Number Three: Emma Scutt
Your name: Emma Scutt
Your age: 40
Your location: London E17
What you do for a living: Freelance mural artist
How you know me – if you do: via Twitter
Q1: What do you think about advertising?
A1: To be honest I think there's too much of it around. There's a bewildering amount of advertising from all angles these days, there's no escape! Whether on television, radio, on-line, magazines and newspapers, there's constant bombardment. I understand that it's necessary for brands and products to get their messages out there and attract the attention of potential buyers, but I sometimes feel it's a little overwhelming.
Q2: Which ads have you liked recently? Why?
A2: Most adverts go in one ear and out the other, but there's a few that have stayed in my head for a while. I wouldn't say "like" is the right word, but I thnk the NSPCC "stop" campaign was extremely effective at getting it's message across. I like the apple iPod ads as they're fun, colourful and punchy. And the Sony Bravia ads with the colourful rabbits/bouncing balls/paint were beautiful.
Q3: Can you remember any ads from the past? Which?
A3: The Guiness ads are works of art in their own right - the "white horses" surfing one was stunning and always seems to crop up in best advert awards. Also the recent Cadbury ads have been fun and innovative. I thought Cadbury were brave to go down that road, as the actual product didn't even feature in the ad, yet the adverts were such a talking point that the brand awareness must have increased hugely.
Q4: In a sentence, and without googling!, describe what you think a brand is.
A4: A brand represnts the visual identity of a product, and it's core values.
Q5: Which brands are you loyal to, or passionate about now? Why?
A5: Apple - To me their products instantly represent quality, style, and beautiful yet functional, innovative design.
John Lewis, Boots and M&S - Traditional, tried and trusted dependable British brands which consistently offer excellent quality and value for money.
Heinz - I've tried the cheaper supermarket own-brand versions and I'd never go back.
Q6: When was the last time you took advantage of an offer? Who and why?
A6: Apart from Sainsburys/Boots BOGOFs which I take advantage of every week, it was probably Pizza Express - they send me regular emails with discount vouchers.
Q7: Do you think advertising and marketing is good for society?
A7: Difficult question. If they didn't exist, I have a feeling the world would keep on turning, and people would somehow manage to find the products they need. I think it's probably better to have it so that there's an awareness of what's out there, though not sure if it's "good" for us exactly? If anything, I think the bulk of advertising encourages people to spend money they don't have on things they don't actually want or need. Also the preference by the industry for using only thin/young/beautiful people to advertise absolutely everything can have a massively negative psychological impact on both sexes.
Q8: Do you think advertising helps sway your opinion on whether to buy something or not?
A8: Well I'd love to say no, but I think that would be extremely naive! Whether I like it or not, perceived brand messages and values are hardwired into my head, and definitely affect whether I do or don't buy a product.
Q9: If you worked in advertising, how would you do things differently?
A9: I'd just be honest. I don't believe there's any point in exaggerating the benefits of a product, as the truth will be exposed at some point anyway. I think most people appreciate honesty and integrity, and will reward with loyalty - especially these days when there's less money to spend, so people would rather get value for money and not be ripped off.
Q10: Would you like to ask the advertising industry any questions?
A10: Yes! Why don't you use more "real" people in your advertising?