Things Australians hate about marketing: No. 1: Australians don’t care for hype

Along with politicians, marketing has evolved a language all of its own. A mode of communication loaded with hyperbole and exaggerated claims. It’s reached the point where we all use an inner filter to try to suss the truth. We EXPECT advertising to be exaggerated, so we discount the claims we hear by about ninety percent. We simply filter out all the guff we don’t believe any more; “the best”, “amazing new” and “lowest prices”.
Aussies might not be the only lot who have developed this ‘marketing filter’, but they are a whole lot more sensitive than most when it comes to effusive language.
Australians are automatically distrustful of anyone whom they perceive might be pulling the wool over their eyes. They’re a pretty straight talking bunch and will always respect you more if you tell it how it is.
I think the recent campaign for Commonwealth Bank addressed this trait beautifully. You’ll recall the presentations by the fictitious American advertising agency, contrasting the American way with the straight talking Aussies.
If you really want to cut through when marketing to Australians, forget the hype and find a more creative way to tell it how it is.

2011-04-04T07:09:38+00:00 By |

About the Author:

Mark Gibbs has broad experience as a marketing manager and graphic designer. He holds an MBA with a marketing specialisation. Mark runs a consultancy called MadLab: The Marketing And Design Laboratory. Based in Adelaide, he operates around Australia.