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Do Consumers Feel Represented by the Protagonists of the Ads?

One of the criticisms that have been gaining strength in recent years about advertising and who appears in the ads has been the one that indicates that advertisers are not doing a very realistic job about who are the protagonists of their campaigns.In reality, advertising has never been very realistic. Ads have always shown what they assumed to be idealized visions of who we wanted to be. But what is changing now is, on the one hand, what is thought of the idealized versions and, on the other, the reception of those who star in those ideal versions.

Thus, consumers are increasingly vocal when it comes to criticizing who falls within these ideal visions and who does not. Citizens are increasingly demanding in terms of diversity (it makes sense: if brands want to speak to them, they should speak to all of them and not just a few), but also more critical of advertising failures.

For example, older consumers Norway Phone Number List are more vocal in pointing out that they are just the stereotype of grandpa in ads, when reality is much more diverse. Voices are also increasingly critical of how women are portrayed in advertisements. Studies have been carried out showing how the women in advertisements do not pass a certain age, tend to be flower vases or do not present themselves as authority figures.

For brands, all these issues are potential problems in identity and image perception, but also a drag when consumers respond to these messages. Because if consumers don’t feel that those ads speak to them, they won’t end up connecting with the brand and ultimately buying your products.The data from the latest study that has addressed issues of representation in advertising leaves quite bleak figures. The analysis has been prepared by YouGov, starting from various markets in order to achieve a global vision of the state of things. 44% of consumers around the world say they do not feel represented by the people who appear in the ads. The protagonists of advertising are not them.

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The percentage might seem, by contrast, not so bad. Does the statistic mean that there are 56% who do see themselves in advertisements? Not really. Only 19% say they feel fully represented in the ads and only 31% stay halfway, neither agreeing nor disagreeing with what they are asking.Also, the data is very negative if you look at the detail. Of the 17 countries that have been used as a sample, in 14 those who are not seen in the ads are more than those who do.

Among the countries surveyed is Spain, which helps to visualize how advertising is received in the country. Spain is one of the countries in which those who disagree with the statement “I feel that people like me are fully represented in advertisements” is older.Germany, Sweden, Spain and Italy, in this order, is where most people say they disagree, all of which are above 50% and in the range that goes from 50 to 60%. In Spain, the percentage is around 55%.

Interestingly, Spain is also one of the countries in which the most people are represented in advertisements, the eighth country in the order of greatest representation vision. Still, that’s not exactly good news. Spain continues to be below the global average (19%), around 18% of people who say that they are fully represented by the protagonists of advertising.

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