Selective Amnesia There was a point to this. But I forgot.

10Sep/071

Sloganeering.

A guest post by Lalita Mukherjea.

In the beginning was the word. The word was, advertise.

We think of advertising as a twentieth century phenomenon that grew with magazines, television and economic tides. Not so. What is a lawyer’s shingle but advertising? What is an inn’s sign but advertising? Handing out pamphlets and flyers is not new. Sandwich boards aren’t new. Even advertising in newspapers is not a twentieth century phenomenon. [1]


Advertising daily brought “miraculous newes” to readers of seventeenth century newspapers. There was a dentifrice in 1660 that guaranteed to its users a lifetime of freedom from toothaches. Not only did it clean the teeth “white as ivory” but it fastened loose teeth, sweetened the breath, and preserved the gums and mouth from “Cankers and Impostumes.””
~ Joseph Seldin. The Golden Fleece

Seldin also cites Charles Lehman’s observation that caught between the product-selling desires of the manufacturers and the product-buying desires of the public—desires which usually are in some degree of conflict— admen can serve only as the buffer, the punching bag for both.

To sell, and to persuade to buy, an ad has to be memorable, recall the brand name, differentiate the brand, and more. Some originality will help too. More than the copy, it is the slogan that makes an ad memorable.

Some slogans become part of our collective vocabulary. “You’ve come a long way, Baby.” Not all those who use the phrase will know that it was the tag line of Virginia Slims, aimed at women smokers. “Just do it,” more recent, is as memorable.

“A diamond is forever” was dreamed up for De Beers, and is believed universally now. It even inspired “Extinct is forever” a slogan of Friends of Animals.

“Don’t leave home without it” worked well for American Express. Mixed breed dogs are referred to as Heinz, thanks to the slogan, “Heinz 57 Varieties” and “Finger lickin’ good” is Kentucky Fried Chicken’s enduring claim. Burger King is the “Home of the Whopper”.

Images endure, too. The HMV dog is one. The Liril girl under the waterfall is another. Catchy jingles make ad recall easier. However corny it was, “Washing powder Nirma” stuck in our heads because of the cliché-filled ear worm jingle. Likewise, the Lifebuoy soap jingle stays with us because of the trite music.

I don’t know the nitty-gritty of advertising, but I do recall a few memorable ads from my youth. The image of Hema Malini’s face in a bulb with the slogan “I am a Crompton fan” lingers because it is so bad. “Whenever you see colour, think of us” of Jensen and Nicholson paints, with its series of ordinary items is a campaign I remember well, it is a brilliant concept.

I remember seeing some lovely ads in Woman’s Only and Woman magazines as a teenager. “Hostess with the mostest” was a slogan that caught my attention. The phrase with its wanton bad grammar caught on, but not many will know it was for a cake mix that it was coined. The height of flouting grammar was achieved in “Winston tastes good, like a cigarette should” though.

“Utterly Butterly Delicious” for Amul is inspired by “Utterly, deliciously Sara Lee”, perhaps. “If it is Philips, you are sure”, I’ve always felt was inspired by “Raise your hand if you’re sure”, an ad for an antiperspirant.

There are short and pithy slogans like “Because I’m Worth It” or “Intel inside”. I don’t know how many people remember “I think, therefore IBM”, though. The recent Air Deccan slogan, “Simplifly” is another mauling of the language, but it makes its point.

In this age of Internet even blogs have tag lines. A few short words to indicate the content, or the blogger’s philosophy. And Chandru’s, as befits his profession, is memorable. [2]

Cheers!

[1] This is a topic I’d touched upon earlier. (Ignore the ghastly and naive writing)

[2] I must point out that that particular line was crafted by the great Zigzackly saar. As part of this exercise in feeding my ego.

9Sep/071

Performed by trained experts. Do not try this at home!

So, today is advertising overload day. And therefore, this piece.
Many, many people have asked me how I write my ads. (This after they throw me the really standard question and the tired old cliched joke about copywriting). And I try to be sincere (as opposed to my now-usual snark) and answer questions as truthfully as I can manage. Meh. This is better.

For the first week and a half, I will work on my blog, read blogs, visually think about internet porn, play endless games of Snood, leave early, and go shoot some pool.

