Are You For-real?: The Importance of Real Life Representation in Advertising.

Quick guys, it’s time to #BeReal.

In today's society, the advertising industry is a significant influence of culture and consumer behaviour. Selling a product or a service to a targeted audience is marketing 101, especially now that there are seemingly infinite ways to foie gras content to the expecting masses. With the increasing demand for authenticity and relatability in media, real life representation has become more crucial in advertising. People no longer want to see unrealistic portrayals of life, but instead, want to see advertisements that accurately reflect their experiences.

The obvious angle for this article to go down would be to equate ‘real life representation’ to diversity in ads. This is one pillar, a pillar that is discussed by all kinds of writers such as Eric Reicin , Jonathan Bacon, Cory Schroeder and so on but I won’t be inspecting these themes. The point I want to raise revolves around the utilisation and mobilisation towards truth. The truth of the situations humans find themselves in and how services/products match that reality. Ads that use silly entertainment ploys often come across as cringing and borderline offensive!?

Making life seem like a joke…well more-so. It’s already the universe's greatest punchline.?

Some (I SAID SOME) industries have started to shift towards honesty and transparency in ads, especially in industries where products and services deal with sensitive topics that have traditionally been shrouded in taboo or stigma.

Take for example, Ooo drum roll…. tampon advertising.?

In the past, companies have often used blue liquid to demonstrate the strength of their products, shielding the audience from the truth and failing to address the reality of menstrual bleeding. However, a growing number of companies are now breaking the mould and using red liquid, providing a more relatable and accurate representation of the product's intended use. That’s one small win, what we need to then look at are the characters who look as though they should be casted for army ads then one that depicts the array of issues that come with periods. I am not saying it has to be all doom and gloom, that’s not the way to sell a product! But imagine a tampon ad which rather than displaying women wearing tiny white shorts and doing high kicks in a parade, using tasteful, REAL, humorous and relatable narratives of what women go through?

Not only would that resonate with many but it also sparks a much deeper question about the responsibility of ads in the public domain. Should ads be socially responsible for filling in teaching gaps that education/institutions/government and parental guidance may miss, to help inform young or naive viewers of life's realities…

This is a can of worms that I will address at a later date. Keep an eye on the sky!

Another industry where authenticity is taking center stage is mental health. Mental health is a topic that has long been stigmatised and often swept under the rug. But with the rise of new companies that are breaking down these barriers and promoting open, honest conversations about mental health, the tide is turning. Companies that promote mental wellness in an authentic and reliable way are seeing significant growth, and are set to become even stronger as people continue to respond positively to these messages.

So what can we learn from these examples??

Companies that tackle issues head-on receive positive responses and by doing this it helps humanise the brand. Growing this kind of a connection is especially important for brands because it helps build trust and credibility with their target audience. Going against the perpetuation of negative stereotypes and WANTING to promote positive social change allows people to see them as a friend and not just a faceless corporation. This humanisation can lead to increased customer loyalty and improved brand reputation.

The market is showing how savvy consumers are becoming, and they can see through gimmicks and fantastical depictions that don't accurately reflect the product or service being sold. Advertisers should aim to showcase people being real and making light of real-life situations as authenticity sells. Those challenging the norm and embracing reality are poised for success and we should expect to see more companies in all industries follow suit.

Cut the noise and give the people what they want dammit!?

By Tina Mwazange?

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