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A colleague has opined that some advertising is ineffective because of a herd mentality. That is, the advertiser doesn't want to stand out boldly and emphatically. Rather, the company wants to fit in safely with its peer group. The most evident example of such herd mentality is the all-too-common smiling-white-guy (or alternatively, the smiling diverse group) ad coupled with a turgid, chest-beating headline. The ad becomes cliché driven, offering little more than platitudes. Herdlike indeed—and all rather bovine.
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