Are you kidding me? I’ve just been hit by ads from DISH for their Hopper product and they seem rather insulting.
You see, ads are geared towards connecting with the potential customer by tapping into the psychology of the consumer. That’s why you often see friends, family & loved ones and old memories touted as part of the theme of many ads. It’s about the memories and staying in touch. It connects with the listener (Or viewer if it’s TV) on deeper emotional levels, thus, helping to create a potential memory or recall of the product later on when you’re shopping for like products.
And knowing that, that’s why I feel like the DISH satellite radio ads I’ve been hearing are crazy insulting!
They have this one ad I’ve heard a hundred times on SiriusXM where this guy who starts out and he needs help remembering the word commercials. He then needs to be reminded what this “thing you put in your mouth with meat in the middle” is, oh yea, a hot dog.
I’ve always found it fascinating how they pitch to the listener by telling us we’re not smart enough to know what a hot dog or TV commercial is. Or that I would want a product whose pitch man can’t remember simple terms. And if this is an attempt at entertaining with some form of humor, well, it doesn’t even clear the net.
Now, this morning, this very same spokesperson/voice, is in another ad for the Hopper, where he says he’s a very smart consumer. Really?
Make up your mind DISH! Or have you noticed your focus groups making note that they’re not connecting with being told they’re stupid? (Just a guess, nothing more.)
The Hopper sounds like a great idea, mostly, but after DISH has sent spammers to the comments section of this and other websites, I’ve been rather dour on their business practices. Seemed cheap to me, but that’s me.
The Hopper is a DVR device that can record three shows at one time while playing back a different show, and while recording non-prime time content, will skip ads. (Unless they’ve pulled that out since the advertising industry and major networks went into a tizzy about that.