Thought provoking article by Alex Benady in Campaign (17.10.08 issue) on the death of dialogue in advertising.
The assertion is that TV and cinema advertising has been taken over by the use of bold imagery and evocative music to connect to audiences. And that dialogue within TV commercials is going the way of long copy ads in newspapers.
I hadn't considered this as a trend before but on reflection it makes perfect sense. Guinness, Cadbury, Sony and Honda are all great examples of brands that use images and music in advertising to grab attention and make an emotional connection.
It also makes sense from the transition toward the use of social media or other interactive channels. Online and social media is where the dialogue is taking place today and, increasingly, is pushing the definition of dialogue, interactivity and conversation.
The picture is of polarisation between the two forms. The attributes of each medium being used for what they are best at.
Tags: Campaign, advertising, social media