|
Industry told to think beyond humour
(Bangkok Post (Thailand) (KRT) Via Acquire Media NewsEdge) Jul. 29--People in the advertising industry are being urged to think beyond idea of humour, which is no longer the strength of Thai commercials locally and internationally, says Nopadol Srikieatikajohn, chairman of the Bangkok Art Directors (BAD) Association.
Thai advertising, in particular, TV commercials, is at a crossroads, according to Mr Nopadol. Ad people have been forced to look for new magic for commercials since humour, which had worked very well in the past five years, is now being emulated in markets such as China and India.
Mr Nopadol, also the executive director of Ogilvy & Mather Advertising, said that while the effective use of humour had become mainstream, creative people were overlooking other ideas. An exception has been a series of Tourism Authority of Thailand ads focusing on the beauty of the country.
"I would say it has been proved that [an ad that relies] on a sense of humour alone will not win an award if it lacks a sharp idea at the end," he said.
As the chairman of the 2008 BAD Awards, he anticipates the event, under the theme "Really Really BAD", will inspire advertising people and lift the standard of the industry.
"Art directors and copywriters especially need to be tirelessly sharpening their ideas to come up with new, fresh and unbeatable advertising campaigns," the organisers said in a release.
"The BAD Awards 2008 strive to value artistic attributes, innovation and out-of-box ideas in advertising work."
The event has scheduled to take place on Nov 28. Entry submissions will be accepted between Sept 15 and Oct 30.
The organisers this year also plan workshops for students and young creative staff to improve their experience. For example, the Young Creative Competition or Young Cannes, will offer an opportunity for young creative staff to learn from a team of international and award-winning advertising professionals.
Mr Nopadol said that budget limitations among advertisers have become another major challenge for the advertising industry, which recorded year-on-year growth of less than 1 percent in the first half of this year.
One solution, he said, would be to persuade TV operators to halve the minimum time allotted, now 15 seconds, for teaser commercials. That would enable advertisers to air messages frequently.
Some cable TV stations are now carrying 7.5-second-teaser ads on a trial basis.
To see more of the Bangkok Post, or to subscribe to the newspaper, go to http://www.bangkokpost.com.
Copyright (c) 2008, Bangkok Post, Thailand
Distributed by McClatchy-Tribune Information Services.
For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.
[ Back Small Business VoIP Global Community's Homepage ]
|
SUBSCRIPTIONS
Activate Email 
TMCnet LOGIN
