Bob Garfield criticized Microsoft's new online ad

    Note: Below is a translation of the article “Vista Might Be Better Than It Seems, but Its Ads Are Worse”, dedicated to criticizing Vista’s new Mojave Project online advertising.

    Vista could be better than it sounds, but her ads are bad



    Honor and praise to Microsoft and his agency for starting a dialogue, but they don’t intend to love what they hear

    At first glance, it looks like a kind of smart and powerful idea: to take a group of doubting potential users of Vista, give them fun to play with the new operating system Mojave and then break them: “This is not Mojave. The operating system that you liked so much is ... Vista! We just changed the name! Ha ha ha How do you like this ?! ”

    And all of a sudden, the world was forced to reconsider its contempt for the main Microsoft product, just as in the 80s, hidden cameras made us all reconsider our views on the freshly created taste of Folgers Crystals instant coffee ( http://www.nbc.com/Saturday_Night_Live/video / clips / schillervision-hidden-camera / 2656 / ).

    However, the problem is in the second, third and all subsequent views on the issue. Since the process of re-examination shows how false and so-called the Mojave project is actually false.

    To begin with, it is worth saying that he is dishonest. People do not doubt and do not feel antipathy towards Vista for the reason that it is amusing and fashionable to insult her; There is little benefit in swearing at the operating system. Attitudes toward Vista are suddenly changing, by the company's own official admission, for the reason that this operating system is a weed that consumes memory. Problems are unlikely to be obvious to new users, but getting to know Vista more is disdainful. Structural weaknesses appear to interrupt you, interfere and generally slow down. And while the company likes to report 89 percent customer satisfaction in internal research, statistics show 11 percent dissatisfaction, an unacceptably high percentage expressed in more than 10 million users, 100 percent of whom have computers,

    Meanwhile, on the subject of “little profit”, history has shown the ineffectiveness of the prospect of addressing them as uneducated sheep who are too stupid to think for themselves. Remember Mac 1985’s infamous Lemmings ad ( http://www.youtube.com/watch?v=-KNrxwl59I0 ), the vaunted sequel to the 1984 video ( http://www.youtube.com/watch?v=OYecfV3ubP8 )? As it turned out, the target audience of office computer users was not very happy with their image as people with a lack of intelligence or goodwill, and they would not follow their colleagues from the cliff.

    In the last words of the Mojave project ( http://www.mojaveexperiment.com/), we see that the object knew that his Mojave was actually Vista. “But why is it faster?” He asks, and this is that very moment of X. Toucher! "Does not fit, justify it."

    Except for this rather correct question.

    According to a user of the Digg network under the name Marketmule, “the optimal installation of the operating system by the best specialist on the optimal equipment in optimal conditions performs the optimal set of tasks. In such circumstances, I could make a rose from shit and win first place in the flower contest. " That's right, Marketmule. You did not even mention the theme of the driving forces of man: people tend to please their gracious masters.

    However, back to our rams, suppose that Microsoft’s message is reasonable, that Vista is an ideal, and its disgruntled users are hopelessly stupid or misguided. There is still not the slightest point in trying to correct their perception. This is a stupid undertaking in the spirit of the US State Department, which spends endless millions of dollars trying to convince Arabs and Muslims that they misunderstand us. As long as the US policy towards Israel and Palestine remains in the same place (right or wrong), the Arabs will be offended by us. Point. The sweet advertising of smiling American Muslims in headscarves will have no effect whatsoever.

    Unfortunately, Microsoft, like the US government, is not going to change the product in the near future. The new generation operating systems will appear no sooner than in a few years, and the operating system is not a can of instant coffee, which you can force the buyer to purchase with minimal risk for you. Honor and praise to Indianapolis Bradley & Montgomery for starting an open dialogue on the subject. However, the agency and its client will receive unpleasant reviews for a long time.

    August 8, Bob Garfield, Advertising Age
    ( http://adage.com/garfield/post?article_id=130250 )

    First published: http://drugsnboobs.livejournal.com


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