One for the Thumbs

 

I spent two decades writing reviews for technology products that featured a mandatory score on a five-point rating scale1. The idea of applying a numerical rating to a product appears to be an early 20th century invention, most famously adopted by film critics. I was never a fan of the idea, to be honest. Step away from the objective world of precise measurements and things get squishy awfully fast. You end up using the precision of numbers to measure the imprecision of sentiment. Beyond telling you if I like the product or not—if Roger Ebert likes the movie or not—does the difference between a 3.5 and a 4 really tell you much? (When I started at Macworld, the magazine had just instituted a completely bonkers rating system where every product was scored twice, both out of five stars and out of 100 points (actually out of 10 points with a mandatory tenth rating, wasting a lot of perfectly good periods), so you’d end up with ratings like 4 stars/8.7. If you’re reviewing hard drives I suppose it’s arguable that you might need to differentiate between a 7.3 and a 7.4, but in most cases that level of precision is pointless and arbitrary.)

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From Coke’s flower power to Kendall Jenner’s Pepsi ad – how ads co-opt protest

 

It’s a unique skill to have #boycottpepsi trending among both the right and the left. It managed to alienate both sides of an increasingly polarised consumer universe,” says Nicola Kemp, trends editor at advertising trade magazine Campaign, who points out that the ad was made by an inhouse team at Pepsi, which may be why there is a sense that nobody thought to point out its deficiencies before it aired. Kemp argues that not only was the ad tone-deaf, it also failed to make any political point at all, co-opting the imagery, without taking a stand. “You get a lot of people saying we’re in a state of perpetual outrage, that brands should always be aware that taking a stand can create a backlash, and that it’s better to stand for something than for nothing. But in effect it did both: it stood for nothing, with these anodyne signs, and it still created a backlash.” What about the idea that all publicity is good publicity? “There is a growing conversation within marketing that outrage is a form of social currency, and that social currency equates to sales,” Kemp says. “But that is an overly simplistic point of view. I do think that, honestly, no brand would set out to create this sort of response.”

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