I go to work now and go through the elevator at least twice a day, which is equivalent to going through two mental tortures for me, mainly because I have to endure elevator advertising. Although not every elevator advertisement is rushing to punish you, most of the advertisements, I suspect that their designers are malicious to the people of the office building, and they come to disgust people.
The most unbearable type of advertising is a group of adults, twisting all kinds of shameful dances on the screen, singing advertising words adapted from low children's songs, and the characteristics of these advertising words are the same as some straight men who don't understand sex, simple, rough, go directly to the topic, keep repeating the name of the product, completely ignore the other party's feelings, just care about yourself.
I've always been skeptical that the designers and performers of these ads, who themselves must know how embarrassing these ads are, and if they were forced to stare at the screen all the time, they would probably want to vomit themselves, but they don't mind polluting others.
I remember watching Dongdong Gun's "Basic Cultivation of Copywriting" before, there is an example in it: there is a type of advertisement, the main thing is to be impressive, like everyone is in a meeting in a suit, and you suddenly break in, spit thick phlegm or pull, although it is disgusting, but it will definitely make everyone remember.
Now most elevator advertisements, the basic idea is like this. They are deliberately disgusting and embarrassed, and want you to be disgusted and embarrassed, so that you can remember their product, even if you don't know what the advantages of that product are and why you need to choose it, but its name will be carried by those ** melodies, like a fly that can't be driven away, constantly swirling in your mind.
It can't be said that the people who shoot these things don't care, because they actually choose the tracks very carefully, and a large part of them are classic children's songs. Why? Because these nursery rhymes are not only catchy and widely circulated, but they are also easy to follow, and their melodies are designed to be memorable for children when they listen to them - I wonder how the original composer would have felt when he knew that his work was used in this way, and whether the coffin board would have been kicked through?
Disgusting, inferior, but top-notch, and effective. Elevator advertising (again, not all) well reflects the principle of cultural product creation in our era of quick success and efficiency: the top is the main, and the others are not important. Slipshod? It doesn't matter. Disgusting and inferior? It doesn't matter. The main thing is that it grabs your attention in an instant and can get you up in a second.
Today is an era of "superiorism".
Writing articles, especially those who do it from ** (again, this is not all of it), studies how to incite emotions, take the most sensational titles, write the most curious themes, use the most sultry pen and ink, talk about the most provocative topics, and often stop at provoking emotions - any in-depth thinking and exploration is a reaction to superiorism, which increases the threshold for reading and reduces the possibility of dissemination;
Filming, especially those who do short dramas (again again, this is not all of them), grab all the most eye-catching themes, and the main focus is the most direct refreshment in people's hearts, don't care about the rationality and logic of the plot - just like some short drama screenwriters said, you can't write it if you think about it, once you ask for reasonableness and logic, the story can't be made up, even if it can be made up, the energy and time paid will increase exponentially (or even dozens or hundreds of times) - This is not in line with the spirit of efficiency first.
There's a basic question: does an ad have to be this way if it wants to be impressive? I don't think so, it's like choosing a theme that is very sensational and sensational, a person who wants to write a good article can still write a good article and shoot an eye-catching theme, without necessarily giving up the rationality and logic of the story. If you want people to be impressed by a product, it doesn't mean that you have to make the advertisement disgusting, enjoyable, moving, and make people remember the highlights of the product and praise it wholeheartedly.
The only problem, these things, are too costly.
The core values of top-level doctrine, in a word, are: it is best to be able to "empty gloves and white wolves", with the most effortless and least effortless way, and quickly get the most returns. This kind of thinking logic is consistent with the logic of many telecom frauds. Why do the contents of many scam text messages look absurd at a glance, which makes people laugh and cry, because they don't want to spend a little more effort to think of a more convincing story, and their target users are those fools who will be moved by stories such as "I am an Arab prince, trapped in China, need financial help, and I will be rewarded heavily when I return home".
So the question is, if the ** people are "white wolves with empty gloves", and there is a blank behind their stories, without the slightest credibility, then those who shoot advertisements with the same logic, how much credibility is the product behind them? And, if the ** people concoct this kind of text message in order to put it on fools, then what are the target readers and target audiences in their eyes by those who design disgusting advertisements, write empty articles, and shoot absurd **?