I Am.. Authentic?

What makes an advertisement authentic?  Is it the product, or the ways in which marketers try to make the product seem appealing to you, the consumer?  In today’s society, companies are constantly trying to discover the next great idea that can sell a product.  Whether it is a new logo on the product or a new commercial you see on TV, they are all aiming towards the trend of being considered “authentic.”

 

Let’s take this Dr. Pepper commercial for example.  An uplifting ad telling you to embrace your “inner you” by breaking out of your everyday routine and go with the crowd of people that are all doing the same.  What is this commercial really trying to say, that the product is authentic, or the consumer is authentic?  Do people who want to express themselves drink Dr. Pepper?  This is authentic right?  You are going against the norm by showing off your “inner you” and storming the streets in joy.  But in actuality this ad is the furthest thing from authentic.  The entire commercial is just a clever new way that a corporation spent millions of dollars on to get you to buy their product.  They want to appear authentic to consumers because that notion of scarcity and realism is what is driving the consumer market today.

This is a common misconception among today’s society; the secure feeling of knowing the product you are buying is authentic.  Companies are trying to persuade you into buying their product because of how exclusive and different it is from all the rest; when in actuality, most of them are comparable to one another and the methods they take to explain that to you are exactly the same.

Dr. Pepper is not the only product employing this notion of authenticity.  It seems that this effort must be working because these products are still thriving.  Are the products you buy and consume daily producing authentic advertisements?  Are these advertisements the reason you choose their brand, their product?  And are these products authentic or are you, the consumer authentic?

Jessie Butner, Meaghan Beam, Zach Abramo, Jack Lane

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5 thoughts on “I Am.. Authentic?

  1. When it comes to consuming this big companies products, I believing having a good marketing scheme is the key to people buying their products. Personally I only buy the products that I us everyday such as phones or computers. Both of those coming from Apple. Apple has one of the best marketing schemes in the world. They back up all those schemes by making reliable products that are guaranteed to work for you. When you have a great track record when it comes to making good products then whatever scheme you use to get your product out there will be bought by those people who know how good you actually are. Companies thrive off that environment and when the good companies know their competition is not doing as well as they are they use that in their marketing techniques to sell their products.

  2. While your blog post poses some interesting questions, the one that got my attention asked “are these products authentic or are you, the consumer authentic?” It appears that what you are alerting society to the latest and greatest in advertisement which is the angle of authenticity. Authenticity, by definition is “the degree to which one is true to one’s own personality, spirit, or character, despite external powers.” I interpreted the argument as the brand being authentic instead of the consumer. After all how could a company advertise authenticity of its consumers? One could argue that they are saying the consumer is authentic if they buy the brand because they themselves become part of the brand’s character and the authenticity of the brand. In this case, the consumers make the brand authentic or not, based upon the brand personality the brand advertises and whether or not the consumers match that brand personality. It’s not so much the product that is authentic as it is the personality and character associated with the product. The authenticity comes from staying true to one’s brand personality.

  3. This is a very interesting question. I’m a bit cynical when it comes to advertisements. I take in all information presented to me very carefully. This commercial can be considered “uplifting” and even “inspiring.” Does it make me want to go drink a Dr. Pepper? No, not really. Does that mean this commercial and the angle that Dr. Pepper is taking has failed? No. I think people’s perspective on commercial ads are going to vary. A cynical perspective would be, “in order to be unique and happy, I need to drink Dr. Pepper.” Re-framing commercial ads can be helpful, though. Perhaps Dr. Pepper is trying to say something BIGGER to consumers-perhaps, if you just be yourself, you can be authentic. Someone who loves Dr. Pepper and what the company stands for probably loves this commercial. The heart-filled pathos raises the question of Dr. Pepper’s intention. But for people who consider Dr. Pepper a “lovemark” (loyalty beyond reason of a brand) probably love the direction of this commercial. I think it has to do with everyone’s perspective and frame of reference. It’s ultimately up to the consumer to feel “authentic.”

  4. I believe, that the example of the Dr. Pepper commercial represents the brand saying that it is ok to be authentic, or as Dr. Pepper usually puts it “different,” and share a common ground with others. I am not saying that everyone will believe this, but I do believe that was the message they wanted to resonate in the minds of consumers. Think back to their other commercials, such as the 23 “different” flavors combined into “one” can. The message is repeated by emphasizing a melting pot of differences into one entity, which at least for me, is known as a darn good soda.

  5. Dr. Pepper using authenticity as part of their brand is very interesting. Not only are they the only soda with 23 flavors but you drinking it makes you different. Maybe its just me but I liked the fact that Dr. Pepper is telling to me to stand out. And isn’t just because I am adaddicted to the soda.

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