This is interesting, okay? I was just reading about this very subject.
The thinking in advertising now seems to be that consumers are so “ad saturated” that companies have to connect with the potential customer on a more personal level.
Image is part of it — better looking, smarter, richer versions of the target demographic to hype the product.
But also very, very specific lifestyle images/messages at very narrow demographics.
“The thinking in advertising now...”
I am not sure if *thinking* is an accurate word here. “Rationalizing” or “experimenting” might be a step toward clarity of vocabulary. ;-)
Actually, in PR, many of the most successful are those who can adequately pitch the notion of the overall value of the product. They can do this best IF the product is truly valuable. ;-))
“images/messages at very narrow demographics...”
In the long run (and given today’s economy and the polarized political climate), that is not very cost-effective.