Tuesday, November 16, 2010

The Boomer Blog

The Boomer Blog

The Boomer Blog - Nov 15, 2010

Posted: 15 Nov 2010 04:59 AM PST

What Happened To Aspiration?
Brent Bouchez
Media Post's Engage Boomers
Monday, November 15, 2010

I've spent the last 30 years of my life creating advertising. I've worked with just about every conceivable type of product from credit cards to computers, automobiles to airlines, hamburgers to haircuts.
And the one thing every client wanted, no matter what the product, was to make people want what they were selling. And how do you make that happen? By creating aspiration. Make it sexy, make it cool, make it juicy and gorgeous and delectable and irresistible ... that has always been my job.

Since I opened five0, I've noticed something. If you look at advertising for people from, say, 5 years old to 50 years old, it all tries to do what I spoke about above. It tries to get the viewer or reader to "aspire" to the product or brand. Some do it well, others not so well, but the mission is always the same.

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