Do Electronic Communications Contribute to Political Gridlock?

Gallup released today a poll showing that 65% of Americans say the U.S. Senate should have passed the measure on April 17 that would have expanded background checks for gun purchases. The poll also showed that only 29% agree with the Senate’s failure to pass the measure. How do background checks for gun purchases get killed in the Senate when two thirds of Americans want them?

A close friend observed that widespread, instant awareness which electronic communications foster may contribute to Congressional gridlock. Her theory goes something like this.

Politicians used to posture to their supporters in public, then go into “smoke-filled back rooms” – where compromises were reached in private – and do what they thought was right. Today, the harsh and constant glare of media attention makes that more difficult. A reporter, blogger, or special interest group is always waiting somewhere with a camera, ready to remind the world that “during your campaign, you said…”

I buy her theory and would add to it by saying:

  • Media proliferation and competition has intensified the spotlight that makes compromise difficult.
  • Special interest groups have changed the media landscape. They now have the power to reach wide audiences through self-published web sites whose authorship may be disguised.
    • They intensify that spotlight even more because they are unfettered by the need for balance, they often blur the distinction between reportage and advocacy.
    • As advocates, they can and often do paint issues as black and white rather than recognize shades of gray.
    • When advocates have a horse in the race, they tend to see compromise as a loss rather than a partial win.
  • Instant awareness can instantly mobilize opposition forces against any compromise on the table.

Of course, cultural and philosophical factors also exist that contribute to Congress’ inability to reach compromise on important issues. Nevertheless, I am stunned that our political leaders can’t even agree on something that two out of three voters want.

The background check issue is just symptomatic of a bigger issue facing Congress – gridlock. Another Gallup poll shows that only 15% of Americans approve of the job congress is doing. This approval rating is less than half the average for the last four decades – 33 percent.

Credibility of Advertising

More than three in four consumers say most of the claims that brands make in advertisements are exaggerated, according to a study by Lab42.

Specifically, among surveyed consumers, 57.4% say advertising claims are “somewhat exaggerated,” and 19.0% say they are “very exaggerated,” Lab42 reported.

Only 2.8% of consumers surveyed say the claims in various ads are very accurate. For the full report, click here.

How did we come to this sad, sorry state of affairs? How did a whole industry undermine its own credibility without raising alarms? Here’s my personal take. The advertising industry I joined as a young man (at Leo Burnett in Chicago in 1972) was much different than the industry today. It seemed every commercial I wrote was scrupulously reviewed by agency lawyers, industry associations, and government regulators. Likewise, research ruled.

Commercials were tested, refined and retested in animatic form before production. Then commercials were tested again in finished form after production. Commercials were more trusted then and felt more compelling. They worked. Even clients believed … in the process.

Then during the Eighties, creatives revolted. They felt straight-jacketed.  They argued that:

  • Research forced everything into the same expected mold.
  • Lawyers sapped the fun out of commercials.
  • Advertising was failing to differentiate brands and make them stand out.
  • People didn’t watch TV to look at the ads; they watched it to be entertained.
  • Advertising needed to be more entertaining to succeed.

At that point, the race for eyeballs had begun. The creative development process was more about eye-candy. Writers and art directors argued that if people weren’t watching, there was no way the commercial could succeed. Of course, they were right.

But that logic contained several fatal flaws:

  • It assumed that people weren’t attending to commercials.
  • Gaining attention is only the first battle for customers’ hearts.
  • Unless advertising also manages to convert that awareness into interest and preference, it has failed.

While the Nineties were certainly a fun period to be in advertising, the industry was sowing the seeds of its own destruction. The eye-candy theorists failed to realize the devastation that unregulated, unpersuasive advertising would wreak on the industry.

Today, that eye-candy leaves many with a bad aftertaste. Perhaps it’s time for the pendulum to begin switching back. Better yet, perhaps it’s time for agencies to evolve to a higher level and to understand some basic truths.

In many cases, advertising makes people aware, but fails to gain interest. Therefore, prospects don’t seriously consider the client’s product or service. Said another way,  prospects don’t put the client on their shopping lists.

The process looks like this. Information needs increase at every level.

  1. Before people will purchase a brand, they must prefer it.
  2. Before people will prefer a brand, they must be interested enough in it to put it on their shopping lists and explore it further.
  3. Before people will be interested in a brand, they must be aware of it.

The battle for dollars takes place on four levels, not just one. Awareness, interest and preference come before purchase. Overlooking any of those steps is fatal to a sale.

And trust is essential to every single one of them. If people don’t trust you, they won’t do business with you. People don’t buy from advertising they don’t trust, and they certainly won’t buy from companies they don’t trust. Exaggeration for the sake of eyeballs does not serve clients well.