Is Ad Land Really Changing?

April 1, 2016   Opinion

New Mobility Magazine | Source

Photo by Pascal Demeester, provided courtesy of Nordstrom

Photo by Pascal Demeester, provided courtesy of Nordstrom

It’s a national pastime to hate commercials. Only during the Super Bowl are commercials given any respect. That’s when the best of the best show up, or so they say. This year, the best of the best was a troupe of wiener dogs dressed in hot dog buns.

OK, every year can’t be great. But big-time commercials can also be seen as cultural road signs that often precede other media in spotting and exploiting social trends. For example, recently both television and print advertising featuring people with disabilities is on the rise and decidedly more prevalent than the inclusion of people with disabilities in television programming itself. Every expert I talked to, from advertising journalists to Hollywood talent agents, agreed. It’s somewhere between more than occasional to a trend.

Advertising has to break through the clutter and get your attention. These days it is being done with what Hollywood talent agent Gail Williamson calls “vanilla — the friendly black doctor, the overwhelmed soccer mom, that vivacious young woman trying to sell you a phone plan.” And what is more vanilla than Honey Maid Graham Crackers? That’s about as close to “Leave It To Beaver” ’50s blandness as you can get.

Read the full article at New Mobility.