Tuesday, October 26, 2010

'fake' advertising in the future

Modern advertising has a serious ethical problem:
It artificially creates demand for things that people don't really need. Increasingly so it also perpetuates unsustainable growth.

Here's a simple comparison of what is and will be.


we make a product first and then try artificially create maximum market demand for it (through advertising)
result: unsustainable overproduction


we advertise the concepts of future products first (or try to create maximum market demand for it) and only later, if there's enough positive response for it, we move into production process.
result: sustainable economy

So the difference is in the order of continuity.

This also implies that a creative agency will be spending most of its resources on creating new product concepts and 'fake' ads.

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