We’ve heard it all before: “Our consumers are distracted”; “They are multi screening”; “There is too much clutter”; “Ad avoidance is on the rise”.
Yes, of course it’s all true, but what are we as the advertising industry doing to change the way in which we communicate to consumers, without throwing additional capital at the dilemma?
Although there may be multiple solutions, I believe that the best way to stand out is to utilise advertising that really connects with people (notice the word ‘people’, not consumers, not target markets, but rather real people). This includes a shared human emotion or as communication strategists like to call it a “human truth” – something that is relevant and has real meaning to a person.
Advertising is powerful, and if executed properly it can enhance the way we see the world – it encourages us to think, to feel and consider the issues around us in a new light. The best advertising does more than sell things – it changes minds and facilitates meaningful experiences thereby affecting the way we communicate.
Howard Gossage said, “Advertising justifies its existence when used in the public interest – it is much too powerful a tool to use solely for commercial purposes.”
Here are a few examples of ads that were relevant when they aired some many years ago and still remain relevant to this day.
There are many methods and techniques used by the advertising industry to try and break through the clutter, but creative work that has real meaning to an individual, which touches on real life experience, where the “that could be me!” moment happens – is remembered.
Whichever way you look at it, if brands create something with meaning, that has meaning to a person’s life, they’ll be left with a creative piece of work that speaks to emotions and makes those that have been touched by it speak and share on your behalf. These brand advocates account for more value than any budget can buy. You can count on that!
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