If I had one advertising wish it might very well be the elimination of the word "experience." Not only is it overused and hackneyed, it is outright deceptive.
Most agencies are infected and infested with "experience designers." You wanna know something, I've never had an experience online. I click through pages, I might watch a video or fill out a form, but I've yet to have an experience.
When I read a book, and I believe this is a parallel, I do not consider my "page-turning experience." Even when the book I'm reading has pictures or photos, I do not have a "visual experience." I just look at pictures.
I just got an ad from a shoe store, trumpeting their "shopping experience." I was in an airport that promised a "superior airport experience."
Oh, go fuck yourself sideways.
The reason people and technocrats and consultants use the word like a bludgeon is that what they offer or provide is so profoundly and insipidly boring that they need to mask it in grandiosity. That "experience" you designed? As flat as a plate of piss.
Driving a Porsche on an open road, seeing the Parthenon, meeting the President--those are experiences. Using a deodorant or visiting a deodorant's website isn't.
