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      <p>They probably do it deliberately and with intended malice.  They take cliche to the point of embarrassment; and they honour puerility by hanging it on the back of a national advertiser.  Witness the recent series for British Airways which, in one of its offerings, had a stewardess flying around completely unaided and generally behaving like one of those cloaked super-heroes from a bad fifties movie.  With all that money to spend, one would have thought that the film-makers could <strong>at least have got </strong>the back-projection looking right.  As it stood, it was amateur-night.  </p><p>But, then, so is the whole concept.  What the air-travelling public thought of it all, I can only guess.  I could tell you what the cabin-crews thought, but the law on obscenity precludes it.  </p><p>How did this silly idea get past first-base? Or, indeed, past the first paper-shredding machine? All it achieves, to my mind, is to make BA look like a bunch of BFs.  By striking contrast, take the campaign of a while ago 162 for Radio Rentals.  The Heathcliffe', the 'Submarine', etc.  It was bright, it was fresh, and it had all the constituents for lasting memorability.  </p><p>At a guess, I would say that both these projects enjoyed approximately the same production budgets.  So I am not being unfair in making the comparison.  Neither am I being one-sided by ignoring the enormously different markets that each is aiming at.  Let's look at it in basic terms.  </p><p>If one were to judge purely on the merits of implied authority and responsibility as individually projected by these two companies, I wouldn't mind betting that most people would rather <em>fly with Radio Rentals. </em> It's a classic example of how to let the side down in public.  Of how a farcical idea gains respectability by having enormous sums of money poured into it.  What am I telling you? Just this.  </p><p>In Sky work, by all means be innovative and imaginative.  But don't be preposterous, eh? POGTOR, / HAVE 17115 AWFUL FEAR OF TURNING INTO ' COPYWRITER 11 Almost final analysis In this chapter, I shall do no more than reinforce some of the <strong>points already discussed and tidy </strong>up the loose ends.  I rather hope you will read, learn and inwardly digest the following on the grounds that it represents what I see to be the fundamentals of advertising.  If you value my opinion at all (though I'm perfectly willing to consider arguments about why you shouldn't - just so long as your letters are accompanied by the equally valid arguement of a crisp tenner), you'll do so with some avidity.  </p>
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