Advertising has the power to sway society, whether it be consciously or unconsciously. Advertisements have been an essential part of our lives, from the moment we wake up and turn on the morning news, or drive to work past all those billboards. It has gotten to the point where we don’t even realize how many ad’s are pushed up against our windshields or plastered against walls, it’s just part of our daily lives.
The documentary, Persuaders demonstrates how the advertising world looks at the public and how it constantly struggles to get their word out into the world. They call it the “clutter crisis.” The documentary, refers to consumers as roaches; there comes a point where you spray them and spray them [with ads] and eventually it doesn’t affect them anymore. Advertisers segment individuals, analyze, and then group them into target markets and demographics. Throughout time, we’ve grown to not only like certain brands, but also love them and trust them. As states in the documentary, we ourselves have been branded with a love mark for specific brands. I myself have a special bonds with brands such as Coca Cola, Apple, and Calvin Klein. I feel that the way that these brands are advertised relate closely to me as an individual. Take a moment and think about your favorite brand of soda, coffee shop, car, or even toothpaste. Do you have a relationship or loyalty for brands? I know I do.
Companies are constantly looking for new and innovative ways to capture our attention. But they aren’t always successful. Sometimes ads fail and have negative results. Just like the following Cheerios commercial, this ad was intended to pull at the heart strings, just like the example in the video. However there was an outburst because of the interracial family depicted. Cheerios responded with the following comment: “Consumers have responded positively to our new Cheerios ad. At Cheerios, we know there are many kinds of families and we celebrate them all,” Camille Gibson, Cheerios vice president of marketing (huffington post.) Now a days I feel that eco-friendly, charitable, honest companies have more power in society. When these companies share their good nature with the power of the internet, companies are anything but limited. As stated in the article, Flawsome: Why Brands That Behave More Humanely, Including Showing Their Flaws, Will Be Awesome, “FLAWSOME is ultimately about having a mindset that consumers can relate to. A mindset that is open, honest, trusted and possibly even respected.”