Saturday, November 30, 2013

From Aural to Visual in Advertising

It isn't until the end of his New York Times article "Who Killed The Catchphrase?," in which he spends much time discussing the media-consumption behaviors of millennials, that Teddy Wayne gets at what has really contributed to the diminished importance of those infectious punchlines to TV commercials:
We are supplanting the catchphrase with GIF, Photoshop and Vine. As Ms. Fegley said, “It’s been replaced by viral videos and the eight million things we share every day.” The commercial catchphrase, meanwhile, has fallen, and it can’t get up.
At one time, lines like "Where's the Beef?" or "Yo quiero Taco Bell" ruled not only TV, but were used in print and radio as well. Today, our culture has become increasingly visual, and the easily transferable catchphrase is now the shareable meme-image or video. We're no longer as interested in listening as we are in looking--but we are still interested in sharing.