Snehas article on advertising

Advertising these days is mass produced individuality. It crafts a unique personality and put it for sale. It’s in your hair as a unique neon glow hair gel or below the belt as an underwear that makes you desirable. It’s spreading its tentacles in every direction with a promise of a makeover. And this involves being omnipresent, slyly slipping in where the end customer hardly expects it. Cross over between media, collaboration of different platforms dictate the world of advertising. 

It started out with the Industrial Revolution, where the mass production of goods necessitated the differentiation between different products. Then it moved on to layered messages where the product fulfilled more than a tangible need. Then the age of subliminal advertising shocked more than sold.

Then the cynical customer weary of being manipulated demanded honesty. Credibility became the buzz word. And this is being achieved in ways other than simply roping in a popular face as Brand Ambassador. Advertising is diversifying from mainstream mass media like television, radio, and print to outdoors, PR, below the line (BTL) in order to create more believable touch points for the brand.

“Experience it before you buy it” : you not only have the devil telling you buying an Onida is ‘neighbour’s envy owner’s pride’ but you can experience that by going to your nearest showroom ,where the entire living room setting sells you not just the 42” inches LCD screen  but a lifestyle.

Credibility is also achieved by not doing the obvious evil. Joining hands with a cause gives the buyer a feel good factor of not just spending on an item but contributing to the greater good.  (recyclable packaging, higher costs justified by a donation of a percentage to a needy institution etc.)

For the over cautious, advertisements are cloaked as advertorials, where the trusted editor of the monthly magazine vouches for the wonders of Pond’s Age miracle for a small price.

It is taking intense effort to grab eyeballs of the buyer and it has to be repeated in different ways in order to be retained while making the purchase decision. A TVC is backed up by a radio jingle, a brand concept is strengthened by a cultural festival, a company’s vision  manifests itself in a charitable organisation. If you need to be remembered as a campaign, then you need to have all your fingers in different pies.

It’s in then end a business of making you feel good about spending money. Earlier it was just a champi for your head, now it’s a unique ayurvedic treatment custom made for each body part.