Thursday, February 21, 2008
Richard Rapaport's article in AdAge is one of the most provocative articles I've seen in awhile. It really made me think about advertising's role in culture and once again raises the age-old question: is advertising a cultural influencer, or is it influenced by the culture it's in? The answer isn't black or white: advertising has powerful abilities to influence culture if only because of its pervasiveness, but it also is a product of the culture it comes from. As anyone who has ever been involved in a strategic briefing knows, we who make advertising create it with knowledge of the people who will consume it. We need it to be relevant to them, not us. So in this way, we reflect the cultural values of the time among a specific target group of people. On the positive side, the ads cited as examples are very much in touch with the culture they're meant to work within. And, their use of humor and light-hearted tone pokes fun of the problems of culture we perhaps wish were not there.
Advertising as a mirror of culture is perhaps most clear when looking at ads in other cultures: ads in collectivist cultures like Eastern Europe look and feel dramatically different from ads from the US, where individualism is a more powerful cultural force.
But back to the bigger point: in 100 years, if there are artifacts of our culture left, some of our advertising messages will point to a culture that is mean-spirited, competitive, and even a bit snide. But it will also expose a culture concerned about the future of the earth as evidenced by environmentally aware campaigns, a culture concerned about health, as seen in the Truth ads, and a culture aware that something was dramatically wrong with it - as seen in our political slogans, ads and signage.
Could more ads be more socially responsible, more ambitious in their role in shaping culture? Could we take a stand on shaping the culture by putting out ads that reflect more ideal cultural values? Absolutely. It means taking the harder road and digging to find deeper connection points between advertiser and target audience. Connections based on shared values - human truths, if you will. And not to get too philosophical, but it begs each of us in the industry to think about our larger role within the culture, and within history, and to think about the personal legacy we want to leave behind.
Advertising as a mirror of culture is perhaps most clear when looking at ads in other cultures: ads in collectivist cultures like Eastern Europe look and feel dramatically different from ads from the US, where individualism is a more powerful cultural force.
But back to the bigger point: in 100 years, if there are artifacts of our culture left, some of our advertising messages will point to a culture that is mean-spirited, competitive, and even a bit snide. But it will also expose a culture concerned about the future of the earth as evidenced by environmentally aware campaigns, a culture concerned about health, as seen in the Truth ads, and a culture aware that something was dramatically wrong with it - as seen in our political slogans, ads and signage.
Could more ads be more socially responsible, more ambitious in their role in shaping culture? Could we take a stand on shaping the culture by putting out ads that reflect more ideal cultural values? Absolutely. It means taking the harder road and digging to find deeper connection points between advertiser and target audience. Connections based on shared values - human truths, if you will. And not to get too philosophical, but it begs each of us in the industry to think about our larger role within the culture, and within history, and to think about the personal legacy we want to leave behind.
Labels: advertising and culture, culture
Friday, February 15, 2008
Tuesday, February 05, 2008
Something to ponder
In a recent Fast Company article, Duncan Watts, a researcher from Columbia disputed Malcom Gladwell's claim from the Tipping Point that the "Influentials" create trends, saying instead that "everyday" people have more influence starting them.
His research makes for an interesting read on Super Tuesday when you get bored of the primary results.
In a recent Fast Company article, Duncan Watts, a researcher from Columbia disputed Malcom Gladwell's claim from the Tipping Point that the "Influentials" create trends, saying instead that "everyday" people have more influence starting them.
His research makes for an interesting read on Super Tuesday when you get bored of the primary results.
Sunday, February 03, 2008
In case you missed any of the SuperBowl ads, you can see them all here. Rumor has it they're also posted on MySpace.
We especially liked eTrade's talking baby (for fun), Partnership for a Drug Free America's second-quarter ad for its candor and straight-talk to parents, and thank all the advertisers for being light on the sex and heavy on values this year.
Depsite the upset (we are Pats fans, after all), both teams played a great game and we congratulate the Giants!
We especially liked eTrade's talking baby (for fun), Partnership for a Drug Free America's second-quarter ad for its candor and straight-talk to parents, and thank all the advertisers for being light on the sex and heavy on values this year.
Depsite the upset (we are Pats fans, after all), both teams played a great game and we congratulate the Giants!
