In Ad We Trust

So last week, Gallup’s annual “Honesty and Ethics of Professions” poll was released, and like clockwork, “advertising practitioners” were down near the bottom, although above Congresspeople and Senators.
Should we care?

While lots of people don’t care much for advertising, they generally know it when they see it, and that’s part of the bargain they make for having their TV and other media content somewhat subsidized.
However, the tactics are changing fast. Ad students and young creatives are constantly being told to “do something that doesn’t look like an ad.” And that may actually be a problem. We have the technology to target people more individually, plus the creative ability to disguise marketing in the form of social networking, gaming and entertainment. It holds both promise and peril.
The reality is advertising won’t become more trustworthy if the growth in the industry comes in savvier, more interactive but ultimately more Big Brother-ish ways.

It’s the subject of my new column on Talent Zoo.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.