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