Mad for Ads: How Advertising Gets (and Stays) in Our Heads
INTRODUCTION The messages of advertising hit you all the time from all angles and at every stage of your life Ads can make you laugh They can make you cry Some ads are so surprising they stop you in your tracks Your parents may find certain ads unacceptable because they promote something they don’t want you to have You might appreciate those same ads for their creativity and striking visuals An ad can be confusing if you’re not sure what it’s selling A product A lifestyle An ad can be inspiring if it makes you feel connected to something bigger The purpose of this book is to help you understand the business of advertising It’s a highly creative one It’s also highly complex targeting a full range of your emotions With visuals everywhere you look advertising may seem like an external thing But this AD venture is interested in how ads affect your internal world your thoughts your feelings and your sense of self Get your passport ready Let’s go out into this advertised world and see how the AD-venture begins Buy
Representation Matters How many commercials do you see that feature someone with a disability in a lead role In advertising some of us are heard others not so much Advertising that features people of color and gender diversity is becoming more mainstream mostly because equal rights advocates have been fighting behind the scenes for decades Representation matters Advertising is a more interesting industry when more lives are validated as important consumers If we don’t see ourselves in the media mirror what does that mean about the worth of our stories
Chapter ONE A Brand New AD-venture Let’s dress for this AD-venture You also contribute to your brand through social media What you post share and like online create a personality For example you might be thinking of a certain person or group of people when you post something that’s your target audience And maybe you only post photos where you’re surrounded by friends which might mean you brand yourself as popular Some social media users are well aware of their analytics and closely monitor the number of likes and followers they get from each post This kind of background data was once only a corporate tool but now we can all use it to assess the value of our very own online brands What are the brands that contribute to your brand What are you wearing right now Hand-me downs Clothes that were a gift Thrift store finds Or an outfit from a giant retail store What do you like about what you’re wearing Do you feel good in it Do your clothes reflect your sense of style Do you just like to be comfortable Maybe it was simply the first thing you found on your bedroom floor Now let’s go beyond what you’re wearing What’s the last thing you posted online What was the last food or drink you bought What song do you play on repeat All of these decisions reflect a combination of your own beliefs wishes style and taste Here’s another way of putting it you have created your own brand and that brand is you The way you step out into the world is your brand This means you probably already understand something about the way advertising works The brands you support what you wear eat watch buy keep everything communicate something about you my dog's scarf
MY HAT MY SHIRT MY BAG MY WATCH MY DOG'S LEASH MY SOCKS
