Why TV advertisers must ditch ‘technology’ cliches

TechnologyCommunications clichés used in TV commercials are sending me to sleep.

To stay awake, I’ve been counting off the hackneyed phrases.

And top of my whinge list is the word “technology”. It’s now used to describe the features of just about any product whatsoever.

It doesn’t matter whether its toothbrushes, cars or cosmetics, this word describes them all. Here are six examples of TV adverts I’ve just had the misfortune to sit through, all of which are obsessed by “technology”:

– “Multi-tonal technology” (Garnier)

– “Cyclonic technology” (Vax as well as Dyson)

– “Opti-blur technology” (L’Oreal)

– “Eco-boost technology” (Ford)

– “Thirst pocket technology” (Thirst Pockets)

I liked Thirst Pockets the best. You have to admire an advertiser that uses “thirst pocket technology” to describe kitchen roll. That requires a certain sense of creativity.

The great thing is, you can also use this language in your everyday lives. It works to describe just about anything. You could take a cheese sandwich to work and make use of ‘lunchbox technology’. Or put your shoes on and take advantage of ‘shoelace technology’. You get the general idea.

And so did Ikea. They ran an advert last month mocking Apple and received millions of hits. Ikea announced it will use “book technology” for its new catalogue, which promises no cables, eternal battery life and “no lag … no matter how fast you scroll”.

So come on advertisers, let’s dispense with the pseudo “technology” claims, and reinvigorate me with some creative use of the English language.

Click to view the Ikea advert parody

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