We have, by and large, stopped believing in advertising. Why is that?
It is because we are sick of being lied to by advertisers. Shampoos which ‘nourish’ our hair? Now with added ‘citrus technology’? Hair is composed of dead cells. You can’t nourish dead cells.
We are being bombarded by lie-vertising and we have learned to tune it out.
I was in Seville over the Christmas break and one day, while walking down the Carretera Carmona, I saw the following ad on the side of a building site advertising the apartments being built, for sale:
Notice the “Calidades de Primera” screaming out in ALL CAPS! Loosely that translates as Premium Quality. Yeah, right. You see that on a sign and immediately you become suspicious.
What made it all the more obvious was that not 10m away was another sign on an adjacent building site. This time though, I would be prepared to believe that these apartments are of a reasonable quality. Why? Because they don’t feel the need to say so!
One of the big advantages of Social Media is that they are extremely transparent. You simply cannot get away with lying in a blog or podcast. You will be found out and your reputation will suffer.
Advertisers are looking enviously at the trust afforded bloggers wondering “How can I get some of that credibility?”