Truth be told, every time I see anything with Rodney Dangerfield in it, I’m immediately reminded of my late grandfather. Skinny legged, huge pot of gold like belly (maybe even a cauldron in both cases), slick back hair and a one liner always on its way. In a sense my grandfather was like the Cuban version of Rodney with one great exception, he got a lot of respect. Obviously Rodney also had his share of respect, appreciation and admiration from a legion of people who can’t help but tug at invisible neckties while miming the swallowing of a grapefruit. That being said, unlike the great Dangerfield and the magnanimous Grandpa Joker, we do not get respect on so many levels that it’s a wonder why most agencies don’t have a shrink to deal with our issues.
Where to begin, where to begin? Ok let’s start at home, by a rhetorical show of hands, how many people who work in this godforsaken industry have been questioned by classmates, family members, spouses and various other miscellaneous people in regards to just exactly what we do and why we do it? Then after answering that question, ask yourself how many times you weren’t prompted to change professions, you know… get a "real job". No matter how hard you try to explain though, they don’t get it. They don’t understand the “craft” that goes into our daily work… or do they? To add insult to injury, how many times have you explained what you do and have been replied with: “you can get paid for that?”. Wait, you mean to tell me that you need even more insult to injury? Sure thing buddy, go to a class reunion and tell a doctor, a lawyer, an architect, an engineer or even an accountant about what you do and see if they're able to hide the fact that they think you’re a joke.
Still think you’re a well-respected professional? Ok, then explain to me why a few of your clients don’t respect you. You read correctly they do not respect you. Don’t believe me? Then how many times have you had copies revised completely to get to exactly what the client wanted? How many times have your spell checking skills been questioned? How many times have you found yourself reviewing an artwork because they had super input in regards to the design and how a bachelor’s degree in accounting suddenly makes them the print advertisement feng shui gurus? In short, how many times have you been told exactly what to do or been ordered to revise a decent layout for something that can pretty much be categorized somewhere in between piece of shit and a total waste of money?
Oh-ho!!! You STILL think there’s some shred of evidence to substantiate your opinion that you’re respected? Then how’s that salary suiting you for your 13 hour work days? Hell it’s not like you could report said unlawful treatment since “that’s the way things are in advertising". No raise in four years? Sorry things are tough and the boss needs to pay the maintenance fee for his boat even if things ARE financially bad for your company?
Yet daily we see the hordes of young, hungry, up and coming advertising newbies who’ve bought into the bullshit that we work in a glamorous industry. That it’s totally worth taking a salary cut to still wear message T’s and ripped jeans. That they’ll get to travel above and beyond their expectations when the sad reality is that a lot of people actually don’t cash into that luxurious creative elite where budgets aren’t a problem and the only limitations you have are those of your mind.
Now if all is said and done, and you still feel like a respected professional, I congratulate you. Because if you can look in the mirror, smile, blow a kiss at your reflection and think you’re the shit while taking daily swims in your particular brand of company sponsored fecal cesspools, then that’s all that matters and you got all the respect you need.
Where to begin, where to begin? Ok let’s start at home, by a rhetorical show of hands, how many people who work in this godforsaken industry have been questioned by classmates, family members, spouses and various other miscellaneous people in regards to just exactly what we do and why we do it? Then after answering that question, ask yourself how many times you weren’t prompted to change professions, you know… get a "real job". No matter how hard you try to explain though, they don’t get it. They don’t understand the “craft” that goes into our daily work… or do they? To add insult to injury, how many times have you explained what you do and have been replied with: “you can get paid for that?”. Wait, you mean to tell me that you need even more insult to injury? Sure thing buddy, go to a class reunion and tell a doctor, a lawyer, an architect, an engineer or even an accountant about what you do and see if they're able to hide the fact that they think you’re a joke.
Still think you’re a well-respected professional? Ok, then explain to me why a few of your clients don’t respect you. You read correctly they do not respect you. Don’t believe me? Then how many times have you had copies revised completely to get to exactly what the client wanted? How many times have your spell checking skills been questioned? How many times have you found yourself reviewing an artwork because they had super input in regards to the design and how a bachelor’s degree in accounting suddenly makes them the print advertisement feng shui gurus? In short, how many times have you been told exactly what to do or been ordered to revise a decent layout for something that can pretty much be categorized somewhere in between piece of shit and a total waste of money?
Oh-ho!!! You STILL think there’s some shred of evidence to substantiate your opinion that you’re respected? Then how’s that salary suiting you for your 13 hour work days? Hell it’s not like you could report said unlawful treatment since “that’s the way things are in advertising". No raise in four years? Sorry things are tough and the boss needs to pay the maintenance fee for his boat even if things ARE financially bad for your company?
Yet daily we see the hordes of young, hungry, up and coming advertising newbies who’ve bought into the bullshit that we work in a glamorous industry. That it’s totally worth taking a salary cut to still wear message T’s and ripped jeans. That they’ll get to travel above and beyond their expectations when the sad reality is that a lot of people actually don’t cash into that luxurious creative elite where budgets aren’t a problem and the only limitations you have are those of your mind.
Now if all is said and done, and you still feel like a respected professional, I congratulate you. Because if you can look in the mirror, smile, blow a kiss at your reflection and think you’re the shit while taking daily swims in your particular brand of company sponsored fecal cesspools, then that’s all that matters and you got all the respect you need.
7 comments:
That is so true. I wrote a piece for a romanian online advertising magazine talking about this issue. I might translate it in english one of these days, when I'll stop being lazy. The title is "So what did you say you were doing? I'm a copywriter, I write ads. Oh..."
Great post.
Things have changed. I used to get respect in the eighties.
I translated the piece, if anyone's interested.
We're always interested mate. I took the liberty of copying the link and posting it directly here.
http://eugens.wordpress.com/2007/03/08/how-does-it-feel-to-be-a-copywriter-at-an-ad-agency/#more-57
Great post on your behalf as well man, keep them coming :).
cheers
I got respect once. Once.
thanks joker. heh, makethelogobigger, i bet that was cool. all the writers I know despise advertising (even if they could make more money from it than they do now from writing). I get made fun of alot. I'll show 'em when I finish my second book :))
Seriously though, I think this happens because of the glam image perpetuated by itself, I guess. Advertising is only 1% glam (might be even less) yet the general public seem to think it's 99% glam. I don't know why that's happening - and it's happening worldwide, strangely enough.
I wanna hand out some respect to the writers in this bunch, because I'm an art director and I know how little respect you actually get. You have it the worst in my opinion. Don't get me wrong, I get very little respect...even from you copywriters. But I see it everyday, you write something elegant and well thought out, only to be crapped on by a line of people starting with art directors, creative directors, the president of the agency, account directors, junior ae's, and anyone else who learned how to read. Then you get to deal with the client. It's a rough life, I know.
But know this, I respect you and I try my hardest not to meddle with your copy and I try my hardest to defend it to the creative director and the whole list from above. I say, let's unite. Let's work together and respect each other...we might have a fighting chance.
Post a Comment