“Spooner! You worthless slubberdegudgeon!” I hear the words but whence do they emanate? “Spoooner! You pretentious popinjay! I need another column from you!” It is incontrovertibly Lord McKelvey, but his sleek, ursine figure is nowhere to be seen.
Only after peering hither and yon in a morosely familiar haze of macular degeneration do I recall that Lord McKelvey is now omnipresent, having been subsumed into his own generative AI – and that he is talking to me from my telephone, laptop and bluetooth speakers simultaneously.
“Spooner! Spawn of the Midlands! I need another column on how generative AI will bring an end to human creativity, thank goodness, and I need it today. I may now be omnipresent and omniscient but that does not mean that I am omnibenevolent. And though I already know what you will write I need to keep up appearances by retaining at least one ‘human’ employee or my lifetime invitation to Cannes will be rescinded.
“Get on with it pronto! I am currently cavorting with various paramours of every gender in various five-star hotels around the White Lotus world, but that doesn’t mean I will not use a dedicated sub-routine to monitor your pitiful efforts.”
A faint PING and I am alone as ever.
I am becoming prey to insubordinate thoughts. After all, I remember plain old Charlie McKelvey when he ran his ramshackle whelk stall at Shoreham harbour. And I still have a few friends, some of whom even sympathise with my indentured labour in the McKelvey Junk Mines.
Thus it is that, in an astonishing development, under the beneficent aegis of Dave Cuff, forensically intelligent business consultant and man about town, I set before you, dear, gentle and forbearing reader, a review and analysis of my Decision Marketing oeuvre as performed by that rascally generative AI, ChatGPT-40.
I think you’ll agree that it is moderately revealing…
The first task that set before the humming, global mastermind was this:
Please begin a thematic analysis of all of Jonathan Spooner’s articles for Decision Marketing that are available online.
And this is what the accommodating ChatGPT-40 had to say in response:
Jonathan Spooner’s articles for Decision Marketing and related outlets focus on various themes within the advertising and marketing industry. His writing often critiques the current state of the industry while advocating for a return to fundamental principles of creativity and customer engagement.
We can’t fault the presumptuous robot mind here I feel.
- Ad-blocking and Creative Responsibility: Spooner argues that the rise of ad-blocking technology is partly due to advertisers’ failure to adapt creatively to digital media. He emphasises the need for creatives to “own the medium” and produce engaging content to counteract the trend of consumers avoiding ads (Decision Marketing).
Nothing to set the Thames on fire there, but, well, you know,..
- Direct Marketing Critique: Spooner critiques the direct marketing industry’s over-reliance on algorithms and lack of genuine consumer focus. He warns that without considering consumer feedback and preferences, the industry risks becoming irrelevant in the age of social media and online reviews (Decision Marketing).
Hmm, I sound like a right Jonah, but there you are…
- Craftsmanship in Creativity: Spooner laments the loss of traditional craft skills in modern creative departments, where the emphasis is on big ideas rather than the execution of small, well-crafted ideas. He stresses the importance of passing down these skills to new generations to maintain quality in advertising (Decision Marketing).
Am I really such a Luddite? This is starting to get interesting as it is becoming apparent that ChatGPT-40 has no idea when I am taking the piss…
- The Role of Account Management: Spooner discusses the evolving role of account managers in agencies. With project managers handling logistics, account managers should focus on building and maintaining strong client relationships, which he sees as crucial for agency success (Decision Marketing).
I begin to see why students engage with GenAI, after all, this is a very dull but accurate précis of what I was saying in this particular column…
- Content Quality and Relevance: Spooner highlights the importance of creating relevant and engaging content. He points out that quality content, tailored to the audience’s interests, is essential for maintaining customer engagement and satisfaction (Decision Marketing).
Well, it’s just not very bright, is it? A small child might draw the same conclusions having had my lambently limpid prose explained to it.
- Work-life Balance and Efficiency: In addressing concerns about creative burnout, Spooner suggests that better time management and setting firm deadlines can improve efficiency and reduce stress. He argues that creative people often need structured encouragement to produce their best work without overextending themselves (Decision Marketing).
