"Break Through the Clutter"
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| Marketing Clutter is a scary sight. |
An
interesting phrase that was used often in this Frontline video is “breaking through the clutter.” Throughout the
use of the phrase; I was trying to figure out what exactly it was they meant by
this and later realized it was about being spontaneous. Taking a chance in a
creative way is what breaking through the clutter is all about. In the
Advertising industry, you have to think about what the consumer wants and how
to collaborate and make it work for both your client and the consumer.
Immunity
In relation to breaking through the clutter, the video also address the immunity consumers endure when living in an "advertising dominant' world. With immunity comes the urge to take more risk because advertisement is no longer capturing the interest of the consumer, making newer brands hard to reach them. The idea of building an immunity to advertisement is interesting to me because I never thought about that, but with immunity you don't think about it. However, I don't think immunity is a good term for it, normality is a less dramatized term.
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| What every Ad eventually looks like |
The Persuaders
The video also introduces "persuasion advertisement,"
which is in response to the concerns of immunity. It addresses the shift in
advertisement by explaining how it became more about the meaning of the product
rather than the product itself. They use examples like Nike and Starbucks; Nike
with the meaning of sports through their products and Starbucks with their
community building (outside of work and home) through their product. Such
advertisement approaches, like these, are very effective and ultimately make a
brand of themselves. Who doesn't know that Nike is where you get your athletic
attire and Starbucks is where you get your morning started. However, these
"brands" are very dangerous to consumers. How? Well that is another subject brought up and to sum it all up in one phrase, cult brands. Cults and Brands go together because they both create this emotion of belonging to something and everyone wants, rather NEEDS, to belong to something that feels like it has meaning. That is by far the most interesting thing I heard in this video because it is so true. Although I never heard of the term "cult brand," I can assure it does exist.
Overall the video was very insightful, but created a very dramatized view on advertisement. The world they laid out was advertising dominant and I don't see it that way at all. Maybe from a marketers eyes that is true, however I believe that only big cities are witnessing this advertising dominance and coming from a small city I can testify that it isn't that bad. I don't feel like it's dominating anything, or maybe that's the point the video was trying to make?
