A couple of weeks ago on Hugh MacLeod who tweets as Gapingvoid shared this:
While the KFC commercial may seem like its from another planet, turns out that advertising circa 2009 is trying to recapture some of the approaches that this commercial embodies: it's straightforward, it has a clear benefit message and it has nothing to do with how this brand is going to make you feel better about being you.
In an article in its July issue, SKY magazine addresses the new world of advertising in a piece called Advertising's Attitude Adjustmtent. If you happen to fly DELTA this month you can pick up a copy of the magazine for free. In this article May Frazier looks at the major shift advertising is undergoing because of the recession.
"For the past three decades, there was this focus on extravagance in advertising, says Ronald Hill, a professor of marketing and business law at Villanova University who has also researched the Depression's impact on consumption. " The focus was, " You deserve it and you should get more; here's a credit card, go where you want and get what you can't afford."
Frazier writes in her article that a new message is emerging based on conscious consumption.
" To thrive today, brands must embody a new paradox: Drive consumption- the entire purpose of advertising, after all- without coming off as irresponsible advocates of capricious and conspicuous consumption.
So what ads are you seeing that have this new, more sober message?