Aug 01, 2022
In Welcome to the Forum
The power of advertisers requires responsible behavior. The Merck Bracht event of the BVA (Advertisers' Association) was therefore all about meaningful advertising . The balance will have to be found between business and social interests. Otherwise it will go wrong. In this article I would like to share the most important learnings from this event with you. Dream image or nightmare A scientific study of advertisements placed over the past century shows that women were almost always portrayed in subordinate roles in advertisements. Women were almost always portrayed in subordinate roles in advertisements. Although that did change after the emancipation wave in the 1970s. Minorities were even worse off. If we think that the Zarate Piet discussion is something of recent years, we are wrong. As early as 1968, researcher De Vries argued in the advertising magazine job function email list Ariadne for the 'abolition' of this 'symbol of fear, sin and discrimination'. It took more than half a century for this to happen (finally?). In the past, a customer chose a brand because of VALUE, now VALUES play a bigger role. Meanwhile, consumers are further irritated by how advertising shapes our society, with images that suggest a reality that does not exist. That disturbs the receivers. Motivation conducted extensive research into this. The Dutch expect advertisers to represent the relationships within our society in a balanced and realistic manner. But a majority believes that advertising currently does not provide a realistic picture of how we live together in the Netherlands. That is the main conclusion of the study. The representative sample of 1,098 adults yielded a number of clear conclusions: The Dutch public believes that brand advertising contributes to image formation, but 66% believe that brand advertising does not provide a realistic picture of our society. Many Dutch people do not recognize themselves in the brand advertisements they see.