BTL KILLED THE ATL STAR!: Antes que comunicar creativamente, es preciso comunicar BIEN
e-mail: jtfidalgo@yahoo.com
Desde que decidí dedicarme a esta gran profesión que es la comunicación hace ya varios años, he puesto una especial atención en todo anuncio y material publicitario (ya sea ATL o BTL) que me tope por el camino. Y es que creo que lo primero que debe tener un comunicador profesional, es una buena capacidad de análisis que se desarrolla a lo largo de los días, meses y años.
En resumen, me paso la vida leyendo y analizando anuncios, comerciales o no, de todo tipo. Y también, desgraciadamente, haciendo muchos corajes cada vez que veo una falta de ortografía. Y es que si la encuentras en el sucio cartel de un puesto de tacos, quizá no sea tan grave, pero si es en un espectacular o en el anuncio de una reconocida marca, donde el arte pasó por manos de los diseñadores, copy, director creativo, ejecutivo de cuenta, director de cuenta y hasta el gerente de marca o mercadotecnia de la marca en cuestión, resulta tristísimo enfrentarse con ese gran reflejo de carencia cultural. Acentos que faltan, signos de admiración e interrogación omitidos, mal uso de las mayúsculas, de los puntos de suspensivos e incluso graves faltas de semántica y redacción. Ya en una columna anterior me he desahogado por la falta de uso de signos de interrogación y admiración en muchas piezas “disque profesionales” de comunicación.
Y todo este desahogo surge estimado lector, porque hace un par de días me encontré con un estupendo blog con el que me identifiqué totalmente: http://acentosperdidos.blogspot.com/. Una genial idea de Pablo Zulaica Parra, un redactor publicitario español que ahora trabaja en México y quien decidió aportar su pequeño grano de arena al uso correcto del idioma castellano en nuestro país. Él se enfocó en los acentos ortográficos, y los pone en cuanto impreso vea que carece de los mismos. Coloca el acento o tilde de papel que incluye impresa la razón por la cual la palabra debería llevar el acento ortográfico, justo en el espacio donde hace falta. Y bueno, lo mejor de todo es que a esta noble y quijotesca causa se han unido otros voluntarios y asociaciones de varios países de habla hispana.
Pero el punto crucial es el correcto uso del lenguaje en nuestra industria y medios de comunicación, hasta en los noticieros matutinos muchos comunicadores “hablan con faltas de ortografía” (como diría Joaquín Sabina). Es frecuente que usen por ejemplo la palabra “primer” en lugar de “primera” o “primero”, y como dato curioso (y si no, lo invito a que haga un interesante análisis), en todos los reportes de tráfico que escuchamos en la radio siempre mencionan la misma palabra “inmediaciones” (en las inmediaciones de la colonia Doctores…). ¿Qué pasaría si les prohibiéramos esta palabra? La palabra es correcta, pero teniendo tantos sinónimos…
Al final, las faltas de ortografía, redacción o semántica afectan el mensaje que queremos dar o incluso, le pueden dar otro sentido muy diferente al que deseamos. Y la gran perjudicada siempre será la marca o la empresa que se anuncia, y tristemente no el copy que lo hizo o quien lo aprobó.
Otros sitios recomendables son: http://escribesinfaltas.blogspot.com/ y http://azoteortografico.blogspot.com/
Es muy cierto yo también me he encontrado con muchas faltas de ortografía en los espectaculares de camnio a mi trabajo. Me encantó el blog que refiere el autor, es una vergüenza que en las agencias sigan contratando gente que NO SABE ESCRIBIR!!! y que además tengan título profesional. La educación en México debe ser el primer factor a tratar :)
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Muy buen análisis al respecto. Me da mucha pena ver que la comunicación de la empresa para la que trabajo no tenga un análisis de fondo ni una justificación. Hemos llegado al punto de comunicar para vender, dejando a un lado la responsabilidad social que tenemos como una empresa Great Place to Work. Creo que tenemos que poner nuestro granito de arena en la educación del país y nunca analizamos el impacto que podemos llegar a tener en las personas.
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