Tuesday, November 07, 2006

Advertising and Creativity

I was recently reading the latest issues of 4P's in which they were discussing the role of ceativity in Advertisements. My take is customer is no fool. See compare the situation with the Indian election scenario. People inthe 70's and 80's gave majority vote to congress or BJP and mandated them to form a government. Since they learnt that all and sundry are corrupt and there is no other choice but to choose between them, they voted in a pttern that for more than a decade now is the norm rather than an exception. The existence of coalition governments. Want power, enjoy sharing? Similarly consumers know all the time that Advertisers are lying and fooling them. The catch is that they allow them to do that. And why? Because they need to buy one product or other, even if it is from the stable of liars who are trying to emotionally manipulate them. Doesn't a husband and wife keep manipulating each other? But there is an iota of love which keeps them together.

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