In a world highly driven by the (mainstream) mass media, it is important to acknowledge every aspect of the media industry, including Advertising. But when there are too many channels of communication, coming along with too many options of advertising, what do you do? Which one you follow? How are you assured that the information is trustworthy?
According to the Management Study Guide, Advertising plays three important roles:
- It is important for the customers.
- It is important for the seller and companies producing the products.
- It is important for the society!
Thus, besides the importance Advertising plays for economic purposes, it also has a lot to do with society-shaping. It helps educating people. And this is what we are going to focus upon!
It is widely acknowledged that societies are shaped by many factors. For the purposes of this article, we will be focusing on Advertising. Any company that wants to sell a product or gather followers for a cause turns to this practice. Earlier today I have seen a great Ad by Volvo featuring football player, Zlatan Ibrahimović. As an ‘everything-enthusiast’, I sometimes like to expose my vision on certain issues; for example ‘What makes a good Ad?’ Take a look at the video below and then follow the discussion.
[And here is another advertisement featuring Zlatan. A WFP campaign, with an even more powerful message.]
In my opinion, widely speaking, it takes several steps to create a good ad: a creative team, a well-defined mission and a powerful message.
First, an ad has to have a message and a target audience. Second, the message should not only inspire people to purchase the product (‘This car is so great, buy it & you will not regret it!’), but to educate them on worldwide issues or pressures. Thirdly, to make the message powerful, invite an influential personality to join your mission. Once you find the superstar of the ad (according to your target audience or not), knowing that they have many followers, you just have to spread the message in the most creative (yet personal) manner.
This way, people get to know about your product, hear the message as told by their hero and, most importantly, you used your ‘power’ to do a good deed. Your audience is educated about a global issue, the superstar has reassured his followers of his beliefs and practices, and you end up with selling your product – maybe to even more people!
Surely and unfortunately, the human, technological and financial resources are not distributed equally between every company/institution – whether they are selling a product or fighting for a cause. And this is why, the involvement of celebrities or influential persons should be more active for these purposes. My advice (and hope) is that more and more personalities get involved with social causes – be it publicly or privately, as this is a major way of raising awareness on different worldwide issues – and the world needs that.
So, whoever you are, wherever you are, make good use of your power or knowledge and consider the many issues the world is facing!
Featured image rights go to MultiVu.
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