{"id":1788,"date":"2021-10-22T11:01:54","date_gmt":"2021-10-22T15:01:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/22\/authenticity-in-advertising\/"},"modified":"2021-10-22T11:01:54","modified_gmt":"2021-10-22T15:01:54","slug":"authenticity-in-advertising","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/authenticity-in-advertising\/1788\/","title":{"rendered":"Authenticity in Advertising"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Lizzie Allsopp, Senior Copywriter at Creative Ad Agency, AML Group<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I know, I know&#8230; a contradiction in terms, haw-haw-haw snarf, yawn, etc. Sorry, did I interrupt your day &#8211; saving lives, I presume?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From time to time I get stick for working in an industry that is seen to deceive people into parting with their cash. And sure, none of us believe we\u2019re the next NHS, but actually, ads are a lot more authentic than you might think. For a start, any idea you have that even <em>vaguely<\/em> stretches the truth will get beaten into shape by the hammer and tongs of Compliance and Legal until it reads like a particularly nuanced page of terms and conditions. Lying is simply out of the question. Really &#8211; as much as I try.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">No, for me, ads are inauthentic when the brand reveal is wholly unexpected. You\u2019ve sat through a beautiful story, you even feel a bit moved and then you\u2019re hit by a logo on an endframe that slams in out of nowhere. I call it, the \u2018Uh? What?\u2019 moment. The raw juxtaposition of a heartfelt story, with an ending that bears no relevance to the narrative of the previous 60 seconds.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You feel cheated. You thought you were watching a small burger business\u2019s start-up story, you&#8217;re actually being sold a tablet. BUT NOBODY MENTIONED A TABLET! I THOUGHT IT WAS ABOUT HAMBURGERS! I WANT A HAMBURGER!! THIS IS WHY I HAVE TRUST ISSUES!!!! It\u2019s amazing how things can escalate.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why does this upset me so much? Partly because it feels disingenuous, but mainly because it makes you feel like an idiot. Like \u2018<em>HAHA you believed this emotional gumph but all we wanted to do was shift some product. You mug<\/em>.\u2019 And really, that doesn&#8217;t put me in the frame of mind to buy anything. Let alone some reasonably expensive tech.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s like the time when on holiday in Italy, a man grabbed my wrist and started braiding a friendship bracelet and I thought, \u2018sure\u2019. And then he tried to get me to pay for it, and I refused. He got angry, I got huffy &#8211; anyway &#8211; the Polizia were around, so he slipped off and what I&#8217;m saying is &#8211; when a logo is revealed, the customer should be in on the gag. Like the brand was on the tip of their tongue. They couldn&#8217;t quite get there and then &#8211; endframe &#8211; ah, suddenly it all makes sense.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s satisfying. Done well, the logo can even be an emotional payoff in itself. It can bring a sense of closure, and a wholesome &#8211; <em>\u2018maybe there is some good in the world\u2019<\/em> feeling. Ok, so we\u2019re not saving lives, but if I&#8217;m selling you a hamburger, you\u2019ll know you\u2019re being sold a hamburger. Terms and Conditions apply.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ok, so we\u2019re not saving lives, but if I&#8217;m selling you a hamburger, you\u2019ll know you\u2019re being sold a hamburger. Terms and Conditions apply.<\/p>\n","protected":false},"author":7,"featured_media":1789,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4,7],"topics":[2],"class_list":["post-1788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Authenticity in Advertising | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/authenticity-in-advertising\/1788\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Authenticity in Advertising\" \/>\n<meta property=\"og:description\" content=\"Ok, so we\u2019re not saving lives, but if I&#039;m selling you a hamburger, you\u2019ll know you\u2019re being sold a hamburger. 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