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Opinion
Tuesday, January 29,1991
TV advertisements backfire, turn viewers off
Tue
unday's Super Bowl
dramatically underscored a very long-
held belief of mine.
Simply put, at least 90 percent of
television commercials and billboards
are so stupid that I am inclined to buy
any product other than the one being
promoted.
I must be the first to admit that my
knowledge of advertising techniques is
not substantial. My evaluation criteria
are quite simple, namely — does the
commercial incite any desire in me to
purchase the product?
Somehow, probably about four years
ago, someone convinced Anheuser-
Busch they had an ad campaign that
would take the nation by storm. The
concept was Bud Bowl.
Unfortunately, I have watched and
listened to the play by play of all three
Bud Bowls. Gee, this last one certainly
was a thriller. After being down by
seven. Bud tied the game on a
touchdown run by the Freezer. Bud
Light, proud signees of top-draft pick
Bud Dry, won on a last second
touchdown with the band already on
the field.
After seeing this, I firmly vowed not
to touch another Budweiser as long as I
live. What are these people thinking?
The Superbowl traditionally carries
with it the most expensive commercial
air time of the year. Anheuser-Busch
poured millions of dollars into what
might amount to being the most stupid
thing I have ever seen.
Maybe we should all buy Bud Light.
Afterall, they won the Bud. Bowl. With
a little luck, next year King Cobra will
win the malt division and dethrone
Bud Light.
At any rate, Budweiser is not alone
in inept commercials.
Virtually every large American beer
manufacturer employs another slv trick
to push their proauct. They seem to
think that buxom, bikini-clad gals will
help their business. This is absolutely
untrue.
Matt
McBumett
Columnist
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NPVl
First of all, with those commercials
and billboards, the actual product goes
virtually unnoticed by men. Second,
most women probably are offended by
these ridiculous displays. Third, we all
know that if we buy as much of their
beer as they want us to, we certainly
cannot have bodies that either look like
or that can attract those depicted in
their advertisements.
While on the subject of sex in
advertising. Camel cigarettes
apparently has decided that the phallus
is trendy. I always have been skeptical
about the phallic symbols which
supposedly abound in advertising, but
Camel is quite blatant with theirs. I
hate to say it but the new animated
Camel, the "Smooth Character," has
facial features closely resembling the
male genitalia. Does that not make you
want to pick up a carton or two?
Moronic commercials are certainly
not limited to the vices. Levi's has
proven that with its Dockers
commercials, which tend to perplex
more than promote.
Asinine advertising is nothing new.
We all remember Madge soaking in the
Palmolive for about four years without
noticing. How about the Chock Full O'
Nuts ads with the dancing coffee can?
But back then the bad commercials
were mixed in with a few good ones. I
personally loved it when Mean Joe
Green flung his jersey along with "Hey
kid, catchr to some youngster who
had the envy of most boys my age.
These days, we are bogged down with
stupid commercial after stupid
commercial, stupid magazine
advertisements and stupid billboards.
Run 10 yards to the Coca-Cola banner... pivot around towards the
Pepsi billboard ...fake left at the McDonald’s arches ... the quarter
back will liit you directly below the txoodyear blimp...”
I have some fun with advertisements
on occasion, especially the ones
targeting dumb people. Take the Sure
card. For $20 you can have instant
credit and can buy any of a host of
fabulous items. Too bad you have to
buy them from the Sure card people
out of a Sure magazine. I do not forsee
the day when my favorite eating
establishments carry the Sure sticker
on their door alongside Visa and the
rest.
Latenight television more than
carries its share of knuckle-headed
commercials. Sadly, the late 1980s
ushered in an era of 30-minute
advertisements disguised as television
programs. Come on guys, you aren't
fooling anyone.
We cannot place the blame for our
advertising dilemma solely on the
advertising agents. Often, the products
are to blame. I am glad I did not have to
S en the commercials glorifying the
iinsu knives or any of the Boxcar
Willie-type singers, each of whom has
sold 25 million records worldwide but
no one has heard of them. Treally feel
sorry for the poor soul who was stuck
with coming up with a commercial for
Popeet, those wonderous space-saving
devices that resemble a collapsible cup
collection.
