CHARLOTTE
Personally, I really do not know the experience in the advertising field but my thoughts on advertising is that it is a form of mass media which presents ideas to everyone everywhere. It is a non-personal thing to do but the advertisements can be personal to the audiences. It also involves a marketing element to it. It has a commercial nature to it too. Advertisements are something that is used to inform and persuade people about an idea, concept or a lifestyle. It also has some profit-seeking element to it and to create a demand for a product through various ways. In the documentary, there were so many things that hooked me. It showed me how people back then loved marketers. They got it, understand it and have fun with each other’s fun ideas. People loved the effort being put in to say, drama’s, sitcom’s and more. People who are depressed, lonely and goes through things they have to overcome gives them strength later on to create ad’s that inspires and impacts lives.
Just like how Nike was originally intended created to serve athletes but then the term ‘Athlete’ changed over time. It expanded beyond a brand to being just something that represents a company of who they are. It is maddening how people can be crazy over a brand in this generation. In fact the term ‘Athlete’ has transferred to be people of sports. It became an aspiration to others to be who they can be and should be. It changed their attitudes towards issues and struggles they have in life. Something so simple as a tagline “Just do it” has deeply been instilled in them. Advertising is something that is being undermined most times but it is revolutionary. Another example can be seen in the Volkswagen ad, it showed that it was being hated. But now look it is so big and famous. Back then big ideas had to be looked out for to stunt people to get to them.
What also impressed me was how it showed what advertising is about. Advertising is something that gives an “it lets you be you” sense. When people look at ad’s they would also think “Oh, someone out there recognises me”. It is about connecting to people as well, reflecting on people’s lives and touching them. It was mentioned that great advertising also makes food taste better and cars run better, it changes the perception of everything. It is to see what people want to see, to know what people want before they actually know what they want as Tommy Hilfiger has mentioned. Jess Manning said that great advertising always almost start on something true. It has a lot of focus in it as you have a certain time to engage with somebody in a quality way.
Advertising is also telling people there is something great out there and you can buy it. Many times when people buy things it’s what they wish their lives would be. It is to connect to society in an entertainment form. When putting ad’s in a memorable way, people will then say “I’m gonna buy it!” or “Wow! I wanna share this with my friends”. When you also confine the core of a product, when you talk about it, no matter how, people will respond “Yes! That’s right!”. After all advertising really has a creative force, to think on blank paper basically. As David Kennedy has mentioned, creative people need to have a sense of duality feeling very secure in some deep sense and allows them to be risky and put themselves in the world. To be able to express yourself and be creative, to speak honestly, to have a nurturing environment is important because this industry can be pretty offensive and aggravating.
Making an advertisement is an emotional and difficult process and it is a hard business to remain proud of when it is a business of rejection as things get killed all the time. You make ideas and kill it, you make it and kill it and once again, you make it and kill it. It is a constant happening in the process. In the process fear would build up and fear can be a powerful depressant as mentioned. The real risk in advertising is really to be willing to try to be authentic which is to stop pretending you are advertising and help your client to stop thinking they are a client. It is hard to compute crazy ideas, to be ambitious, to convince people to buy your idea and those whom you are convincing are those who do not like you. For music, as an advertiser you can manufacture any feeling you want to.
You can create any feeling you want people to have. Some people of advertising were ‘born’ of sensing what will turn people on. Really, this impresses me given the fact that they can withstand this process in the industry. This documentary has enlighten me about the industry. This documentary really has shown me a rational and well-informed outlook about advertising. It has shown me advertising from back then and also now. It has also informed me about the responsibility of an advertiser. When making an ad, you have to make it clear that you are advertising. To have a successful business in this industry you need to make a lot of money from advertisements from over the many many years.
Given all that, now I know about the challenges, risk and the joys of advertising the question would be “Am I interested in pursuing a career in this field?” The answer to that question is yes I have considered it and is still on my list of thoughts but I am not sure honestly. Finally, what would society be like without advertising? An advertisement is everywhere. ‘Vandalism’ on the wall like paintings is an ad, a stunt or a move is an ad, in the movies there are ad’s, they are just everywhere. Without advertising I think people will never be able to train their creative thinking skills and never can be creative. Without advertising our world would be dull and non expressive. Without advertising we would never be able to be informed about the latest things in this fast pacing world.