (at least in Canada). Why commercials always seem louder than the programming is that they’re highly compressed. Therefore, the commercial will give one the impression that it is very loud (because of the constant volume level) even though its maximum volume is the same as the highest peaks of the programming.
better question for you. Whether that be true, do you enjoy that shock level/need to decrease the volume because of it if I’m wrong? As a consumer of course….perception being reality
I’ve never run into this law…worst offender in Canada is that Space TV channel…owned by CityTV I think