Your name: Elizabeth
Your age: 36
Your location: London
What you do for a living: Work in education
How you know me – if you do: Through football originally
Q1: What do you think about advertising?
A1: That depends on the advert – if it is a good advert (intelligent, funny, unusual) then I think it’s a great thing, but too often advertisers are quite lazy or verging on deceitful. Take adverts for makeup or haircare – I can’t think of an advert where the model (and its always models or model like celebrities, i.e. not real people) are enhanced to make the product look better. Telling me in tiny writing that Cheryl is styled using extensions and they are why her hair looks so good, not the shampoo is insulting... Same with statistics – which confuse the majority of people – 45 people out of 74 thought that this product was good – hardly scientifically statistically relevant....
Q2: Which ads have you liked recently? Why?
A2: The Innocent Flash/fruit smoothie adverts were good fun as are the Cravendale ones (particularly the old ‘milk!’ ones), even though I cannot abide the thought of it as a product... Not many stick in the mind from the recent crop though.
Q3: Can you remember any ads from the past? Which?
A3: Loads – watched far too much TV as a child... Perhaps the use of jingles was more prolific, as it’s amazing how many jingles stick with you.
Q4: In a sentence, and without googling!, describe what you think a brand is.
A4: something that identifies a product or range of products easily, and allows people to see (or hear in the case of the Intel jingle) that a product is made by a certain manufacturer.
Q5: Which brands are you loyal to, or passionate about now? Why?
A5: I don’t tend to buy clothes or makeup/skin care according to ‘brand’, but often do in terms of food and some household items. These range from simple (like always buying Heinz ketchup because I like the taste above any others) to tending to prefer Bosch appliances because of a perception of build quality. However, the proliferation of review sites online mean that individual brand loyalty is much less likely than buying on the basis of informed information.
Q6: When was the last time you took advantage of an offer? Who and why?
A6: Innocent veg pots at the supermarket! I like Innocent’s other items that I’ve had so far and a colleague has these at lunch, so the reduction in price was a good incentive to try.
Q7: Do you think advertising and marketing is good for society?
A7: Not per se. It is good that people are made aware of choices in the market, but advertising and marketing is often more about the glamour (in the old fashioned sense of the word as well as the more obvious one), than really giving people honest information about products and services.
Q8: Do you think advertising helps sway your opinion on whether to buy something or not?
A8: Yes, but possibly not as much as it does for the majority. I’d like to think I’m fairly savvy about how I choose what to buy and less likely to be swayed by an advert.
Q9: If you worked in advertising, how would you do things differently?
A9: Ha! I would want more honesty and less focus on the ‘buy the latest shiny thing’ side of it. But that’s never going to go down well....
Q10: Would you like to ask the advertising industry any questions?
A10: Can’t think of anything specific.