The death of advertising?

http://www.msnbc.msn.com/id/16787089/
http://www.businessweek.com/investor/content/mar2006/pi20060302_999595.htm?chan=search

Articles like the ones linked here, and there are many, forcast doom for all of tv advertising. Well, I'm calling BS. As a TIVO owner for over three years, in fact both of our tv's are attached to DVRs, these guys are convinced that I have not seen a commercial since the final "Bud Bowl". In order to prove them wrong allow me a brief message:

Growing up a SEC guy I knew who Payton Manning was before he put on a goofy mustache and started pimping wireless carriers, credit cards, ESPN ... Okay I'll admit that example was too easy. But I do remember watching him back in college and thinking, I wish I could never graduate. Of course, that's not what makes me special. TV has shown us that we all have a lot in common, and whatever it is (sports, books, goals, etc) we can find it in ooouuurrrr countreeeee. So as products get smaller, sexier, and less expensive you can zoom-zoom down to see your lady, knowing that when the moment is right you will be ready. But when you get to work will you be ready for a buxom beauty to loose a strap while talking about the internet? Because chances are that you better know exactly what's in your wallet. Here's a hint, cash is better than plastic in those circumstances. I totally don't know what that means, but I want it. And right now I want to eat. I once heard that I should eat more chikin, but since Dan Marino lost weight maybe I shoud try his method. Afterall, a celebrity athelete wouldn't possibly steer us wrong, would he?

So when it comes to advertising, let's build something together. After all, you can do it, we can help. {Warning, easy cheap shot comming} It would seem that making a memorable slogan, not even a good one, is so easy a caveman could do it.
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So what is the real point of these articles? Are companies just trying to get a bargin on their advertising? That makes sense, and seems likely. But what if it is a cry for help. There hasn't been a true tv ad icon since the Budwiser frogs. Most of the ads on television today rely on a single strategy, quantity. While it is obviously effective, you don't hear people quoting lines on the street or in conversation. "Wazup" and "Where's the beef" are gone, leaving ad companies scrambling for recognition.

On the other hand, as the article mentions, internet ads have taken a turn toward the entertaining side. The adds of Sienfeld & Superman, and Madonna being thrown around in a BMW create buzz and generate internet traffic. But all are far longer than the magical 30 seconds, so they don't get on tv except for maybe a reference to see the entire skit.

It is my belief that companies will reach people like me by using the same tactics, plus the newer entertaining internet ads, and should spend more time developing a solid product that I would deem worthy of a purchase. Spend more time making a good product? Brilliant! Motion on the floor to spend more on R&D. Second. All in favor - aye. Man Law.

--Brad

Check back in month, the Biggest Game in Advertising starts soon, I might have the fastest disproven theory in modern man.