Advertisers: Be Direct. Be Honest.
April 4, 2008
Posted by Dr. Deborah Morrison, Ph.D.
Chambers Distinguished Professor of Advertising
University of Oregon
We recently met with Dan Beard, Speaker Nancy Pelosi's Administrative Officer, at the Turnbull Center in U of Oregon's White Stag Building in Portland. His mission: discuss the Capitol's Green initiative that he leads and brainstorm ideas for further action.
In the room were business leaders, government aides, designers, educators, architects, builders, sustainability experts, and activists. Interesting to hear that one of the issues he and others contend with is greenwashing. That is, how are actions -- as well as messages -- perceived as being exaggerated in order to catch the green glow of environmental goodness?
Throw in a dose of partisan bickering and you have the potential for a real mess.
Just like the advertising posted here, oftentimes the motivation behind good (and not-so-good) deeds are questioned because it sounds too self-serving or over-the-top politically correct or even just not smart enough. We talked at length about the concept of authenticity, both in message and deed, and how that sense of transparency resonates with audiences.
We came to this: for cultural change, persuasive information -- often complex and overwhelming -- needs authenticity and reward for the consumer. (As Kim Sheehan says, "gentle to the earth" just doesn't cut it anymore.) Beard noted that when he began to talk in terms of specific economic facts, people began to listen.
For advertisers and brand shepherds, the point on green claims is this: be direct, be honest, and be connective to your audience.
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