Are you a Sign-maker? I forgot how many times people asked me this question when I told about what I am doing. There may be thousands of people out there, who think that the advertisement just consists of sign-making. Actually it is hard for me to tell the difference between them, because I think that the advertisement lost its spirit with digital transformation, and it is not that different from the sign-making.
By writing this, I am not undervaluing the sign-making or advertisement. With this analogy I intent to emphasize the fact that sign-making is a field where creativity is restricted and which is entirely based on certain formulas and rational data. Unfortunately, as digital agencies dominate the market, advertising started to use the same systematic. To reach the right target audience, the communication strategy is almost entirely determined by data. I cannot say that this applied system is completely wrong, but in fact, the data can be manipulated. I think that asking consumers what they want, determining their habits and acting according to these data suppress the “insight “and "creating desire" action that is a part of advertising nature. In addition, most of the advertisements prepared entirely on data are insufficient to convey emotions and ideas.
Have you ever thought about Henry Ford quote “If I had asked people what they wanted, they would have said faster horses”? He talked about a subject which is valid even today: The consumer’s imagination may be weak. You should always think far enough ahead. An advertiser who thinks that way, should offer and make people desire an automobile instead of a faster horse. But we are now interested in what color horse the consumer asks.
It is not my intention to discredit the digital advertisement or praise the traditional advertisement but to embrace the spirit of advertisement. And I think it can be possible through a good idea which is crowned with accurate data, strong insight and creativity.