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Get Real
Posted on July 05, 2006 by Kathryn Regina.
It’s summertime, and if you’re a TV-watcher (and don’t try to say you’re not), that means a proliferation of reality TV. From Nanny 911 to The Hills, you can watch “regular” people do just about anything on television. And now advertising is getting in on the real-life action.
In the Forbes.com article “Advertising Gets Real,” Marc E. Babej and Tim Pollak explore reality advertising. From the "Safe Happens" Jetta commercials to an anti-smoking campaign featuring a cancer victim with a tube in his throat, advertisers are abdicating the artificial for a wallop of reality.
Regarding the anti-smoking campaign, Babej and Pollak say, “It’s a fascinating approach, because it dares go beyond the realm of commonly accepted advertising etiquette. The protagonist is so real and vulnerable, his story so pitiable, that the ads are at once repelling and compelling, whipsawing our emotions. He’s not talking about his feelings or issuing a warning--he’s demonstrating what his life is all about. It’s very matter-of-fact, and that’s what makes the campaign so impactful.”
Though must of us don’t deal with such shocking subjects, a dose of reality is good for business. From telling your business narrative in an audio format (a service that our client StoryQuest provides) to admitting your company’s weaknesses, the human element lends credibility, and if nothing else, entertainment.
tags: reality advertising |
The Hills |
Safe Happens |
marketing
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July 5, 2006 in Building Customer Community | Permalink
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