why borders aren't used in advertising like they used to be

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Phrases and expressions in commercials that fell in popular taste and became classics are increasingly rare in Brazilian advertising.

Have borders gone out of fashion in advertising? First, it is worth clarifying that maple is nothing more than a phrase or expression that has fallen into popular taste. But the impression one has is that the edge in the advertisement took Doril… and disappeared. Over the decades, Brazilian creatives created catchphrases from parodies of popular expressions that became classics. Who doesn’t remember phrases and expressions that made their mark at the time, such as Not like that, a Brastemp, Bonita Camisa, Fernandinho, 51, a good idea, Skol goes down a round, 1001 uses, among so many others kept in popular memory that today it is hardly heard anymore in the media. day M? These striking phrases had a high capacity to stick in people’s minds and increase the share of mind of the brand or product.

Maple usually appeared in commercials on open TV channels, in radio spots and in print advertisements, that is, its space was the traditional media. Now, in the age of social networks, brands, agencies and social media professionals monitor the most discussed topics on Twitter to come up with opportunity posts that generate the famous likes and shares, or become a meme replicated via the internet.

Maple has been less and less used due, in large part, to changes in our behavior and in the way we consume media. With the increased availability of information and internet access, we now have more options and become more critical and refined in relation to advertising. Marketing messages need to be more subtle and less intrusive to capture our attention. In addition, social networks and digital platforms offer new ways of interacting with brands, which can be more effective than a simple board, says Ricardo Miller, creative director at Oliver.

With a more split distribution of averages, building a board takes more time and effort. Also important is the consistency and continuity of brands year after year in the same direction, adds Laura Esteves, VP of creation at DM9.

Washington Olivetto, one of the most famous Brazilian advertisers and expert in the subject of borders, does not sum up the issue of digital fragmentation and puts his finger on a wound in current advertising when he comments on the disappearance of anthological phrases in commercials: there were great borders when there were great concepts, created and worked by great talents. Without great talent, there are no great concepts, much less great edges. The rest algorithm.