In the past years, there seems to have developed a trend in advertising magic, precisely: the way ad copy is worded. More than often we read words and sentences like this:
“This one will fry their brains!”
“This is a killer effect!”
“Destroy them with this one!”
“This will leave your audiences utterly devastated!”
“This is magic that kills any audience!”
You know it, you’ve read it. But then – did you take some time and think about it? What is it that the advertisers want to tell us? Become killers? Brain fryers? How strange!
Magic is supposed to be entertainment. To make people laugh, to present them a thoroughly good time. Of course, also to show them some stuff they can’t explain and therefore fool or deceive them. Some small wonders. But to “kill” them?
You might put this rambling aside as being non-relevant. Unfortunately, I see more and more of the younger generation talk (and maybe think) in this way, when they discuss their routines with their mates:
“Yeah, I tell you – use this gimmick and you’ll kill them!”
“Hey buddy: this move is a killer.”
“Last night I performed this and, man, I devastated them!”
“Hahaha … I fried them!”
Apparently that advertising language started to enter their minds and it seems they started to think in terms of killing, brain frying, devastating, destroying and so on. Additionally, there is that nasty term “them” (meaning the spectators, the audience).
I understand younger men are seeking challenges and like to be winners. They seem to need the fight, and this ad copy language encourages them to perceive a performance as a ‘fight’ with the enemy (audience), that has to be won.
Do I like it? No! It is ridiculous, inappropriate, stupid, and a ‘brainwash’ initiated by greedy dealers, who hope to sell more ‚weapons’ to their young customers by using this language.
Being an active performer for more than 35 years, working for real live audiences, I do know that I don’t need to ‚kill’ an audience. Also I do know how to thoroughly fool and deceive my audience with strong effects that entertain as well. No need to fry or kill them.
So please, dealers: about time to STOP that silly language!