One of the things we discussed during zeitgeist for the 2000s was trying to find the truth (or defining what is the truth). Many brands are claiming transparency with more testimonial-ish and behind-the-scene ads. Take for instance Domino's Pizza and their "we use real tomatoes" TV commercial. I'm still wary of Domino's and I don't believe for a second that their pizzas taste better. I never doubted they used real tomatoes, it was more a matter of whether the tomatoes tasted good. When brands announce that they're telling us some kind of "truth", most of the time they feel more like little white lies. Also, for many of these brands, I feel that we, as the audience, do not give them the permission to be perceived as truth-tellers.
More here: Watch as the Truth Trend Grows
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