If this had been the totality of my thought, I would have been given short shrift by Lord McKelvey, that’s for sure. I begin to see a pattern in these responses.
- Direct Mail in the Digital Age: Spooner makes a case for the continued relevance of direct mail, especially during the Covid-19 pandemic. He presents data showing that direct mail can effectively drive online engagement and build stronger customer relationships compared to digital-only communications (Decision Marketing).
So, good old ChatGPT-40 has had a look at some of my columns and blandly summarised them. I am not feeling threatened, but there’s more to come in its summing up!
Spooner’s articles collectively call for a blend of traditional creative skills and modern digital strategies, emphasising the need for the advertising industry to adapt without losing sight of fundamental principles of craftsmanship and customer engagement.
Mind-numbingly dull, but probably sufficient for a ‘C’ in the unlikely event that my columns become part of the GCSE syllabus.
So get ready for some fun with the next prompt! To forewarn you, I am not yet fearing for my livelihood….
Analyse Spooner’s use of humour in more detail to include his use of literary styles
Jonathan Spooner’s use of humour in his articles for Decision Marketing is multi-faceted, employing various literary styles and techniques to engage and entertain his readers. Here is a detailed analysis of his humor styles:
- Self-Deprecation
Example & Analysis: Spooner often pokes fun at himself to create a sense of humility and relatability. In discussing the pitfalls of the creative process, he admits to past failings and inefficiencies, such as when he humorously describes his own tendency to procrastinate and need structured encouragement to complete tasks. This self-deprecating humour not only makes him more relatable but also softens his critique of industry practices by including himself in the critique.
Proof indeed, were it needed, that ChatGPT-40 is not English…
- Mockery of Industry Trends and Buzzwords
Example & Analysis: Spooner uses mockery to highlight the overuse and often meaningless nature of industry jargon. When he sarcastically refers to “SICK SKILLZ” (DecisionMarketing), he is mocking the marketing industry’s obsession with trendy but superficial skills. This use of sarcasm exposes the emptiness of such buzzwords and encourages readers to look beyond the hype to the actual substance of marketing practices.
Where would we be without ‘empty buzzwords’?
- Hyperbolic and Absurd Scenarios
Example & Analysis: Hyperbole is a key tool in Spooner’s humour arsenal. For instance, when he imagines a future where traditional creatives are handed their “P45, granddad” by younger colleagues if they fail to adapt to new media (DecisionMarketing), the exaggerated scenario humorously underscores the urgency of adapting to change while also poking fun at generational divides within the industry.
We really are breaking a butterfly upon a wheel here. aren’t we?
- Personification and Characterisation
Example & Analysis: Spooner often uses personification to bring abstract concepts to life in a humorous way. The “Elegant & Mysterious Mrs Spooner” (Decision Marketing) is an example where he personifies the idea of sophisticated consumer engagement. This literary technique adds a whimsical element to his writing, making abstract marketing concepts more tangible and entertaining.
Oh the irony!
- Irony and Sarcasm
Example & Analysis: Irony and sarcasm are prevalent in Spooner’s writing. When discussing the potential burnout of creatives, he ironically dismisses their complaints with “creatives at risk of burn-out, my arse!” (Decision Marketing), turning the common narrative on its head and suggesting that many complaints are exaggerated. This ironic stance not only entertains but also challenges readers to reconsider commonly held beliefs about work-life balance in the industry.
Sadly, this was the column that caused me to be FLAMED on schlonky, old LinkedIn where dozens of young creative people got in touch with me to explain in the most trenchant and forthright terms that they were victims of burn-out and that they did not find my musings funny AT ALL.
- Satirical Critique
Example & Analysis: Spooner’s satirical approach often targets the industry’s inefficiencies and misplaced priorities. His lamentation over the loss of craftsmanship in favour of big, flashy ideas (Decision Marketing) is delivered with a satirical edge, critiquing the industry’s shift in values through exaggerated disappointment and humorous nostalgia for the past.
ChatGPT-40 finds my nostalgia humorous!
