Wot's... Uh The Deal (Vijai)
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Most often, bang for the buck (effectiveness) gets decided by the audience. Average audience? Give them average slogans and cliched philosophy, they'll absorb them before you can even think 'squeeze'.
If one looks at the spate of advertisements (both print and TVC's, no I'm not going to talk about radio at all!) here in India, one is forced to draw the conclusion that mediocrity sells. Some ads even carry punchlines of jokes that have been doing the email rounds for the past several years. But sadly, nobody seems to object to it. It's neither praised to the skies nor is it equally looked down upon. Result? Status quo with a degenerating effect in the long run. No wonder people from the 30+ age group seem to long for ads made in the last decade.
There is after all a difference between tugging at the heart and purely gooey emotional sappy trite. Somewhere in there, it's the copywriter who makes all the difference(like how a sub-editor breathes life into an otherwise boring paragraph of dull facts).
And I think it's unfair (and preposterous) to assume that all that an obscenely fat pay check will demand of you is to look into the thesaurus once in a while and quote some dead guy, probably still rolling in his grave.
Plus ça change,
Plus c'est la même chose.
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