Ad men, Mad Men, advertisement, advertorial, commercial.
While advertising is often portrayed as an evil entity unleashing torrents of the next gleaming thing for innocent consumers to get hooked onto in its bid to empty pockets and profit that big corporation, I struggle to be completely sold by that concept.
A necessary evil, perhaps.
As it happens, I believe that the role of advertising is primarily to sell a product, be it goods and/or services, or to raise levels of awareness. I rather like the uplifting definition by the Advertising Standards Authority (ASA) as well – "Advertising... informs, entertains and promotes healthy competition". Now that, I reckon, could be a healthy way to view it.
If we think of advertisers as potential suitors courting a valuable interest (yes, that's you and me, folks), maybe we'd remember that our role here as the prized consumer is one that gets to make the choices. Having options (and plenty of it) can't be all bad.
Ultimately, advertising needs to keep to the path of the straight and narrow when it comes to ethics. Generally, adverts must not mislead and overpromise, or offend. There are more specific codes in relation to children, alcohol, gambling, motoring and health and financial products, with an overall emphasis of responsibility. In the UK, the latest round of advertising codes are set to come into effect on 1 September 2010.
There has been much debate on advertising for beauty products of late, with a greater call for honesty given the industry's notorious reputation in manipulating images to represent 'natural' beauty, which is being blamed for unhealthy obsessions with weight and appearances in society. To this end, it is reassuring to note that Cheryl Cole's hair extensions and various other models' eyelash extensions have been mentioned in shampoo and mascara adverts respectively, to avoid being misleading.
Good advertising to me, is about meeting consumers' needs in a way that is entertaining and leaves them wanting more. As a creative, generating a good piece of advertising is all about the big idea. A good big idea is one that grabs attention. A great one leaves a lasting impression. As a consumer, a good advert is one which allows me to develop a sense of affinity for the brand. I might not rush out and get my hands on the item advertised, but I'm more likely to consider it as an option if and when I might need something similar in future.
Bad advertising is one which is patronising. Consumers are way more sophisticated than what some advertisers would like to believe (marketing departments, are you listening?). Poor execution, cliche ideas, awful stereotypes – one has to wonder how they got approved.
While advertising is often portrayed as an evil entity unleashing torrents of the next gleaming thing for innocent consumers to get hooked onto in its bid to empty pockets and profit that big corporation, I struggle to be completely sold by that concept.
A necessary evil, perhaps.
As it happens, I believe that the role of advertising is primarily to sell a product, be it goods and/or services, or to raise levels of awareness. I rather like the uplifting definition by the Advertising Standards Authority (ASA) as well – "Advertising... informs, entertains and promotes healthy competition". Now that, I reckon, could be a healthy way to view it.
If we think of advertisers as potential suitors courting a valuable interest (yes, that's you and me, folks), maybe we'd remember that our role here as the prized consumer is one that gets to make the choices. Having options (and plenty of it) can't be all bad.
Ultimately, advertising needs to keep to the path of the straight and narrow when it comes to ethics. Generally, adverts must not mislead and overpromise, or offend. There are more specific codes in relation to children, alcohol, gambling, motoring and health and financial products, with an overall emphasis of responsibility. In the UK, the latest round of advertising codes are set to come into effect on 1 September 2010.
There has been much debate on advertising for beauty products of late, with a greater call for honesty given the industry's notorious reputation in manipulating images to represent 'natural' beauty, which is being blamed for unhealthy obsessions with weight and appearances in society. To this end, it is reassuring to note that Cheryl Cole's hair extensions and various other models' eyelash extensions have been mentioned in shampoo and mascara adverts respectively, to avoid being misleading.
Good advertising to me, is about meeting consumers' needs in a way that is entertaining and leaves them wanting more. As a creative, generating a good piece of advertising is all about the big idea. A good big idea is one that grabs attention. A great one leaves a lasting impression. As a consumer, a good advert is one which allows me to develop a sense of affinity for the brand. I might not rush out and get my hands on the item advertised, but I'm more likely to consider it as an option if and when I might need something similar in future.
Bad advertising is one which is patronising. Consumers are way more sophisticated than what some advertisers would like to believe (marketing departments, are you listening?). Poor execution, cliche ideas, awful stereotypes – one has to wonder how they got approved.
Meanwhile, let's end this entry with some firm favourites of mine.
“Test your handling skills. Get into a Mini today.”Guerrilla ad into the men’s bathrooms of all Mini retailers across Canada. The copy challenged to test handling skills both in the urinal and in a Mini test drive.
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