Ever seen those digital billboards?
You know, those billboards on the road that are not the painted signs, but instead an electronic display that toggles through three or four different ad campaigns?
But my God, those things are annoying.
Especially if you are driving at night, when it changes from a black screen to a bright, white glowing rectangle of luminosity. That flash of change is a very disconcerting moment. Certainly not appropriate or safe for driving.
That being said, those billboards do get my attention.
What can I say? I was raised by the television and video games, so bright lights immediately attract my attention.
And I suppose that is all the advertisers care about, regardless of how safe it is for motorists.
But yesterday I saw an advertisement on a digital billboard that really pissed me off.
It was apparently paid for by the local news. Displayed on half of the screen was a live look at the NBC10 Doppler Radar thing, which gave an apparently up-to-the-second view of the weather, and potential precipitation.
Is this really necessary?
I am terrible with maps as it is. Whenever I happen to catch the weather when I am watching the News from the comfort of my couch, I have enough trouble trying to decipher exactly where my town is underneath the mass of floating clouds that may or may not represent rain. And then I have to figure out whether those are clouds that have already existed or if they are the predicted routes of future clouds. And then I have to figure out if those are clouds that contain rain, sleet, or snow.
And that is while I am sitting on my couch.
So how, then, do you expect me to decode your Doppler billboard while I am driving?
Not only am I ten miles from my house (and thus much less capable of figuring out where I am on the map), but I also don't know if I am traveling towards or away from those moving segments of colors that are making their way across your stupid, unreadable map.
This is not a Hardy Boys novel. You don't have to give me all of the evidence and let me solve the mystery by myself. You could simply do the courtesy of saying "Rain ahead!"
You know, with words.
But even that isn't really necessary or helpful. I'm already in the car and on the highway and there isn't much I can do to prepare for upcoming precipitation. So long as I have my windshield wipers, I am pretty much good to go.
I only know of one person who would actually be able to interpret it in the ten seconds it takes to drive by it without getting into an accident. And he went to school for meteorology, and probably doesn't need to look at the billboard anyway, since he knew what the weather would be like two weeks ago.
So thanks, but no thanks, NBC10. Your Doppler Billboard strategy is a failure.
But as far as your Sheena Parveen strategy is concerned....
|Probably the main reason I don't pay attention to the actual weather.|
Never, ever change.