2010

[Fast_Eddie]

Originally Posted by merrylander

In other words if you want to sell it to the hoi poloi use single syllable words.

Literally, no. Metaphorically yes. The way things are sold is a product of how television's profit model developed. It is what it is and thirty seconds is what it is. There was a move a few years ago to try to make the standard unit fifteen, but it didn't work well. So it's the thirty second spot.

Here's the quandary- in thirty seconds you can not explain a complex issue. Political spots that are about "facts" are typically not very compelling. It's just not enough time to dig into an issue. As an aside, this is almost certainly why people say they don't know what's in the Health Care bill. Can't be done in a thirty. You'd have to do active research, not just participate in passive learning.

But thirty seconds *is* just enough time to move someone emotionally. Which, as it turns out, appeals to the part of the mind that actually makes decisions. If you ask people what kind of car they want they'll answer with logic. I want good mileage, low price, reliability etc. So they describe the Toyota Tercel. But when I look around, most cars are not the Toyota Tercel. Some are Prius- bought to impress their liberal friends. Some are BMWs to show off how they have arrived. Some are Mercedes so show that somehow they're even better off then the guy with the BMW. A Senator in Massachusetts thought it worth while to tell voters he drives a pick up truck even though he has no reason to drive a pick up truck.

So we are left with the best emotionally compelling, short, single argument. Which very rarely is the most intellectually compelling or logical argument.

Television is waining in it's ability to attract audience. Not sure what will replace it- probably nothing as it was. It will be a combination of things- internet, cell phones, things we've not yet dreamed. Good old radio and television will play their part. Print media is looking like it may only survive in very limited form. It may change the landscape. But better or worse remains to be seen.