An Opinions article brought to you by the ‘Other Press’
By Elliot Chan, Opinions Editor
Formerly published by The Other Press. March 18, 2014
I’m not an easy sell and I’m not a compulsive buyer. I can’t be—I wouldn’t survive if I was.
I work hard to earn my money and I choose to spend it on the things that I enjoy and with the people who I like. But I’m also reasonable; I budget wisely and do my best to avoid falling into debt. Many may consider it a marketers versus us game of tug-of-war with our paycheques, but I don’t see it that way.
I appreciate advertisements, because they aren’t pick-pocketing me on a busy street. They’re presenting the value of a brand in a way that might or might not attract my attention. Sure, advertisements are biased and appeal on many different levels, but as someone who understands the value of a dollar, you better appeal to me or I’m not buying.
Advertisers are not competing against us, but against other brands. So where some people say there’s too much product placement, I say good. It should be survival of the fittest. After all, advertising is art with a clear purpose.
I know it’s annoying to sit through those five seconds of commercial before your YouTube video, and I know it sucks to listen to the rambling of voices attempting to sell you something on the radio when all you want is some Beyoncé, but the alternative is having to pay for the services. God forbid I cough up my lunch money for a monthly subscription of YouTube, Google, Facebook, or any other free-to-use platforms that sustain themselves on advertisements. If you ask me, I think we are getting a pretty sweet deal.
Companies hate spending money on advertisements, and they hate it as much as we do when those ads are ineffective and annoying. Brands need to know their audience better and thanks to the technology of search engines, they are getting improved results.
I hope one day all marketing strategies will be targeted advertisements. If you show me something I actually want, I’ll appreciate it; if you show me something that is completely useless to me, like a diaper commercial, I’m just going to wait patiently for the baby to finish falling over and acting cute.
It does feel a little bit like Big Brother, knowing everything you do is recorded by a league of marketers. Still, if Big Brother knows that I’m searching “how to fix my plumbing” on YouTube, then Big Brother can rightly assume that I’ll need to find a good hardware store nearby, as well.
Our privacy is compromised regardless. Don’t be fooled, even your dirty Snapchat pictures can be recovered if you tried hard enough. But this is just the world we live in now and we can’t meet every technology and intelligence with paranoia.
Public places used to be train stations, shopping malls, office buildings, and school campuses, but now the Internet is a public setting as well. Advertisements are going to extend from the billboards you see on the streets to the iPhone app you look at before you go to bed. Embrace it. Adapt to it. And celebrate that we live in a time where we have a choice—because we are the ones with the power, not the brands.