Image by basvasilich via Flickr
Traditional advertising is the art of reduction of people and products. It reduces the the complexity of culture and human interaction to one slogan or one word. The potential customers are being reduced to passive recipients of a message and all efforts are focused on depriving them of the desire to analyze the advertisement. The efforts are focused on reducing human beings into subjects of consumption - The more I consume the more I am - turning the product / service into chains of adjectives that don't convey anything meaningful. Products become nothing more than just objects of consumption that bring no value to its consumers life, except the glittering lure of getting happier or prettier - that just never happens, as days move and financial resources shrink, we stay as ugly and as miserable as we were before buying the "saviour" product.
Attracting attention becomes the main goal and all means are allowed to achieve it. Traditional advertising reduces the world to the "paradise of the adjectives" communicated with countable reach points. Communication becomes diminished to sending fussy messages that are nothing more that watered-down sentence telling us - buy this potatoes.
Are there any antidote to reduction powers of traditional advertising? Yes, thinking in verbs than adjectives, finding purpose ideas for your business - doing things that enrich people's lives and get them together. This is the story for another post.
You can read all about purpose ideas and doing things on Mark Earls' Blog - Herd.