I had a girlfriend over the other night, and we were reading magazines when I came across an ad for shampoo.  The difference about this shampoo ad though, was it was shampoo made by a well-known bottled water brand.  I showed this to my girlfriend because I thought it was surprising that a bottled water company would make shampoo, but her response was what really surprised me.  She looked at me and said, “Really?  THEY are making shampoo?  It is so insulting to be a consumer.”  I found this statement to be somewhat puzzling, but also somewhat true.

As our society becomes smarter, we as advertisers are forced to smarten up as well.  As technology advances, people are becoming more familiar with the different forms of advertising they see daily.  While all advertising mediums are still acceptable, consumers are now bombarded with advertisements almost everywhere they go.  We used to have to turn on the television to see a commercial, or drive down the road to see a billboard, but now we see advertisements everywhere, when we log on the Internet from our home or office.  We must realize that with this constant advertising exposure, comes a heightened sense of intelligence.  Consumers now know what to look for.

As a consumer, I can safely say, there is the possibility to reach a target audience in a way that grabs their attention; it is how you grab their attention that matters.  Nothing is more frustrating than being talked down to by an advertiser.  If you talk to your audience like they are stupid, they will recognize this.  The majority of elementary school children, are now just as computer savvy as most adults.  As advertisers, we are forced to advance as technology does; we must learn to adapt to our culture.

Rachel Cantor brings to BIGSHOT a vast amount of drive and ambition, having graduated college in only three years with a degree in Interpersonal and Public Communications, as well as a minor in English. A Magna Cum Laude graduate from University of Missouri-Kansas City, Rachel brings to BIGSHOT the same amount of passion. Learn more about Rachel.

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