The quote “We have to move from making good advertising, to making advertising good” emphasizes a shift in focus from merely creating advertisements that are aesthetically pleasing or cleverly crafted to producing messages that genuinely engage and benefit the audience. At its core, it suggests that effective advertising should prioritize value over superficiality.
### Explanation
1. **Quality Over Quantity**: The phrase encourages marketers to think beyond flashy visuals or clever taglines. Good advertising goes deeper, aiming for authenticity and relevance. It’s about creating content that resonates with the audience’s values and needs rather than just trying to catch their attention for a fleeting moment.
2. **Consumer-Centric Approach**: This perspective advocates for understanding the audience better—what they care about, what challenges they face, and how products can solve those issues. When advertisements are created with genuine intent to help or inform rather than just sell, they become more impactful.
3. **Building Relationships**: By focusing on “making advertising good,” brands can foster trust and loyalty among consumers. When people feel understood and valued by a brand’s messaging—rather than just being targets for sales—they are more likely to engage positively with it.
### Application in Today’s World
1. **Digital Marketing Strategies**: In today’s fast-paced digital landscape where consumers are bombarded with information, this idea is increasingly relevant. Brands that create content reflecting social responsibility or sustainability often garner more engagement because they align with consumer values—their ads are ‘good’, not just ‘good-looking’. For example, brands like Patagonia successfully incorporate their commitment to environmentalism into their marketing strategies.
2. **Storytelling**: Effective storytelling can transform an ad from mere promotion into meaningful communication. By telling authentic stories—those of customers overcoming adversity using a product or of employees who embody company values—brands make their messages resonate on an emotional level.
3. **Feedback Loops**: Involving audiences in the creation process through feedback mechanisms allows advertisers to refine their messaging based on real user experiences instead of assumptions about what might work best.
### Personal Development Perspective
On an individual level, applying this concept means shifting focus from surface-level achievements (like having impressive resumes) toward cultivating genuine skills and relationships:
1. **Authenticity in Communication**: Just as businesses aim for ads that reflect true value, individuals benefit from being authentic in personal branding too—communicating honestly about strengths and weaknesses fosters deeper connections both professionally and personally.
2. **Value-Driven Goals**: When setting personal goals or pursuing careers, aligning your pursuits with your core values creates fulfillment beyond mere success metrics (like salary levels). This approach leads not only to greater satisfaction but also makes you stand out as someone who truly brings value wherever you go.
3. **Continuous Learning & Growth**: Engaging deeply with learning opportunities—not merely completing courses but seeking meaningful application of knowledge—mirrors the transformation in advertising by ensuring you become “good” at what matters most rather than simply fitting into pre-defined boxes of achievement.
In essence, moving towards “making advertising good” serves as a reminder across various fields—from marketing strategies rigorously tailored around consumer needs to personal development focused on authenticity—that true impact comes from depth over superficial appeal.