Two days before the presentation, the creative director will stroll into my office and ask, “Whatta you guys got?” I’ll say, with fake confidence, “A couple of good things brewing that ain’t ready to be looked at yet.” My response never varies by more than a word or two.

Only, I don’t play snood. I play Spider Solitaire. Trust me, and trust the Copyranter, it works like a fucking charm.

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9Sep/070

In a bizzare (sweet-bizzare) world, Midas will be black, and diabetic

I love this ad, for some reason. It’s silly (especially the bit about touching the man in the bus) but funny silly. And that works.

This is brilliant just for the simplest story told, and just for the great casting and just for the most natural of acting. I could have come up with something like this, heck, I did. (I did, really – very similar) but…

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4Sep/077

A very simple Madras story

You’ve been in the office for two straight days. And before somebody gets smart-alecky, you remind them you’ve also been in the office for the nights. And no, we were not talking about the sexual orientation of time.
It’s just one more important client presentation, and you picked the short straw.

Today, you’ve actually sat at the same chair, in the same position for over 6 hours. You tell yourself that if you had to replace one more word with its synonym, you are going to turn homicidal. That’s when the idea of, you know, getting out and grabbing a cup of coffee strikes you. So you do.

This is the Saravana Bhavan you’ve been to often. You could perhaps even get here blindfolded. And given the way Madras stinks, it wouldn’t be hard. There, motorcycle parked – just enough space between two pointy handlebars, to sidle out of. Even from here, you can smell the Cauliflower Chops that somebody got along with his Idiaapam. The ‘bhayya’ who mans the ‘Chaat’ counter is getting ready for the evening ahead – potatoes peeled and tiffin-box-ed. You tell yourself that nothing in the world trades up to an evening in Madras. Not very far away, in-fact right down this road, the sea meets Gandhi and his horribly wrong walking posture. And salt is in the air.

You smile that half a smile of yours. The one you know is patently false, but still sits well on your face. Or so you think.

Oh, all right. No time to idle away. As you walk towards the self-service area, an old man is putting the finishing touches on his speech, two not-so-middle-aged listeners nod heads.
“Adhaan sir solrein. Every south Indian should read this book.”

Harmless old man, you think, as he turns to you.
“Thambi. Chettah nillu. Thappa eduthukalaina, onnu kekattuma?”
You stop, shake head appropriately.
“Nee brahmanan thaane?”
You are amused at the question. The smile is more genuine now. You again nod head, neither agreeing, nor challenging his motive.

“Nammava ellam avasiyama padika vendiya putthakam ithu…” He pushes a book into your hands.
The man who knew infinity. You tell yourself it’s just one more in the long, long list of books you are supposed to read.
The old man continues: “You see, it’s about Ramanujan. He was a genius, theriyumo nokku.
You wonder if he will try to sell the book to you, perhaps citing a poor daughter’s wedding or a broke son’s education. But you tell yourself it can’t be. The old man, for he is old, is comfortably middle-class. He had to be, a Mylapore brahmin in his 70th year has at-least 2 generations of NRI’s sending money home.

You tell him you’ll try to read the book as soon as you can manage to buy it. You agree that every brahmin should know about the ‘mahaans’ before our times. You agree that people now-a-days have no respect for culture, tradition and knowledge. You tell him, yes, you do know the Gaayatri mantram. Finally, you are allowed to proceed to your coffee.

Saravana Bhavan makes a mean Bread-peas-masala. And nothing you say will ever begin describing the coffee.

Newly recharged, you swagger back to your bike. The old man is still around, and he smiles at you as you near him. That girl you noticed a few minutes ago is also close-by. You hear her voice. “I am in a hurry. Can we do this some other time? Sorry”
You know the sorry is only third-thought. And you can see the old man knows it too. You notice his smile fading out, and coming back on.
You notice his hands hurriedly closing the book and pushing it back into his ‘jolnaa’ bag.

The Hindu tomorrow will carry the news of a young girl from Alwarpet found murdered in her apartment – the one she’d just moved into. Her face will strike you as very familiar, only you can’t recall how. Three days later, as you finish your late evening coffee, the old man and his friend are talking about the younger generation having no respect for ‘namma parampariyam’

That’s when you should hold on tightly to your change.

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