I must close now. Bud Bowl IV
tickets go on sale in three minutes.
Judy said if I act quickly, I can get,
along with my tickets, the new sneaker
phone absolutely free. Maybe she will
throw in some genuine faux pearls and
a Scandanavian snowball ring!
Matt McBumett is a senior electrical
engineering major.
P
ir
Silent majority
opinions yell louder
have been pleased
with and relieved by the opinion page
for the past few days.
Being a strong believer in the First
Amendment, I try not only to tolerate
other extreme opinions, but I read and
listen to them.
These opinions may not change my
views, but they give me a chance to
understand those with whom I
disagree.
Unfortunately, over the past few
semesters, there has been an incredible
amount of extreme opinions.
There has even been an argument
that such an opinion page is not fit to
be at Texas A&M if its views are so
Kevin
Lindstrom
Reader’s Opinion
different from the general populace.
This position is invalid because anyone
can write in.
The "majority opinion" isn't absent
from the opinion page because of some
evil plot to brainwash students at
A&M, but because very few people
who hold "majority opinions" actually
write in.
On the other hand, it is frustrating to
see one side of life being portrayed
again and again with little argument
from the other side.
Lately, though, there has been a
flood or "majority opinions." The
support written in for President Bush
and the coalition troops is
overwhelming.
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NEW JERSEY
There have been a couple dirty shots
at "liberal yellow journalism" which I
think is not only unnecessary, but
untrue.
On the whole, though, there have
been intelligent, calm and honest
arguments showing support for the
decision^ made.
I would like to make three simple
observations:
The time to sing "give peace a
chance" was back in August,
September, October, November and
December.
I found it ironic the protests only
started in earnest after the Persian Gulf
War began, as if they thought that
Bush hadn't done his job.
Why didn't you express your
opinion when it could have made a
difference? Do you honestly think the
coalition will stop bombing Iraq
because some Americans kept a federal
building in San Francisco from
opening?
No matter how loud you express
i finally, it is good to see that the
Silent Majority has oecome silent no
longer ...
Kevin Lindstrom is a sophomore
general studies major.
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Reverse discrimination offers no solution
EDITOR:
I would like to say a few words about Larry Cox's column from Jan. 24. If
you did not see the column, I suggest you try to find a copy. It was about
censorship laws at various universities that were intended to protect women,
homosexuals and minorities.
First of all, I agree with what he said. I have no problems with laws pro
tecting Asians or Hispanics or whomever. I realize these laws are necessary. I
also agree we should try not to offend anyone. That goes for white men, too
not just minorities or women. I agree that discrimination is wrong, but
people are taking it too far. "Reverse discrimination" is not a solution to this
problem. We cannot ban the writing of a man or woman because someone
does not like his/her opinions. And I would be willing to bet the liberals push
ing these censorship laws would be the first to start screaming if I wanted to
censor the NAACP. Yes, we need to eliminate discrimination, but that goes
for discrimination against anyone, not just minorities.
Robert Worsham '94
Clean up 'the itch'
EDITOR:
I am in full agreement with a letter in the Jan. 24 edition of The Battalion
regar mg the itch by Nito. It is sad that this warped, inconsiderate sense of
humor has been allowed to be published in of all places a university newspa-
per. am not a prude and enjoy a good laugh also, but find nothing funny in
the reality of his ideas. The Jan. 24 copy was not any better.
I appeal to you as someone who loves Texas A&M University, am proud
to be a part of Texas A&M and who did enjoy reading your paper until now. I
would even venture to forsee a drop in readers and respect for The Battalionif
this person s sick, demented, twisted sense of humor is allowed to con
tinue.
Jan Spears
in
The Battalion
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Member of
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Southwest Journalism Conference
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Life Style Editor
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the itch
by Nito
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