You’ve got to hand it to people in the advertising business. Even when TV newscasters are reporting distressing current events — like, once-in-a-generation wildfires, torrential storms, floods and landslides, to name a few — those advertising folks are taking us to happy places. And the journey begins, when you hear newscasters saying they’ll be back in a moment, after a few words from their sponsors.
Because then, in a few precious moments of advertising, instead of fires and floods, you’re seeing mountain streams and lush, green pastures, and you’re hearing delightful melodies and lilting voices celebrating consumer products.
You can almost taste savory foods and fine wines, and imagine cruising along highways and byways in that brand new, fully equipped SUV.
Even when it’s pharmaceutical products in TV advertising, the visual images, the melodies, and the advertising messaging can be quite soothing. Even uplifting. (Except when you’re hearing warnings about possible side effects; like if you break out in something, after taking some medication, or a lump suddenly pops up in your neck, or you get palpitations, or such, you should stop taking whatever’s being advertised, and seek help.)
But anyway, after brief commercial breaks, it’s back to fires and floods… until your journey to happy places resumes, once again, when newscasters say they’ll be back in a moment.
Harvey Radin is former senior vice president in charge of corporate communications and media relations, Bank of America Western Region. He makes his home in Redwood City, CA.