today in ads we see perfection in every aspect of the brand ambassador. we see the perfect moms and the perfect kids - all happy together in the perfect house and car and everything else.
this perfect little happy family makes some people quite angry. are we aspiring to become clones of each other, all in search of the unreachable goal - perfection? do ads celebrate diversity and even just the ordinary? what about the underachievers?
when Avis created the "we try harder" campaign what made it a success was the it was the underdog. the guy who doesn't come first. and people could empathize with that feeling. are there any commercials out there that today bring about the same feeling?
i know Dove makes the real women commercials which are very popular with the students of this class simply because they can relate to the imperfect real person.
this article titled "that supermom in your ad? real moms can't stand her" in the advertising age is a great read. and the website the article refers to can be accessed here .
3 comments:
Ahh- Perfection! I can understand how some people might feel, however, it does not make me angry. Perhaps this is because as a consumer, I feel like I would love to view the world as being perfect. And it is something that has been able to help me feel good about a certain product. I feel that more consumers are willing to buy something that uses the ads with perfection in them, because people will remember, and it is something everyone wants to have.
Yet, I can understand why some people might be upset. Especially when the media portrays, "the perfect hair, the perfect look, the perfect style, the perfect body, the perfect house, the perfect car, the perfect etc..." Living up to these expectations can be very stressful and I think it is why some people get upset. However, the ads that use perfection- really do work. An example would be make-up ads, because a lot of girls, wants to be perfect.
Elizabeth
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