The Death of Creativity: A Rant on the Over Stimulation of the American Populus
We live in a fast-moving world.
People are constantly in a meeting or on a phone or on a plane.
As a result, this change in tempo will not only be reflected in our daily lives, but also in the art we consume.
More and more often our senses are flooded with fast paced action and other hyper stimulations via whichever screen you prefer.
At what cost does the continuous pushing of such bombastic materials into the general public have on society in the long run, though?
Today, we’re taking a brief look at the progression of American and global advertising and media in general into the 21st century and why it’s this author’s humble opinion that more doesn’t always mean better.
WE WANT MORE!
The trend of bigger, faster, sexier, and louder is one many creatives look to as a crutch when things get hard.
This is just as true in advertising as it is anywhere.
Sure, the flashiest or sexiest ad campaign may sell jeans and soft drinks, but what happens to the individuals who are subjected to this material on a daily – and sometimes hourly – basis?
The answer: Tomorrow, they want it even bigger and faster and louder!
… And though advertisers are as guilty of taking advantage of this tactic as anyone, in actuality, the issue lies with the media industry in its entirety, which is really to blame for the overstimulation of the American public.
Looking for an example? You’re in luck… I just happen to have one right here!
Coming to a Theater Near You
I’m sure you have seen a movie or two in your life, but did you know that marketing actually plays a HUGE role in getting you into that theater seat?
In fact, there is as much work that goes behind selling you a ticket as there is in creating the film itself!
That’s why every cinema hallway is lined with movie posters and every film starts with 30 minutes of trailers.
In the end, the goal is to get you to come back! And those trailers are competing with one another to get you to say, “Ooh, I want to see that!”
In order to get you to that place, however, studio marketers need to make sure that trailer is as stimulating as possible to grab your attention.
… But, in the end, the film trailer can only do so much. After all, you can’t make a trailer for Sophie’s Choice look like The Avengers because the content just isn’t there.
This is when some bright studio executive decided, “Hey, if we can only sell The Avengers, then let’s make EVERY movie like The Avengers!”
… And that’s what we’re seeing in film today.
If you were to go to the movies right now, you’d more than likely see explosions and superheroes and space ships. Why? Because it’s what today’s audiences EXPECT.
Hollywood in general has a habit of believing bigger is better.
Those sound films were almost exclusively shown in a full screen format, until television threatened the theater chains in the 50’s and the movie studios decided to introduce a new way to compete with their rival. Something called CINEMASCOPE!
Now, the movies were louder AND bigger!
This trend didn’t end there, though. Heck, it’s still happening right now!
In fact, if you’re interested, you can go and see the latest AVATAR film in Dolby Atmos Surround Sound on the world’s largest IMAX screen in fully immersive 3D right now!
Folks, it doesn’t get any more bombastic than that.
… And as the movies we watch continue to blow all our senses away, those smaller films that we used to admire seem that much duller by comparison.
In 1933, the film King Kong was released and became a major hit. Audiences couldn’t believe what they were seeing on the screen. A giant ape running around midtown?! It was thrilling!
40 years later, however, the film was a bore for most audiences.
Why?
Because the giant King Kong was not as exciting as a killer great white shark.
In 1975, the film JAWS took the world by storm and became the first summer blockbuster. Not only did it have compelling characters and a good story, but it was a high-octane thrill ride, leaving audiences on the edge of their seats in anticipation of what was to come next.
Another 40 years later, however, and new audiences can’t seem to pay attention to that film because they won’t stop talking about how fake the shark looks.
You see where I’m going with this? In 1975, King Kong no longer offered the excitement movies like JAWS could to modern audiences.
And what JAWS did to movies like King Kong, movies like Cocaine Bear are doing to films like JAWS today.
People still want it Bigger, Faster, and Louder!
By this I mean, it seems no longer is the idea of a giant predator chasing you frightening enough for viewers. Now, the animal has to be high on drugs before we even consider it threatening!
(Now, I know, I know… I’ve gone off on a tangent for an article written by a marketing firm — you probably expected that if you read the title – but believe me, I’m working to bring things together here so stay with me…)
Bringing It Home
You see, the general idea here is how best to communicate with an audience without polluting society.
Whether it be on the silver screen or in your advertising campaign, the goal in this profession is to get people’s attention.
… But marketers need more in their back pocket than fast editing, loud music and shock value to get the job done.
Why?
Because, eventually, it all just becomes white noise, and when that happens what will those Hollywood or Madison Avenue executives do?
Honestly, there’s only so many things a person can blow up.
There’s only so much skin a person can show before even that doesn’t excite us anymore. And when that happens, the people we pay to be creative are going to finally have to… well… be creative!
As creative individuals, we can’t let creativity become a victim of our 21st century “in your face” society.
It’s easy to be shocking and get attention, but it takes true talent to be creative. To successfully entice an audience and stay within a realm of control.
But it’s that realm of control we’re at risk of losing.
… And it’s beginning to show in our art, in our marketing, and in our lives.
I urge you to prove me wrong…
BE CREATIVE!
P.S. If you’re looking for a group of individuals who pride themselves on their ability to use creativity to get your message in front of a new audience, then we want to make sure you know about Rain Digital.
Rain Digital’s team of creative and skilled marketers are just what your business needs to really take off in 2023.
(… And we won’t need to rely on a bunch of special effects and explosions to get the job done, either!)
