Thursday, September 19, 2013

What is performance?

This is a little different than the usual confessions going on here, but I can't seem to get this one out of my mind. The thing I don't understand has something to do with advertising. Actually, I do understand it, though I don't understand why I understand.

If you are in that non-tech savvy lot that still watches television containing commercials, which may be a party of one for all I know, meaning me, you will probably come across a familiar voice doing the voice overs for some high end brands from time to time . One of these is Mercedes-Benz and the other is American Airlines. The voice is so distinctive that if you have watched the celebrated TV show he's on, you can hardly miss that the voiceover is being done by Jon Hamm, more familiarly known as Don Draper of Mad Men. 

Don't get me wrong. I have no problem with Hamm signing on for this kind of gig while he's at the peak of his career. May as well cash in while he can. The part I don't understand is, why does the voice of a character known specifically for selling people things by making them associate them with inner fantasies and needs that the product won't ultimately fulfill seem like a good choice? My take is that it is a very good choice--I just don't totally understand why.

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