'Real People' Take Centre Stage in Adland: Ads Featuring Employees and Consumers Are on the Rise as Brands Look to Push the 'Truth' of Their Message, Discovers Matthew Arnold. (Analysis)

By Arnold, Matthew | Marketing, January 17, 2002 | Go to article overview

'Real People' Take Centre Stage in Adland: Ads Featuring Employees and Consumers Are on the Rise as Brands Look to Push the 'Truth' of Their Message, Discovers Matthew Arnold. (Analysis)


Arnold, Matthew, Marketing


Abbey National's announcement last week that it would hold talent show-style auditions for customers to find the stars of its new TV campaign (Marketing, January 10) confirmed what is fast becoming adland's new trend.

Spurred on by the popularity of reality TV shows such as Pop Idol and Big Brother, advertisers are eschewing actors in favour of 'real people' -- staff and consumers, long featured in tactical spots, are now fronting brand campaigns.

Ads featuring company employees are perhaps popular because they can help motivate staff as well as customers. B&Q's 'You can do it' ads use straight-talking staff to sell the DIY retailer's brand values of honesty and value.

"Consumers are becoming wiser to traditional advertising," says Richard Morewood, group director on the B&Q account at Bates UK. "They want to hear you tell it like it is. There's no more pulling the wool over their eyes."

B&Q has spawned more than its fair share of imitators, the most obvious being Halifax. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

'Real People' Take Centre Stage in Adland: Ads Featuring Employees and Consumers Are on the Rise as Brands Look to Push the 'Truth' of Their Message, Discovers Matthew Arnold. (Analysis)
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.