Aren't advertising specialists supposed to know about demographics? Shouldn't they know that one out of six Americans-or roughly 49 million men, women and children-are disabled?
Or that a lot less than one out of six people in the workforce are disabled; partly because, as your report demonstrates, not enough shapers of opinion pay attention to their exclusion from the economic mainstream.
Yes, there are some businesses that include people with disabilities in their advertisements and/or target marketing activities at this sector of the population. But not enough. And your unthinking treatment of disabled Americans in your diversity report doesn't argue well for an improvement over the near term.
Hopefully, you will correct this oversight with a report on what is being done and what remains to be done in terms of hiring and marketing to Americans with disabilities.
Great Super Bowl ads
If ad agencies and advertisers heeded the blanket condemnations of their commercials by critics like Bob Garfield ("Super Bust," AA, Jan. 27), the Super Bowl would be reduced to a PBS production sponsored by the MacArthur Foundation and "viewers like you."
Fortunately, innovative advertisers such as Nissan, Pepsi-Cola and Holiday Inn, in partnership with creative agencies such as TBWA Chiat/Day, BBDO and Fallon McElligott, to mention a few, don't take these critics seriously. With gusto and at great cost, they present their ads and make possible the Super Sunday many of us thoroughly enjoy.
Super creative commercials depicting bombardier pigeons, lustful infants and flirtatious transsexuals celebrate a uniquely American sport as well as a cherished attribute of the American character: unabashed creativity.
Super Bowl commercials! Tres Magnifique!
San Francisco, Calif.
Super Bowl dismay
I watched the Super Bowl with great dismay-the game was no big deal, but the sight of Fred Astaire dancing with vacuum cleaners was . . .
I'd advise every celebrity living today to think about his/her legacy. If you don't, there's no telling what we'll be seeing you doing ithe afterlife . . . Madonna/Evita, arms reaching for the heavens, not singing "Don't cry for me Argentina" but selling deodorant . . . Luciano Pavarotti singing restaurant chain jingles. Hmmm
. . . a Hoover would probably fit very nicely into Tiger Woods' hands.
Why so many mis-hits?
Rance Crain's assessment of Miller's new advertising and what is taking place in the advertising world hit the bull's-eye ("Miller sacrilege latest to ignore what the product's all about," AA, Jan. 20). The question we need to ask ourselves is why these types of mis-hits are becoming more the norm than the exception.
Let's begin by assuming that there are always an abundance of very good to great creatives floating around the advertising community. This assumption gives us license to believe that interesting, uniquely different and effective creative can consistently emerge if it begins with intelligent strategic insight and direction that is both empirically correct and salable to a client.
I believe the last point is where the road not taken begins.
In Miller's case, the strategic insight that is being misconstrued and misunderstood is the "young people are different than us" theory. No kidding! . . .
The great communicators understand that human life cycles and the emotions that accompany these transitions change little over time. The means to effectively touch people (of all ages) does constantly change as our environment evolves. What we are seeing all too often today is a strategic flaw that focuses almost entirely on the means and not the end.
The challenge remains as always: Use current cultural trends to capture attention, but deliver a message which touches the soul. Only when humans change will this formula be outdated.
CEO, Block &Nardizzi
In "Online buying moves toward a virtual market" (Feb. 24, P. 76), Flycast Communications Corp. places ads according to the highest bid, not the lowest.
In "Reaching Kids: SI for Kids, Disney pace ever-more crowded field" (Feb. 10, p. 25), Disney Adventures is repositioning to serve 8-to-13-year-olds