People switch on the TV, and turn on other broadcast mediums, primarily to be entertained by drama, action, comedy,
reality/talk/game/talent shows, sports, music and even news content these days (if we’re honest
with ourselves.) So, when to be entertained is the purpose for
tuning in, why is the bulk of advertising seen and heard via these channels so bland, having precisely the opposite effect of what entertainment offers? Surely, the
first criteria for any broadcast advertisement – before announcing key benefits of
the product/service/brand – must be that it entertains
on some level in order to engage with the audience that the advertiser is appealing to. Unfortunately, in most cases those producing the ads just maintain the status quo and adhere to outdated marketing theories. Consequently the advertisers' dollars are wasted, and
the audience largely switches off to their message. With restrictions lifted on new ideas, and the willingness, energy and creativity to develop entertaining ads, it would be a different story.
