Posts Tagged: fake news


2
Dec 16

The case of the runaway headline

distortion2I guess I should be used to it by now.

But hell, it really is amazing how some news organizations twist people’s words to maximize the clicks.

The latest example is a story now running on CNBC.

Two days ago, I posted an article here about Apple’s recent advertising, in which I praised the Bulbs spot as “one of the greatest ads in Apple history.”

But when CNBC wrote their article about my post, they gave it the headline:

Apple’s ‘Think Different’ ad creator says its new commercial uses ‘oldest trick in advertising book’

Yikes. Sounds like a bitter man slamming Apple — when in fact I’m happy guy dripping with admiration. Really.

I did describe Apple’s montage technique as “the oldest trick in the advertising book.” However, I made it clear that this is part of the ad’s genius. It employs a familiar technique to create something fresh and exciting — what I believe to be one of Apple’s all-time best.

To its credit, CNBC’s article includes my full explanation. To its discredit, my full explanation lives under that horribly misleading headline.

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