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(Created page with "A page given over to occasional gems from the advertising industry. If the premise is that advertising should distract an audience’s attention from perceived a product’s shortcomings and not draw its attention to them, any advertisement that starts with the rhetorical, “who said that...” is getting things profoundly wrong. The classic case, the JC recalls from the Stilton Marketing Board poster in the tube a few years ago, was along these lines: {{quote|“Who...")
 
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A page given over to occasional gems from the advertising industry. If the premise is that advertising should distract an audience’s attention from perceived a product’s shortcomings and not draw its attention to them, any advertisement that starts with the rhetorical, “who said that...” is getting things profoundly wrong.
{{a|design|}}A page given over to occasional gems from the advertising industry. If the premise is that advertising should distract an audience’s attention from perceived a product’s shortcomings and not draw its attention to them, any advertisement that starts with the rhetorical, “who said that...” is getting things profoundly wrong.


The classic case, the JC recalls from the Stilton Marketing Board poster in the tube a few years ago, was along these lines:  
The classic case was a poster on the tube a few years ago, from the Blue Cheese Marketing Board — it may have the Fortified Wines Association come to think of it, or the Cheap Plonk and Stinky Dairy Joint Association Taskforce — along these lines:  


{{quote|“Who said port and stilton was just for old men?”}}  
{{quote|“Who said port and stilton was just for old men?”}}  


To which the only answer is a resounding, “''YOU'' JUST DID, YOU IDIOT.”
To which the only answer is, “''YOU'' JUST DID, YOU IDIOT.” The message you are trying to convey is ''anything but that''. You had unlimited choice in your campaign strategy: why on earth would you choose to dwell on that perception?


For our purposes, the world divides into three classes of people:
When it comes to port and stilton, the world divides into three classes:
#Non-customers, and who believe it to be only for crusty old men.
#Non-consumers, who believe it to be only for crusty old men.
#Non-customers, and who do ''not'' believe it to be only for crusty old men.
#Non-consumers, and who do ''not'' believe it to be only for crusty old men.
#Existing customers, whoever they think it is for or how crusty they consider themselves to be.
#Consumers, regardless of whom they think it is for or how crusty they believe themselves to be.


Consider the effect this advertisement will have on those three classes:
So consider how this advertisement might go over with those three classes:


To win over non-customers who ''already believe it is only for crusty old buggers'', you will need something more imaginative than to say, “you’re wrong, you know.”  
To win over non-consumers who ''already hold that perception'', you will need to say something more imaginative than, “you’re wrong, you know.” So it won’t work for them.


To win over people who do ''not'' believe that — and there must be some — the last thing you want to do is admit that this is, in fact the general consensus, even through you believe it to be mistaken.
To win over non-consumers who do ''not'' believe that — there must be some — the ''last'' thing you want to admit is that that this is, in fact the general consensus. “Oh, so people think port and stilton is only for old men?


and lastly, what is it going to do to that valuable core constituency: people who ''do'' like port and stilton, and who ''are'' crusty old men, and perhaps are somewhat regretful about that, or in denial about it, but wishful in any case that they were not. They will think: I had better not drink port or eat stilton any more, because people will think I am a crusty old bugger if I do that.
And what is it going to do to your valuable core constituency: ''current customers''. These are people who we know ''do'' like port and stilton. Even if they ''are'' crusty old buggers, the odds are they will be in denial about it, or at the very least regretful about it, but wishful in any case that they were ''not'' crusty old buggers. Those who are not crusty old buggers will find affront at the allegation that they are. Either way they will think: I had better not drink port or eat stilton any more, because people will think I am a crusty old bugger if I do that.
==Recent examples==
 
{{Sa}}
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