Blue Skies or Mood Indigo?
A feeling of joyful exuberance permeates many ads these days. But
some say consumers won't join the glee club
There's no denying it: Madison Avenue has gone from glum to giddy. The
models in Calvin Klein ads who just last year looked strung-out and
depressed now laugh and play tug-of-war. And they're not just the
happy few. In ads for everything from perfume to Prozac, the mood is bright,
optimistic, happy as can be.
But consumers don't feel all that great, according to a recent study
by the American Customer Satisfaction Index, Milwaukee, WI. The study, described
in BrandWeekmagazine, shows consumers are more cynical about the
products they buy. Since November 1994, the index, which rates consumer
satisfaction on a 100-point scale, has fallen by 5% to 71.1 points, says
Some advertisers think this feel-good marketing will backfire. They're
running ads like the one Nike launched for its Air Sorb shoes. The copy
reads: "You are sick of hearing it: 'You are a wife. You are a mother;
you are an inspiration to all womanhood.' What if all you want to hear about
is a comfortable walking shoe?"
Copyright © 1999 by Bond Communications.