NO, I Do Not Consent!
The impact of advertising, whether or not we've consented to it. Oh, and how advertising can change the world.
Buy this!
Look like this!
Your dream life, live and in HD!
Every day you are exposed to anywhere from 6,000-10,000 advertisements. Billboards, social media ads, television commercials, wheatpaste posters, internet pop-ups, the list goes on...advertising is everywhere.
While the overt messaging is to buy, buy, buy, the subliminal messaging is far more sinister. It says, "This is beautiful, and therefore, that is not."
Whether or not you have consented to this exposure is irrelevant; it's happening. It creeps into your subconscious and our collective unconscious, quickly firing messages about what's beautiful, what's acceptable, what's cool, what you need to buy, or what you need to "fix."
Advertising = Lack?
Advertisers are gifted at creating content that implies a feeling of lack. Lack of perfect hair or skin, lack of the newest bag, lack of youth, lack of satiation, and lack of contentment. If we were delighted with ourselves and our lives, we wouldn't need these products or services, right?
Next-Gen of Culture Shaping
The highest potential for a brand/advertiser is to shape culture and how we see ourselves and others. Fortunately, a new generation of creatives and brands are showing up to transform advertising from its current status quo. These creatives see an opportunity in advertising, one in which we can affect positive change. Great advertising can break down stereotypes and expand inclusivity so that no one feels unseen or misrepresented.
Leaders in Authenticity and Empowerment
If you could market your product and, along the way, change how people feel about themselves, wouldn't you want to?
There is a unique opportunity now to be a leader. Society craves authenticity and empowerment, yet not all brands/advertisers have that message.
What if you could simultaneously sell a red lipstick and increase representation in the queer community? That little red lipstick tube can increase visibility and normalization for queer lives. This reduces the rate of suicide among queer teens or hate crimes against the queer community in general. All of a sudden, the advertising of that red lipstick has changed lives.
Is Mediocrity Your Thing?
If mediocrity and maintaining the status quo are fine by you, then this article isn't for you. But if you work in advertising or you sell a product, or you're a young person entertaining the idea of getting into advertising and marketing, I implore you to please consider the impact of the work you put out and the opportunity at hand to make a real difference in the world.