Comments on: Making ads speak

By: David Hawksworth

David Hawksworth — Tue, 25 Nov 2008 18:08:12 +0000

I think I disagree with the comments.

I am a big believer in finding the lines along which you can see the connecting principles between different forms i.e. a paid search ad and a print ad. I don’t think its enough just to say they work in different ways; one being rational and the other emotional.

Why would I ever want a print ad that gives me some packaged up meaning that i did not ask for when what I really want is to find my way in the world.

Or when I am trying to find my way would it not be enhanced by some emotional luminosity or incredible surprise. After all the world around us is full of sign posts and navigational aids that convey richer more instructive information by going beyond simple text.

In their current format is hard to see what the two have in common but thats not the way things are going to stay…

What if search was in three dimensions or the print ad was clickable – would they not then exist on exactly the same plane?

By: jerng

jerng — Mon, 24 Nov 2008 07:50:37 +0000

I once toyed with an AdWords ad for my blog that read “Philosophy in Malaysia / Give up, there isn’t any”. This seems to strike a chord.

By: Enjoy the blog

Enjoy the blog — Sat, 22 Nov 2008 02:20:23 +0000

If you speak with the Adwords “pros,” those who use it, and profit from it, you’ll discover they don’t consider Google ads to be traditional advertising; it’s direct marketing. (Many, many dollars are wasted on the wrong methods.) You could probably create Adwords messages that are far more nuanced and enticing, but why would an advertiser want to pay for all the clicks by non-targeted online browsers? There is far more thought and careful word choice that goes into (effective) Adwords campaigns than meets the eye.

By: Antony

Antony — Thu, 20 Nov 2008 12:03:42 +0000

I would tend to agree with Charles’ comment.
I’m no anthropolgist (shame on me) so maybe I’m way off: isn’t the lack of overt cultural meaning in the content of Google Ads a clear cultural meaning in itself?
In this case, culture is on the context. When searching aren’t we generally in a very functional, “find it” mode (the utilitarian side of current culture)?
The fact that an ad is so tightly matched to context perhaps reflects the way many people divide their time into micro-activities, even when multi-tasking.
This would have its own cultural interpretations regarding how we interact with the world around us.

By: Charles Frith

Charles Frith — Wed, 19 Nov 2008 17:48:36 +0000

Sweet Jesus this is a can of worms you’ve opened. OK I’ve bee meaning to write about this but I’ve failed so here goes in the comments.

Communicaton works on a spectrum from messaging to feelings. Great feelings are more inclusive than great messaging.

There is not more concise messaging communications format than Google Ads. Why would anyone want to fuck with it?

Also it’s about as utilitarian as one could wish for. There’s no Kerning in Google Adsense is there?

In any case, why feel bad about efficacy. It works. (Although I have a feeling it is diminishing with younger folk) and Google has give me a shed load of awesome products for over a decade.

I’ve probably completely missed your point Grant and I don’t mind you sticking the boot in. At least I might learn something. Or others might.

Love that pic yesterday. On the money dude.