Ad people always advise advertising during a recession. But then they would, wouldn’t they. It does make logical sense – assuming you have the cash to do so. Wal-Mart is advertising a lot now!
Another thing that makes undeniable good sense is a reversal to the hard sell. It’s easy to get people to buy anything in good times. But in bad times the hard sell is the only way.
What is the hard sell? The hard sell is the ad that instantly makes you want what’s being advertised. You’d think this would be the permanent orientation of advertising ALL THE TIME. But it isn’t. People can get a bit lax in good economic times. And forget their real job. Recession makes you keener. We’re all watching our spending a lot more closely.
The hard sell is where advertising craft comes into play. It separates the wheat from the chaff. I love the hard sell. You know those infomercials that you watch and instantly make you want what’s being sold? I love them. Because they very obviously work. And great advertising very obviously works. Always. We can all feel it. We just want what’s being advertised. We’re not judging the advertising based on its entertainment value or production values or how we “feel” about it.
Advertising is salesmanship. Pure and simple. We sometimes forget that. Those times are usually the best economic times. Those times are gone.
ESCAPOLOGY (the escape pod's blog) 
A quote from our hero:
“At Doyle Dane they like to goose the consumer a little bit.
But here at Carl Ally, we punch the consumer in the nose.”
Yes Dave, it’s certainly nose-punching time again. I don’t relish the perilous economic times we are in, but i do love hardcore ads that sell. and entertain.
“We have now sunk to a depth at which the restatement of the obvious is the first duty of intelligent men” — George Orwell
Great quote anca. thanks.
hope i didn’t come across as too strident but i really believe that. it has to happen.
You can never be too strident when your mission is to sell stuff. Remember, no-one gets paid until someone sells something.
BTW, on the pic of the sign: Middle of Dublin (where the recession is intense!) lunch and coffee (sit-down) for €7. Evening meal, main, dessert coffe and glass wine €12. In good restaurants! Michelin star restaurant doing 3-course for €40. Might be better than a pizza for €14.95. Then again…might not.
sounds like a good time to visit Ireland pat! i’m thinking of bringing the kids back. this year sounds like the time.