Messages about libraries on TV
Recently there have been two advertisements on television that are funny, but irk me because of the messages they are giving or not giving.
The Telstra Bigpond ad “Too many rabbits” has a voiceover at the end “Give your kids the right answers, get them broadband.” Will someone please grab that Dad and tell him that he doesn’t have to spend $30 a month or more to help his children get the right answers for their homework. He just needs to visit the public library. Not only will they most likely have a broadband connection there, they will also have a pile of books on China and the child will be able to take some of them home for nothing, zip, nada. In addition to the resources there will be someone who can guide him in the right direction and help the child assess whether the answers he has found are likely to be correct. More than likely the class teacher who assigned the research would probably have taken the class to the school library anyhow.
I wonder how many kids will one day be searching the Internet looking for answers about the Great Wall of China and find this on Youtube and not make the right assessment as to its accuracy.
The other ad, is Optusnet. The Library finds itself in competition with the Internet and is found lacking. At least this time libraries are in the same boat as banks, playgrounds, garages and shopping centres in this series of Optus broadband advertisements featuring wild animals.
A tiger wandering around the library mutters “it’s hard enough finding the right books, let alone someone to help” or something to that effect. OK, I know it’s a tiger and fair enough the library staff don’t want to be mauled to death, but I really hope that the public aren’t put off by the message that things are hard to find in libraries. I know that many find it hard to find the right stuff on the Internet — maybe we need a library ad selling that message.
Writing this post I found this comment by Deanne about the same ad on Ruminations
“The ad suggests that when you have the Internet, you don’t need RL libraries. Your comments reminded me of the ad, and how people are lead to believe that if you have the net, you’ll find the information you need independent of a librarian.”
Both of these ads send this message. Often people do find the information they need - but there is no admission that information-seeking on the Internet can at times be very challenging, the information found can be highly dubious and that online does not always suit everybody.
Are there any other TV ads that have a message about libraries?
Feed
Well…. there is an ad that implies we’re pretty sexy and flexible. You know the one…very attractive woman dressed “library chic” is shelving and then does some amazing backflips and mid air catching, as she reshelves the book
First time I saw it I was cheering…I thought it implied that we bend over backward and put our heart and soul into what we do…maybe an ad for a library itself?….or for a company associating itself with super-librarian to point out their high standard of service?
Nope. Sanitary pads. Drawing an analogy between the flexibility of the woman and the flexibility of the pad. Guess it’s a positive light (unless they’re calling librarianship “secret women’s business”). Oh Gawd.
Comment by Kathryn Greenhill | November 26, 2006
all due respect but that riposte sounds like the typical library response…seeing things from the perspective of the librarian rather than the user. In marketing we learned that its your non users and lapsed users that have the best lessons for a library service…if only we would ask them and listen without being defensive to the answers.
Re the optus ad…surely any publicity is better than no publicity? I can see a library campaign now..dress up everyone in tiger suits and get out there and mingle:)maybe even change some of your services to suit what the users want?
Comment by fran m | November 27, 2006
I am not aware of any adds, however I think that the message that the internet is not always a reliable source for information is a valid one (much like the Dad in the add). That is not to say it is all like that, but you have to check your sources. I always use the “Velcro Farm” site or ones about “Dihydrogen Monoxide” as examples.
Comment by TB | November 27, 2006
I am with you Peta, I had seen the Optusnet one but hadn’t thought about the Telstra ads implications. I was a bit put out at Optusnets ad, but then figured we weren’t the only ones being attacked, just the only non-business one.
However, it may just remind people that their library is an option that they haven’t considered in a while and cause them to check us out. Any publicity is good publicity might just fit here.
Comment by Michelle | December 1, 2006
Well it remains to be seen if it’s good publicity, albeit backhanded. The public libraries around my way appear to be very well-used so they must be doing something (many things) right, and are not in need of my defence, and that wasn’t what I was trying to do in this post.
Just pointing out the message.
Comment by Peta Hopkins | December 2, 2006
This one is not on TV - but it is on YouTube - any Australian libraries using Youtube for selling their message?
McCracken County Public Library
Found via Tame the Web
Comment by Peta Hopkins | December 4, 2006