TURN THE CAMERA AROUND

Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved

I have been looking at a lot of advertising lately and there's something that is jumping out at me. Have you noticed that the focus of most commercials now is not on the product but on the user of the product? This is directly tied to the environment caused by the over communicated world. Along with turning the camera around, taking it off the product and pointing it toward the user comes a new look and sound. Instead of those very quick jump cuts that were very popular in the days of MTV's music videos, the visual pace appears to be slowing down and the tone in which the message is spoken is lower and slower. There are still a few holdouts, mainly retail local car ads and advertising for one-day sales in some retail stores. Those exceptions now stand out like a sore thumb and not in a positive way. They are a tune out factor. They are uncomfortable to watch, too loud, too fast and do not take into consideration the audiences feelings. They are packed with too much information, too many facts that the audience cannot absorb and do not engage the audience with emotion. Want your messages to work? Turn the camera around and tell a story.