by John Powell

Of all the stupidities I have witnessed during my many years in the advertising business, this one really takes the cake. It is called the 'nudge-nudge' or 'wink' advertising strategy.

Let me, first of all, give you the reason for its development, then I'll tell you what it is.

Apparently, people around the world are becoming better educated and more sophisticated. Consequently, the markets they make up are studiously ignoring the blandishments of advertisers.

The story runs that, as a reaction to the constant programming of the populace by governments and big business, or possibly both in concert, the younger elements of society have developed a mental software patch which they employ against the so-called misinformation virus they are relentlessly fed.

Well, you can't argue with the first half of the proposition, since we know that governments lie as a matter of course; and we are also aware that, despite their protests to the contrary, most large corporations have no conscience whatsoever. They may pay public lip-service to the problems within the environment and the Third World, but we understand that deep in the heart of the average chief executive officer, nothing is more important than the size of his profit margin. In both instances, they are unfamiliar with the concept of truth.

It's probably true to say that such propagandizing has existed since Cicero first declaimed his precepts in the market square and the world's original sandal-maker lied about the durability of his product. So there is nothing new about any of this and we should therefore be immune to it.

And now for the second part of the theory: that young people are switching off in droves and are deliberately ignoring the sales vendors' cries. To be honest, I see no signs of it. Were it true, Sony and Gap and the whole of Hollywood would have gone out of business years ago.

But leave us not argue; let's for a moment go along with the marketers to find out how they are countering the exodus. What they are doing, in essence, is producing advertising that actually acknowledges the intelligence of its young target market. This advertising tacitly admits that it is trying to manipulate them, but if they are bright enough to understand that this is so, then they are in on the joke. And the joke's the thing.

Uh?

I'll try to explain. Under the terms of this strategy, the advertiser will run a campaign that knocks his reasons for advertising in the first place. The message will say, to the effect: 'This is an advertisement for Brand X, but the copy content has been excluded on the grounds that you are too clever for claptrap'.

At one stroke, then, the advertiser admits that he is being commercially manipulative, but by acknowledging this intention, his audience will be inured from the effects of it.

The media savvy will therefore be in on the joke.

Uh?

Allow me to give you a for-instance. An advertiser for a computer manufacturer will make a deliberately awful fake commercial for, say, a convenience food or a headache remedy. Halfway through, it will be interrupted by a recognisable element (a personality or an animation) already associated with the computer brand. The interruption will take the shape of a message along the lines of: 'In a world of relentless hype, we will continue to be honest about our product'. Or words to that effect.

Energizer batteries did almost exactly this in the US some while ago. And so did the manufacturers of Sprite soda pop, along with the Diesel brand of clothing.

What does it all mean? From where I'm sitting, it means that the advertising industry has discovered yet another way of enriching itself. It's spurious 'nudge-nudge' or 'wink' concept, backed and made credible, as it almost certainly is, by reams of academic research, can only help to increase advertising budgets and thus increase profits. I take leave to doubt that it will increase sales.

We should all await the next development with baited breath.

Meanwhile, you'll do no better than visit www.wordpower3.com There, you'll find an e-book that could make your working life a whole lot easier. It contains close to 200 ready-made headlines, taglines, copy openers and clinchers, plus a comprehensive theme-finder that will give you just about every promotional word and phrase you'll ever need.

It's called Word Power III. Buy it and make a name for yourself - no joke.

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