My older sister warned me before I came to school that I’d get addicted to daytime television. And I’ll admit, I enjoy an occasional episode of “Crossing Over with John Edward” or a sinful dose of Timmy on NBC’s “Passions.”
But I find myself drawn more to the advertisements that fill the airtime between the drama — especially local television spots.
Some of the local ads aren’t bad. I always enjoy the “Palm Harbor Homes” jingle (every time the doorbell rings, I break into song). But not all of the commercials from the Eugene area are as interesting — or have the budget — as a manufactured home megastore.
In fact, some of them suck.
I’ve had enough of whiny Ronny from Ronny’s Stereo. The price of excellence is not always affordable, Ronny, especially when it comes to home entertainment systems. Admittedly, I’ve never been to Ronny’s store, but I’ve never wanted to, especially after being entranced by Ronny’s sniveling, monotone voice.
I’m also frustrated with the Brad’s Chevrolet in Cottage Grove commercials. The spot features a mustachioed Brad superimposed over his car lot as though he were a weatherman. Used-car salesmen are creepy in general, but I think Brad has a certain former high school football star-like charisma that is squelched in the spot.
And although Emporium is not a local chain, its commercials sure make it seem like mom and pop are running the show. The “Clean Sweep” spot is among the most ridiculous, featuring guys in khakis pretending to drum on upside-down buckets while women in khakis flit about their drumming circle, swinging brooms. What the ad has to do with anything besides housecleaning supplies is beyond me.
Other irksome ads include Guaranty RV in Junction City (where eggs are cheaper?) and a car commercial with spokesman Joey Harrington delivering an insincere pitch.
I don’t know the advertising budgets for these local businesses, and I don’t know how difficult it was to undertake production to begin with. But producing goofy spots only undermines the intent of the commercials in the first place — to persuade people to buy a product.
So I’d like to offer a suggestion to all of the Ronnys, Brads and Emporiums of Eugene and Springfield: Check out Allen Hall Advertising.
AHA is a student-run advertising firm on campus that is under-utilized by local businesses. The students involved in AHA are dedicated to creating new and innovative advertisements and could offer insightful tips for improving local ads. With help from budding advertisement executives, the level and quality of local commercials would go up, and consumers might be tempted to buy that new Tahoe from Brad or order a home theater system from Ronny.
With a little brainstorming from the young minds at AHA, local commercials could be as effective as their national counterparts. Local businesses may not have the funding to promote themselves effectively, but AHA could create budget-minded spots that would be much cheaper than an outside agency.
At least it would make the three minutes between John Edward’s communication with the dead a little more interesting.
E-mail editorial editor Julie Lauderbaugh at [email protected]. Her opinions do not necessarily reflect those of the Emerald.