Readers React: TV Commercials Editorial
We get a lot of email here at Digital Media Net. Charlie White's recent editorial about television commercials ("Commercials a Thing of the Past?")seemed to strike a nerve with many readers. While almost all agreed with White's assessment that TV commercials are an endangered species, some pointed out the irony of reading an article about advertising that sits in the middle of the numerous ads on the pages of Digital Media Net. Here's just a few of your many responses.
Hi Charlie,
I think the alternative to commercials are going to be a lot worse. I'd resent having to pay extra for network television (like the satellite folks have to) because they're losing their sponsorship income. Product placement would become pathetic and overused. Every episode of Law and Order would be filled with Starbucks coffee cups and Krispy Kreme donut boxes. Banners in the lower thirds would pop up like on E!. It would be such a distraction. There would be nothing on TV except for reality programming which costs a fraction to produce. Commercials can be a pain but they are no less (or more) creative and annoying than the shows they are sponsoring. These days I'd rather sit through 20 Nike commercials than one episode of My Wife and Kids. At least the kid who directed that sneaker spot will probably go on to direct Miramax's or New Line's next feature.
Enhanced TV is inevitable and commercials will be taking on a new form. Just beware of an America where advertisers have become cut-throat and desperate. I can already see the headlines "AOL Time Warner has agreed to be the official sponsor of the war on Iraq." or "This nuclear holocaust was brought to you by Microsoft and the letter 'R'."
Lee Miller
Dept. Chair
Digital Motion Picture
Cogswell College
Sunnyvale, CA
Charlie,
I tried to read your article about TV commercials and zapping of same, but it was annoying reading around the commercials pasted in the middle of your article. I wonder if writers like yourself would have any work if print and internet magazines would be void of advertising pasted all over the pages?? Lets face it, you have a job and get paid for your work due to the sales of advertising.
Roger Hightower
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Charlie,
Advertising (especially as we know it) is a fairly new phenomenon. It came into being, really, with the stroke of a pen.
Not every business has to advertise. Many do not. Yet Congress at some point (and under heavy lobbying, I'm sure) decreed that advertising was a legitimate business "expense" and it became a tax write-off.
Suddenly, a 30-second commercial was costing millions. The millions flowed to the networks. The networks determined what America would view and think.
Pretty impressive reaction to a pen stroke.
If you want to change the world, cut off advertising's tax exemption. A whole lot of companies would rethink their ad campaigns, a whole lot of ad agencies would instantly become much less lucrative and the networks would become less influential.
You say advertising is effective. You say it "makes" us buy cars we don't need and should not even want. Perhaps we shouldn't have advertising. Perhaps advertising is evil.
In any event, should advertising be subsidized by the American taxpayer?
Dan Koblosh
Charlie,
Ok, so I am not an editor. I just support Macintoshes and love them. I'm learning Final Cut Pro, though. I find your articles very useful.
I loved your article on commercials. And if you have any clout with people that make them, please tell them that we like the mini-novel type commercials. You know the ones that have the same character(s) and something new happens to them as time goes by. These are truly entertaining. I can just see the guy that came home early Christmas morning and fixing coffee coming home next Christmas with his new bride. And then the next year coming home with bride and baby.
One year I moved into a new apartment and decided to abandon television. After three months I went to visit with my mom and dad. The thing I remember most about that visit was all the commercials I got to see and how funny or entertaining they were. So I am one of the rare people who loves commercials. I have not been without a TV since.
Irene Terpstra
Technical Support Representative of Technical Support Department, Zones, Inc.
Charlie,
I'm still going through your article, which has some good points. However, as I read through your thoughts against commercials, I have to scroll through 2 ads in the middle of your article, close the pop-ups, and wait for page to 2 load after all the advertising graphics first load.
By the way, PBS underwriting mentions have been getting longer & longer through the years, dangerously approaching commercial-length commercials!
Thanks for keeping the pot stirred.
Tom Stock, Senior Editor
The Mudd Group -- The Automotive Marketing Solutions Company
Charlie,
We really tried to read your article on television without ads. Trouble was it was sandwiched on BOTH sides with -- ta da -- ADS. Then right in the middle of a paragraph I would lose my train of thought because of -- ta da -- an ad.
How do you guys do it? How do you squeeze so many pitches into such a small space on my screen?
Truth is, Chazz, I REALLY like commercials. When the show on all the great commercials come on -- I watch. When the awards program comes to SF -- I go.
Last year we had a big hit with CSI. Guess what? Now we have it also out of Miami. We got into the reality shows -- Survivor, Big Brother, Marry Me Won't You. Now we have reality in cops in Boston, emergency rooms, trials. We only know about 99% of these because we read the paper. Fortunately I don't leave the office until 9 p.m. so I only watch 20/20, 48 Hours and a few other shows before hitting the sack and starting again at 4 a.m. And in the last few weeks...reruns. It's been so bad we've actually gotten hooked on Buffy and Angel (sick puppy, no-brainer stuff). Xena? Well that was a different story.
About a year ago our big screen system finally died and we decided to go get a new one (once you've gotten the big one -- no puns intended -- you can't go back). We were in Fryes and encountered a guy who was studying them with great intensity. The wife asked him which he liked. He said he had been checking them out for the past six weeks and XYZ was the one to buy and if he went to another store we could get it for a much better price.
He said when we started watching our cable shows -- sorry, we don't have cable. Ok when we watch our satellite shows -- sorry, we don't have satellite. When we start watching our DVDs -- sorry, nothing here either (we've since added a DVD player). No, we just have an old antenna on the roof and watch what the networks have to offer.
Well, he said if that's the case it doesn't matter any of this crap will look good.
He was right. The commercials do look better on the new set.
No commercials on HBO? When I happen to catch it while on the road or on holiday I see tons of commercials for this show, that show, this network ID, that network ID. Commercials...just like the big boys.
I like ads. I like billboards. I like commercials.. But then Life goes on...this message paid for by..........
Andy Marken
To read the editorial by Charlie White referred to in this reader mail, click here.
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