Advertising changes the perception of everything, making everything seem better. You can manufacture any feeling you want into the advertisement and the viewers can either relate or reflect towards it. It sort of changes the world and people accept it as it creates an atmosphere they feel comfortable or wished that their life's would be. As there are many advertisements out there, its very hard to stand out from the rest and reach out as many viewer as possible due to the fast moving environment we're in.
As time goes by, people attention span gets shorter. So to grab the viewer, one must be able to either keep it short or exuberance. Most advertisement tries to sell its brand by making a interesting commercial but it is easy to be cynical. For example, coming up with theatrical experience as consumers love seeing fun ideas or something seemingly outrageous but most importantly communicate, finding the core and make it interesting. As I believe connecting people, making them feel recognised will impact their judgment towards the brand. Great advertisement starts from something true and if you can invoke something evocative you can connect to the society and they can understand what are you trying to say be it introducing a product or sending a message.
Behind every successful advertisements or commercials are the great visionaries of this industry. Be it if they're are copy writers or art directors. They are the creative people who are not afraid to take a jump, always wanting to prove something. That being said, creating something good yet convict the client to buy to show to the consumer to see is something very challenging as the client might question your work or even dictate on how it should be. With that, facing both the client and consumer making them contented with what you have is never enough. Therefore they need to come up with something big to stun or capture the audience and the clients attention.
Ending with this, I believe you cannot ignore the people who want to change the world as they will be out there somewhere trying to prove you wrong.
