Published: August 18, 2008 03:00 am            

dvertising, charity appeals

Advertising and writing are really growth industries. The hottest topic in career choices now must be in advertising. Yes, those people who dream up slogans, jingles, and acronyms must be leading a gold rush to get rich quick. Truly, we are drowning in the number of ads that are presented daily.

I was watching the progress of Hurricane Dolly on a Houston TV station. Suddenly, the feature was reduced to a small image. The program was reduced, not replaced, by a worm message (s) crawling across the bottom of the screen (carefully identifying their station). In an un-used portion of the screen, there were two paid images suggesting I pay close attention for the latest weather. This was three simultaneously ads.

Without doing the math, I have read, heard, and understood that the average 30-minute TV show is usurped 30 percent of the time for commercials. That is about nine minutes. That gives you time for a bathroom break but TV breaks on an unpredictable schedule.

Whether part of the show or a commercial, I always read the flowing tombstone that lists the stars in order of importance with a special line for some big names. However, when I see the number of titles and names associated with “producer” I wonder if that is a commercial or part of the show.

To be reasonable in this diatribe, I have begun to question efforts made by PBS station out of Houston. Although I believe our local Channel 7 remains relatively unencumbered of advertising, I am sure increasing costs will soon cause something to happen.

PBS does their advertising very well. Their premise has been they will only have a limited number of fund drives per years. Viewers like you (and me) are encouraged to make our contributions to this channel which is supported by our viewers.

Maybe so. After names and messages of big corporate sponsors (advertisers) have been endured, a sop is thrown to the masses. The phrase of “viewers like you” resonates in my sleep. Why? In 29 years of watching that channel, I have never ever seen the name of a viewer like me.

However, in all fairness and attempted reasonability, I concede a major point to public broadcasting. Their sponsor’s messages are all concentrated at the beginning or end of a show. There is not a constant interruption to bring you a message from our sponsor.

The matter of ads and appeals by mail has blurred the line between advertising and heart-rending appeals. It is enough to make you cry. No, not the verbiage. It is the fact that many readers receive three to eight appeals a day for some worthy cause.

In prior columns, I mentioned my aversion to these mailed appeals. That has not changed. I do enjoy seeing penguins and bears and otters frolicking in the great outdoors. I have come to appreciate the sad state of affairs for small children dying all over the world. In addition, there are messages from semi-private and government funded research operations designed to stamp out some dreadful disease with my money.

My opinion has not changed. My support goes to those that I really believe in. Somewhere, these must be dozens of writing specialists (fund-raisers) working to separate me from my resources. Truly, some of them do tug at my heartstrings but I prefer to support those I know. An appeal from Wyoming or Montana that names a group I have never heard of does little to solicit my sympathy.

I could mention states other than those east of the Appalachians where hunger is still a problem. Regardless of the emotional appeal, and many are valid, I resent the tugging on my heartstrings. Stripped of all emotion and tear-stained pictures, the message is simple: Send me your money, as I know better what to do with it than you will ever know.

I have come to understand those misguided people who frequent our post office and sort their mail on site. There is no estimating of how many appeals can be discarded in that space and time between PO Box and wastebasket. Worse yet, the contents (checks, special appeals, and bank notices of additional larcenous processes) were discarded with no pretense of shredding. A wastebasket, large or small, in a public arena has no security. I would be reluctant to drop in a gum wrapper if it had my fingerprints on it.

Some writers, highly skilled and very proficient, write these letters, these appeals, and sob stories for organizations. I understand some, if not most, of their pay comes as a percentage of income sent in response to that letter.

Really, if you examine advertising and these appeals with a hand on your pocketbook, you will come to understand my message. However, the career choices may be outstanding — and profitable.



Grady Easley is retired from gainful employment and may be contacted at page65@att.net

        

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