Last month, The New York Times chose these words to describe the current state of television advertising touting a better future ahead for us as a society: “The American economy is back–or so some of the country’s biggest advertisers are saying in new campaigns. It may be a sign that the recession is ending, or it may be a sign that consumers are sick of hearing about it.” Regardless of which reason is correct, this is an illustration of how advertising does and must have a keen understanding of the social zeitgeist in order to gain the attention of the American consumer.
Some media critics would say America is saturated in advertising, and that too often the culture mimics the message, not vice versa. I would say that advertising, at its best, can accomplish both. Consumers have developed filters and avoidance mechanisms proportional to the avalanche of ad messages. Coupled with overwhelming entertainment choices, consumers’ attention and so-called “engagement” have become more elusive. To capture the consumers’ attention, our creative must become increasingly more relevant, authentic and entertaining.
There are many who would look to popular media like TV and film for signs of the times, both social and economic. And there are certainly a number of films like Saturday Night Fever that marked a cultural era. However, with the two-year (minimum) development, sales, and production timeline for these kinds of entertainment projects, their social relevance can often be chalked up to a coincidence of lucky timing more than planned cultural reflection.
Advertising has the ability to capture, reflect, and influence our culture in a more current and immediate way than any other medium. The most enduring, iconic advertising has always gone beyond just product shots and benefits, to incorporate overt and subtle swatches of our cultural fabric, to touch a nerve in viewers, and resonate with relevancy. Albeit, at the end of the day, advertising’s job is to sell, but there’s no reason we shouldn’t communicate these messages in a culturally relevant way–a way that affects viewers beyond their need or desire for the product. In fact, I would argue consumers demand it. Timothy B. Heath, a marketing professor at Miami University’s business school, said in reference to a recent G.E. ad, “My first reaction was everyone in there is smiling and happy, and it’s a very bright scene; it seemed almost too cheery given where a lot of people are right now.” Which to me begs the question: what would happen if professor Heath took the reins of one of our leading marketers?
The purpose of advertising is not only to service our brand clients, but also to engage and connect with consumers in a positive way, enabling them to be active participants in a brand family. Good advertising allows people to choose how they want to be a part of American consumer culture, even if it does just show up on your TV.
Considering the fearful and depressed undercurrent of the country, I am left wondering what would happen to the psyche of the American people in the absence of these injections of positive, funny, and insightful messages we call advertising?
Scott Gardenhour is co-owner/EP of The Institute for the Development of Enhanced Perceptual Awareness.
