Despite living in a digital age where social media is how many of us receive our news, television is still the leading manner of how consumers are reached. Internet, newspaper, radio and magazines ads pale in comparison to the millions of dollars that are spent in attempts to entice us, in one way or another, to buy a product, utilize a service, or attend a program.
Similar to what is in vogue in the fashion world, television advertising trends fluctuate and evolve to represent the “real” world. Television advertisements of the past sought to capture an ideal, a status that all viewers strived to achieve. However, the realization that one may not achieve this level of perfection or success can be down right depressing, causing the viewer to turn the channel and literally, tune out.
Advertisers want to relate to their viewers and customers on their level and associate tactics and functions that they can use in their daily lives that could provide certain benefits. Gone are the days of vacuuming in pearls, having the time to play catch in the backyard and now are the days of stretching that dollar and working longer hours.
- Optimism. With the current state of the U.S. economy, many individuals have been hit hards by the downturn. People are experiencing financial troubles and stresses that offer no sign of an escape. They need hope. Inspiring TV commercials that speak to the consumer about overcoming obstacles are taking center stage.
- Solutions. For many of us, money is tight right now. TV ads of the past parlayed a life of perfection and opulence, which were successful for that era. Today, people are looking for products that will save them money and are not just a frivolous purchase.
- Realism. Viewers are cynical these days, there’s always a catch or a hidden agenda. The idea of the perfect family and the perfect house is becoming stale. Viewers would rather see realistic scenarios and individuals that are easily relatable.
Just like in all avenues of advertising, having a relatable product, message, scenario, look or feel will go a long way in attracting a potential consumer and keep them.