I haven’t picked on commercials in a while, so I think it’s time I did. Three targets today – one television, one radio and one from Facebook. Let’s start with the TV ad.
Recently the Canadian Imperial Bank of Commerce has been running ads touting the joys and ease of using on-line banking to pay bills. One such spot shows someone getting out their chequebook, some stamps and envelopes in preparation to paying their monthly bills – you know, that thing we all do once a month. The ad also shows their identical twin sitting at their laptop doing the same thing and finishing much faster. CIBC is pushing this so hard you would think this is a new concept and the “best thing since sliced bread” (what really is the best thing since sliced bread anyway? Just asking.) News flash for CIBC: while I know you were the first to computerize your account records back in the ‘60s, I’ve been paying my bills on-line through my bank for a couple of years. Time to join the 21st century.
Radio next. I’ve been hearing an ad for Pearle Vision (did you know they’re part of the Lenscrafters group). At one point the woman voicing the spot mentions something to the effect they consider eye care a “sacred mission”. Don’t know about you, but anytime someone says something is a “sacred mission” I run the other way. Everyone’s eyes are different – different problems, prescriptions, or whatever. If these people are fanatical enough to consider eye care a “sacred mission” I worry whether I’m going to receive what I need, or what they think I need.
Finally, Facebook. If you have a profile, you have seen all those annoying ads running down the right side of the screen. Sometimes I think these are written by people who have only the barest knowledge of English. The other day I happened to glance at one that suggested I could buy a vehicle with bad credit today. Now why on earth would I want to buy a vehicle that has bad credit? My credit is pretty good so why would I want to buy something that’s going to ruin my record? A few more minutes working on the text for the ad would have been well spent and cleared up any possible misunderstanding – such as what I wrote here. Perhaps that I was educated back in the 1950’s and ‘60’s, when teaching English was taken seriously accounts for my “language police” attitude on occasion, so I blame the education system. A sidebar on this one. About three months ago, a man and his son applied for passports and that was when the man discovered his son couldn’t write his name. Cursive script is apparently not taught in Durham Region schools any longer. Printing yes, but actual handwriting? Don’t be so silly.
Enjoy your weekend and remember to hug an artist – we need love too.
By the way, I usually write these postings in longhand, then enter them.