Vintage imagery wasn’t always vintage. Once upon a time it was brand new. But it doesn’t take long for it to age and begin to look dated, out of touch and past its sell-by-date.
In 1967, when Elton John - or Reg Dwight, as he was known back then, responded to an ad placed by Liberty Records in the popular publication New Musical Express, little did he know his life was about to change forever. Liberty was searching for new songwriters at the time and through his job application Elton ended up meeting Bernie Taupin, who had answered the same ad.
“You can’t avoid getting older, but you don’t have to get old,” said George Burns, the well-known comedian and centenarian a few years ago.
You’ll know the value of images showing credible people in the workplace. They feel right. People connect with them more strongly because they see themselves in the pictures; how they dress, how they work, the jobs they do, their work environment, their workmates and so on. They connect on an emotional level. That’s the value of good stock imagery.
Ask Google how to choose the best CBD oils and you immediately get 22,500 results. If you doubt that it is now a mainstream query, consider this: one of the reviews is from the venerable Consumer Reports.
The All American Family has been recast according to Pew Research Center. Of course you would know this after a few hours of TV watching – if you don’t ignore commercials to grab a snack or take a bio break. Advertisers are producing more inclusive spots featuring the complexity and diversity of the people next door.
Joanna Gaines has become a major tastemaker thanks to Fixer Upper, a show that hit big on HGTV from 2013 to 2017. The show often featured the construction/design company she ran with her husband, Magnolia Homes. The Magnolia brand now extends to a store, lifestyle books and specialty magazines and a restaurant in Waco.
In February, we begin the Year of the Pig. (The Earth Pig, to be precise. There are Fire, Metal, Wood and Water Pigs too, but those details are for some other blog.)
In Chinese culture, pigs are associated with wealth and generosity. So far, so good.
Fashion dictator Diana Vreeland summed it up this way: “The bikini is the most important thing since the atom bomb.”
There is no monolithic market. We are a nation of niches.
If your goal is to get potential buyers to identify with your brand, you must vary your representation of beyond the vanilla and generic in your advertising.