Conservation proponents set to score Pyrrhic victory on incandescent lights
Advertising guru David Ogilvy once wrote that good advertising is the fastest way to sink a bad product. This applies just as much to dumb ideas. We’ll see how right he was if and when various provincial governments across Canada jump on the stupid ban-the-incandescent-lightbulb bandwagon.
When Canadian consumers respond to the hype about the environmental virtues of compact fluorescent light bulbs, they’ll find out what we early adopters have known all along: that the compact fluorescent’s light quality is markedly inferior to that of an incandescent, and that the energy savings, as reflected on the bi-monthly power bill, are too negligible to outweigh their hefty price tag (which is about 20 to 30 times that of an equivalent incandescent).
There is a ton of media hoopla surrounding the calls to ban the incandescent—this is Ogilvy’s good advertising. The arguments underpinning the proposal are laughable, but ultimately the positive advertising will serve a useful purpose. When consumers, furious from having been taken in by the hype, reject the over-priced, under-performing, and mercury-laden compact fluorescents en masse, somebody will inevitably turn to the conservation proponents and say: “that’s your recipe for fighting climate change?”
At that point, having dispensed with the idiocy, we might finally get serious about the issue.
Advertising guru David Ogilvy once wrote that good advertising is the fastest way to sink a bad product. This applies just as much to dumb ideas. We’ll see how right he was if and when various provincial governments across Canada jump on the stupid ban-the-incandescent-lightbulb bandwagon.
When Canadian consumers respond to the hype about the environmental virtues of compact fluorescent light bulbs, they’ll find out what we early adopters have known all along: that the compact fluorescent’s light quality is markedly inferior to that of an incandescent, and that the energy savings, as reflected on the bi-monthly power bill, are too negligible to outweigh their hefty price tag (which is about 20 to 30 times that of an equivalent incandescent).
There is a ton of media hoopla surrounding the calls to ban the incandescent—this is Ogilvy’s good advertising. The arguments underpinning the proposal are laughable, but ultimately the positive advertising will serve a useful purpose. When consumers, furious from having been taken in by the hype, reject the over-priced, under-performing, and mercury-laden compact fluorescents en masse, somebody will inevitably turn to the conservation proponents and say: “that’s your recipe for fighting climate change?”
At that point, having dispensed with the idiocy, we might finally get serious about the issue.
0 Comments:
Post a Comment
<< Home