I'd originally intended this blog to be strictly about blogging, the idea being that focused writing is better writing. But I don't see the harm in making this blog about media in general, so here are some thoughts on advertising.
First, there are motives. Let's assume that some advertising annoys people every now and then, or at least isn't as entertaining as most other forms of entertainment. Maybe it isn't annoying enough to make you change the station/website, but given the choice to go without it, you would. The economic incentives that more and more websites are offering for ad-free versions of sites are evidence of this demand. Let's also assume that companies want to sell as many products as possible while spending as little as possible on advertising. Advertising companies, on the other hand, would rather have these companies that actually produce things to pay for MORE advertising, therefore they will try to justify their existence and will try to expand advertising in whatever ways possible.
So, wouldn't a minimalist ad campaign benefit the consumer and the company that produces the goods? Is a 30-second TV spot or a flashing banner the most effective way to get people to buy your goods? Why couldn't one company create a 10 second ad or a slender, unadorned banner ad that says to consumers, "if you want less distracting advertising and the better entertainment experience that would result from that, then buy our product. If you don't buy our product, you are, in effect, voting for more distracting advertising and shittier content." If this worked, then other companies would follow suit.
Getting the consumer's attention is good. Getting them annoyed is bad. There's no distinction being made between attention and distraction in a lot of web advertising. Perhaps the web allows companies that produce goods to do an end-run around the advertising companies to go directly to the consumers. Much the same way the web rendered old-school record companies obsolete via social networking sites. Companies and the indivuals who work for them will fight for their livelyhoods by insisting that they're indispensible. But this refusal to evolve is to be expected, and has nothing to do with the effectiveness of ads or the economic necessity of a billion dollar ad industry.
As more and more websites tinker with how to generate revenue, the future of entertainment looks to be less like films and HBO and more like the shitty network TV everyone loves to dump on. There are, of course, plenty of exceptions to this rule, but still, I would argue that there is a correlation between the lasting entertainment value of any cultural object and whether or not it is created for ad-supported media.
Perhaps this will encourage more...insidious forms of advertising, namely viral marketing, and maybe that's not such a good thing. Maybe our future will involve trying to deduce whether or not any conversation we're having with anyone is an attempt to sell us something, and so the distractions of our entertainment experiences will invade our social lives (spam is just the beginning). I'm willing to debate this point. I honestly don't have a strong opinion about it right now. Maybe this is the future and maybe its shittier than our present. But I just can't accept the horrible obsolescence of advertising as it is.
It also might make for more entertaining ads, and one could argue that since the inception of TiVo, this has already started to happen. Here's the easiest way to tell: if you give people the technology to easily bypass ads, are they still watching them? I have no problem with entertaining ads, and there are plenty of them. The real problem, as I see it, is the distraction factor. If you have a half-hour lunch break to go to your favorite online video website, you'd rather not spend most of those 30 minutes trying to filter through information deciding what's an ad and what's not. You just want to relax and be entertained. Perhaps you'd like to be informed of products that you might want to buy, but that is NOT the same thing as spending time filtering through distracting information looking for useful nuggets, which is what many of us spend countless hours doing.
I'm actually trying to watch football while writing this, and I've seen about 30 car ads even though I have no intention of buying a new car in the next 5 years. Yes, I accept the premise that these ads have some subliminal effect on subsequent purchasing decisions. Because I've seen so many Chevy ads, I'll think of them instead of Saturn (who doesn't advertise as much on the programs/websites I go to) the next time I'm considering buying a car. Ads serve a purpose in our economy. They are not worthless. But their worth has to be weighed against the cost they exact on our ability to function otherwise.
