I always consider we are lucky, here in the UK, to have a commercial free broadcaster. Yes, I know that the BBC has had to take some stick for transgressions lately, both current and historic, -but during periods of travel, when we have had to digest news alongside adverts, I’ve found the TV almost impossible to watch. You get one, aggressively hyper story, delivered in a full-on, excitable manner, followed by what seems like half an hour of fragrant persuasion on the subject of Durex condoms or haemorrhoid cream. The adverts are always much louder than the programme itself, which to me is a most annoying, cynical and patronising ruse.
Though I seldom watch commercial channels, when I do I am able to appreciate the artistry, irony or wit of the entertaining advert. Many, such as the Cadbury’s Smash ads for instant mashed potato in the 70s, or the Guinness ads of the 90s belong to a kind of commercials ‘hall of fame’. Many, like the Meerkats ‘Simples’ begin by being entertaining and become increasingly tiresome as time goes by.
One thing I find hard to understand is how advertising can possibly work. I cannot think of one single commodity that I’ve bought as a result of watching a TV commercial. I can see how children become ensnared by their wiles, but fully functioning adults should be able to resist, surely? Or are we all prey to some underlying, subconscious thread that works away when we are unaware or asleep?
Then there are all the annoying, animated ads that dot the screen when we’re attempting to undertake a serious Scrabble move, share what we are cooking for dinner on FB, look at a news website, forward a funny email or put in a bid on Ebay. They are there, flickering and buzzing away off to the side or on top. Sometimes a little delicate scrolling can put them out of sight, or there is a chance to ‘hide’ them, but mostly they continue to blemish the screen. Heaven knows what any of them are for-I certainly don’t look and I don’t know anyone who does.
Most of all I’m a fan of talk radio. I can get my regular dose of a ‘soap’, news updates, documentaries, comedy, comment and debate, magazine programmes, consumer programmes, quality plays and literature without any kind of interruption from anyone trying to sell me anything. And all of this can be delivered while I’m occupied, undertaking the sort of menial tasks that might otherwise be quite tedious, such as ironing, washing the floor or peeling potatoes. The visual image, I feel is overrated, just as books, for me are generally superior to their film versions. I expect it’s a generational thing, setting me, as usual, amongst the dinosaurs of the world!