(San Ramon, California)
Is this becoming the year for plagiarism or what? Is this becoming the year for plagiarism or what?
No you aren't seeing double. What you are seeing is a disturbing trend among the politicians and the media this year: The "copy cat" syndrome.
I was on the tread mill at my gym Tuesday, watching the latest political coverage on MSNBC, when the anchorwoman suddenly announced, "MSNBC, the best political team in the business!" I just about vomited!
What???? CNN has been branding itself the "The Best Political Team on TV." And on more than one occasion I have heard the anchors on Fox News Channel, say something to the effect of: "Fox News Channel, the Best Political team in........." You know the rest!
Of course, if we want to lay blame this year, we can always say the candidates started it. Remember back in Iowa, when Barrack Obama and Mike Huckabee won as the "candidates for change" All of a sudden just about every candidate out there became the "pilot of change," "the change agent," "change you can count on," "the candidate who changed his underwear!"
OK, they didn't go that far, but almost!
My point is, doesn't anyone want to be original anymore? Why try a potentially failing new theme, when you can steal someone else's tried and true phrase? The TV networks are just as guilty as the candidates. Whatever happened to great books on writing, such as "The Elements of Style" or "Creative Writing" handbooks. Every newsroom and newsperson should own them!
The problem is the public doesn't like copycats (or thieves!). Remember that theme McDonald's made famous so many years ago, "You Deserve a Break Today?" What if Burger King had also used that line? It would have been sued for copyright infringement and the ploy would have been scoffed at by the public.
The trick in marketing is to be original, or to counter punch, but not to imitate. Define yourself; don't steal your identity! Back to my food analogy, remember when McDonald's introduced the Big Mac, Burger King countered with the "Whopper!" and then said, "have it your way!" BOTH products and marketing campaigns were wildly successful. Had Burger King simply copied the "double-decker" burger and called it the "Big King" it likely would have bombed. So be daring, be different, be original, even at the risk of failure!
In the world of politics, no one bought the "change" mantle when it was hung on anyone else but Obama on the Democratic side. On the GOP side, it worked for awhile with Huckabee, but wore off when he looked less electable than the "maverick" McCain. Critics would say McCain is a long-time Washington insider, who hardly seems a change agent. But the "maverick" label proves that "what's old, is new again."
Anyway, let the politicians call themselves what they want. Truth in advertising should weed the field.
As for the media, they should know better. They are writers with an eye out for the new and different, not the "same old, same old." It is supposed to be a creative profession!
Yet the reports (and promo lines) are filled with tired cliches, weak analysis (Red state vs. Blue state) and inane questions. Yesterday an MSNBC anchor asked Congressman Peter King (R-NY) the following question, which I am paraphrasing: "Congressman, how long will the bad taste of the Spitzer sex scandal, remain in the mouths of New Yorkers?" I kid you not! That was the insightful question on a huge political development!
So you can criticize the candidates all you want for stealing each others' lines, but let's hope the level of originality rises in the media coverage.
Speaking of which, hats off to Jeanne Moos of CNN for some wonderful and wicked reporting on the "Hillary Clinton 3 a.m. Phone Call" campaign ad. FUNNY stuff! Now I'm just wondering if I'll see the SAME story pirated, pilfered and re-packaged on Fox or MSNBC.
Speaking of which, hats off to Jeanne Moos of CNN for some wonderful and wicked reporting on the "Hillary Clinton 3 a.m. Phone Call" campaign ad. FUNNY stuff! Now I'm just wondering if I'll see the SAME story pirated, pilfered and re-packaged on Fox or MSNBC.
Check in often at www.MarkCurtisMedia.blogspot.com
Check in often at www.MarkCurtisMedia.blogspot.com.
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