I'm not sure one can even use the word "quality" with re to advertising. I guess what I'm trying to say is "the efficacy of advertising has deteriorated."
My impression of what has happened in the advertising industry is that it's reminiscent of the early WWW days when the "blink" tag was still available. Can anyone recall opening a web page and seeing 20 or 30 words blinking on the page? This is what today's advertising has become.
I think most ads today are very guilty of the "blink tag" mentality. I've been seeing more and more ads on TV where they show a different image every half second or every second. Most of the images probably have NO meaningful content with re to the intended product/service message. The ad is simply meant to pummel your visual cortex. It's like getting beat up by the school bully. You'll remember that moment for quite a while.
As far as I'm concerned, as soon as I see a lot of image changes, I change channels until the ad is over. I already mute the TV whenever an ad comes on so changing up or down one channel is no big deal. And I've gotten fairly good at timing it to return when the ad is over.
The other thing they're doing is "flashing" or "strobing" the screen. They're inserting a bright white flash when switching between the segments that make up the ad. And I mean these flashes are incredibly bright.
I was drawn into our sun room one night because I saw flashing in there. When I entered the sun room, I became aware of our neighbors to the north and slightly west. They live on the other side of our block. They're backyard is against the backyard of a neighbor who lives two houses north from us. Their TV screen is positioned so that it is visible through one of their windows. Now this is easily more than 200 feet away. The flashing I was seeing was from their TV while a commercial was on. It literally lit up the entire inside of our sun room with each burst of light.
I think the current generation of people who do all the special effects used in ads are suffering from the not unusual behavior of "gee, this effect is cool... I'm going to use it every chance I get."
This is one of the reasons I've been watching more PBS lately. I abhor commercial TV. It's like sticking one's head into a sewer hoping to retrieve a lost item.
If the advertising business is REALLY sincere about making quality ads, then go back to your lessons from advertising and marketing 101. The single most important feature in ANY advertising is "message" (aka, content). If you have a product/service you're trying to promote, then develop a message that speaks _clearly_ to the target audience. (eg, Our product is better because...) Oh yeah, and one more very important feature; ie, truth. If you have to manipulate or deceive people into becoming your customers, you don't have a product/service to sell. You belong in a midway at a county fair.