Photoshop is an amazing thing … in a matter of minutes, it can literally make the impossible, possible … the unlikely, likely and the ridiculous, errrrrm, ridiculous [as demonstrated by my ‘new look’ courtesy of the missus!]
But what gets me is that with all this technology … I see less and less communication that really reflects this.
Sure … things are made nice and neat and thinner and brighter … but interms of taking the consumers brain on a wild journey, it just feels like there is less about than there once was.
Why is this?
Well, of course some of it could be because when the technology first came out, there was complete and utter overkill [like CGI] but have we all started becoming boring? Only dealing in degrees of reality?
And what makes me laugh is that while clients are happy to pontificate [usually using corporate ‘buzz’ words] to consumers … when it comes to doing something that really will tap into their imagination and emotions, they tend to pull out some out-of-date, out-of-context research to explain they just simply cannot do it.
It’s sad … not for the ad industry … but for consumers, because more and more organisations are treating them like dumb idiots when the reality is they’re very smart – they just look bored to tears because the advertising they are subjected to [the advertising supposedly ‘crafted’ to have the biggest impact on them] is absolutely, mind-numbingly, thoughtless-provokingly crap.