Hook – draw in the reader
Authenticity is interestingly applied to advertisements. John Grant, author of "The New Marketing Manifesto," states, "Authenticity is the benchmark against which all brands are now judged."
General statement on the concept or topic
It has become the dominant lens through which consumers decide to buy something, just as quality and price were previously. Nowadays, customers are becoming more discerning, very aware of artifice and hungry for something authentic.
Thesis
As evidenced in 2 advertisements, technology advances and the current lifestyle increases the importance of authenticity in advertising.
Topic Sentence #1: Pictures
First of all, as people in this social age are all looking for less materialistic …show more content…
The second advertisement portrays a real world situation because everything looks natural. It shows people involving in ordinary, mundane acts. We can see that the people are in the middle of doing something and are not aware that mereka difoto. Unlike the second ad, the first ad is not very realistic as everything looks staged and it is not what you find yourself into in real life.
In the past, when everything was a lot simpler and technology wasn’t very advanced, portraying an unnatural and staged pose in advertisements can be well accepted by consumers. In this era however, technological advances and the changing trend requires advertisers to take on a more realistic look, relying more on photography than illustration and to connect or relate more to the audience
In conclusion, the growing importance of authenticity can be seen in many techniques used by advertisers today. Advertisement used to be one-way messages directed at consumers, who replied with their wallets. Then the arrival of internet, transforms marketing into a back-and-forth conversation. It becomes crucial for brands to advertise on who they are without any
Authenticity is interestingly applied to advertisements. John Grant, author of "The New Marketing Manifesto," states, "Authenticity is the benchmark against which all brands are now judged."
General statement on the concept or topic
It has become the dominant lens through which consumers decide to buy something, just as quality and price were previously. Nowadays, customers are becoming more discerning, very aware of artifice and hungry for something authentic.
Thesis
As evidenced in 2 advertisements, technology advances and the current lifestyle increases the importance of authenticity in advertising.
Topic Sentence #1: Pictures
First of all, as people in this social age are all looking for less materialistic …show more content…
The second advertisement portrays a real world situation because everything looks natural. It shows people involving in ordinary, mundane acts. We can see that the people are in the middle of doing something and are not aware that mereka difoto. Unlike the second ad, the first ad is not very realistic as everything looks staged and it is not what you find yourself into in real life.
In the past, when everything was a lot simpler and technology wasn’t very advanced, portraying an unnatural and staged pose in advertisements can be well accepted by consumers. In this era however, technological advances and the changing trend requires advertisers to take on a more realistic look, relying more on photography than illustration and to connect or relate more to the audience
In conclusion, the growing importance of authenticity can be seen in many techniques used by advertisers today. Advertisement used to be one-way messages directed at consumers, who replied with their wallets. Then the arrival of internet, transforms marketing into a back-and-forth conversation. It becomes crucial for brands to advertise on who they are without any