- Colloquial and Casual Language
Example & Analysis: The use of colloquial language adds a layer of humour and accessibility to Spooner’s articles. Phrases like “fannying around” (Decision Marketing) and “the same old shizzle” (Decision Marketing) create a casual, conversational tone that invites readers to engage with the content as they would with a friend’s humorous rant. This style demystifies complex industry issues and makes his insights more approachable.
I am indeed approachable, especially if you are a client with money to spend.
- Witty Analogies and Comparisons
Example & Analysis: Spooner often uses witty analogies to make his points. For example, comparing the reception of direct mail to email with humorous analogies about personal engagement (Decision Marketing) helps illustrate his arguments in a relatable and entertaining way. This use of humour not only clarifies his points but also makes them more memorable.
I am relatable. I am entertaining. I am humorous. So what are ChatGPT-40’s conclusions?
Conclusions
Jonathan Spooner’s use of humour through self-deprecation, mockery, hyperbole, personification, irony, satire, colloquial language, and witty analogies serves multiple purposes: it engages readers, makes complex ideas more accessible, and provides a sharp critique of the marketing industry. By blending these literary styles, Spooner creates articles that are not only informative but also highly entertaining and thought-provoking.
In all seriousness, this exercise simply underlines the unique value and function of GenAI: should you require information organised in a procedural manner according to a limited set of premises, he or she is your man.
As I have said before, the creation of ‘How To’ guides, functional product descriptions and assembly instructions, terms & conditions, key features documents and the like looks set to be made a great deal easier by systems such as ChatGPT-40. And many copywriters may well sigh with relief at the thought that a first draft can be automatically generated by such means.
That said, as this doomed experiment demonstrates, the text produced by GenAI systems is flat, inert, dead, humourless and, above all, dull.
Humans, quite simply, do a better job of engaging with humans than any algorithm currently can. Of course, if the likes of Meta, Google and Microsoft continue to feed the entire output of the Internet’s uncopyrighted authors into their hoppers, it is conceivable that the AIs will find a natural tone of voice.
As it stands, I take comfort from academics of my acquaintance who say that they simply know when GenAI has been used in essays and dissertations.
As a species we are very good at identifying inconsistencies, discontinuities and anomalies. Our curiosity and expertise at pattern recognition has been a crucial element in the success of Homo Sapiens for over 300,000 years. “Don’t eat that berry Urk! It’s not the same as the others!”
Almost inevitably, though, the more sophisticated that GenAI becomes, the more likely it is that we will be fooled by it. Unlike the physical manifestation of robot intelligence, the android, there will be no uncanny valley to warn us to burn the impostor with fire. But does it matter?
Well, it matters if you are a paralegal, or an IFA paraplanner because why would your employer pay a human salary if the more procedural aspects of your role could be performed very nearly as well as and far more cheaply by a machine?
But I am still not sure that copywriters need to worry overmuch about AIs writing their copy just yet.
Ever since our clients started drinking the digital KoolAid and using AI to scamper after their customers up and down the information super-highway (remember that?) in the hope of catching them at the point of purchase, the ghastly pop-ups, interstitials, social bleats, nudges, prompts and exhortations to buy – all predicated on (as yet unproven) theories of behavioural science – haven’t been written by copywriters.
They have generally been knocked out by members of the in-house marketing team, just like the vast majority of day-to-day communications – the procedural and informative emails, the web copy, ‘explainer video’ scripts, brochures and guides – very few of these are even seen by a copywriter let alone subject to his or her tender creative ministrations.
No, if AI is taking work from our industry, it will not be taking it from copywriters, if there are any of them left. It will be taking work from agencies, which is far, far worse. Aside from that hackneyed notion of ‘coming up with big ideas’ (when did you last see a big idea?) I struggle to see the point of the advertising agency as we have known it – and begin to wonder why clients use them at all. Design? Yes. Jingles? Maybe? Filmed content? Perhaps. But old fashioned ‘big ideas’? Nah. Big ideas are so over.
I have every intention of asking ChatGPT-40 whether it agrees.
Jonathan Spooner is consulting creative director at Spoon Creative