A medium isn't an idea

Maybe the big idea is just some old paradigm relic these days, but I’m sorry, effective persuasive communication will always depend on a good idea, well executed. As my philosophy profs liked to say, it’s a necessary, though perhaps not a sufficient condition.

This is true regardless of the medium. Take, for example, an ad I came across the other day while walking down the street in downtown Chicago. I don’t know what the term is for this particular form of communication, so I’ll just describe it. It was a plexiglass box, maybe 3’x5’, attached, if I recall correctly, to a light post. The box was divided vertically into two compartments. Each compartment contained a bunch of actual popped popcorn, labeled Orville Redenbacher on one side, brand X on the other. And printed across this container was some line to the effect of, “See the difference?”

Problem was, although the Redenbacher side was slightly more full, which might imply larger kernels (which, historically, has been the benefit they claim), this advantage is not clearly stated, nor was the amount that much different. Other than that, both batches looked about the same, and it was not, to me, a very appetizing context. Old popcorn looks old. The whole presentation merely invited the question, “What difference?”

A side-by-side comparison of two competing products that reveals the clear advantage of one over the other is a time-honored approach that will probably always be with us. But this was not that. And the eye-catchingness/engagingness/call it what you will of the plexiglass box only contributed to the failure of this communication.
With all due respect to Marshall McLuhan, in advertising, the medium is not the message, at least not by itself. The message is the message. And a medium isn’t an idea, much less a good idea, much less a big idea.

You could argue that this popcorn diarama was a good idea, badly executed, but I don’t think so. I think it was a pretty good execution of a bad idea. A side-by-side comparison can be a good idea, or at least the basis for a good idea, but only if you take into consideration the particular product, and the particular message regarding that product. Whoever did this Redenbacher ad didn’t seem to do either.

15 comments:

PhenWeiPark said...

it's not Crispin, is it? Littlejohn?

Littlejohn said...

No. Not CP+B.

Seslimeydan said...

Thank you for the information your provide. sesli chat Sohbette kalite
SesliSohbet Seslide kalite Sesli Sohbet Sende gel dunyamiza Sesli Chat KatilSesli Chat siteleriBizi mutlu edersin.sesliAlemSesli SohbetburdaSesli ChatSesli sohbetteSesli SohbetSeNSesli ChatGelSesli SohbetAramizaSesli ChatkatilSesli SohbetbizimleSesli Chat en güzelini Sesli Sohbet yasayacaksın Sesli Chat Hadi Sesli SohbetbekliyorumSesli ChatSeniSesli sohbet siteleriArkadasliklarSesli şehir burda
Seslişehir kurulur avsa avsa Sende SesliChatgel
SesliSohbetarkadasiniSeslisohbet siteleribulSesliChat sitelerigelecen misesli chatthansk admin.
SesliChat sitesi gel yanimizaSesli Chat sitesi bekliyorum.

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

DiSCo said...

Thank you for sharing a nice article.
seslisohbet

SesliSezon.com said...

seslisohbet

Cheap RS Gold said...

These games are fun because they give advice and immediate feedback that helps the learning process. As you improve your score, you will feel a sense of accomplishment. Online gambling is also convenient because no partner is necessary. Do you know someone who enjoys spending time at Barnes and Noble or Amazon stores at any time of the last reading?
WOW Gold
RS Gold
Tera Gold
Cheap RS Gold
Tera Online Gold
Buy Tera Gold
Eden Gold
Tera Gold Cheap
Buy Runescape Gold

iklan gratis said...

I like all your post. I will keep visiting this blog very often.
pasang iklan gratis

Cambridge Satchel said...

our company is quality with free shipping,so just act now and buy Cambridge Satchel and Cambridge SatchelsNevertheless, it just helps you pick wiser numbers as well as improve your likelihood of successful a lot of money. This was the machine Larry utilized when he received the actual lottery for Three times. Their clients are also stating the same thing once they attempted this technique out.

sanatesi520 said...

tissot
tissot watch
sport tissot
tissot touch
tissot men

tissot ladies watch
tissot women watches

Runescape Gold said...

One evening when I sustain out the on choice movement image fit of runescape, I locate that some within your my pals who are insufficient Runescape Gold within of earlier time but now they are wealthy within of game, they utilizing runescape gold the purchase some runescape merchandise within of on choice movement image fit world, for my shock their account are have even an amazing offer more advance weapons and clothing within inside the account. How shock and I can not recognize why they are get countless Cheap Runescape Gold within inside the account. Their character level are also in considerable level, for that intent which they have not satisfactory time to sustain out the game, and some occasions when we are relaxation they nonetheless online. I do not understand.

agiptek said...

Verry nice article I like this

Anonymous said...

HD kaliteli porno izle ve boşal.
Bayan porno izleme sitesi.
Bedava ve ücretsiz porno izle size gelsin.
Liseli kızların ve Türbanlı ateşli hatunların sikiş filmlerini izle.
Siyah karanlık odada porno yapan evli çift.
harika Duvar Kağıtları bunlar
tamamen ithal duvar kağıdı olanlar var

Anonymous said...

Ben istanbuldan selda 22 yaşında konfeksiyon içşisiyim Amatör Porno sizleri bekletmeden hemen hikayeme geçiyorum.. Biz 5 katlı bir binanın en üst katında yaşıyorduk ve bir öğlen paydosunda sevgilim beni Anal Sikiş aradı evdeydim çünkü evle iş yerim arasında 2 dakika bile yoktu.. Bende Asyalı Porno sevgilime benden telefon beklemesini söyledikten sonra evin durumuna baktım evde kardeşlerim ve annemin Esmer Porno birkaçtane arkadaşı vardı bu iş imkansızdı tekrardan düşündüm ve çatı katı aklıma geldi sevgilime telefon açıp çatıya çıkmasını ve Fantazi Porno beni beklemesini söyledikten sonra telefonu bir süre elime almadım anneme işe gidiyorum dedikten sonra Gay Porno hemen üst kata çatıya çıkıp sevgilimin
dudaklarına yumuldum az bir süremiz Götten Sikiş vardı ve çok istiyordum onu hemen önünde diz çöküp sikini çıkardım kocaman olmuştu bile... Özlemişti beni HD Porno bitanem başladım sikini yalamaya kafasını öpüyor onu çıldırtıyordum sevgilim saçlarımdan tutmuş ağzımı keyifle sikerken çatı katının kapısı açıldı toparlanamadan Lezbiyen Porno komşunun şişman oğlu efecan gelmişti ben dizlerimin üzerinde sevgilimin Liseli Porno siki ağzımda yakalanmıştım hemen bu halimizi gören komşu oğlu Sarışın Sikiş kaçarcasına gitti.. Sevgilim bir süre güldükten Türbanlı Porno sonra bu şişko neden kaçtı korktu herhalde onu sikicem sandı galiba dedikten sonra bir kahkaha daha attı ben sevgilimin Türk Porno sikine deli gibi saldırıyor yalıyor emiyordum boşalmasını istiyor Zenci Porno sütünü içmek istiyordum sevgilim ağzımı sike sike boşaldı hepsini yuttum bir damlasını ziyan Porno etmedim ve sevgilimle vedalaşıp ayrıldık... Ben her defasında sikiş yapmadan önce yazporno diye olan türkçe siteden Porno izle bölümüne girip seyrediyorum azdıktan sonra şahane sikiş ile gözleri kamaştırıyorum.